iPad owners defined as 'selfish elites' by study

Paula Duffy's picture

iPad owners are "selfish elites" and critics are "independent geeks", according to a psychological study, the results of which were published in Wired.

My Type, a consumer research firm gathered opinions of 20,000 people between March and May of this year and analyzed the results.

Let's start with the critics of Apple's wildly successful product. According to the survey, 96% of those critical of the iPad don't own one. The study results make it clear, however, that despite the criticism, the pool of study subjects were more likely than the general population to own one.

Critics tend to be, "self-directed young people who look down on conformity, and are interested in video games, computers, electronics, science and the Internet," said Tim Koelkebeck, of My Type.

According to Koelkebeck, owners are six-times more likely to be "...wealthy, well educated, power-hungry, over achieving, sophisticated, unkind and non-altruistic 30-50 year-olds." Yikes!

One might expect that the definition of critics in the survey would cover people whose interests could be developed even further by owning the object of their derision. Why aren't they owners or at least not bashers?

Koelkebeck's conclusion is that although they might seem to be merely one use of a credit card away from ownership, the study found, "...bashing the iPad is, in a way, an identity statement for independent geeks."

The analysis of the iPad owners led one to the inevitable conclusion that they are work-a-holics who, according to the test results yearned to have yet another screen in their lives that delivered an additional way to stay engage with the things they love the most.

The price tag helped keep iPad owners in the category of those able to spend money on non-essential items in the midst of the high unemployment and mortgage foreclosures.

The Wired article about the study can be found, here. For the full results of the study and Koelkebeck's analysis, click here.

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