The 2012 holiday season was a big hit for mobile devices as a whole but the biggest winners are Amazon's Kindle Fire, and a multitude of Android tables. While not considered a loser, Apples iPad took a considerable hit because of the saturated market.

Chitika Insights released a report on mobile device sales between December 1st to December 27th with data coming from both the US and Canada. The findings were that tablets from Amazon, Samsung, and Microsoft gained a total of 5.5% market share while Apple's iPad fell by 7.4%

Chitika saw Amazon's Kindle Fire gaining 3.03 percentage points to hit an impression share of 7.51 percent. Galaxy tablets from Samsung with saw a 1.38 percent jump to 4.39 percent share, and the Nexus tablets from Google rose 0.92 percent for a 2.04 percent share. Microsoft's Surface device saw a 0.17 percent increase for a 0.40 percent share. Apple's iPad, though dropped 7.1 percentage points over the holiday season, from a share of 86 percent to 78.9 percent on the 27th.