announced results from its latest study based on U.S. immigrant and first-generation consumer mobile usage and behavior. The results were based on 1,340 responses from immigrants residing in the United States, which represent a consumer segment of approximately 38 million consumers. According to the survey 13% of respondents currently own a tablet device, representing approximately five million Americans.
According to the survey, the iPad reigns supreme as the preferred tablet device, with two-thirds of tablet owners choosing the device. French Americans claim the highest percentage of tablet owners (17%), followed by Mexican-Americans (15%), Nigerian-Americans, and Ghana-Americans at 14% respectively rounded out by Ethiopian-Americans at 8% and Cuban-Americans at 7%.
Among the different demographics, there were some wide disparities concerning whether or not they would buy a tablet in the near future. Ghanese (62%) and Indian Americans (58%) topped the list among immigrant populations looking to buy a tablet device, while Ethiopian (31%) and French Americans (34%) ranked last.
In terms of brand preference broken down by ethnicity of users, Apple’s iPad has a particularly strong foothold among Cuban-Americans, Indian-Americans and Nigerian-Americans, which account for the highest affinity marked by 83%, 80%, and 75% respectively.
Concerning the highest percentage of respondents who said that they would most likely buy an iPad in the near future, a whopping 87% of Kenyans claimed they would do so, with French immigrants coming in second at 81%. The Kindle was a popular second choice as a tablet device, with 9% of the overall population saying they are most likely to buy it, with Ethiopian immigrants leading the way at 24%.
Out of the immigrants in the study hailing from Cuba, Ethiopia, France, Ghana, India, Israel, Kenya, Mexico, Nigeria, Philippines and UK currently residing in the US, all segments ranked the iPad as their tablet of choice.
Individual ethnic group responses:
“Apple has remained the brand of choice for the immigrant and first generation U.S. market,” said Andreas Bernstrom, CEO of Rebtel. “We’re witnessing a massive shift in technology brand affinity over the past decade as Sony has been dethroned, and Apple has grabbed the reigns and held tight starting with the iPod moving forward.”
There are 37.9 million immigrants (both legal and illegal) in the U.S. 10.8 million of those are illegal. The percentage of native-born people in the U.S. has fallen for four straight decades, according to the U.S. Census Bureau. In 2008, 12.5% of the population was born outside the U.S., nearing the all-time highs of nearly 15% in the late 1800s.
The study was conducted in November 2010 with a sample group of respondents comprised of Rebtel users divided into 11 different ethnic groups; Cuba, Ethiopia, France, Ghana, India, Israel, Kenya, Mexico, Nigeria, Philippines and UK. Each ethnic group received their own identical survey and all the respondents are currently located in the US.