Amazon's Kindle Fire accounts for half of all Android tablets sold in US

Share doubles between December and February

With iPad sales continuing to go through the roof – 67 million units sold and counting – the latest numbers from comScore point to a tablet market that's been split in two.

On the flip side of the coin is the battle between Android OEMs to mop up non-iPad market share. According to the research firm, that's a fight Amazon is now winning by a clear margin in the US.

Amazon acceleration

Amazon's Kindle Fire now boasts a 54.4 percent share of the Android tablet market based on numbers taken across the course of February, stretching ahead of its nearest competitor, Samsung's family of Galaxy Tab devices.


The figures mean Kindle Fire has more than doubled its share since December, when it accounted for 29.4 percent of the market.

Small is beautiful?

The rise of smaller tablets, comScore claims, means those working on tablet devices may have to reconsider their approach, however.

"Tablet adoption among US consumers continues to climb as more devices appealing to various price and feature preferences are introduced to the market," the company said in a statement.

"With the emergence of a growing number of smaller-sized tablet devices, advertisers and publishers will need to understand whether these devices limit the opportunity for advertising compared to their larger-screen counterparts, or if they are able to build incremental reach and engagement by presenting different use cases."

You can read the firm's full findings over on comScore's website.

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