iPhone usage rates correlate to education and population density, study finds

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According to a new study published on Thursday, usage rates of Apple's iPhone in the U.S. are positively correlated to users' level of education and population density, with northeastern states seeing a relatively higher concentration of iPhone owners.

As illustrated in a report and white paper from ad platform Chitika, the firm's Chitika Insights research arm saw highly variable iPhone usage rates in a state-by-state study, but discovered a common thread in users who achieved higher levels of education.

Sifting through the data, the firm found that instead of associations connected to the geography or raw population metrics one might expect with popular electronic devices, iPhone usage rates related more closely with education levels.

The study was quantified using iPhone ad impressions accessed through the firm's Cidewalk mobile ad platform from Dec. 25 through Dec. 31, 2014, which notably includes devices received as gifts over the holidays.

States showing "very high" iPhone usage rates between 55 percent and 65 percent included Alaska, Hawaii, Kansas, Massachusetts, Mississippi, Montana, New Hampshire, New Jersey, New York and Vermont. High usage rates of 50 percent to 54 percent can be seen in eastern states, while southern states saw relatively low iPhone usage rates at 40 percent to 44 percent.

Chitika merged its own data with that of the U.S. Census and American Community Survey, finding iPhone's relationship with education held across a median income.


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