According to Nielsen's new Connected Devices Playbook survey of more than 5,000 consumers who own a tablet computer, eReader, netbook, media player or smartphone, 39 per cent of iPad magazine readers say the ads they see are "new and interesting" (compared to 19 per cent of all connected device owners), while 46 per cent say they like ads with interactive features (compared to 27 per cent of all connected device owners) and 49 per cent say they are more likely to engage with an ad that includes video (compared to 39 per cent of all connected device owners).
iPad owners skew younger and more male. 65per cent of them are male and 63 per cent of them are under the age of 35. Kindle owners tend to be wealthier. 44 per cent of them make more than $80,000/year compared to 39 per cent of iPad owners and 37 per cent of iPhone owners. 27 per cent of Kindle owners have Master's degrees or doctorates.
iPad owners are more receptive to advertising on their touch screen tablet than owners of other devices. 39 per cent of iPad owners say ads on their connected device are new and interesting, compared to 19 per cent of all connected device owners. And 46 per cent say they enjoy ads with interactive features compared to 27 per cent of all connected device owners. Perhaps most important to advertisers, says the report, is that iPad owners are also the most likely to have made a purchase as a result of seeing an ad on their connected device.
iPad owners are more likely to make a purchase as a result of an ad seen on an iPad: 36 per cent made an online purchase via PC after viewing an ad on the iPad (compared to 27 per cent of all connected device owners), while 8 per cent made a purchase on the iPad (compared to 5 per cent of all connected device owners).
The report concludes that the growing popularity of connected devices is changing how some consumers engage with media and creating new opportunities and challenges for a broad range of companies. The author opines that:
- Publishers, media companies and application developers are eager to know whether they should optimise their content for particular devices.
- Advertisers want to understand how these devices might eventually fit into their overall marketing plans.
- Carriers want to know how to evolve their business models in a multi-connection world
• Device manufacturers need to understand how consumers are using connected devices so they can improve their products and fine-tune their marketing
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