iPad Owners Valuable to Advertisers

September 28, 2010

iPad owners demonstrate a number of demographic trends that make them valuable to advertisers, according to research from The Nielsen Company.

iPad Owners Skew Younger, Male
iPad owners skew younger and more male than owners of many other portable computing devices. Sixty-five percent of them are male and 63% of them are younger than the age of 35.


In terms of likelihood to be male, the only device researched by Nielsen that even approaches the iPad is the Sony Playstation Portable (PSP), with 62% male ownership. In terms of age, iPad owners skew slightly older than iPod Touch owners (66% younger than 35) and PSP owners (68% younger than 35).

iPad Owners Open to Ads
iPad owners show rates of advertising receptiveness that are favorable compared to iPhone owners and overall connected device owners. In particular, iPad owners have positive response rates roughly double those of iPhone and overall connected device owners in the areas of clicking on ads that incorporate multimedia events, enjoying ads with interactive features, clicking on simple text ads, finding ads on their connected device new and interesting, liking to see what connected device ads can do, and enjoying viewing connected device ads.


iPad Owners More Likely to Make Ad-related Purchases
Compared to overall connected device owners, after viewing a connected device ad, iPad owners are more likely to make a purchase via PC (36% compared to 27%), make a store purchase (24% compared to 10%), make a telephone purchase (12% compared to 7%) and make a direct purchase via connected device (8% compared to 5%).


40% of iOS Device Users Make $75K-plus
In other good news for advertisers, about 50% of both iPad and iPhone users earn $75,000 or more annually, according to other recent Nielsen research. Within this income bracket, slightly more iPad users than iPhone users earn more than $100,000 annually.

In contrast, about 30% of all mobile subscribers earn more than $75,000 annually, with a much smaller proportion earning $100,000 or more than the proportion of iOS device users. Divided into featurephone and smartphone users, the income demographics of featurephone users are similar to those of overall mobile subscribers. However, about 45% of smartphone users (which includes iOS device users) earn $75,000 or more annually, with roughly the same proportion earning more than $100,000 annually as iOS device users.

About the Data: Nielsen’s new Connected Devices Playbook surveys more than 5,000 consumers who already own a tablet computer, eReader, netbook, media player or smartphone, including 400 iPad owners.

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