Kindle Fire traffic skyrockets on Christmas Day, encroaches on iPad territory

Millennial Media ad impressions, December 23-26, 2011

Millennial Media ad impressions, December 23-26, 2011

According to new data from ad network Millennial Media, Amazon's Kindle Fire Android tablet has not only been selling well in general, but it was a particularly hot Christmas gift this year. Millennial's data indicates that ad impressions generated by Kindle Fire users skyrocketed 261 percent on Christmas Day, allowing it to significantly narrow the gap between it and the market-leading Apple iPad 2.

During the holiday weekend (December 23-26), Millennial's ad network saw an average daily growth of Kindle Fire impressions of 113 percent, with the big spike happening on Christmas Day itself.

Apple's iPad 2 saw growth over the weekend, too, with an average 6 percent daily increase in ad impressions over the four days. The iPad is still the leader in the tablet market, but the Kindle Fire's impressive growth allowed it to encroach upon Apple's numbers, narrowing the gap quite a bit.

It will be interesting to see how the tablet market continues to change in 2012, as low-end competitors like the Kindle Fire and the Barnes & Noble NOOK Tablet chip away at Apple's lead.