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Here's more proof that tablet market share stats you see are either bogus or totally irrelevant.
In the chart below, you can see the iPad represented 88.3 percent of all tablet shopping on Black Friday and Thanksgiving. It was also 9.3 percent of all mobile shopping. The iPhone was 8.7 percent in mobile, while Android was just 5.5 percent in mobile. (Add it up, and you have the iOS at 18 percent of mobile shopping versus 5.5% for Android.)
IBM's data comes from tracking online retailers with its Digital Analytics Benchmark product. These stats come from tracking, apparel, department stores, health and beauty, and home good, says IBM.
Those IDC numbers seem a lot more hollow now. Perhaps all those other companies are shipping lots of tablets, but they're not being bought and used by consumers.
Apple's CEO Tim Cook has long been skeptical of market share stats. When Apple announced the iPhone 5, he said the iPad had 92% of tablet web traffic, adding, "I don't know what these other tablets are doing. They must be in warehouses or store shelves or maybe in people's bottom drawer."
In other words, maybe tablets are being shipped, but not used.
This IBM data is also points to a bigger picture with Apple and Android market share. Android may be winning the market share battle, but it's losing the battle to be the platform. Apple is still being used more by people, which is what matters for developers and for companies.
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