The amount of web traffic generated by devices running iOS has surpassed that of Mac OS in the US.

That's according to Chitika Insights, which analysed "data sets composed of a series of US traffic taken from August 2011 to February 2012 out of the Chitika Ad Network, covering hundreds of millions of ad impressions".

The web market shares of iOS and OS X have been converging steadily since last August, Chitika's Gabe Donnini said, and this is due to the growing popularity of the iPhone and iPad.

"iOS has been posting regular gains, and has experienced an overall growth of nearly 50 percent, whereas OS X has seen its market share decline by 25 percent since a high point in September," said Donnini.

"February marks the first point where a reversal in position can be seen in the respective operating systems. iOS passes Mac OS with 8.15 percent of all web traffic, whereas Mac OS only sees 7.96 percent."

Inevitably, Donnini can't help but ask the question of whether Apple is at risk of cannibalising its share of the desktop market with its iOS devices.

"Apple is renowned for its customer loyalty, so why is Mac OS experiencing a loss in web market share? Perhaps, Apple's habit of launching cutting edge gadgets year after year is driving consumers to newer products," he wrote.

"Combining this aspect with the similar functionality of iOS devices and a lower price point, it may be that consumers are choosing to go mobile, instead of purchasing more expensive Apple computers."

However, recent data from Gartner suggests that Apple is growing its share of the desktop PC market in the UK and Western Europe, despite a general downward trend in the market.