THE CNBC conducted a survey across the United States and found that 64% of Americans own at least one Apple device. For comparison, the same survey was conducted there in 2012 and showed that this rate was 50%.
In addition, among the 800 participants, Ma's average user has at least 2.6 products; in 2012, that number was 1.6. Search margin of error of plus or minus 3.5 percentage points.
In the current survey, the rate of Apple device owners among those with annual income greater than $ 100,000 is 87%. That number, however, drops to 50 percent for Americans with an annual income of less than $ 30,000, retirees, or women over 50. And if we look at the wealthier part of the western US, we get an average of 4.7 devices per family, while in the south that number of 2.2 devices per family.
Given that Apple products are not cheap at all, these numbers really impress. As stated by Jay Campbell, a researcher at Hart Research who conducted the research with the Public Opinion Strategies:
I can't think of any other product especially any other high priced product that has this kind of public penetration and growth level.
Focusing on each person's use of their device, about 64% of respondents said that time spent on a ?predominantly productive and useful? iPhone; j 27% of them classified as ?predominantly unproductive?.
Whenever such research comes along, I can't help but think about Ma's Brazilian audience. If it were conducted here, what would be the differences? Any guesses?