NPD Group’s newly released “Tablet Adoption and Insights Report” highlights some interesting data regarding tablet user demographics and behavior. According to the report, “more than 40 percent of iPad owners have a household income of $100 thousand or more compared to 26 percent of non-iPad owners.” However, as tablets become more and more widely-available and affordable, these demographics are likely to change. “At the end of 2011, tablet buyers were 50 percent more likely to have an income under $45 thousand and 33 percent more likely to be under 34 years of age”, according to the study. Even so, Apple’s tablets have been more expensive, in general, than Android-powered tablets from competing OEMs, which is unlikely to change in the future knowing Apple’s policy to deliver top quality products (even if it’s at a higher price).
NPD’s Report also reveals visible change in users’ behavior, while main tasks traditionally performed on other devices such as email, internet browsing, gaming, social networking or online shopping are shifting towards tablets. However, the report claims, “only 10 percent of tablet owners have decided they don’t need a PC notebook that they were once considering.”