Media Buyers and Publishers May Find Paydirt in iPad

MediaPost, 10/15/10

According to Nielsen’s new Connected Devices Playbook survey of more than 5,000 consumers who own a tablet computer, eReader, netbook, media player or smartphone, 39% of iPad magazine readers say the ads they see are “new and interesting” (compared to 19% of all connected device owners), while 46% say they like ads with interactive features (compared to 27% of all connected device owners) and 49% say they are more likely to engage with an ad that includes video (compared to 39% of all connected device owners).

iPad owners skew younger and more male. 65% of them are male and 63% of them are under the age of 35. Kindle owners tend to be wealthier. 44% of them make more than $80,000/year compared to 39% of iPad owners and 37% of iPhone owners. 27% of Kindle owners have Master’s degrees or doctorates.

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