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The Personality,

Values and Demographics


behind Consumer Opinions of the iPad

iPad Opinion Profile

July 2010
www.mytype.com © 2010
Contents
Executive Summary 4

Introduction .......................................................................................................................4

Other Key Findings ..........................................................................................................5

iPad Ownership .............................................................................................................................5

iPad Criticism .................................................................................................................................5

iPad Awareness .............................................................................................................................5

About MyType 6

Overview ..........................................................................................................................6

Contact .............................................................................................................................6

Breakdown of iPad Opinions 7

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
iPad Critics 13

Overview ........................................................................................................................13

Personality and Values ..................................................................................................13

Other Highlights .............................................................................................................14

Unaware of What the iPad Is 16

Overview ........................................................................................................................16

Personality and Values ..................................................................................................16

Other Highlights .............................................................................................................17

Opinion Segment Graphs 19

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
Methodology 35

Overview ........................................................................................................................35

Question Refinement......................................................................................................35

Data Collection ...............................................................................................................35

Sample Normalization ....................................................................................................36

Opinion Segment Formation ..........................................................................................36

Analysis ..........................................................................................................................37

iii
Executive Summary

INTRODUCTION
MyType, a personality-typing application for Facebook users, surveyed over 20,000 people
about Apple’s iPad to reveal the personality traits, values, demographics and interests that
drive differences in opinion about the new tablet computer. Of the five distinct opinion
segments that emerged, two had the most striking profiles: the owners and the critics. iPad
owners are best characterized as selfish elites. Wealthier, older and more educated, they are
sophisticated, highly value power and achievement, and are not very kind or altruistic. 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. These results suggest that the iPad is seen more as a power tool for elites than
as the newest gadget for technology geeks.

Prevalence of iPad Owners and Critics


by Psychographic Segment
33%
iPad Owners* INTERPRETING THE DATA

iPad Critics
Roughly 18% of selfish elites are
iPad Owners, making them up to
6 times more likely to own an
iPad than the average person.
18% Independent geeks are up to 3
times more likely to be a critic of
the iPad.
11%

*Respondents who indicated a certain,


4% 4% near-term intent to purchase an iPad were
3% counted as Owners. For rationale, see the
methodology section.

Avg Population Selfish Elites Independent Geeks

www.mytype.com © 2010 |4
OTHER KEY FINDINGS

IPAD OWNERSHIP

Though the iPad is billed as a leisure and entertainment device, people interested in
business and finance are significantly (greater than 50%) more likely to be owners of the
iPad than those interested in movies, music, books and literature, the arts, the internet,
video games, shopping, food & drink, and/or nightlife.
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% more likely, while self-professed gluttons are
88% more likely.
People in their 40s, the oldest age bracket in our sample, are two times more likely to be
an iPad Owner than those in their late 20s.

IPAD CRITICISM

Macintosh users are more likely to be iPad Critics than Windows users. They’re also
more likely to be Owners. Windows users are more likely to simply not be interested.

In their independence and geekiness, Critics are like early technology adopters. They
lack, however, the early adopters’ trendsetting characteristics. Critics are less
imaginative, enthusiastic and extraverted than the average person.
Teenagers are over 4 times more likely to be critics than adults in their 40s.

IPAD AWARENESS

People with kind, humble personalities are unlikely to know what the iPad is.

The more children a person has, the more likely he/she is unaware of the iPad. Although
among those who are aware of the iPad, parents are much more likely to be owners, and
less likely to be critics, than non-parents.
People interested in sports, business and/or news and current events are very likely to
know what the iPad is, while those interested in dance, nature and the outdoors, pets and
animals, and/or religion/spirituality are not.
Of all levels of religiosity, from non-religious to devoutly religious, devoutly religious
people are surprisingly the most likely to be aware of what the iPad is. Non-religious
people are the second most likely.
Ethnic minorities in the US are in general much more likely to know what the iPad is than
whites. Koreans and Chinese in the US are over 8 times and 5 times more likely,
respectively, and US residents of both Middle Eastern and African descent are more than
twice as likely.

www.mytype.com © 2010 |5
About MyType

OVERVIEW
MyType provides personality and other psychological surveys for Facebook users, making it
fun and easy to share and compare results with friends. In the future MyType will make it
possible for these users to share their personality with other sites on the web, enabling
anything from personality-driven book recommendations to personality-based job matches.

