Nielsen Company Reports on Modern Consumers
Nielsen, a global marketing and advertising research firm, issued a State of the Media report in October. The report, The Increasingly Connected Consumer, focuses on “connected devices”, or devices which connect via wi-fi or other networks such as the iPhone or Amazon Kindle. A survey conducted by Nielsen sampled over 5000 users and 54 devices. Nielsen's survey suggests surprising ways in which iPad users differ from users of other types of devices like the iPhone. Seven and a half million iPads have been sold since its introduction in April of this year. Apple recently came under fire from analysts after fourth quarter sales (4.19 Million) failed to reach projections (7 Million). However, the Nielsen Report suggests the iPad is none the less a potential revenue machine with staying power.
Nielsen Report Offers Enlightening Facts About Users of Connected Devices
Nielsen reports most iPad users are males (65%) and under 35 (62%). Over half of iPad users are college graduates and a quarter earn over $100,000 yearly. Users also access twice as much Video and “print” media (magazines, books) than iPhone users. Not only do iPad users access more media but they are more engaged viewers. Thirty-four percent of iPad users will watch movies for one to two hours while only 5% of iPhone users will watch as long. Further, 22% of users watch TV programs for one to two hours whereas only 10% of iPhone users will do the same. The iPad's function as a digital reader trounces the iPhone; 47% of users will read books for more than 30 minutes while only 22% of iPhone users read for more than 30 minutes.
The majority of iPad users, over 91%, have downloaded an app (platform specific application). The types of apps downloaded break into three tiers, leisure, entertainment and productivity. At least half have downloaded first tier apps such as Games (60%), Books (54%) or Music Listening Applications (50%). Just under half, 40-49%, of users have downloaded second tier applications for News (45%), Celebrity and Entertainment News (45%), Movie Schedule and Ticket Buying (44%) and Magazines (41%). Up to 39% of users have downloaded third tier or Productivity apps for finance or time management.
iPad User's Unique Consumer Habits
Nielsen's report suggests iPad users rank high as consumers. In all cases an iPad user responded as more receptive to advertising than owners of other connected devices. Almost half of all iPad users said they were likely to view an advertisement including an interesting videos while only 40% of other users were responsive to such ads. Interactive adverts interest 46% of iPad users compared to only 27% for users of other devices. Nielsen's survey returned similar results for text ads, new or different advertising and curiosity about ads directed specifically toward users of connected devices - on all counts iPad users seemed as receptive to advertising.
An iPad user's consumer habits reflect their responsiveness to advertising. After viewing advertisements iPad users more often buy the advertised product or service. 36% of iPad users will purchase items on a PC compared to 27% for other device users. 24% of iPad users purchase advertised items at brick and mortar storefronts, more than double the percentage of other users. Advertisers can expect similar ratios for consumers ordering by phone. For any device however, only a small portion of users (5-8%) will make the purchase directly through their device.
Source: The Neilson CompanyThe Future of the iPad
Currently the iPad is a luxury item owned by mostly young, successful men. While iPad sales have dissapointed analysts, those who did buy iPads this year access more content, view the content longer and are much more responsive to advertising. Most importantly developers (and users) have been primed for iProducts by the wild success of the iPhone – meaning new and interesting content can more easily be developed and accessed.
