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comScore:美国平板电脑用户研究

(2012-08-31 14:30:58)
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杂谈

iOS和Android平板电脑用户用户结构不同

截至到2012年6月的数据,iPad的用户男性稍高(52.9%),较年轻(44.5%年龄小于35岁)更为富有(46.2%家庭收入在100K$以上)。

而Kindle Fire的用户女性更高,56.6%为女性,Android和Kindle Fire用户的家庭收入都低于iPad,跟智能手机用户的家庭收入接近

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
Total Smartphone Total Tablet iPad Android** Tablet Kindle Fire
Gender
Male 51.9% 50.0% 52.9% 50.9% 43.4%
Female 48.1% 50.0% 47.1% 49.1% 56.6%
Age
13-17 6.0% 5.5% 4.7% 6.2% 5.5%
18-24 17.5% 13.0% 14.0% 12.9% 12.2%
25-34 24.6% 24.2% 25.8% 22.5% 24.7%
35-44 21.0% 20.6% 21.4% 20.1% 20.5%
45-54 16.7% 18.1% 16.8% 19.7% 16.9%
55-64 9.0% 11.0% 9.7% 10.8% 12.5%
65+ 5.3% 7.6% 7.5% 7.8% 7.6%
Household Income
<$25k 12.0% 7.8% 5.5% 11.7% 7.0%
$25k to <$50k 19.6% 18.1% 14.4% 20.4% 20.9%
$50k to <$75k 19.3% 19.1% 17.2% 20.0% 21.3%
$75k to <$100k 15.6% 16.7% 16.6% 15.3% 17.5%
$100k+ 33.5% 38.4% 46.3% 32.5% 33.3%

*comScore defines a media tablet as a touchscreen tablet device with a slate form factor, a 7 inch or greater screen size and a data connection, but no voice plan. Single purpose eBook reader devices are excluded from this definition.
**For this analysis, Kindle Fire was excluded from the Android tablet total.

Apps,价格,品牌是购买决策的最重要影响因素

详细见下表影响用户购买平板电脑的考虑因素

Top Purchase Consideration Factors for Tablet*, iPad, Android OS and Kindle Fire Purchasers on a 10-Point Scale
3 month average ending June 2012
Total U.S. Tablet Owners, Age 13+, U.S.
Source: comScore TabLens
Total Tablet iPad Android** Tablet Kindle Fire
Selection of apps available for my tablet 7.7 8.1 7.3 7.5
Price of the tablet 7.7 7.2 7.9 8.1
Brand name of the tablet 7.5 8.0 7.0 7.4
Tablet operating system 7.5 7.8 7.4 7.2
Music and video capabilities 7.4 7.6 7.1 7.4
Recommended by friends/family 6.5 6.7 6.1 6.5
Tablet has same OS as my phone 6.4 6.6 6.3 6.1
Social networking features 6.2 6.3 6.0 6.3
Recommended by retail salesperson 5.3 5.3 5.3 5.2

*comScore defines a media tablet as a touchscreen tablet device with a slate form factor, a 7 inch or greater screen size and a data connection, but no voice plan. Single purpose eBook reader devices are excluded from this definition.
**For this analysis, Kindle Fire was excluded from the Android tablet total.

iPad用户对平板电脑满意度最高

Overall Device Satisfaction for Smartphone, Tablet*, iPad, Android OS and Kindle Fire Purchasers on a 10-Point Scale
3 month avg. ending June 2012
Total U.S. Tablet Owners and Smartphone Subscribers, Age 13+
Source: comScore TabLens and comScore MobiLens
Total Smartphone Total Tablet iPad Android** Tablet Kindle Fire
Overall Satisfaction 8.1 8.6 8.8 8.2 8.7

*comScore defines a media tablet as a touchscreen tablet device with a slate form factor, a 7 inch or greater screen size and a data connection, but no voice plan. Single purpose eBook reader devices are excluded from this definition.
**For this analysis, Kindle Fire was excluded from the Android tablet total.

http://www.199it.com/wp-content/uploads/2012/08/Tablens_Infographic_1200px.jpg


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