It has been four years since the iPad made its debut, and, despite the debut of many rivals, it continues to be the tablet of choice.
A new study from online ad network Chitika, being released later on Wednesday, finds that the iPad generates 77.2 percent of North American tablet Web traffic.
However, Samsung and others are starting to make their presence felt. Apple’s share is down four percentage points from a year ago. Samsung, meanwhile, has seen its usage share grow to 8.3 percent, up from 4.7 percent a year ago. Amazon had the second largest Web share at 6.1 percent, but that’s down more than a percentage point from a year earlier.
In terms of market share — as opposed to share of Web traffic — Apple has the lead, but not by as large a margin. Research firm eMarketer expects Apple will still hold the majority of the tablet market this year with 51.8 percent share, down from 54.5 percent last year.
Though maturing, the tablet audience is still growing, eMarketer says. It notes that about 22.8 percent of the U.S. population used an iPad at least once a month last year, with 42 percent of Americans using a tablet of any flavor.
Apple will provide some iPad numbers of its own when it reports earnings later on Wednesday.
Update: The study is now up on Chitika’s site here.
This article originally appeared on Recode.net.