iPad research, device research - a digital divide or untapped market?

Here is another snippet from the Portable Devices research conducted by Harris and available free to download in its entirety here. Conducted in April 2011, the research looks at a the GB public's ownership, intentions, decisions and attitudes towards a range of portable devices, including tablets like the iPad, smartphones, laptops, eBook readers like Kindle and so on.

Here we look at device ownership by age, contrasting younger and older consumers.

We see, as we would expect, a much higher incidence of ownership among younger consumers for the latest gadgets, with the divide especially pronounced for smartphones. The key things to appreciate are there are substantially more older consumers than there are 16-24s, something that will exacerbate in our ageing population, plus a substantial proportion of older consumers have relatively high disposable incomes. Put together should tech companies, who arguably do more to target the under 35s, strive to tackle this potentially lucrative older market, the reward could be substantial.

This is just one clip from the full report, which is free to download in its entirety from here. See here for an earlier analysis of entertainment, work and leisure usage on different devices. And if you have any questions, feel free to get in touch - contact details on right-hand pane.