Global information and media group Nielsen Company, US, has released the findings of a study, according to which Apple iPad users are more likely to engage with mobile advertising than other connected device users. The study, entitled the "Connected Devices Playbook", found that nearly two-thirds of iPad owners also pay for apps.
In August 2010, Nielsen surveyed 5,000 consumers who owned a tablet, e-reader, netbook, media player, or smartphone, including 400 iPad owners. The survey found that iPad users exemplify the typical early adopter: young (63 percent are under 35), male (65 percent), and owners of the most connected devices at six. Only Amazon Kindle owners tended to be wealthier and better educated, with 28 percent earning more than $100,000 a year compared to iPad owners at 25 percent. Fifty-seven percent have a bachelors degree or higher, compared to 51 percent of iPad owners.
Further, the study found that nearly two-thirds of iPad owners pay for apps. The iPad user's most popular paid apps are books, music and games. Only 5 percent said they only download free content. About 57 percent of iPad owners - as against 59 percent of other device owners - said they did not mind engaging with ads if it leads to free access content.
The Nielsen study also found that Apple iPad owners spend more time on their devices than other smartphone users, and are more likely to consume print and video content through their tablets.
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