iPads Are For Moms, iPhones For Hipsters

There's a fascinating little breakdown of who uses Apple 's kit to do what which shows that, if we want to be brief and categorical about it, iPads are for moms and iPhones for hipsters. The clues are in what the different kit is being used for at which times of day. The information is from Flurry and can be found here.

This is the graphic that shows the basic information they've collected.

You can see it full size over at their place.

Once they've got the information of who is using an iOS device to do what at which time of day they can try slicing it all up into demographic groups. Which is what they do.

Beginning at the top, the numbers illustrate that Personas “on the move” skew most heavily toward iPhone: Value Shoppers use iPhone to scan barcodes and find bargains, and Singles and Hip Urban Lifestylers use them to socialize.

As one example, this as another:

Moving to the bottom of the chart, the Personas that heavily favor iPad are associated with home-oriented activities. Those include Pet Owners and Home Design Enthusiasts, but also Small Business Owners, who may work from home. Gamers also skew more heavily toward iPad.

None of this is a huge surprise of course. The smaller form factor of the iPhone makes it more likely to be used while actually traveling about and the larger of the iPad less so.

The time differences of use are also unsurprising. Well, unsurprising once it's been pointed out of course:

Finally, Flurry analyzes the time of day people spent using their iDevices. iPhone and iPad usage are about average in the morning hours, though the iPad sees a large spike between 6-10PM when most people are likely to get home, sit on the couch, and power up their device. Later than that, however, iPhone use is much more prevalent, as all those singles and hip urban lifestylers hit the town.

Another way of interpreting the same information would be that an iPad is more of a recreational device while an iPhone is a tool. A tool for navigation, communication and so on, but a tool nonetheless. Assuming that we want to define all those hipsters working out which bar to meet up in as tool users of course.