MyType’s unique methodology for developing opinion profiles is based on our ability to survey
thousands of psychographically profiled people every day. Contact us for a custom opinion
profile for your organization.

CONTACT

info@mytype.com
201-285-8271
6 Leo Place
Wayne, NJ 07470

www.mytype.com © 2010 |6
Breakdown of iPad Opinions

TEN OPINIONS
The more than 20,000 person sample is weighted to be representative, in terms of age, gender
and personality, of the general internet-using population living in the United States between the
ages of 13 and 49. The following chart shows the breakdown of opinions about the iPad:

www.mytype.com © 2010 |7
REPORT FOCUS: THREE OPINION SEGMENTS
This report focuses on the three opinion segments defined in the table below.

SEGMENT SIZE HOW THEY ANSWERED

Already bought one


iPad Owners 3%
Plan to buy one

iPad Critics 11% Think itʼs a silly product

Unaware 6% Donʼt know what the iPad is

www.mytype.com © 2010 |8
iPad Owners

OVERVIEW
When asked about the iPad, these respondents answered that they already bought one or
have a certain, near-term intent to buy one. These iPad Owners are best characterized as
selfish elites. Wealthier, older and more educated, they are sophisticated, highly value power
and achievement, and are not very kind or altruistic.

WHAT THE NUMBERS MEAN


As can be seen in the second row of the table to MOST LIKELY TO BE OWNERS

the right, the affinity between iPad owners and Income $200,000+ 3.97
Macintosh users is 3.08. This means that Mac Preferred OS Macintosh 3.08
users are 3.08 times more likely to be iPad Ethnicity Other Asian 3.05
Owners than non-Macintosh users. The affinity Ethnicity Vietnamese 2.93
between iPad Owners and Linux users, on the
Ethnicity American Indian 2.72
other hand, is only 0.71, meaning that Linux users
Income $100,000-$199,999 2.14
are only around two thirds as likely to be iPad
Education Level PhD/Post-Doctorate 2.04
Owners as non-Linux users.
Education Level Graduate Degree 1.94

Biggest Sin Gluttony 1.88


PERSONALITY AND VALUES Politics Moderate 1.83
iPad Owners are more likely to have the
Education Level Master’s Degree 1.70
personality traits and values of the elite.
Biggest Sin Lust 1.70
Sophisticated people are 36% more likely to be an
Interest Business 1.69
iPad Owner. People who highly value power and
Ethnicity Black or African American 1.66
achievement are also 46% and 36% more likely,
respectively. Preferred OS Multiple 1.61

Values Low self-direction 1.52


Selfish people are more likely to be iPad Owners:
Age 40-49 1.52
people who do not value benevolence are 39%

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more likely, those who do not value altruism are MOST LIKELY TO BE OWNERS (CONT.)

33% more likely, and detached/uncompassionate Kids 1 child 1.50


people are 22% more likely. Values High power 1.46

Extraverts are 31% more likely and secure/ Gender Male 1.45
confident people are 28% more likely to be iPad Interest Finance 1.44
Owners. Ethnicity Japanese 1.43

iPad Owners are nearly twice as likely as Critics to Values Low benevolence 1.39
lack self-direction. Politics Liberal/Progressive 1.38

People who highly value security are 3 times more Kids 3 children 1.38

likely to be iPad Owners than those who do not. Personality Sophisticated 1.36

Values High achievement 1.36

Biggest Sin Anger 1.35

OTHER HIGHLIGHTS Personality Imaginative 1.34


The upper and upper-middle classes are clearly Values Low altruism 1.33
more likely to be iPad Owners. People with
household incomes of over $200,000 are 4 times
more likely, those earning $100,000-$199,999 are LIKELY TO BE OWNERS

over 2 times more likely, and earners in the Income $75,000-$99,000 1.32
$75,000-$99,000 bracket are 32% more likely. Personality Extraverted 1.31
This appears to be more a matter of affordability
Personality Diligent 1.30
than class taste, however, as people earning less
than $25,000 are 50% more likely to wish they Religiosity Atheist/non-religious 1.29

could afford an iPad, and those in the $25,000- Interest TV 1.29


$49,999 bracket are also more likely to wish they Personality Secure 1.28
could afford one.
Ethnicity Korean 1.26
Across the board, the highly educated are more Location Midwest 1.25
likely to be iPad Owners. PhDs are over 2 times
Personality Detached 1.22
more likely and people with Graduate and
Master’s degrees are 88% and 70% more likely, Personality Tough 1.22

respectively. Values High security 1.20

Though the iPad is billed as a leisure and Interest Computers & Electronics 1.20

entertainment device, people interested in Location Southeast 1.20


business and finance are significantly (greater Values High stimulation 1.20
than 50%) more likely to be iPad Owners than
Values High hedonism 1.20
those interested in movies, music, books and

