The growing popularity of connected devices – especially Apple’s iconic tablet computer, the iPad – are starting to change the 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 and found among 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
Download a summary of the findings or contact Nielsen for information about acquiring a full copy of Nielsen’s Connected Devices Playbook here.
MacDailyNews Take: 32% of iPad owners have never download an app? Wha?! iPad owners, if you’ve never downloaded an app, please go explore the iTunes App Store; you’re missing out on a whole world of things your iPad can do!
[Attribution: Fortune. Thanks to MacDailyNews Reader “Fred Mertz” for the heads up.]
Are they serious?
Are they serious?
it is so easy i will bet some people have done it and don’t realize it; to the average person “downloading” involves a bunch of work and double clicking and deciding where it is supposed to go, etc.
it is so easy i will bet some people have done it and don’t realize it; to the average person “downloading” involves a bunch of work and double clicking and deciding where it is supposed to go, etc.
The apps are what makes the iDevices such Swiss Army Knife gadgets..
C’mon people, wake up to the new tools!
Your iDevice has more potential than you know..
The apps are what makes the iDevices such Swiss Army Knife gadgets..
C’mon people, wake up to the new tools!
Your iDevice has more potential than you know..
This has to be an error — something funky in the methodology. Perhaps the report included ereaders and not just iPad users?
This has to be an error — something funky in the methodology. Perhaps the report included ereaders and not just iPad users?
Whaddaya mean, my car has a radio???????? I can do more than just drive????? Talk about underuse………….
Whaddaya mean, my car has a radio???????? I can do more than just drive????? Talk about underuse………….
My boss got one strictly for the ebooks and though the iBook app and the Kindle app are downloads, he’s happy with that, email, youtube and the web in addition to his reading. Just saying older people may need some time to get comfortable with what they have before they start looking for more.
My boss got one strictly for the ebooks and though the iBook app and the Kindle app are downloads, he’s happy with that, email, youtube and the web in addition to his reading. Just saying older people may need some time to get comfortable with what they have before they start looking for more.
Then again, there’ll always be some who like how trendy a device is more than what it can do
Then again, there’ll always be some who like how trendy a device is more than what it can do
As Walmart starts selling iPads the number will me much higher
As Walmart starts selling iPads the number will me much higher
FYI your iPhone app pretty much sucks. Have you used it?
FYI your iPhone app pretty much sucks. Have you used it?
Ugh!!!
Walmart customers.
Ugh!!!
Walmart customers.
Well we know for sure they downloaded iBooks
They don’t realize that this is an App
Well we know for sure they downloaded iBooks
They don’t realize that this is an App
68% of iPad owners have already purchased and installed 3rd party Apps!
That sounds better.
68% of iPad owners have already purchased and installed 3rd party Apps!
That sounds better.
That’s 32% of the members in a group of more than 5000 who own an iPad. Probably 32% of less than 1000. One wonders how accurately these numbers match the reality of all the millions of iPad owners. Any guess?
That’s 32% of the members in a group of more than 5000 who own an iPad. Probably 32% of less than 1000. One wonders how accurately these numbers match the reality of all the millions of iPad owners. Any guess?
I don’t buy that at all… 1/3rd of iPad owners have never downloaded a single app? Not even a free one? I call shenanigans.
I don’t buy that at all… 1/3rd of iPad owners have never downloaded a single app? Not even a free one? I call shenanigans.
PS— How many PC owners plug in a new Dell and never add any applications? A bunch I will bet. The big problem with PCs is getting applications OFF new machines.
PS— How many PC owners plug in a new Dell and never add any applications? A bunch I will bet. The big problem with PCs is getting applications OFF new machines.
A lot of people like reading their email and surfing.
They might eventually get around to downloading an app – don’t worry too much about it!
” width=”19″ height=”19″ alt=”grin” style=”border:0;” />
A lot of people like reading their email and surfing.
They might eventually get around to downloading an app – don’t worry too much about it!
” width=”19″ height=”19″ alt=”grin” style=”border:0;” />
I’ve downloaded only a few iPhone and iPad apps. There are so many and I don’t want to load the devices up with a bunch of stuff I’ll never really use. My applications folder on the MBP is a testament to the wisdom of not doing that.
Some things I’d like to see Apple do for the iPad: include the same set of apps as come on the iPhone (clock, calculator etc.) Silly to have to find a substitute that only sort of works the same. Bluetooth printing. I have a perfectly fine Canon MP800 with Bluetooth module that I use with my MPB. Not inclined to buy a WiFi printer for the few pages I’ll want to print from the iPad.
I’ve downloaded only a few iPhone and iPad apps. There are so many and I don’t want to load the devices up with a bunch of stuff I’ll never really use. My applications folder on the MBP is a testament to the wisdom of not doing that.
Some things I’d like to see Apple do for the iPad: include the same set of apps as come on the iPhone (clock, calculator etc.) Silly to have to find a substitute that only sort of works the same. Bluetooth printing. I have a perfectly fine Canon MP800 with Bluetooth module that I use with my MPB. Not inclined to buy a WiFi printer for the few pages I’ll want to print from the iPad.
Still waiting for a front loading camera on the iPad
” width=”19″ height=”19″ alt=”shut eye” style=”border:0;” />
Still waiting for a front loading camera on the iPad
” width=”19″ height=”19″ alt=”shut eye” style=”border:0;” />
A complete and total fabrication. Someone is lying and it should be obvious! Anyone who has the foresight to own an iPad would of course download apps aplenty and to think otherwise is to be just plain silly. The truth will come out soon that this was just made up.
