Advertisers Believe Tablet Users Open to Online Ads

June 28, 2011

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Slightly less than half, 46%, of advertisers queried like tablet advertising within newspapers and magazine apps, finding it to be “relevant, unique and interesting,” according to a study conducted by the Online Publishers Association [PDF].

“A Portrait of Today’s Tablet User,” on which OPA collaborated with Frank N. Magid Associates,? also found that tablets are the preferred reading device for the majority of its owners compared with computers and printed media for many types of content, including weather, entertainment, news, sports and financial information.

The online survey of 2,482 people, ages 8 to 64 years old, conducted between April 15 and April 20, 2011, found that 12% of today’s US online population currently owns or uses a tablet device and an incremental 11% intend to purchase a tablet device in the next 12 months.

Also, 79% of app downloaders paid for content in the last year, “which provides a great opportunity for publishers to generate new revenue streams,” said Pam Horan, President of the OPA. “The study also revealed that consumers prefer content bundling and payment options to buy content through a variety of sources including direct from publishers rather than only through app retail stores.”

Other findings from the survey:

  • The number of tablet users is projected to grow to 23% by early 2012-a group that represents an estimated 54 million people 87% of tablet users are accessing content and information.
  • 93% of tablet users have downloaded apps; the average tablet user has downloaded 20 apps.
  • 79% of app downloaders have paid for apps in the last 12 months; 26% of all apps downloaded are paid.
  • On average, those who have downloaded apps on tablets have spent $53 on apps in the past 12 months. In addition to iTunes, Amazon and Google, 29% of tablet users would prefer to buy apps from their cable company or internet provider and 25% would prefer to buy their apps directly from publishers.
  • 60% of tablet users are males; 48% are 18-34 years old 43% of tablet users have HH income in excess of $50,000 56% of tablet users who watch video watch full-length TV and 55% watch full-length movies.
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