Linked by Thom Holwerda on Wed 10th Oct 2012 20:41 UTC
PDAs, Cellphones, Wireless "Does Android skew towards a younger demographic? The numbers might surprise you. According to comScore, 52.4% of all Android users are aged 35 years or older. That is five percentage points higher than the iPhone. Near 55% Android tablets users are also older than 35." How is this surprising? Younger people tend to be more brand-conscious, and there's no denying that the iPhone is still perceived as cooler than Android phones. Also note that the cited figures are for the US, Apple's strong home market. I think the figures will look very different for Europe.
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Demographics are juju
by jared_wilkes on Thu 11th Oct 2012 00:25 UTC
jared_wilkes
Member since:
2011-04-25

My general point is: demographic gathering, analysis, forecasting, and targeting are very difficult and mysterious. Some products, brands, or companies get pegged into a certain demographic without even trying; they can't alter their demographics with millions of dollars and hours spent on branding, marketing, packaging, targeting, etc. Other products, brands, and/or companies can re-jigger their demos, hone in on the most desirable segments like gifted surgeons and flourish. Some products, brands, or companies simply flame out with a demographic they once owned. Some demographics won't change with increased/decreased sales (or still stay favorable/unfavorable relative to competition); some will... for better or worse. Likewise for price or other factors.

It is very easy to make assumptions about demographics. It is easy to claim these assumptions are logical. And it's just as easy that you'll be wrong.

One could argue that the more mainstream/majority/average a product is, the more its demographics regress towards the mean. The demographics come to reflect the most average consumer rather than the most desirable consumer. (In some cases, its actually the older segment that is still more desirable to target.) But this could also be wrong. (Although probably the most "logical" assumption put forth thus far.)

One could argue that wealthier people buy more smartphones (just as younger people may buy more smartphones), and wealthier people have a preference for the iPhone (also reported in the data being discussed). So even in poorer markets where Apple has significantly less market share, their demos could skew even younger and wealthier. (And this assumption could also be wrong.)

I simply think it's completely illogical to say that a company that has historically done very well at targeting the most desirable demographic segment (age/wealth/education/etc leading to greatest profits) in the market place would have significantly different demographics by region because of differences in market share -- or more importantly, because of the market share of a different platform entirely -- particularly when Apple has generally performed similarly, demographically-speaking and relative to its competition, across various products, across countries, across decades without regard for market share (whether that be 2%, 5%, 8%, 15%, 20%, 35%, 70%, or 95% of the market).

I'm sure there are some regional demographic differences affected by any number of factors, but most of the assumptions that have been made (particularly those in relation to market share) are completely unfounded in data or logic.

Reply Score: 2

RE: Demographics are juju
by pos3 on Thu 11th Oct 2012 04:03 in reply to "Demographics are juju"
pos3 Member since:
2010-06-25

wealthier people have a preference for the iPhone - How would this affect in USA? Does it matter how wealthy you are when you can get a subsidized mobile?

What i get is that young people desire iPhone looking at subsidized markets where price evens out. But prefer Android where they have to pay for it like India ;)

Reply Parent Score: 1

RE[2]: Demographics are juju
by jared_wilkes on Thu 11th Oct 2012 06:20 in reply to "RE: Demographics are juju"
jared_wilkes Member since:
2011-04-25

This is exactly my point. The wealthiest consumers buy the iPhone, but the U.S. market presents greater access to a broader demographic (phones are subsidized, the majority will have to tolerate a relatively expensive contract or bills of comparable size to a contract, larger middle class and higher standard of living) so the iPhone achieves greater penetration with 30+% market share and we see a declining share % through the other more-developed, high-access markets down to the power, less-developed countries.

So a reasonable presumption is that Apple retains the bulk of the high end of the market regardless of whether it has a higher or lower market share.

Again, I'm presenting other equally seemingly "logical" "assumptions" that may or not be correct and we do not have the data for.

Edited 2012-10-11 06:27 UTC

Reply Parent Score: 2