Companies are always looking for demographic information on their customers so that they can better tailor their products to their consumer base as well as ensure that any advertising is relevant as well. Companies can either take internal routes to collect this information or alternatively, they can outsource this job to a third party.
Last December, when Amazon came out with their Kindle Fire, they garnered a number of headlines simply because of the success that they were having. Apple was at one point asked to respond on this subject to which they said that their market segment was different then that of Amazon’s. Fast forward to today and there are lots of rumours that suggest that Apple will indeed launch an iPad mini, but in terms of market demographics, we do get a good perspective of this through a new comScore study.
Their research depicts the typical iPad user as being a young male and slightly more affluent then either Kindle Fire or other Android tablet user. More specifically, 53% of iPad users were male compared to 51% of Android device owners. Additionally, 44% of iPad users were 35 years of age or younger while 44.5% of Android tablet users were under the age of 35. One of the main differences between the two groups had to do with annual income. 46% of iPad owners reported an annual income of more then $100,000 while only 32% of Android users were in the same income bracket.
Due to the popularity of the Kindle Fire, the comScore research does differentiate their results for the Kindle Fire from that of other Android tablets. The comScore study showed that the typical Kindle Fire user was older with only 32% of their user base being under 35. Additionally, 57% of their users were female and 33% of Kindle Fire users had a $100,000+ annual income. It’s believed that one of the reasons why the Kindle Fire has a larger female following is because of its emphasis as an electronic book reader.
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