32% of iPad Owners Rarely care about Apps
October 22, 2010 Leave a comment
According to a recent study from Nielsen, 32% of iPad owners have never downloaded an app on the device — Is that because the device has everything type of iPad users need already installed, or they don’t know they can?
The study surveyed more than 5,000 owners of connected devices, 452 of whom own an iPad.
However, the overwhelming majority of those who have downloaded apps have also been willing to pay for at least one of them. Of the 63% of iPad owners who have paid for an app, 62% of them have paid for a game and 54% have paid for an e-book, followed by music (50%), shopping (45%) and news (45%) apps. A full 41% have paid for a magazine, which is quite impressive, given the relatively few number of titles that are available for the iPad, such as Wired and Esquire.
iPad users are also spending more time with these kinds of apps — particularly those that display more “traditional” forms of content, such as news, books and movies — than users of other devices. For instance, roughly 8 in 10 iPhone owners spend less than 15 minutes reading news on a weekday in a single session, whereas most (57%) iPad owners spend between 16 minutes and two plus hours reading news on the iPad.
The survey also found that iPad owners tend to skew younger (63% are under 35) and male (65%). By and large, iPad owners are more receptive to in-app advertising, seemingly because they like the interactivity many of these ads offer.