What Nielsen has learned about the owners of tablets and other connected devices
As part of Advertising Week‘s Mobile Ad Summit Tuesday, the Nielsen Company released the results of a survey of 5,000 consumers who own a tablet computer, eReader, netbook, media player or smartphone – including 400 iPad owners. The survey found some curious demographic differences. Among them:
- Apple (AAPL) iPad owners skew younger and male. 65% of them are male and 63% are under 35
- Amazon (AMZN) Kindle owners tend to be wealthier. 44% of them make more than $80,000/year compared with 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 PhDs.
- iPad owners tend to be more receptive to advertising; 39% say ads on their connected device are new and interesting (compared with 19% of all connected device owners), and 46% say they enjoy ads with interactive features (compared with 27% of the rest).
- 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.
For more on the survey, see here. More Nielsen charts below the fold.
[Follow Philip Elmer-DeWitt on Twitter @philiped]