Nielsen's Connected Devices Playbook surveyed more than 5,000 consumers who already own a tablet computer, eReader, netbook, media player or smartphone - including 400 iPad owners. IPad owners are more likely to make purchases after viewing ads. A video follows from a panel at Advertising Week.
- Only one out of ten smartphone owners find advertising on mobile phones acceptable.
- iPad owners skew younger and more male. Sixty-five percent of them are male, and 63% of them are under the age of 35.
- Less than half of iPad usage of was shared.
- The most popular types of content on iPad include music, book content, TV shows and movies.
- Kindle owners tend to be wealthier. Forty-four percent of them make more than $80,000/year compared to 39% of iPad owners and 37% of iPhone owners. They also tend to have more education; 27% of Kindle owners have Master's degrees or doctorates.
How receptive are they to advertising?
- iPad owners are more receptive to advertising on their touchscreen tablet than owners of other devices.
- Thirty-nine percent of iPad owners say ads on their connected device are new and interesting, compared to 19% of all connected device owners. And 46% say they enjoy ads with interactive features compared to 27% of all connected device owners.
- Perhaps most important to advertisers, iPad owners are also the most likely to have made a purchase as a result of seeing an ad on their connected device.