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Monday, December 10, 2012

Millennial Media: iPad mini is a game changer, must have gift’ of the year; impressions grew 28% per day in November

“Every holiday season there seems to be one particular item that stands out as the ‘must have gift’ of the year, and in 2012, early figures lead us to believe that this could be the iPad mini. Truth be told, don't tell my kids but there are already two sitting under our tree at home,” Matt Gillis reports via the Millennial Media blog.

“While we expect a massive amount of iPad minis to be received as gifts (and not opened until the end of the month), it appears that many folks couldn't wait for the holidays to come and have rapidly embraced the newly sized iPad,” Gillis reports. “Specifically, we have already seen a noticeable number of impressions on our platform.”

“In the first weeks after the iPad mini went on sale, we saw an average daily growth in impressions of 28 percent,” Gillis reports. “Last holiday season, Amazon launched the Kindle Fire to much anticipation. As a comparison, we saw Kindle Fire impressions grow at an average daily rate of 19 percent in the first two weeks after it went on sale last year. So, by our math it looks like Apple could have itself another massive holiday season.”

Millennial Media: Apple iPad mini 2012 vs. Amazon Kindle Fire 2011 Impressions

Millennial Media: Apple iPad mini 2012 vs. Amazon Kindle Fire 2011 Impressions

Gillis reports, “Rather than cannibalizing other tablet sales, we see the iPad mini as a device that will simply expand the overall tablet market. Based on Nielson data from November - kids are asking for Apple products this holiday season. The number one requested gift is the iPad and 48% of American kids want one for Christmas. The iPod Touch and the iPad mini are close behind with 36% of American kids hoping they find one under their tree. If these numbers hold true, Santa could be very busy this holiday season - and there could be a lot of happy kids, and happy [iOS] developers.”

Read more in the full article here.

MacDailyNews Take: Boom! (Meanwhile, the incongruent Apple sale continues on Wall Street...)

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