According to our data, Apple iPhone ownership is driven by female and high income users, while Mac ownership is driven by young, high income users. Mac’s share of the installed base of computers is 20% for 20-24 year olds in the US, while it is only 6% for 70-74 year-olds. In smartphones, iPhone’s share of the installed base of devices is 43% for female users and 37% for male users.
For the ownership of different internet-capable devices, men are more likely to own gaming consoles than women (35% for men vs. 25% for women), whereas women are more likely to own tablets (38% vs. 46%) and e-readers (6% vs. 12%). For PCs, smartphones, smart TVs, and streaming devices, the differences between the genders are smaller. “Interestingly, the differences between genders in device ownership are quite small. A possible explanation for the smaller reach of tablets amongst men is that they tend to use more capable and bigger smartphones – phablets, as they are today called – and these are replacing the need for tablets,” comments Dr. Timo Smura, Head of Research & Analytics for Verto Analytics Inc.
As expected, age strongly correlates with the ownership of smart devices, as younger people are more likely to own internet-connected devices. There are some interesting differences between device types, however. “The average age of gaming console and wearable device owners is clearly lower than the age of the owners of other smart devices. Interestingly, however, for tablets and e-readers the average age of owners is clearly higher, and similar to that of PCs,” Dr. Smura continues.
In smartphones, the battle between Android and iOS platform continues. According to Dr. Smura, correlation exists between demographics and platform choice: “Women are more likely than men to own iPhones than Android phones, reflecting the fact that women might value the design, user experience and style signifier aspects of an iPhone. On the other hand, men seem to prefer the wider variety and functions available in the Android smartphone product portfolio.” Also, high-income users are more likely to own iOS devices, indicating that the price premium of the iOS platform has an effect on the platform choice of lower income groups. Interestingly, there is no clear correlation between age and smartphone OS ownership.