Who Keeps Buying iPads? And Why?

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Since its release in 2010, the iPad has remained one of Black Friday’s top-selling items, year after year. And this year was no exception. But while the demographics of who buys iPads (disproportionately Caucasian & Asian, mid-to-high-income families with kids) haven’t changed much over the years, it appears that the reasons have. Here’s what we discovered when we surveyed shoppers who made an iPad purchase on Black Friday 2015.

Not surprisingly, most of this year’s iPad shoppers are the ones who wait a little longer to adopt new technology.

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Sixty-eight percent of iPads purchased on Black Friday were purchased as gifts. 47% of them, as a gift for someone within the same household.

 

 

 

More than half of iPad shoppers (57%) already own other non-iPad tablets. This suggests that tablets are being used more BlackFriday2015_TabletOwnership@2x (1)exclusively by different members of the household and might also be used for different functions (e.g., news and browsing versus games and streaming videos).

Or, perhaps having an additional iPad in the home will give mom and dad more quiet time while the iPad plays babysitter?

 

 
About the Data
These insights were powered by InfoScout’s ability to trigger real-time surveys based on observed shopping behavior. The data in this article was sourced from a survey completed by 255 of our 300,000 active panelists, triggered on Saturday, 11/28/2015 to a random subset of shoppers who made iPad purchases on Black Friday.