High Quality
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The
Personality
,
Values
and
Demographics
behind Consumer Opinions of the iPad
iPad Opinion Profile
July 2010
www.mytype.com© 2010
.......................................................................................................................Introduction 4..........................................................................................................Other Key Findings 5
.............................................................................................................................iPad Ownership 5.................................................................................................................................iPad Criticism 5.............................................................................................................................iPad Awareness 5
..........................................................................................................................Overview 6.............................................................................................................................Contact 6
....................................................................................................................Ten Opinions 7..........................................................................Report Focus: Three Opinion Segments 8
iPad Owners 9
..........................................................................................................................Overview 9.................................................................................................What the Numbers Mean 9.....................................................................................................Personality and Values 9.............................................................................................................Other Highlights 10............................................................................................Actual vs. Planned Owners 11
i
Contents
iPad Critics 13
........................................................................................................................Overview 13..................................................................................................Personality and Values 13.............................................................................................................Other Highlights 14
........................................................................................................................Overview 16..................................................................................................Personality and Values 16.............................................................................................................Other Highlights 17
...........................................................................................................................Gender 19.................................................................................................................................Age 20..........................................................................................Personality Traits (Plasticity) 21............................................................................................Personality Traits (Stability) 22...................................................................................Personality Traits (Stability) cont. 23............................................................................................................................Values 24....................................................................................................................Values cont. 25.....................................................................................................................Biggest Sin 26..........................................................................................................................Location 27.........................................................................................................Household Income 28..............................................................................................................Education Level 29.................................................................................................................Primary Race 30........................................................................................................Number of Children 31........................................................................................................Political Orientation 32.......................................................................................................................Religiosity 33..........................................................................................Preferred Operating System 34
ii
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