Nielsen Study Examines iPad, Other Device Usage
October 22, 2010 at 5:13 AM (PT)
A NIELSEN report on the "Increasingly Connected Consumer" examines the way people use their smartphones, tablets, eReaders and other gadgets, and among the findings is that both iPAD and iPHONE users use their devices to access radio in about the same proportions. 22% of iPHONE users use their phones for radio listening, while 21% of iPAD users use their devices to listen to radio; that compares with 11% of iPHONE users using their devices to watch TV shows (33% of iPAD users), 53% of iPHONE users accessing news through their phones (44% for iPADusers), and 51% of iPHONE users listening to music with their devices (41% for iPAD users).
Looking at iPADS, the study found that tablets are still favored primarily by those who consider themselves "early adopters" (48% of respondents with tablets). Penetration of the market for tablets is still low (4%, as opposed to 25% for smartphones). And 63% of iPAD users reported paying for an app, with games the most popular paid app category, followed by books, music, shopping and news.
Fully 59% of device owners (57% of iPAD owners) said that they are "okay with advertising if it means I can access content for free;" 44% of device owners and 48% of iPAD owners agreed with the comment "I do not particularly enjoy viewing ads on my connected devices, but I do not mind seeing them, either." But iPAD users were far more likely to look at ads with an interesting video than iPHONE or other device owners, and they were similarly more likely to enjoy interactive ads, to click on simple text ads, and consider ads on the device "new and interesting."
The survey was conducted in AUGUST with a sample of over 5,000, and was conducted online.