Rebtel, an independent mobile VoIP company, 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 percent of respondents currently own a tablet device, representing approximately five million Americans.
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 percent), followed by Mexican-Americans (15 percent Nigerian-Americans, and Ghana-Americans at 14 percent respectively rounded out by Ethiopian-Americans at 8 percent and Cuban-Americans at 7 percent.
Among the different demographics, there were some wide disparities concerning whether or not they would buy a tablet in the near future. Ghanese (62 percent) and Indian Americans (58 percent) topped the list among immigrant populations looking to buy a tablet device, while Ethiopian (31 percent) and French Americans (34 percent) 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 percent, 80 percent, and 75 percent respectively.
Concerning the highest percentage of respondents who said that they would most likely buy an iPad in the near future, a whopping 87 percent of Kenyans claimed they would do so, with French immigrants coming in second at 81 percent. The Kindle was a popular second choice as a tablet device, with 9 percent of the overall population saying they are most likely to buy it, with Ethiopian immigrants leading the way at 24 percent.
Out of the immigrants in the study hailing from Cuba, Ethiopia, France, Ghana, India, Israel, Kenya, Mexico, Nigeria, Philippines and United Kingdom currently residing in the United States, all segments ranked the iPad as their tablet of choice.
There are 37.9 million immigrants (both legal and illegal) in the United States, of whom 10.8 million are illegal. The percentage of native-born people in the United States has fallen for four straight decades, according to the U.S. Census Bureau. In 2008, 12.5 percent of the population was born outside the United States, nearing the all-time highs of nearly 15 percent in the late 1800s.