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literature, the arts, the internet, video games, NOT LIKELY TO BE OWNERS

shopping, food & drink, and/or nightlife. Biggest Sin Envy 0.83

People in their 40s, the oldest age bracket in our Kids No children 0.82

sample, are two times more likely to be an iPad Religiosity Devoutly religious 0.82
Owner than those in their late 20s. Interest Pets and Animals 0.82

People who plead guilty to sins of indulgence are Education Level Technical Degree 0.81
more likely to be iPad Owners. Those who Age 24-29 0.81
identified lust as their biggest sin are 70% more Personality Compassionate 0.81
likely, while self-professed gluttons are 88% more
Interest Nightlife 0.81
likely. iPad Owners are not likely lazy, however:
those who identified sloth as their biggest of the Personality Polite 0.80

seven sins are only a third as likely as everyone Location Southwest 0.80
else to own an iPad. Interest Books and Literature 0.80

Personality Agreeable 0.79

Ethnicity White or Caucasian 0.79

ACTUAL VS. PLANNED OWNERS Education Level Bachelor’s Degree 0.78


Macintosh users are 3.5 times more likely to be Personality High benevolence 0.77
iPad Owners than Windows users. Personality Procrastinating 0.76

In the US, Midwest and Southeast residents are Interest Religion/Spirituality 0.76

roughly 50% more likely to own an iPad than Ethnicity Chinese 0.76

residents of the West. Politics


Issue-based/non-
0.75
ideological
The “iPad owners” opinion segment is comprised Age 13-17 0.75
of both actual owners and those who plan to
purchase an iPad. These two groups were often,
but not always, similar. Here we highlight some of LEAST LIKELY TO BE OWNERS
the more significant differences. Values High self-direction 0.74

People in the $200,000+ income bracket are over Personality Unsophisticated 0.74
6 times more likely to plan to purchase an iPad, Politics Conservative 0.74
and only twice as likely to have bought one.
Personality Careless 0.74
Libertarians, envious people and those who lack Biggest Sin Pride 0.72
self-direction all seem to be driven to act quickly Location West 0.72
on their desire for an iPad. They’re all very likely
Preferred OS Linux 0.71
to have purchased an iPad and not very likely to
Personality Discreet 0.71
plan to purchase one.
Age 18-23 0.70

Values High tradition 0.69

www.mytype.com © 2010 | 11
Macintosh users may be more patient: they are 4 LEAST LIKELY TO BE OWNERS (CONT.)

times more likely to plan to buy an iPad, and only 2 Gender Female 0.69
times more likely to have already bought one. Ethnicity Filipino 0.68

Personality Temperamental 0.68


Actual owners are significantly more selfish (low
benevolence and low altruism) than planned Personality Neurotic 0.68

owners, though both have selfish tendencies. Income $25,000-$49,999 0.67

Values Low conformity 0.65


Actual owners are 50% more likely to value
Education Level Associate’s Degree 0.62
conformity, while planned owners are only half as
likely. Education Level Some high school 0.61

Values Low stimulation 0.60

Personality Insecure 0.57

Values High altruism 0.56

Values Low power 0.55

Politics Cynical/alienated 0.55

Values Low achievement 0.51

Income Less than $25,000 0.51

Income $50,000-$74,999 0.50

Politics Libertarian 0.50

Location Alaska or Hawaii 0.46

Politics Uninterested 0.45

Values Low security 0.45

Biggest Sin Sloth 0.38

Preferred OS Windows 0.33

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iPad Critics

OVERVIEW
When asked about the iPad, these respondents answered that they “think it’s a silly product.”
iPad Critics are best described as independent geeks. They are self-directed non-conformists
interested in video games, computers, electronics, science and the internet. They tend to be
young men with no children and little interest in family.

