All products featured on WIRED are independently selected by our editors. However, we may receive compensation from retailers and/or from purchases of products through these links.
It’s not exactly official, but should also surprise no one: According to a new study the psychological profile of iPad owners can be summed up as “selfish elites” while have-not critics are “independent geeks.”
Chart courtesy of MyType
Of course the “haves” would probably call the “have nots” “cheap wannabes” to which the “have nots” would retort: “FANBOI!!”
Which is why we should stick to the science.
Consumer research firm MyType conducted the study, in which opinions of 20,000 people were analyzed between March and May. The firm’s conclusion was that iPad owners tend to be wealthy, sophisticated, highly educated and disproportionately interested in business and finance, while they scored terribly in the areas of altruism and kindness. In other words, “selfish elites.”
They are six times more likely to be “wealthy, well-educated, power-hungry, over-achieving, sophisticated, unkind and non-altruistic 30-50 year olds,” MyType’s Tim Koelkebeck told Wired.com.
96 percent those most likely to criticize the iPad, on the other hand, don’t even own one, although as geeks, they were slightly more likely to do so than the average population — and far more likely to have an opinion about the device one way or the other (updated). This group tends to be “self-directed young people who look down on conformity and are interested in videogames, computers, electronics, science and the internet,” said Koelkebeck.
One might expect people with an interest in videogames, computers, electronics, science and the internet to be interested in a device that lets you play videogames, functions like a computer, is made of electronics, relies on science and connects to the internet, which suggests there would be a high convert rate if the “have nots” just went to an Apple Store for the afternoon.
Why does the iPad apparently appeal to self-centered workaholics who value “power and achievement” and tend not to be kind or to help others (iPad owners in the Wired.com ranks notwithstanding)? MyType speculates that one factor could be the device’s high price tag, and because screen-bound workaholics are likely to want another screen with which to stay engaged. The urge to include another screen in one’s life correlates strongly to seeing value in connecting to information in a new way, which is basically a nice way of saying what a lot of people were saying when the iPad was released: What do you need one for, really?
As to the critics-who-are-a-test-drive-away-from-being-fans, the study found that “bashing the iPad is, in a way, an identity statement for independent geeks,” wrote Koelkebeck.
“As a mainstream, closed-platform device whose major claim to fame is ease of use and sex appeal, the iPad is everything that they are not.”
Ouch. For the record: Koelkebeck said it, not we.
Update: This post has received a great deal of attention, some of it about how the study was conducted. Koelkebeck explains MyType’s methodology as follows:
Follow us for disruptive tech news: Eliot Van Buskirk and Epicenter on Twitter.
