Apple’s iPad hit shelves in April 2010 with zero testing in a consumer space, bidding to pioneer a new market, and a CEO who was used to breaking out new products in unchartered waters. Five months and 4.19 million iPads later, it’s safe to say the device has broken open the tablet market, and is already making big changes in the way its consumers get information. According to a Nielsen report released in Oct. that surveyed more than 5,000 connected device owners, the tablet is a medium that’s been adopted by only a small percentage of the population but that has already shown great promise in altering our communication habits.
Among other findings, the Nielsen study reveals that iPad users, in comparison to smartphone users, spend more time consuming their media, are far more susceptible to advertising, are more willing to pay for applications, and are more willing to pay for content such as books, magazines, and newspaper subscriptions. The important thing to note here is that these are consumption habits that are easily monitized. Therefore, they are attractive to content creators, advertising companies, and developers, which make them sustainable and susceptible to growth.
iPad Usage Statistics (Nielsen Company)
- 4 percent of connected people (people with smartphones, portable media or game players, netbooks, or e-readers) own tablet computers
- 48 percent of people who own tablet computers self-identify as early adopters
- People who own tablet devices typically own 6 connected devices
- 65 percent of iPad users are male
- 63 percent of iPad users are under the age of 35
- 25 percent of iPad users have incomes of $100K or more, 51 percent have a bachelors degree or higher
- 39 percent of iPad users regularly use them to access books, versus 13 percent of iPhone users
- 33 percent of iPad users regularly use them to access shows, versus 11 percent of iPhone users
- 32 percent of iPad users regularly use them to access movies, versus 12 percent of iPhone users
- iPhone users access the news (53 percent) and music (51 percent) more than iPad users, who access them 44 percent and 41 percent respectively
iPad users spend more time consuming individual pieces of media on their devices than iPhone users.
- 16 percent of iPad users spend 1-2 hours reading a book, versus 10 percent of iPhone users
- 8 percent of iPad users spend 1-2 hours reading the news, versus 2 percent of iPhone users
- 22 percent of iPad users spend 1-2 hours watching TV, versus 5 percent of iPhone users
The majority of iPad users have downloaded paid applications (63 percent). Of those people who’ve downloaded paid apps:
- 63 percent have downloaded paid games
- 54 percent have paid for books
- 50 percent have paid for music
- 45 percent have paid for shopping applications and News & Headlines Applications
- 44 percent have paid for celebrity and entertainment news
Advertising Statistics
- 57 percent of iPad users are ok with advertising if it means they can access content for free
- 48 percent of iPad users do not particularly enjoy viewing ads on their devices but don’t mind seeing them either
- 49 percent of iPad owners are more likely to look at ads if they have an interesting video, versus 40 percent on iPhones and 39 percent of all connected device owners
- 46 percent of iPad owners enjoy ads that have interactive features, versus 26 percent on iPhones and 27 percent of other connected device owners
- 40 percent are more likely to click on ads that are simple text ads, versus 25 percent and 25 percent
- 39 percent find ads new and interesting, versus 20 percent and 19 percent
- 37 percent like to see what ads can do on a connected device, versus 23 percent and 19 percent
