Apple CFO Peter Oppenheimer References Chitika Insights OpenReports iPad Statistics on Q2 2013 Earnings Call

  Apple CFO Peter Oppenheimer References Chitika Insights OpenReports iPad
  Statistics on Q2 2013 Earnings Call

    -- Describes Tablet Web Usage Figures as “Most Important” Statistical
                                Measurement --

Business Wire

WESTBOROUGH, Mass. -- April 30, 2013

On April 23^rd, 2013, statistics from Chitika Insights, the independent
research arm of theChitika Online Advertising Network, were cited on Apple’s
Q2 2013 earnings call by Apple senior vice president and chief financial
officer Peter Oppenheimer. In referencing Chitika Insights’ March Tablet
Update study, part of Chitika Insights’ ongoing OpenReports program, Mr.
Oppenheimer said:

"...the most important measure of the success of our ecosystem is how engaged
our customers are with our products and services. In its most recently
published update, Chitika found that iPad accounted for 82 percent of all
North American tablet-led traffic in March."

This sentiment echoes how usage-based statistics are playing an increasingly
important role in understanding the mobile marketplace, as compared to sales
or shipment numbers alone. This shift is mainly due to the growth of secondary
markets within the mobile ecosystem, such as mobile applications and mobile

As Mr. Oppenheimer alluded to within his comments during the earnings call,
high rates of Web usage for users of a particular device denotes higher levels
of customer satisfaction and overall loyalty. In the perspective of Apple’s
earnings, the more time customers are spending using a device, the more likely
they are to spend money within that device’s platform buying an application,
consuming video or other media content, etc.

Read the full report, along with other related studies, at the links below:

  *March Tablet Update
  *6-Month Comparison: iPad and Samsung Galaxy Tablet Usage Rates
  *Hour-by-Hour Examination: Smartphone, Tablet, and Desktop Usage Rates

For more information about Chitika Insights’ OpenReports program visit:

Chitika Insights is one of the most trusted sources of information regarding
Web browsing trends, utilizing a sample of more than 250,000 North American
websites, and adhering to a rigorous methodology managed by a team of trained
statisticians. The company’s studies have been cited by countless national
media sources, including the New York Times, Fortune, and USA Today.

About Chitika:

Chitika is an online ad network that caters over four billion strategically
targeted ads each month to a network of over 250,000 sites, making it the
second largest network of its kind. Chitika ads are known across the industry
for their ability to perform unlike any other, leveraging proprietary
targeting and optimization technology - a delicate blend of “Art + Science”-
to ensure delivery of intent driven ads to the right user, at the right time
and in the right place. Chitika’s advertising partners include; Yahoo!,
Superpages, yellowbook, ServiceMagic and Shopzilla, and are leveraged by
publishers in the network to drive audience engagement and boost revenue. For
more information visit:


Chitika Inc.
Jennie Freedman, 508-439-4529
Andrew Waber, 508-948-0497
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