Boxing Day 2011 saw Tablet network traffic jump 229 percent over the projected average according to a report from mobile ad company Jumptap. The January MobileSTAT report also showed a 263 per cent traffic increase on 2 January – something which Jumptap attribute to recipients uploading photos from the period between Christmas and New Year, and getting familiar with their devices.

“Mobile is quickly becoming the primary access point of the internet. Advertisers have seen this story before with PC-based digital advertising, and are allocating mobile budgets that are larger and larger,” says Paran Johar, CMO, Jumptap. “The surge in tablet adoption rates, and rise in mobile subscribers, support the expectations that mobile will eventually outpace online.”

Meanwhile, the battle between Android and iOS continues – Android’s share grew 21 percentage points during 2011, to 59 per cent, while iOS dropped 7, to 22 percent. iOS5, however, sees a higher click-through rate than the latest Android OS, has a 0.91 per cent CTR, while Android 3.x has 0.59 per cent.

The Kindle Fire experienced the greatest tablet growth throughout December, according to the report – the device held a 10 per cent of the Tablet market share at the start of the month, and finished the year at 30 per cent.