According to new data from The NPD Group, one-in-four iPad purchases are made by first-time Apple owners. The Apple Ecosystem Study found that 33 percent of US homes own Apple products, and while a majority—69 percent—of those own iPods, iPad ownership is growing. While 70 percent of long-standing Apple owners report that an iPod was their first Apple product, that number declines to just 57 percent among those buying their first Apple product in the last two years. Accordingly, the iPhone and iPad account for one-third of first-time Apple purchases since 2012. On average, Apple households own 2.4 Apple devices.