Microsoft has positioned its Surface tablets as devices more fit for work activities as compared to those from other manufacturers. The question remains though, are Surface tablets actually being used in work settings more so than iPads or other tablets? Based on North American usage data, the answer is yes –Surface users generate a slightly greater share of their total Web traffic during working hours as compared to iPad or Android tablet users. However, in terms of raw traffic volume, iPad and Android tablet users lead the pack at all hours of the day, and usage patterns among all tablets remain relatively similar overall.
To quantify this study, Chitika Insights analyzed tens of millions of North American tablet-based online ad impressions within the Chitika ad network. The data set analyzed consisted of impressions catalogued from January 20 to February 2, 2014. Hourly usage shares were then calculated based on an average of individual hourly traffic totals seen over the two-week period.