PERSONALITY AND VALUES MOST LIKELY TO BE CRITICS


There are several indicators of independence Kids No children 2.43
among iPad critics. Libertarians, those cynical of Preferred OS Linux 2.34
or alienated by politics, people who value self- Age 13-17 2.01
direction and do not value conformity, people who Age 18-23 1.84
do not have children and/or those not interested in Education Level Some high school 1.75
family are all significantly more likely to be critical Age 18-23 1.73
of the iPad. Religiosity Atheist/Non-spiritual 1.72

In their independence and geekiness, Critics are Ethnicity Middle Eastern 1.66

like early technology adopters. They lack, Gender Men 1.64


however, the early adopters’ trendsetting Biggest Sin Greed 1.61
characteristics. Critics are less imaginative, Ethnicity Indian 1.61
enthusiastic and extraverted than the average Politics Cynical/alienated 1.59
person. Interest Video games 1.59

As one might expect, stern people tend to be Politics Libertarian 1.55


Critics. Those who are tough, aggressive, closed- Personality Aggressive 1.46
minded and/or do not value benevolence are all Ethnicity Korean 1.39
more likely to be critical of the iPad. Personality Tough 1.37
Interest Computers & Electronics 1.36
Ethnicity Pacific Islander 1.34

www.mytype.com © 2010 | 13
OTHER HIGHLIGHTS LIKELY TO BE CRITICS
Though many geeks are among the first owners of Values Low benevolence 1.31
the iPad, they are disproportionately critical. Linux Ethnicity Chinese 1.31
users and those interested in video games, Education Level High School 1.27
computers and electronics, science, the internet Values High self-direction 1.27
and/or automobiles are all significantly more likely Values High achievement 1.27
than the average person to be iPad Critics. Personality Unsophisticated 1.26

Teenagers are 4.2 times more likely to be Critics Age 24-29 1.26

than 40-49 year olds. Values Low conformity 1.25


Personality Reserved 1.24
Macintosh users are more likely to be Critics than Income Less than $25,000 1.24
Windows users (affinities of .97 and .9, Interest Science 1.23
respectively; not shown in table to the left). Linux Biggest Sin Pride 1.23
users, however, are by far the most likely to be Personality Matter-of-fact 1.21
Critics (2.28). Politics Liberal/Progressive 1.20

Libertarians are 2 times more likely to be Critics Interest Internet 1.20

than those not interested in politics. Interest Automobiles 1.20

People who identify pride as their biggest sin are


56% more likely to be iPad Critics than Owners. NOT LIKELY TO BE CRITICS

Education Level Phd/Post-Doctorate 0.83


iPad Critics are significantly less wealthy and less
Values Low power 0.82
educated than Owners.
Biggest Sin Envy 0.82
Personality Down-to-earth 0.81
Personality Sophisticated 0.81
Education Level Master's Degree 0.80
Location Midwest US 0.79
Politics Uninterested 0.79
Personality Compassionate 0.79
Personality Polite 0.78
Ethnicity Vietnamese 0.78
Values High Conformity 0.77
Interested Home and Garden 0.76
Interest Family 0.76
Biggest Sin Gluttony 0.76
Income $75,000-$99,999 0.76
Income $25,000-$49,999 0.75
Personality Agreeable 0.75

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LEAST LIKELY TO BE CRITICS

Interest Health and Fitness 0.74


Values Low Self-Direction 0.74
Income $75,000-$99,999 0.74
Education Level Associate’s Degree 0.72
Biggest Sin Anger 0.71
Religiosity Somewhat religious 0.69
Age 30-39 0.68
Politics Conservative 0.66
Ethnicity “Other” Asians 0.66
Education Level Graduate Degree 0.64
Gender Women 0.61
Kids More than 3 children 0.59
Ethnicity American Indians 0.56
Kids 1 child 0.56
Income $200,000+ 0.52
Education Level Technical Degree 0.46
Kids 2 children 0.41
Age 40-49 0.34
Parental Status 3 children 0.32

www.mytype.com © 2010 | 15
Unaware of What the iPad Is

OVERVIEW
When asked about the iPad, these respondents answered that they “don’t know what the iPad
is.” Many of their notable characteristics are to be expected: Microsoft Windows users,
women, the less educated and the less wealthy are all significantly more likely to be unaware
of what the iPad is. From a psychological perspective, however, the segment is less
predictable, with kindness, humility, anger and temperamentality all appearing high on the
affinity list. Overall this segment is not as cohesive as the Owners or Critics, which is to be
expected given that they are defined by a shared ignorance rather than shared opinion.

