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Connected Devices: Does the iPad Change Everything?

October 21, 2010

Revised 10/22/10: This article and the related download have been amended to reflect updates to the percentage of iPad users in the survey downloading apps.

The growing popularity of connected devices – especially Apple’s iconic tablet computer, the iPad – are starting to change how people consume media. And with sales of these devices expected to be a bright spot in an otherwise lackluster holiday shopping season, everyone, be they media companies, publishers, apps developers, advertisers, device manufacturers and wireless carriers are all trying to understand how to leverage this emerging segment.

The Nielsen Company recently surveyed more than 5,000 consumers who already own a tablet computer, eReader, netbook, media/games player, or smartphone to get a better sense of who is using these devices and how they are using them. Download a summary of the findings or contact us for information about acquiring a full copy of Nielsen’s Connected Devices Playbook.

ipad-screen-size

ipad-app-download-percentageAmong the insights:

  • Four percent of U.S. households now own tablet computers
  • The iPad trumps the iPhone for “print” and video viewing
  • A majority of iPad owners have already downloaded and paid for content
For more insights, download Nielsen reports and webinars, or contact us.
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  • http://www.resourcenation.com Matt Krautstrunk

    That is very interesting that consumers feel there is more benefit in media content on the iPad.

    Everybody is talking about how iPad sales (4.2 Million) fell below analysts estimates of 4.8 Million in Quarter 4. iPad has not been through a holiday season yet, and should be a consumer favorite for holiday gifts. The iPad may have some holding ground and analysts are raising their projections despite the iPad’s difficult quarter 4. A research firm iSuppli raised its estimates of iPad sales through 2012 from 100 to 120 million by the end of the year. Will the new Macbook Air cut in to holiday iPad sales?

  • http://www.fatdux.com Eric Reiss

    The iPad is not a tablet computer. It is a social dashboard. People pass it around at the dinner table. They use it to replace newspapers. As such, the iPad isn't really competing with anything else on the market.

    Interesting note: I was with three others an an airport recently and we were discussing which airports considered an iPad a computer (and therefore wanted it removed to be security scanned). It turned out all four of us had both laptops AND iPads with us. My conclusion? The iPad is a supplement, not a replacement in business terms. For casual computer users (who didn't really want a computer to begin with), it may well replace the PC for surfing and simple entertainment.

  • Jordan Lund

    I tend to agree. I have an iPad and a Netbook and when I travel on business I bring both. When I travel for pleasure I only bring the iPad.

    As far as saying it doesn't compete with anything… there I disagree. I haven't really used my iPod touch since getting the iPad. Of course since doing the iOS 4 update on it the battery life has MADE it unusable… but still.

  • http://www.rivalschools.tv Corey

    Data would suggest that the iPad is indeed competing with other small form factor devices like "Tablet" devices. This is probably due to reduced spending and economic pressure.

    Creating content that is formatted specifically for this media is so vital if you plan forward for the changes this will push into the market . more video – better interactivity.

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