Mobile devices proved to be popular with holiday shoppers as web traffic increased across North America.

According to Chitika Insights, Amazon and Microsoft saw a positive bump within their tablet market place shares with 0.6 percent and 0.5 percent, respectively. For Amazon and Microsoft, the percentage gains were enough to be ahead of Apple, Google and Samsung.

Apple encountered the worst tablet percent gains with a loss of 1.3 percent. Despite the percentage loss, Apple still maintained first place with 76.1 percent of the tablet market share following the holidays.

In regards to smartphones, Apple saw the most positive gains against Google, Samsung, HTC, Motorola, and LG. The Cupertino-based company saw its iPhone market share increase by 1.8 percent. Apple smartphones represented 54.3 percent of the smartphone market share.

Samsung placed second with 23.7 percent despite a percentage loss of 0.8 points. All other companies, with the exception of Google, lost market share percentages in the smartphone category.

The iPhone was the only smartphone to exhibit usage share gains in the wake of the holiday, likely indicating that its latest set of 5s and 5c devices remained a hit with consumers," noted Chitika Insights. "Meanwhile, the iPad's tablet usage share slipped by 1.3 percentage points against its competitors, which could be partially due to the tablet's higher price point directing people to other brands for the purposes of gift giving."

Chitika Insights also noted both Apple smartphone and tablets generated the highest share of North American web traffic compared to any other manufacturer.

For the report, Chitika Insights surveyed a sample of "tens of millions" of smartphone and tablet online ad impressions utilizing the Chitika network between Dec. 20 and Dec. 29, 2013. The web traffic consisted of Canada and United States impressions.

__

For the latest updates, follow Michael Oleaga on Twitter: @EditorMikeO