Advertising Week

iPad owners: younger and more male. Kindle's: richer and better educated

September 28, 2010: 8:36 AM ET

What Nielsen has learned about the owners of tablets and other connected devices

Click to enlarge. Source: Nielsen

As part of Advertising Week's Mobile Ad Summit Tuesday, the Nielsen Company released the results of a survey of 5,000 consumers who own a tablet computer, eReader, netbook, media player or smartphone – including 400 iPad owners. The survey found some curious demographic differences. Among them:

  • Apple (AAPL) iPad owners skew younger and male. 65% of them are male and 63% are under 35
  • Amazon (AMZN) Kindle owners tend to be wealthier.  44% of them make more than $80,000/year compared with 39% of iPad owners and 37% of iPhone owners.  They also tend to have more education: 27% of Kindle owners have Master's degrees or PhDs.
  • iPad owners tend to be more receptive to advertising; 39% say ads on their connected device are new and interesting (compared with 19% of all connected device owners), and 46% say they enjoy ads with interactive features (compared with 27% of the rest).
  • Perhaps most important to advertisers, iPad owners are also the most likely to have made a purchase as a result of seeing an ad on their connected device.

For more on the survey, see here. More Nielsen charts below the fold.

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