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iPad Owners Bugged Less By Ads Than Other Device Owners

iPad owners are a different breed from those who own other portable devices and e-book readers, according to a new survey by Nielsen. Nielsen’s Connected Devices Playbook finds that, compared to owners of the Kindle and Sony Playstation Portable, iPad owners are more likely to be young, male, and receptive to advertising. While the survey […]

iPad owners are a different breed from those who own other portable devices and e-book readers, according to a new survey by Nielsen. Nielsen's Connected Devices Playbook finds that, compared to owners of the Kindle and Sony Playstation Portable, iPad owners are more likely to be young, male, and receptive to advertising.

While the survey shows that many devices have a near 50-50 gender split, the iPad and the Sony PSP scales tip towards men — 65 percent of iPad owners are male, and 63 percent are also under the age of 35. The Kindle, though, swept some categories away from the iPad: Kindle owners are the wealthiest, with 44 percent earning more than $80,000 a year, and more educated (27 percent have master's degrees or doctorates).

iPad owners stand out, however, for their casual attitude towards advertising on their devices. They were much more likely to respond to agree with statements like "I enjoy ads that have interactive features" and "I enjoy viewing ads on my connected devices."

People who owned iPads were also more likely to generate the results that ads are made for: 36 percent of iPad owners responded that they made a purchase on a computer after viewing an ad on their iPad, while only 27 percent of other devices owners did. There were similar gaps for other purchases.

The question that's begging for an answer here is, which comes first: the enjoyment of advertising, or the enjoyment of the iPad? Apple's high standards for how almost anything is displayed on its devices could play a role. But then, iPhone owners were asked the same questions and still did not give advertising the rave reviews that many iPad owners did.

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