mediaonline daily reporting: New research from comScore shows iPad users skew more male, younger
and more affluent than Android tablet and Kindle Fire users. The digital
measurement firm released the data in
connection with the introduction of a new monthly syndicated service
called TabLens for tracking tablet usage.
Initial findings
reveal some of the demographic differences among the major
tablet platforms. (For the purposes of the study, the Kindle Fire was
separated from Android tablet figures.) The iPad has clearly established
itself as the dominant device in the category, with more
than two-thirds of the tablet market. Its audience is more likely to be
slightly male than those using Android devices (53% versus 51%), as of
June.
iPad users also skews slightly younger,
with 44% under 35 compared to 44.5% on Android tablets. The biggest
difference is in household income, where 46% of iPad users have annual
income north of $100,000 compared to only about a third (32%)
of their Android counterparts.
Kindle Fire users also skewed
less affluent (33% at $100,000+), and older, with 32% under 35. The most
striking difference between the Amazon tablet and other
devices was the higher proportion of female users, at 57%, possibly as a
result of more women selecting the Kindle Fire for its function as an
e-reader.
The comScore study also examined the
factors that people considered in purchasing the different tablet
models. iPad owners, for example, placed the most importance on the
selection of apps available. That makes sense, given that the
Apple tablet has the largest catalog of tablet apps, with more than
225,000 titles.
Android and Kindle Fire owners, by contrast, both rated price as the greatest consideration in their
decisions.
No comments:
Post a Comment