comScore has today published the results of a US study of iPad owners, using data taken from its MobiLens service. Initial research indicates that the iOS platform has a combined platform reach of 37.9 million among all mobile phones, tablets and other connected media devices, therefore outreaching the Android platform, with 23.8 million, by 59 percent. To break the figures down further, comScore found that the installed base of iPhones slightly exceeded that of iPod touches, both of which were twice as high as the number of iPads. The survey also found that among the 37.9 million users with access to iOS, only 4 million, or 10.5 percent, accessed the platform via more than one device.
comScore goes on to say that the research also suggests that iPad ownership extends well beyond Apple’s most fervent customers, despite the perception by some that iPad owners tend to be those with a strong affinity for Apple products. comScore found that while Apple is certainly the most heavily represented OEM among iPad owners, its OEM share of 27.3 percent is only slightly higher than its share among all smartphone subscribers, which is 25.2 percent. RIM accounts for the second highest percentage of iPad owners at 17.5 percent, with Samsung, LG and Nokia all significantly overrepresented among iPad owners as compared to their respective shares of the smartphone market. The survey also found that 14.2 percent of iPad owners had Android phones.
Finally, the survey looked at the age profile of iPad users, finding the heaviest skew toward 25-34-year-olds (27 percent) in relation to the total mobile audience. iPads also showed significantly above average skews in the 18-24-year-old and 35-44-year-old segments. However, comScore says that this demographic profile was similar to that of the overall smartphone user base, indicating that the advanced mobile capabilities rather than the device itself might be the main impetus behind the age profile.
Source: comScore
