An NPD Group study revealed that a quarter of all iPad owners say that the device is their first Apple product. Additionally, 37 million homes in the U.S., roughly a third, own one Apple product – 69 percent of that group own iPods.
“iPad sales are growing much faster than any other Apple product has this soon after launch,” said Ben Arnold, director of industry analysis at NPD. “”In fact, one-in-five Apple owner households has one — nearly equivalent to the number that own an Apple computer. This demonstrates the appeal of both the new form factor and Apple’s app ecosystem.”
The study of 3000 respondents also said that while 82 percent of Apple consumers say the iPod was their first product, more recent consumers say that the iPhone or iPad has been their entry into Apple devices. 70 percent of long-term Apple users said the iPod was their entry device, but that number drops to only 57 percent in the last two years.
“Should more households become multiple Apple product homes, these platforms will become even more important in the acquisition and sharing of content between devices,” added Arnold. “Forty percent of electronics shoppers say owning devices in the same brand family is an important purchase factor. As consumers look for greater interoperability between devices and more brands become aligned with platforms, we could see fewer multi-brand ecosystems in the household.”
Apple households own 2.4 Apple devices on average. Apple owners aren’t exclusive to the company’s devices, as 58 percent of Mac owning homes also have a PC and 30 percent of Apple fans own a non-Apple smartphone.