Nielsen: Most iPad owners downloading apps

Ninety one* percent of iPad owners have downloaded applications to the tablet device, according to a new consumer survey published by market research firm Nielsen. Games top all iPad download categories, acquired by 62 percent of all app consumers--books follow at 54 percent, trailed by music (50 percent), shopping (45 percent) and news (also 45 percent)

Additional findings of the Nielsen survey:

• Sixty-five percent of iPad users are male, and 63 percent are under the age of 35. In addition, 51 percent have a bachelors degree or higher, and 25 percent report annual incomes in excess of $100,000.
• Print and video content benefit most from the iPad's 10-inch screen, with 39 percent of iPad owners regularly accessing books, 33 percent screening TV shows and 32 percent viewing movies--by comparison, 13 percent of iPhone owners regularly read books on their smartphones, 11 percent check out TV programming and 12 percent watch movies.
• iPad users are significantly more receptive to advertising than other device owners, with 49 percent saying they are more likely to look at ads with interesting video content, compared to 40 percent of iPhone owners and 39 percent of all connected device owners. In addition, 46 percent of iPad owners say they enjoy ads with interactive features, compared to 26 percent of iPhone owners and 27 percent of all connected device owners.

*Updated Oct. 25: Nielsen originally stated that 63 percent of iPad owners have downloaded applications--days later, the firm corrected the data, indicating that all but nine percent of iPad users have now downloaded apps to their tablets.

For more on the Nielsen iPad user survey:
- read this NielsenWire blog entry

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