According to survey results by MyType, owners of Apple's high-profile iPad are likely to be snobbish, rich and prone to the temptations of anger, lust and, um, overeating. But you still want one, right?
From March through May of 2010, online research firm MyType surveyed more
than 20,000 of its users on Facebook about Apple's iPad to determine the
personality traits, values, demographics and interests that drive differences
in opinion about the high-profile tablet computer. After weighting the
responses to reflect the composition of the general Internet-using U.S.
population between the ages of 13 and 49, it appears iPad owners possess the
qualities of sophistication, intellect, snobbery and selfishness.
While the survey found 54 percent of those asked weren't even interested in
buying one, the 3 percent who were interested or had already bought one and the
11 percent who thought the product "silly" yielded an interesting
portrait of iPad opinions. Though the iPad is billed as a leisure and
entertainment device, people interested in business and finance are
significantly (greater than 50 percent) more likely to be owners of the iPad
than those interested in movies, music, books and literature, the arts, or the
The survey also found people who plead guilty to sins of indulgence are more
likely to own an iPad. Those who identified lust as their biggest sin are 70
percent more likely to buy one, while self-professed gluttons are 88 percent
more likely to purchase an iPad. Ethnic minorities in the United
States are in general much more likely to
know what the iPad is than whites, according to survey results. Koreans and
Chinese in the United States
are over eight times and five times more likely, respectively, and U.S.
residents of both Middle Eastern and African descent are more than twice as
iPad owners are also more likely to be extroverts and assertive, and would
describe themselves as sophisticated and imaginative. Owners also describe
themselves as motivated, driven and possessing of low altruism and low
benevolence. High income, in the $75,000 to $200,000 or over range, is also a key
characteristic of iPad owners. "iPad owners are best characterized as
selfish elites," the report noted. "Wealthier, older and more
educated, they are sophisticated, highly value power and achievement, and are
not very kind or altruistic."
Critics of the iPad, in contrast, were perceived to be independent geeks
unwilling to bow down to the House of Apple. "iPad critics, on the other hand,
tend to be independent geeks: self-directed young people who look down on
conformity and are interested in video games, computers, electronics, science
and the Internet," the report stated. "These results suggest that the
iPad is seen more as a power tool for elites than as the newest gadget for
Nathan Eddy is Associate Editor, Midmarket, at eWEEK.com. Before joining eWEEK.com, Nate was a writer with ChannelWeb and he served as an editor at FierceMarkets. He is a graduate of the Medill School of Journalism at Northwestern University.