Tuesday, April 19, 2011

The average iPad user

The Wall Street Journal issued a look today at people who own Apple's iPad tablet, based upon findings from comScore Inc. The research firm surveyed 30,000 people with mobile devices--survey participants had to be older than 13 with the data compiled from December 2010-February 2011.

Most of the following will not surprise you, with perhaps one very glaring exception:

- 7.8 million people in the U.S. own iPads
- 56.1 million are male
- 27% are 25-34 and 47.3% are between 25-44
- Almost 50% of the users have incomes of $100,000 or more
- And, the majority (28.9%) used a Blackberry followed by iPhone (27.3%) and an Android phone (14.2%)

The one surprise--at least to me--was that 41.4% of iPad owners in the U.S. have not yet received a college degree. Perhaps users are attendees who drop out or this reflects a changing approach to post-high school education in the U.S. Or, maybe the early adopter segment is less formally educated than what we originally believed.

Whatever the reason, it will be interesting to compare this typical tablet consumer with the diagnostics of those who buy one of the many competitive products entering the market throughout this year.

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