comScore публикует результаты нового исследования по использованию планшетов comScore Tablens™, которое теперь планируется проводить ежемесячно.
Результаты выглядят интересными — так, очевидно отличаются соцдем характеристики пользователей iPad и других планшетов. У iPad преобладает (52,9%) мужская аудитория, а вот занятно, что женщины больше предпочитают Kindle Fire (56,6%). Кстати, очень жизненно — у меня как раз iPad, а Kindle Fire я отдал жене.
Занятно, что iPad достаточно заметно выигрывает у планшетов на Android аудиторию с 18 по 45 лет и очень заметно — аудиторию с годовым доходом выше 75 тысяч долларов на семью.
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
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<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
<strong style="padding: 0px; margin: 0px;">Total Smartphone</strong>
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
<strong style="padding: 0px; margin: 0px;">Total Tablet</strong>
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
<strong style="padding: 0px; margin: 0px;">iPad</strong>
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
<strong style="padding: 0px; margin: 0px;">Android** Tablet</strong>
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
<strong style="padding: 0px; margin: 0px;">Kindle Fire</strong>
</td>
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Gender
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<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
</td>
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Male
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<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
51.9%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
50.0%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
52.9%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
50.9%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
43.4%
</td>
|
Female
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<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
48.1%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
50.0%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
47.1%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
49.1%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
56.6%
</td>
|
Age
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<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
</td>
|
13-17
|
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
6.0%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
5.5%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
4.7%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
6.2%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
5.5%
</td>
|
18-24
|
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
17.5%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
13.0%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
14.0%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
12.9%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
12.2%
</td>
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25-34
|
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
24.6%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
24.2%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
25.8%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
22.5%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
24.7%
</td>
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35-44
|
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
21.0%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
20.6%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
21.4%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
20.1%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
20.5%
</td>
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45-54
|
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
16.7%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
18.1%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
16.8%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
19.7%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
16.9%
</td>
|
55-64
|
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
9.0%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
11.0%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
9.7%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
10.8%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
12.5%
</td>
|
65+
|
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
5.3%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
7.6%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
7.5%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
7.8%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
7.6%
</td>
|
Household Income
|
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
</td>
|
<$25k
|
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
12.0%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
7.8%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
5.5%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
11.7%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
7.0%
</td>
|
$25k to <$50k
|
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
19.6%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
18.1%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
14.4%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
20.4%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
20.9%
</td>
|
$50k to <$75k
|
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
19.3%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
19.1%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
17.2%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
20.0%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
21.3%
</td>
|
$75k to <$100k
|
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
15.6%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
16.7%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
16.6%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
15.3%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
17.5%
</td>
|
$100k+
|
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
33.5%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
38.4%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="78">
46.3%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
32.5%
</td>
<td style="padding: 2px 4px; margin: 0px; vertical-align: top; border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: #eaeaea;" valign="top" width="84">
<p>
33.3%
</p>
</td>
Интересно посмотреть и на другие данные — пользователи назвали выбор приложений самым важным факторов выбора в пользу iPad, в то время как решающим фактором для покупки планшета на Android (включая Kindle) стала цена.