Comscore Releases First Public Data on Apple iPad Users from MobiLens Service
RESTON, VA, April 19, 2011 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released the results of a U.S. study of Apple iPad owners, based on data from the Comscore MobiLens service. The report includes Comscore’s first publicly available data showing demographics and other characteristics of users of connected media devices, such as the iPad and iPod Touch. Initial research indicates that Apple’s iOS platform, which resides on iPhones, iPads and iPod Touches, has a combined platform reach of 37.9 million among all mobile phones, tablets and other such connected media devices, outreaching the Android platform by 59 percent.
“Comscore is excited to announce the availability of connected device data as part of the Comscore MobiLens service,” said Mark Donovan, Comscore senior vice president of mobile. “This new data set enables us to not only understand the comprehensive ecosystem of mobile and connected media device users, but it also allows us insight into their detailed demographic and behavioral attributes.”
iPad and other connected media device data are also currently available in Europe. Comscore will publicly release European data in the coming days.
Apple iOS Has Significantly Greater Reach than Android
Comscore’s analysis of the unduplicated audience reach of the Apple iOS platform across iPads, iPhones and iPod Touches revealed a combined iOS installed base of 37.9 million users. The installed base of iPhones slightly exceeded that of iPod Touches, both of which were approximately twice as high as the number of iPads. Interestingly, among the 37.9 million consumers with access to the Apple iOS, only 4 million (10.5 percent) accessed the platform via more than one device. The combined 37.9 million iOS users is 59 percent greater than the 23.8 million combined Android OS installed base, which includes users of both Android phones and connected media devices such as the Samsung Galaxy Tab.
“These data clearly illustrate the Apple ecosystem extends far beyond the iPhone,” added Donovan. “Though it’s frequently assumed that the Apple user base is composed of dedicated Apple ‘fanboys’, there’s not a tremendous amount of overlapping mobile device access among these users. This of course has significant implications for the developer community as they consider the market potential in developing applications for different mobile platforms.”
Apple iPad Ownership Extends Beyond Just “Fanboys”
The research also suggests that iPad ownership extends well beyond Apple’s most fervent consumers. 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. While Apple is indeed the most heavily represented OEM among iPad owners, its OEM share (27.3 percent) is only slightly higher than its share among all smartphone subscribers (25.2 percent). RIM accounts for the second highest percentage of iPad owners at 17.5 percent, but this number is well below its overall smartphone market share of 28.9 percent. Meanwhile, Samsung, LG and Nokia are all significantly overrepresented among iPad owners as compared to their respective shares of the smartphone market. In addition, 14.2 percent of iPad users had Android phones.
Index = % of iPad Owners/% of Smartphone Owners x 100; Index of 100 indicates average representation
Apple iPad Ownership Skews to 25-34 Year Olds
The age profile of iPad users indicated the heaviest skew toward 25-34 year olds (27.0 percent) in relation to the total mobile audience (17.6 percent). iPads also exhibited significantly above average skews in the 18-24 year old and 35-44 year old segments. However, 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 primary driver behind this age profile.
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