The NPD Group
By Suzanne Choney
iPad owners "tend to be older and have more money," according to a study from The NPD Group. But that's changing as the idea of a tablet becomes more mainstream.
The research firm says that more than 40 percent of iPad owners have a household income of $100,000 and more, compared to 26 percent of non-iPad owners. Age-wise, about two-thirds are 34 and older; the remainder are under age 34.
But with the iPad itself not quite two years old, and with more tablets on the market, the demographics of tablet ownership are changing.
"More recent tablet owners make less money and are younger than the early adopters, with buyers at the end of 2011 being 50 percent more likely to have an income under $45,000, and 33 percent more likely to be under 34 years of age," NPD said in a new study, "Tablet Adoption and Insights Report." The report is based on a survey of more than 1,114 consumers in December.
The tablet market itself is "beginning to take on a new role,? said Stephen Baker, vice president of industry analysis at NPD, in a press release.
?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 (email, Web surfing, game-playing, social networking and online shopping) shifted towards the tablet between early and late 2011."
The NPD Group
That doesn't mean consumers are shifting away from PCs, Baker said. "Only 10 percent of tablet owners have decided they don?t need a PC notebook that they were once considering." And among non-tablet owners, 26 percent "say they are likely to buy a notebook in the next year, while just 18 percent say they will purchase a tablet."
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