ConsumerScope - In the Palm of Their Hands
Who are PDA owners? Compared with the population as a whole, PDA owners are wealthy, highly educated, mostly under age 55, slightly more male than female and overwhelmingly wired to the Internet.
While only 15 percent of the general population's household income is above $75,000, 40 percent of PDA owners fall into this category. Similarly, 34 percent of the general population has at least a four-year college degree, whereas 61 percent of PDA owners do. In terms of age, 47 percent of PDA owners fall into the 18-34 category, compared to 30 percent of the general population. The male-female split is 56 percent-44 percent among PDA owners, while it is 48 percent-52 percent among the general population. Finally, 93 percent of PDA owners have Internet access at home vs. 58 percent of all adults.
How long have owners had their PDAs? Not surprisingly, 60 percent of owners have had their PDAs for less than 1 year (with 30 percent owning it for less than 6 months). Only 16 percent have owned it for 2 years or more. These numbers confirm the rapid pace of PDA adoption over the last year.