Hey, Big Spender! Your iPad would probably like to spend some more time with you…
According to a new report by comScore, iPad users tend to be younger (44.5 percent under age 35), wealthier (46.3 percent in households with income greater than $100,000) and male (52.9 percent), as opposed to its nearest rival, the Kindle Fire, whose users tend to be women (56.6 percent) and more concerned with price, which is not surprising considering that iPads set you back about $500, with Kindle Fire retailing around $200.
Both user groups reported an almost equal level of satisfaction with their devices.
The findings kick off a new service from comScore called TabLens, a monthly syndicated service report on U.S. tablet owners and usage. This first round of data represents a three-month sampling of 6,000 tablet owners, ending in June.
The report also found that iPad users’ top concern in their purchase decision was selection of apps, followed by brand recognition. Kindle Fire owners’ top priority was pricing, with brand name and apps selection less important.
And apparently having the same operating system across tablets and smartphones didn’t rank that high in importance for users, with that not even hitting the top five factors under consideration when deciding which device to buy, according to comScore. “This finding highlights the potential for brands, such as Microsoft with its recently announced Surface tablet, to see consumer adoption in the tablet market even though they might lack strong penetration in the smartphone market,” the report said.
The study did not, however, explain why those bratty 2-year-old twins next door each have their own iPad.
This whole Apple-product-person-as-more-affluent thing isn’t new, of course. If you recall in June, travel site Orbitz took a media beatdown when it was revealed that it was more likely to target higher-end hotels to its Mac users than its PC users. Orbitz’s data showed that Mac users spend as much as 30 percent more on hotels, according to this Wall Street Journal article, or an average of $20 to $30 per night.
All this data will likely lead to more targeted advertising headed for your tablet. What say? You’re being zeroed in on anyway, wouldn’t you rather get hit up for stuff you actually want?