iPhone or iPad?

The survey by analytics firm Flurry sheds some light on what Apple’s most popular portable devices are used for, having divided users by persona, such as “business professionals,” “bookworms” and “TV lovers.”

“Pet owners” were the top category for iPad users, with 70% of this group favoring the tablet. The device was next most-popular among “small-business owners”—more than half of those (60%) use iPads. “Moms” came in third in the category of iPad over iPhone users, with “casual simulation gamers” fourth and “home design enthusiasts” fifth.

From there, the split among iPhone and iPad was about 50/50, before the iPhone began to dominate among “entertainment enthusiasts.”

Other findings of the survey include:

• The popularity of iOS devices by persona shows the iPhone is favored by “value shoppers,” while “singles” come in second, and “hip urban lifestyle” takes third;
• Data show that “on the move” users are more likely to be on their iPhone, while the iPad’s larger size makes it less ideal for truly mobile activities; and
• The iPad is most popular for education, Apple’s Newsstand feature, games and reference. The iPhone is users’ go-to choice for navigation, health and fitness, and photos and videos.

iPad use peaks between 6 p.m. and 11 p.m. The iPhone also peaks during that time, but user engagement remains higher after 10 p.m. iPhone users most likely keep their device at their bedside or may be out for a late night, the study suggests.