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North Americans use their tablets most in the late evening and least in the early hours of the morning, according to a recent report from Chitika.

Tablet web browsing is at its lowest between 4 AM and 5 AM ET, with a steady increase throughout the day from there, the analysis found. Usage is highest between 7 PM and 11PM ET, with the peak coming around 9 PM ET.

After midnight there is a predictable drop off in tablet usage as people head to bed.

Below, additional key findings from the report, which was based on data from tens of millions of US and Canadian online ad impressions originating from tablets.

Tablet Use by OS Type

  • Microsoft Surface RT and 2 users generate a slightly greater share of their collective daily traffic between the hours of 12 PM and 5 PM ET vs. iPad and Android tablet users. This may support the idea that Microsoft's tablets are used more frequently during working hours, though the difference is minor.
  • iPad and Android tablet users' daily usage patterns are nearly identical.
  • iPad users currently generate the majority of North American tablet Web traffic at all hours. 

About the research: The report was based on tens of millions of North American online ad impressions originating from tablets between January 20 and February 2, 2014.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji