iPad owners 'over-achieving selfish elites'

IPAD owners are self-centred, power-hungry workaholics, survey finds. But what about its critics?

If you thought you were cool bashing Apple's "magical device", think again. Picture: Supplied

IPAD owners are six times more likely to be wealthy, highly educated and sophisticated 30-50 year olds who value power and achievement.

They're also selfish and unkind, according to a survey of 20,000 people conducted by US consumer research firm MyType.

MyType spokesman Tim Koelkebeck gave his unflattering appraisal of iPad owners on the company's blog after the firm released the results of the survey online.

But what about the iPad's critics?

Mr Koelkebeck said 96 per cent of those don't own an iPad, but they're generally independent-minded young people who "shun conformity", he said.

They're also listed in the survey under "Geeks" - people interested in video games, computers, science and the internet.

The study was called "Prevalence of iPad Owners and Critics by Psychographic Segment" and divided the respondents into "iPad Owners" and "iPad Critics".

Among the average population, three per cent would be iPad owners compared to 11 per cent critics.

Among the "Independent Geeks", only four per cent would own Apple's "magical" device, while 33 per cent would be critics.

But when it came to "Selfish Elites", Apple is the brand of choice. Only four per cent were willing to criticise the iPad, while 18 per cent owned or planned to buy one.

Mr Koelbeck said that was in part due to the machine's high price tag and the need to include yet another screen in their daily lives with which to connect to information.

As for the geeks, Mr Koelbeck said iPad-bashing was an identity statement, but the device also had the capacity to divide geeks.

A large segment of "mainstream" geeks would actually buy an iPad, he said, whereas the bashers were more of the Linux-using variety.

"Think of them as the original, 'pure' technology geeks, before geekery gained its mainstream appeal," Mr Koelbeck wrote.

"These guys (and some gals) are known for their strong desire to be in control of their gadgets, compelling them to learn code and tinker with hardware.

"They’re impressed by technology breakthroughs and advances in speed, storage, and other quantitative qualities. They love to be on the edge of technology."

Which is not, according to Mr Koelbeck, what the iPad represents, despite Steve Jobs' best efforts to convince us all otherwise.

To independent geeks, he says, "the tablet seems like little more than an oversized iPhone".

But to them, he also has a final harsh truth on what it means to be an independent, iPad-bashing geek.

“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.”