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iPad owners wealthier, older, says new NPD Group report

by David Needle

February 17 2012

There's been a clear jump in "tablet only" activities by December, 2011 (NPD Group)
There's been a clear jump in "tablet only" activities by December, 2011 (NPD Group)

A new profile of iPad owners shows that more than 40% have a household income of $100K or more, compared to only 26% of non-iPad owners.

iPad owners also tend to skew older, but the tablet times are changing. NPD Group, which compiled the Tablet Adoption and Insights Report, says that more recent tablet owners make less money and are younger than the early adopters. For example, over 50% of buyers at the end of 2011 were more likely to have income under $45k and 33% were more likely to be under 34 years old.

A couple of other significant interesting revelations in the report have to do with what tablets are being used for. NPD Group says the report is based on survey results from of over 1,114 U.S. consumers from a pre-identified sample of 3,600 tablet owners completed in December, 2011. 

As the demographic of the tablet owner continues to change the tablet market is beginning to take on a new role,” said Stephen Baker, NPD Group’s VP of industry analysis. “We are seeing some of the tasks traditionally performed on devices, such as PCs, now being performed on the tablet. In fact, all five of the top activities shifted towards the tablet between early and late 2011.

Which is not to say tablets are ready to supplant notebooks. Only 10% of tablet owners in the study said the’ve decided they don’t need a PC notebook that they were once considering. 

“Even as consumers increasingly use tablets for tasks that were once exclusively done on their PC, they continue to plan new PC purchases,” said Baker. “Usage is still evolving and most people, being inherently conservative in their device outlook, continue to hedge their bets on their device preference by planning to maintain an array of products to afford them maximum flex

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