PERSONALITY AND VALUES MOST LIKELY TO BE UNAWARE


Kind, humble people are particularly likely to be Politics Cynical/alienated 2.46
unaware of what the iPad is. The following traits Preferred OS Windows 2.29
and values have a high affinity with this opinion Gender Women 2.25
segment: compassionate, down-to-earth, discreet, Politics Uninterested 1.68
polite, highly value benevolence, and/or do not Education Level Some high school 1.62
much value power, achievement or hedonism. Biggest Sin Gluttony 1.50
Personality Compassionate 1.45
At the same time there is a more volatile contingent
Ethnicity White/Caucasian 1.42
of this opinion segment. Angry, temperamental
Biggest Sin Envy 1.42
and/or insecure people are more likely to be
Kids More than 3 children 1.40
unaware, as well as those who are cynical of or
Location Alaska and Hawaii 1.38
alienated by politics.
Personality Down-to-earth 1.38
Income Less than $25,000 1.36
Biggest Sin Anger 1.36
Kids 2 children 1.35
Interest Dance 1.35
Values Low achievement 1.33

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OTHER HIGHLIGHTS LIKELY TO BE UNAWARE

In the US, Koreans are over 8 times more likely to Personality Discreet 1.30
be aware of the iPad than Whites. Chinese are 5 Kids 1 child 1.30
times more likely, and both Middle Eastern Personality Unorganized 1.29
Americans and Blacks/African Americans are Religiosity Spiritual but not religious 1.28
more than twice as likely. Values Low power 1.28
Ethnicity Vietnamese 1.27
Of all levels of religiosity, from non-religious to
Kids 3 children 1.26
devoutly religious, devoutly religious people are
Interest Nature/The Outdoors 1.25
the most likely to be aware of what the iPad is.
Values High benevolence 1.24
The more children a person has, the more likely Politics Libertarian 1.24
he/she is unaware of the iPad, but, among those Personality Careless 1.23
who are aware of the iPad, parents are much Personality Temperamental 1.23
more likely to be owners, and less likely to be Personality Insecure 1.23
critics, than non-parents. Interest Pets and Animals 1.23
Interest Religion/Spirituality 1.23
People with a household income of more than
Education Level Technical Degree 1.22
$200,000 are over 5 times more likely than those
Values Low hedonism 1.21
earning less than $25,000 to be aware of the iPad.
Location Midwest US 1.21
People who identify greed as their biggest sin are Personality Polite 1.20
over 4 times more likely to be aware of the iPad
than those who answered gluttony.
NOT LIKELY TO BE UNAWARE

People interested in sports, business and/or news Personality Assertive 0.83


and current events are very likely to know what the Politics Liberal/Progressive 0.82
iPad is, while those interested in dance, nature Personality Diligent 0.82
and the outdoors, pets and animals, and/or Location Northeast US 0.81
religion/spirituality are not Personality Matter-of-fact 0.81
Interest Video games 0.80
Ethnicity Pacific Islander 0.79
Politics Conservative 0.78
Education Level Graduate Degree 0.78
Values Low security 0.77
Personality Extroverted 0.77
Personality Aggressive 0.76
Values High achievement 0.76
Income $75,000-$99,999 0.76
Interest Computers & Electronics 0.75
Values Low benevolence 0.75

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LEAST LIKELY TO BE UNAWARE

Income $100,000-$199,999 0.73


Biggest Sin Sloth 0.72
Religiosity Devoutly religious 0.72
Politics Issue-based 0.71
Ethnicity Filipino 0.67
Interest Automobiles 0.67
Kids No Children 0.66
Ethnicity Hispanic 0.68
Preferred OS Linux 0.68
Personality Tough 0.66
Personality Intellectual 0.65
Interest Sports 0.63
Interest Business 0.63
Education Level Master's Degree 0.63
Preferred OS Multiple 0.62
Interest News and Current Events 0.60
Ethnicity Middle Eastern 0.60
Ethnicity “Other” Asians 0.58
Education Level PhD/Post Doctorate 0.55
Ethnicity Black or African American 0.52
Education Level Pride 0.48
Politics Moderate 0.48
Gender Men 0.44
Preferred OS Macintosh 0.36
Biggest Sin Greed 0.33
Income $200,000+ 0.25
Ethnicity Chinese 0.22
Ethnicity Korean 0.13

