comScore, Inc. 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, in the press release. “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 Twice the Reach of 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.
Source: comScore, Inc.
MacDailyNews Take: Yet another reason why smart developers develop first for iOS and later for the others, if at all.
Boom!
and these numbers are all before you factor in the iPad 2
You must add in the 2M apple tv2 units!
When the non iPhone people that have iPads have to renew their non iPhone smart phones, they are going to get the Apple iPhone because it runs many of the iOS apps that they already own for the iPad.
We call that a Halo I believe.
The iHaters will call it a “lock-in”. 😉
Good thing that the “Fanboy Myth” is being debunked: both the iPod and the iPhone were originally said to be “niche devices” that “only diehard Apple fans will buy”
I’m surprised that only 5,6% of us (i.e. 65+) have a smartphone.
But what’s interesting is that iPad representation amongst the Seniors is 35% higher than smartphones.
Pretty impressive – especially considering they GIVE that Android crap away!
My iPhone contract is up for renewal in January 2012, so do I dump iOS and the £££s I’ve spent on Apps and go get a Droid?
Answer: no.
iOS forever!
I agree but I think it is more that the fan base is just getting larger. At least a dozen of my freinds and relatives, windows users mostly, have gotten iPads and are enthusiastic about them. A number have since gotten other Apple products. These folks are becoming fanbois in droves.
It’s about time we saw real measurements of marketshare and reach. That the iPod touch, for example, is endlessly absent from the iOS vs. Android debate is a travesty. The touch is the unsung hero that kept iOS humming while the iPhone was trapped in exclusivity hell and still continues to help grow the platform even as the iPhone’s shackles have all but broken. The iPhone and iPod touch go hand in hand, they are a team.
It’s also interesting how the iHaters never factor in this fact. Buy one POS Android get one or two free. Just like the BlabberingBerry POS! 😉
Hey we need Android, it gives people choice. My wife has a sony android phone, although it is too smal and infuriating to use at least it gives people a choice. Me? Well i use and love my iphone. But hey.. horses for courses
Hey, we need Android! Otherwise we’d just be fighting amongst ourselves!
“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.”
They left out iOS on Apple TVs. Make that at least 39.9 million iOS users. 8)
This is because iPad was first to game..,. Wait till Android catches on the tablet market… It will smoke Apple like it does in mobile area without iPads and iPods!
Android’s a free OS.. how are they winning anything?? Are you trying to pretend the iPod touch doesn’t exist?
Comscore’s numbers for Android already includes tablets. What, are you ESL, of something?
I bought a iPad 2 and think it’s brilliant. My best friend decided to buy the Motorola Xoom- his reasoning was that it was better specced for the price and was more open than Apple’s walled garden. I’ve had a chance to test both tablets properly and if I was given the option of only one I’d still pick the iPad 2.
Spec heads might favour the Xoom, me I like all the cool games, music production, music synthesiser and midi interfacing apps, AirPlay functionality etc that transforms my iPad 2 into a device that’s worth more than the sum of it’s parts.
I develop applications for both iPhone and Android so I have a vested interest in both platforms.
The thing is, we need to have Android and iOS out there and doing well. I hope WM7 does well too. Why? Because if Android is doing well, Apple will make sure iOS competes and thus iOS becomes a better product. They will force Apple to take the iOS places it would never have gone.
Apple has forced Google to change the way Android works as well. Check out what Android looked like back in 2007 and you’ll get an idea.
http://www.engadget.com/2007/11/12/a-visual-tour-of-androids-ui/
Android users should rejoice when Apple comes up with new and improved ideas, iOS users should do the same.
We all benefit. Like Springsteen once said (most likely a quote from someone else) – “Nobody wins unless everybody wins”.
I say “forced” because without changing, they would have not competed or at least feared that could be the case.
If you miss Flash on iDevices and want to know why Apple does not allow it, I invite you to read my email response to Steve Jobs’ open letter “Thought on Flash” posted on Apple’s website last year:
http://tinyurl.com/65w3bop