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Kindle Fire Captures 30 Percent of Web Traffic Among Tablets

The day after Christmas saw an increase of 229 percent over any previous average day, while traffic climbed even higher - by 263 percent on January 2. Jumptab said that the increase of traffic is likely from recipients uploading holiday photos and getting familiar with their devices.

Amazon's Android ended 2011 with 30 percent web traffic, up from 10 percent on January 1, the company said.

Overall, Android devices are now more present online than iOS products. Android’s share grew 21 percentage points from 38 percent in December 2010 to 59 percent in December 2011, while iOS dropped 7 percentage points from 29 percent to 22 percent in the same time frame. However, bot Android and iOS are competing on a high level: iOS tripled in overall traffic on the Jumptap network of more than 95 million unique visitors, while Android more than quadrupled. "Both operating systems are growing at break-neck speeds and a cross-platform approach is essential to reach their audience," Jumptab said.

However, iOS remains more effective for advertisers. iOS5 has a click-through rate of about 0.91 percent. Android 3.x has just a 0.59 percent CTR, Jumptab said.