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Predictably, it’s those in the top income quartile who are at the forefront of this trend. And that both 25-34s and 35-44s are more likely to have one than 16-24s is further confirmation that existing price-points have been a barrier for some of the youngest consumers (although that some will be using devices owned by their parents is a factor here too).
By region, it’s North America which leads on 23 per cent. That the US is home to so many of the most prominent OTT services like Netflix is a strong contributor to this, but this trend also indicates why Apple can expect its improved device to resonate particularly well in what is already one of its strongest markets.