The Nielson study, titled the “Connected Devices Playbook,” surveyed 5,000 consumers that own a tablet, e-reader, netbook, media player or smartphone. Of the respondents, 400 owned an iPad.
The study characterized iPad users as “typical early adopters.” They’re young (63 percent of respondents are under 35) and male (65 percent).
iPad owners are said to be more inclined to spend time on their devices than smart phone users and more likely to consume print and video content through their tablets.
Almost half of the study’s respondents were more likely to click into an ad with an interactive feature — compared to less than 40 percent of iPhone and other device users. Fourty percent of iPad users said they were more likely to click on simple text ads compared to 25 percent of other device users.
