iSee
Around one third of iPad owners have not downloaded any apps for their tablet, despite it being one of the main selling points for such devices.
According to research by Nielsen, which surveyed 5,000 people in the US to find out how they use their ‘connected devices' otherwise known as tablets, e-readers and smartphones, 32 percent of iPad owners have not downloaded any apps, instead relying on those that came pre-loaded with their tablet.
Of the iPad owners that did download extra applications, the study found that 62 percent bought a game, while 54 percent paid for an e-book to read on their device.
It also found that a quarter of Americans own a smartphone, while 8 percent have a netbook, 6 percent an e-reader and just 4 percent currently own a tablet.
Interestingly it identified that tablets are less personal than smartphones, with 46 percent of people sharing a tablet. Just 34 percent of people share a smartphone, while the most share-able device is a games console, with 62 percent of people not owning their own.
The study also found iPad owners are more receptive to advertising and in general spend a longer amount of time with their content than iPhone users- perhaps because of the larger screen size.
As previous surveys have already hinted, Nielsen's study said that 63 percent of iPad owners tend to be under the age of 35 and two thirds of them are male. Apparently a quarter of iPad owners have incomes of over $100k and just over half have a bachelors degree or higher.
Perhaps dissimilarly, it identified that owners of Kindle e-readers are more likely to be female, with owners equally split between the sexes. There is also a slightly older owner base with 47 percent of Kindle owners under the age of 35. Kindle owners also seem to be slightly richer ad better educated, with 28 percent of owners raking in over $100k a year and 57 percent touting a bachelors degree or higher, according to the report.
Finally, the study found that advertising was not a huge problem for most users of ‘connected devices'. Almost 60 percent of respondents said they would happily put up with ads if it meant they got the content for free.
