iPad owners: younger and more male. Kindle’s: richer and better educated
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]