One in four U.S. iPad owners tell NPD it's their first Apple product
FORTUNE — It used to be the iPod that got Americans started down the road to dependency. Now, according to a new NPD survey, their first Apple AAPL product is more likely to be an iPhone or, increasingly, an iPad.
To quote the NPD press release:
That makes sense. iPod sales slowed to 7.7 million units last quarter. In the same period, Apple sold 35 million iPhones and nearly 12 million iPads, up over 150% year over year.
“iPad sales are growing much faster than any other Apple product has this soon after launch,” says the NPD’s Ben Arnold. ”In fact, one-in-five Apple owner households has one— nearly equivalent to the number that own an Apple computer.”
According to NPD, 33% of U.S. homes, (37 million households) own Apple products.
You can think of the iPad as the new Apple gateway drug, although the company prefers to talk about its “halo effect.”