The holiday season is over and many tech enthusiasts will be busy playing with the latest gadgets that they received or purchased during the holiday season. Usually, smartphones and tablets are among the top-selling products during the holiday season and Chitika Insights reports that even though iPad sales dropped by 7.1 percent, Apple still remained the market leader.

Chitika Insights surveyed a sample of smartphone and tablet impressions from its ad network from a date range of Dec. 1 to Dec. 27 2012 and only includes traffic from the U.S. and Canada. The survey found that iPad's overall market share dropped from 86 percent to 78.9 percent following the holidays.

According to the report published by Chitika, iPhone 5 and Samsung Galaxy S3 were the best-selling smartphones of the holiday season with 1.1 percent and 1.0 percent usage share, respectively. The 5.5-inch Galaxy Note 2 also gained share in the bigger smartphone industry, while competitor HTC saw no share gain for its 5-inch Droid DNA.

"This substantial change underscores the inroads non-iPad tablets made this holiday season, reflecting some initial holiday sales estimates released by companies like Amazon. Their Kindle Fire HD tablet was the top-selling product on Amazon.com on Black Friday. However, despite the gains by competitors, we expect that the iPad's share of tablet traffic will return to the 80% range, albeit lower than pre-holiday levels, as users return from vacation and browse with their new devices less frequently," reported Chitika Insights

Kindle Fire's share increased by 3.03 percent taking Amazon's tablet market share to 7.51 percent. Samsung's Galaxy Tab products (7-inch and 10-inch models) reached a 4.39 percent market share with a 1.38 percent spike. Google's Nexus tablet jumped to a 2.04 percent share. Microsoft Surface also saw a slight increase by 0.17 percent, taking the total market share to 0.40 percent.

The iPad still enjoys a major chunk of the tablet market share. However, with the increase in competition in the tablet market, we will have to wait and see if Apple is able to sustain its lead in the near future.