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Opinion Segment Graphs

GENDER

Male

Female

.2 .9 1.6 2.3 3.0

Owners Critics Unaware

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AGE

13-17

18-23

24-29

30-39

40-49

.2 .7 1.1 1.6 2.0


Owners Critics Unaware

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PERSONALITY TRAITS (PLASTICITY)

Extroverted

Introverted

Assertive

Discreet

Enthusiastic

Reserved

Sophisticated

Unsophisticated

Intellectual

Down-to-earth

Imaginative

Matter-of-fact

.6 .8 1.0 1.2 1.4

Owners Critics Unaware

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PERSONALITY TRAITS (STABILITY)

Agreeable

Tough

Compassionate

Detached

Polite

Aggressive

Conscientious

Careless

Diligent

Procrastinating

Orderly

Unorganized

.6 .8 1.1 1.3 1.5


Owners Critics Unaware

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PERSONALITY TRAITS (STABILITY) CONT.

Assured

Neurotic

Composed

Tempermental

Secure

Insecure

.5 .7 .9 1.1 1.3
Owners Critics Unaware

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VALUES

High Power

Low Power

High Achievement

Low Achievement

High Hedonism

Low Hedonism

High Stimulation

Low Stimulation

High Self-Direction

Low Self-Direction

.4 .7 1.0 1.3 1.6


Owners Critics Unaware

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VALUES CONT.

High Altruism

Low Altruism

High Benevolence

Low Benevolence

High Tradition

Low Tradition

High Conformity

Low Conformity

High Security

Low Security

.4 .7 1.0 1.2 1.5


Owners Critics Unaware

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BIGGEST SIN

Anger

Lust

Greed

Pride

Overeating

Laziness

Envy

.3 .7 1.1 1.5 1.9


Owners Critics Unaware

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LOCATION

Northeast

Southeast

Midwest

Southwest

West

Alaska and Hawaii

.4 .7 .9 1.2 1.4
Owners Critics Unaware

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HOUSEHOLD INCOME

$200,000+

$100,000-$199,999

$75,000-$99,999

$50,000-$74,999

$25,000-$49,999

<$25,000

Don't know

Prefer not to say

.2 1.2 2.1 3.1 4.0

Owners Critics Unaware

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EDUCATION LEVEL

PhD/Post Doctoral

Graduate Degree

Master's Degree

Bachelor's Degree

Associates Degree

Technical Degree

Some College

High School

Some High School

Not Applicable

Prefer not to say

.4 .8 1.3 1.7 2.1


Owners Critics Unaware

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PRIMARY RACE

Prefer not to say

White or Caucasian

Other Asian

Chinese

Filipino

Japanese

Vietnamese

Korean

Pacific Islander

Hispanic

Middle Eastern

Indian

Black/African American

American Indian

.1 .8 1.6 2.3 3.0


Owners Critics Unaware

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NUMBER OF CHILDREN

No children

1 child

2 children

3 children

4+ children

Prefer not to say

.3 .9 1.4 2.0 2.5


Owners Critics Unaware

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POLITICAL ORIENTATION

Liberal/Progressive

Moderate

Conservative

Libertarian

Issue-based, not ideological

Uninterested

Cynical/alienated

Other

.1 .7 1.3 1.9 2.5


Owners Critics Unaware

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RELIGIOSITY

Devoutly religious

Somewhat religious

Spiritual, not religious

Non-religious/atheist

.7 1.0 1.2 1.5 1.7


Unaware Critics Owners

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PREFERRED OPERATING SYSTEM

Windows

Macintosh

Linux

Multiple Operating Systems

Other

.3 1.0 1.7 2.4 3.1


Owners Critics Unaware

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Methodology

OVERVIEW
The MyType research team collected iPad opinions, demographics and psychographics via
MyType’s psychology surveys. We then normalized the sample to be reflective of the bulk of
the internet-using US population. Finally, we divided it into manageable opinion segments in
order to deliver key insights. Only the critical methodological details are described here.

