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 |
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| 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 |
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| 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.
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