iPad Users Are Rich and Old
Owning an iPad is always a matter of status and a recent survey by folks from NPD Group validates this. According to this survey a significant percentage of iPad owners are old and wealthy. These wealthy users of iPad might not think twice in lapping up the next-generation iPad3 even if it means forking out a few hundred dollars more. According to the survey more than 40 percent of iPad owners had a household income of $100K or more. This figure is just 26 percent for non-iPad owners.
But as tablet penetration is increasing gradually, the demographics of tablet users are also changing. Recent tablet owners are younger and make less money. 50 percent of buyers at the end of 2011 are more likely to have an income under $45K and 33 percent of buyers are more like to be below 34 years of age. Tablets like Amazon Kindle Fire are definitely behind this change.
Another interesting finding of the survey is that irrespective of age and income many tablet buyers still think that ‘PC is not dead’. Only a meager 10% of tablet owners feel that they don’t need a PC notebook. Even non-tablet users feel the same, 26 percent of them are more likely to buy a notebook compared to just 18 percent who want to purchase a tablet. According to Stephen Baker, VP of NPD, tablet usage is still evolving and many users, being conservative are hedging their bets by planning to have an array of products to have maximum flexibility. It would be interesting to see how Apple and Microsoft adjust their strategies to these changing demographics. Do you think that Apple deserves the premium charged for its tablets? Can iPad usage generate more income for the buyer and turn into a virtuous cycle? Food for thought for another survey!