QUESTION REFINEMENT
From mid-March through mid-May over 20,000 MyType users located in the US were asked to
complete the statement “When it comes to the iPad, I…” while taking one of our psychology
surveys. Respondents were offered a variety of answers to choose from as well as an “other”
box to type in a custom answer. Each respondent had to choose one and only one answer.
After collecting the first one thousand results, we removed answers chosen by less than 1% of
respondents and added answers that reflected recurring opinions typed into the other box. We
repeated this process after another one thousand results, arriving at the final offering of 10
answer options. Only 1% of respondents elected to type in a custom answer, indicating that
most respondents were satisfied with one of the 10 pre-defined answers.

DATA COLLECTION
The iPad question was inserted in our psychology surveys, which also measure personality
traits, values, demographics and interests. Respondents take our surveys in order to get
feedback about themselves and compare to friends, meaning that they are more likely to
answer all questions honestly than compensated or otherwise extrinsically motivated
respondents. In addition, MyType employs a variety of methods to identify less-than-genuine
survey submissions and throws them out, including: asking the respondent how truthful he or
she was; ignoring duplicate submissions, which indicates an intent to game or reverse
engineer the survey; and ignoring submissions with bogus answers like an extremely recent or
distant birth year.

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SAMPLE NORMALIZATION
The survey sample was normalized to match the gender, age and personality distribution of
13-49 year olds living in the United States. Women and young adults, as well as certain
personality types, were over-represented in the raw sample. Fortunately, respondents were
naturally well-distributed regionally. Thousands of non-US respondents were not included in
the sample for this report. There were not enough respondents older than 49 years to justify
expanding the age of the sample.

OPINION SEGMENT FORMATION


For this report, we define and assess three distinct opinion segments: iPad Owners, iPad
Critics, and people unaware of what the iPad is. The mapping of answers to opinion segments
is defined in the following table.

SEGMENT SIZE HOW THEY ANSWERED

Already bought one


iPad Owners 3%
Plan to buy one

iPad Critics 11% Think itʼs a silly product

Unaware 6% Donʼt know what the iPad is

Those who plan to buy an iPad were included in the Owner segment in order to create a large
sample size for that segment. Also, given the wide variety of other choices, including three
options for various kinds of indecision, it seems safe to assume that a large majority of
respondents who indicated that they plan to buy an iPad will in fact buy one, or at least have a
strong intention of purchasing one.

Two other opinion segments were analyzed: those who are undecided (will wait for the
consensus opinion; want to play with one first; will wait for later versions) and those who are
uninterested (don’t care that much; like the idea, don’t need one). Though these analyses
produced a number of interesting results, this report focused on the three most extreme
opinions in the sample.

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ANALYSIS
The primary unit of measure relating attributes to opinion segments is the affinity, defined in the
box below.

KEY DEFINITION: AFFINITY

An affinity is the strength of relationship between two subgroups. The affinity between iPad owners
and Macintosh users, for instance, is 3.08, meaning that Mac users are 3.08 times more likely to be
iPad owners than non-Macintosh users. The affinity between iPad owners and Linux users, on the
other hand, is only 0.71, meaning that Linux users are only around two thirds as likely to be iPad
owners as non-Linux users.

Those who try to reproduce calculations in this report should note that when comparing
affinities, e.g. measuring the affinity of Mac users relative to Linux users for owning the iPad,
the two pairwise affinities (3.08 and 0.71, respectively) cannot be directly divided. Instead,
their self-selection ratios must be divided, which are not reported here. Whereas the affinity is
a measurement of the likelihood for a given attribute in segment A compared to the likelihood
among everyone else, the self-selection ratio is a measurement of the likelihood for a given
attribute in segment A compared to the general population. When segment A comprises a
small percentage of the general population, the two numbers are very similar. When A
represents a large percentage, they can be very different.

Affinities in the iPad owner segment are a combination of the individual “already bought one”
and “plan to buy one” affinities. Even though twice as many respondents chose the latter, the
two opinions are weighted equally for the purpose of calculating the composite affinity. This
was done in order to avoid this segment’s profile being dominated by the profile of those who
plan to buy. Also, it is likely that many people who planned to buy the iPad over the past few
months have already bought one.

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