What’s the difference between an iPad owner and an Android Tablet or Kindle owner? Well, Mediapost has a great piece quoting some Comscore data that has some of the answers!
Basically, the owners are just as different as the functionality, branding and pricing of the different tablet devices would lead you to believe. For example, Kindle Fire owners are more likely to be female than iPad owners. Not surprisingly, iPad owners skew wealthier than the owners of other tablets.
The following is a chart that I pretty much directly borrowed from the Mediapost article that I linked to above:
| Total U.S. Tablet Owners (June 2012) | |||||
| Total Smartphone |
Total Tablet | iPad | Android Tablet | Kindle Fire | |
| Gender | |||||
| Male |
51.9% |
50.0% |
52.9% |
50.9% |
43.4% |
| Female |
48.1% |
50.0% |
47.1% |
49.1% |
56.6% |
| Household Income | |||||
| <$25k |
12.0% |
7.8% |
5.5% |
11.7% |
7.0% |
| $25k to <$50k |
19.6% |
18.1% |
14.4% |
20.4% |
20.9% |
| $50k to <$75k |
19.3% |
19.1% |
17.2% |
20.0% |
21.3% |
| $75k to <$100k |
15.6% |
16.7% |
16.6% |
15.3% |
17.5% |
| $100k+ |
33.5% |
38.4% |
46.3% |
32.5% |
33.3% |
| Source: comScore TabLens and comScore MobiLens, August 2012 via MediaPost( Kindle Fire was excluded from the Android tablet total.) | |||||
Happiest Tablet Owners – Surprise!
Who are the happiest tablet owners? No surprise – it’s iPad owners. However, Kindle Fire users reported a higher satisfaction rating than Android tablet owners, and were probably statistically tied with iPad users.
Total Smartphone – 8.1
Total Tablet – 8.6
iPad – 8.8
Android – 8.2
Kindle Fire – 8.7
Why Buy A Particular Tablet?
The article also looked at purchase decisions; why did a person buy a particular tablet over another? The selection of apps and price of tablet led as the most important factors. Other stuff like the brand name and the operating system also mattered. Here is another chart from the report that breaks down which purchase considerations mattered by tablet owner:
| Top Purchase Consideration Factors (10-Point Scale; Total U.S. Tablet Owners, Age 13+, U.S.; 3 month average ending June 2012) |
||||
| Total Tablet | iPad | Android Tablet | Kindle Fire | |
| Selection of apps available for my tablet |
7.7 |
8.1 |
7.3 |
7.5 |
| Price of the tablet |
7.7 |
7.2 |
7.9 |
8.1 |
| Brand name of the tablet |
7.5 |
8.0 |
7.0 |
7.4 |
| Tablet operating system |
7.5 |
7.8 |
7.4 |
7.2 |
| Music and video capabilities |
7.4 |
7.6 |
7.1 |
7.4 |
| Recommended by friends/family |
6.5 |
6.7 |
6.1 |
6.5 |
| Tablet has same OS as my phone |
6.4 |
6.6 |
6.3 |
6.1 |
| Social networking features |
6.2 |
6.3 |
6.0 |
6.3 |
| Recommended by retail salesperson |
5.3 |
5.3 |
5.3 |
5.2 |
| Source: comScore TabLens, August 2012 (N.B. Single purpose eBook reader devices are excluded from the “tablet” definition, and Kindle Fire was excluded from the Android tablet total.) |
||||
Finally, here is a cool infographic by Comscore on tablets and what people are using them for.
comScore TabLens: Today’s U.S. Tablet Owner Revealed
