Study Says iPad Owners “Selfish Elite”
The phenomenal sales of Apple’s iPad have not been generated by the usual early adaptors; the geeks. Instead the device has been embraced by a well healed class of consumers that marketing experts call the “Selfish Elite”.
Selfish Elite may have been an inflammatory choice of words, but this group of people, MyType found, aren’t just rich, they are well educated and “sophisticated.” For them, the iPad’s price ($499 for the cheapest model) is less daunting and the touchscreen interface is attractive for those who are already likely to be doing business on the move.
“iPad Owners are an elite bunch. They’re wealthy, highly educated and sophisticated. They value power and achievement much more than others. They’re also selfish, scoring low on measures of kindness and altruism. As can be seen in the chart below, we found that people with all or most of these qualities, whom we call selfish elites, are roughly 6 times more likely to be an iPad Owner than the average person,” read the MyType report.
MyType explained that the iPad might be more attractive to selfish people who “jump on the opportunity to take work and the web deeper into their lives. The unselfish are less likely to be single-mindedly ambitious and more likely to be attuned to the needs of their families and other private, offline pursuits.”
Bad generalizations aside, what the survey seemed to show most was that the average person isn’t getting an iPad. More than half of respondents didn’t think the iPad was a very big deal, six percent didn’t even know what it was, and another significant portion had thought about buying but had serious reservations. That left only three percent of people who had bought or were planning to buy an iPad.