Apple iPad owners skewed male (52.9 percent), slightly younger (44.5 percent under the age of 35) and wealthier (46.3 percent residing in households with income of $100k or greater) compared to an average tablet user during the three-month average period ending June 2012. That over-indexing for younger and richer users has been a notable characteristic of iPad adopters since the product first launched.
In comparison, Kindle Fire owners saw their audience skew female with 56.6 percent of its audience base represented by females.
Both Android and Kindle Fire users saw household income below that of iPad owners, aligning more closely with household income reported by smart phone owners.
| Demographic Profile: Tablet* and Smartphone Audience 3 month avg. ending June 2012 Total U.S. Tablet Owners and Smartphone Subscribers, Age 13+ Source: comScore TabLens and comScore MobiLens | |||||
| 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% |
| Age | |||||
| 13-17 | 6.0% | 5.5% | 4.7% | 6.2% | 5.5% |
| 18-24 | 17.5% | 13.0% | 14.0% | 12.9% | 12.2% |
| 25-34 | 24.6% | 24.2% | 25.8% | 22.5% | 24.7% |
| 35-44 | 21.0% | 20.6% | 21.4% | 20.1% | 20.5% |
| 45-54 | 16.7% | 18.1% | 16.8% | 19.7% | 16.9% |
| 55-64 | 9.0% | 11.0% | 9.7% | 10.8% | 12.5% |
| 65+ | 5.3% | 7.6% | 7.5% | 7.8% | 7.6% |
| 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% |
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