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Apple TV users are mostly Gen X men

With a fresh batch of Apple TVs on shelves in time for the holidays, it's clear where a lot of dads will be hanging out on shopping trips, if a new study is any indication.

More than 90 percent of the Apple TV buyers are men, according to Slice Intelligence, a digital commerce data firm. And most are between ages 35 and 44, Slice said in a blog post.

That's compared to 64 percent of buyers of streaming TV purchases across all brands, the study said. Apple did not immediately respond to CNBC's request for comment.

To be sure, it's still early days for the new Apple TV, which started shipping Oct. 30. The new device has an upgraded remote and app store that allows gaming, live sporting events and Siri-enabled search.

Sales of the older model had previously trailed competitors such as Roku, Amazon Fire TV and Google's Chromecast, according to separate research by Parks Associates. But Slice's new study indicates the tables have turned: With the addition of the new Apple TV, Apple has the largest share of the streaming TV hardware market, at 31 percent, Slice said.