updated 11:30 am EDT, Tue September 28, 2010
Kindle owners actually wealthier, better educated
A new Nielsen study has identified some of the demographics of iPad owners, and made some significant contrasts with other devices, Fortune notes. Of 400 surveyed iPad owners, a large majority -- 65 percent -- were found to be male. The imbalance was paralleled only in a group of Sony PSP owners, which slanted 62 percent towards males. Another e-book reader, the Amazon Kindle, only recorded a 52 percent male bias.
iPad owners also tend to be younger than Kindle owners as rule, with some 63 percent falling under the age of 35 versus the Kindle's 47 percent. Kindle buyers tend to be wealthier, however, as 44 percent make more than $80,000 a year next to the iPad group's 39 percent. Kindle owners are further described as better educated, since 27 percent of them have Master's or PhD diplomas.
Compared to an umbrella group of connected device owners, the iPad group is further described as more prone to advertising. Whereas just 19 percent of the overall study said ads on their device were new and interesting, the figure was 39 percent amongst iPad owners. Similarly, 46 percent of iPad owners said they enjoy ads with interactive features, compared to a broader view of 27 percent. Someone with an iPad is moreover considered significantly more likely to buy something as a result of seeing an ad on the tablet.