April 21, 2011

RIM Smartphone Users Least Likely to Own iPad in Europe

Adam Lella
Senior Marketing Insights Analyst
Although a perception may exist that iPad owners tend to be those with a very strong affinity for Apple products, an analysis of the mobile devices of iPad owners indicates that may not be the case.

Apple smartphone users are more likely than the average European consumer (Index 132) but users of other phones such as LG, Motorola, Samsung, and Sony Ericsson are all overrepresented among iPad owners as compared to their respective shares of the smartphone market. RIM showed the lowest index among all OEM (Original Handset Manufacturers), which is perhaps a signal of brand loyalty as they awaited the launch of the Blackberry Playbook.

The full press release about European tablet ownership is available here.

Index of iPad to Smartphone Owners across EU5

* Index = % of iPad Owners/% of Smartphone Owners x 100; Index of 100 indicates average representation

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