Apple 2.0

Covering the business that Steve Jobs built

One in three iPad owners has never downloaded a single app - Not

October 21, 2010: 8:00 AM ET

Sixty three percent are male, well-connected early adopters, according to Nielsen

Source: The Nielsen Co. Click to enlarge.

UPDATE: Nielsen takes it all back. The percentage of iPad owners who have never downloaded an app is 9%, not 32%, according to their revised press release. Kinda takes the steam out of the post. Their new, corrected chart at right. For howls of outrage that Nielsen could have led the London tabloid press astray, see here.

- - -

Reading between the lines of "The Connected Devices Playbook," a survey of 5,000 owners of iPads, iPhones, Kindles and other wireless devices released Thursday on the nielsenwire, there are two kinds of iPad owners.

One group -- 63% of the total -- has totally bought into the Apple (AAPL) App Store economy, purchasing games, reading books, doing their banking, planning their travels, etc. (see chart at right).

And one group -- 32% of the total -- has yet to download a single app. Not even for free. They must be wondering what all the fuss is about.

The self-administered online survey, conducted in August, covered 54 different connected devices, but the most of the charts and graphs released Thursday concern the iPad.

Below, we've pasted the findings that caught our eye. The full report is available here.

Source: Nielsen Co.

Source: Nielsen Co.

Source: Neilsen Co.

See also:

[Follow Philip Elmer-DeWitt on Twitter @philiped]

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About This Author
Philip Elmer-Dewitt
Philip Elmer-DeWitt
Editor, Apple 2.0, Fortune

Philip Elmer-DeWitt has been following Apple since 1982, first for Time Magazine, and now on the Web for Fortune.com.

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