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Study paints iPad owners as young, male, susceptible to ads

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.

by MacNN Staff



  1. Foxypaco

    Joined: Dec 1969


    The majority of male iPad users...

    must be using them at home for watching porno because whenever I see an iPad in the wild being used, it's by a female.

  1. rbodgers

    Joined: Dec 1969


    highly suspect

    I know a half-dozen friends and family, and another dozen clients, who have iPads. And women owners outnumber men on my list by a huge margin. In fact, the only two men on my list that own iPads are husbands of women who bought one first "so they could share," and then subsequently discovered that sharing requires putting it down, which wasn't happening very often.

    Plus, on the subway I see an iPad just about every morning. And it's owner is almost invariably a women.

    This sounds suspiciously like sampling error. I certainly have to admit that my list is much smaller than this Nielsen study, however. Maybe iPad ownership in NYC is skewed?

  1. testudo

    Joined: Dec 1969


    Re: highly suspect

    This sounds suspiciously like sampling error. I certainly have to admit that my list is much smaller than this Nielsen study, however. Maybe iPad ownership in NYC is skewed?

    Yes, for your sample of a couple of dozen non-random people in one city in the US is a much better barometer.

  1. JeffHarris

    Joined: Dec 1969


    Only 400?

    400 is a pretty miniscule sample group. Apple has probably sold 4 or 5 million iPads by now.

    While I have an iPad, I agree with the others that most I see out on the street, on the subway, at Starbucks or lectures, etc., are being used by women.

    My girlfriend scoffed at my iPad at first, but now I have a hard time getting it away from her.

  1. wrenchy

    Joined: Dec 1969


    Apple users

    are susceptible to a lot of things. The SJ-RDF being one of them.

  1. erics

    Joined: Dec 1969


    Can't wait...

    I have to wait for a new iPad to get control of mine at home.
    The lady likes it way too much.
    Of course the plan is to re-wrap the older iPad and give it to her for Christmas.
    Just kidding, Ill add a Nano ;)

  1. Fast iBook

    Joined: Dec 1969


    Not what i've seen.......

    Mostly older (40+) folks with it, equally male & female.

    - A

  1. slboett

    Joined: Dec 1969


    I'm just happy...

    That I'm so young and make six-figures. They didn't ask me...maybe because I have a job? Or they don't like the "experience' my grays show?

  1. fricfrac

    Joined: Dec 1969


    Perhaps...'s that the ads as served on the iPad are that much more compelling in presentation and thus more likely to get a click thro' or that ads on the kindle are pretty c*** - which imo they are, rather than iPad owners being more susceptible?
    This sort of survey asks a series of half-arsed questions and then proceeds to draw spurious conclusions whilst ignoring the most obvious factor.

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