A complete and total fabrication. Someone is lying and it should be obvious! Anyone who has the foresight to own an iPad would of course download apps aplenty and to think otherwise is to be just plain silly. The truth will come out soon that this was just made up.
Sorry, front facing camera
” width=”19″ height=”19″ alt=”red face” style=”border:0;” />
APPLE, you introduce face time, and expect me to buy hardware that doesn’t support this new fun technology!!!!
Sorry, front facing camera
” width=”19″ height=”19″ alt=”red face” style=”border:0;” />
APPLE, you introduce face time, and expect me to buy hardware that doesn’t support this new fun technology!!!!
Oh, those thing you download are call apps. I guess I need to change my answer.
Oh, those thing you download are call apps. I guess I need to change my answer.
Numbers may or may not be accurate, but I think there are a lot of people who are happy just using it for email and surfing the web. Of course, they are not experiencing the complete iPad experience, but if they’re happy, who cares? It’s still an iPad sale.
Numbers may or may not be accurate, but I think there are a lot of people who are happy just using it for email and surfing the web. Of course, they are not experiencing the complete iPad experience, but if they’re happy, who cares? It’s still an iPad sale.
There is no way for Apple to stop computer neophytes from embracing the iPad, which is exactly what is happening. My guess is that many iPad owners have never owned a personal computer. And many more own one, but have never installed any third-party software on that machine either. When typical home users need a piece of software, they’re very likely to say, “But doesn’t that come with the computer?”
This does not change the fact that the iPad is also being employed by more knowledgeable users for a vast array of more serious uses.
There is no way for Apple to stop computer neophytes from embracing the iPad, which is exactly what is happening. My guess is that many iPad owners have never owned a personal computer. And many more own one, but have never installed any third-party software on that machine either. When typical home users need a piece of software, they’re very likely to say, “But doesn’t that come with the computer?”
This does not change the fact that the iPad is also being employed by more knowledgeable users for a vast array of more serious uses.
I’m surprised that the number is that high.
I suspect that a small portion of the “have never downloaded an app” crowd actually do have more than the standard apps + iBooks. Some probably fall into the “didn’t know I did it crowd that ABQ Peter suggests. Maybe they were given a pre-loaded iPad. I did this for my wife and would do it for my parents. My wife knows that I preloaded them – my parents don’t even know there is an app store. Maybe their iPad is managed by a more tech savvy relative/friend, who downloads apps for them.
Still, 25-30% of people are happy without apps. That’s a much larger percentage than I would have guessed. This may reflect the portion of iPad owners that are not tech savvy enough to know why they should or how to download apps, but are still at ease enough to use the iPad.
I’m surprised that the number is that high.
I suspect that a small portion of the “have never downloaded an app” crowd actually do have more than the standard apps + iBooks. Some probably fall into the “didn’t know I did it crowd that ABQ Peter suggests. Maybe they were given a pre-loaded iPad. I did this for my wife and would do it for my parents. My wife knows that I preloaded them – my parents don’t even know there is an app store. Maybe their iPad is managed by a more tech savvy relative/friend, who downloads apps for them.
Still, 25-30% of people are happy without apps. That’s a much larger percentage than I would have guessed. This may reflect the portion of iPad owners that are not tech savvy enough to know why they should or how to download apps, but are still at ease enough to use the iPad.
This says to me, it’s too hard to find the apps you’d want for most people. And I can totally relate to that.
This says to me, it’s too hard to find the apps you’d want for most people. And I can totally relate to that.
Obviously the survey has a problem….
32% never downloaded any app????
I bet it’s more like 32% won’t admit to spending $50 in the last few months on apps from iTunes.
Can’t apple put out a more accurate “survey” about this.
Just poll the iTunes store records.
Obviously the survey has a problem….
32% never downloaded any app????
I bet it’s more like 32% won’t admit to spending $50 in the last few months on apps from iTunes.
Can’t apple put out a more accurate “survey” about this.
Just poll the iTunes store records.
For me, the disparity in content regularly accessed between my iPad and my iPhone is definitely accurate…and surprising. I hardly ever access music on my iPad, and hardly ever access video on my iPhone (now that I have my iPad).
That 32% number is definitely off…way off. Even the people I know who use their iPads mostly for web browsing and email, have downloaded apps just to see what was available…like news apps and such.
For me, the disparity in content regularly accessed between my iPad and my iPhone is definitely accurate…and surprising. I hardly ever access music on my iPad, and hardly ever access video on my iPhone (now that I have my iPad).
That 32% number is definitely off…way off. Even the people I know who use their iPads mostly for web browsing and email, have downloaded apps just to see what was available…like news apps and such.
LIES!! ALL LIES!!!
LIES!! ALL LIES!!!
“… have never download an app.”
MDN…all your ‘-ed’ are belong to us!
“… have never download an app.”
MDN…all your ‘-ed’ are belong to us!
My mother has an iPad and she never have donwloaded an app she always call me to download stuff
My mother has an iPad and she never have donwloaded an app she always call me to download stuff
Something flawed with the statistics, me thinks.
I can’t believe that one third of iPad owners have not downloaded an app!? Seems like somethings wrong with this “study” group used by Nielson.
Or it could be that most of those 32% of users already have cross-devices apps downloaded in iTunes, meaning they run on both iPhone/iPod and iPad and haven’t needed to download anything specifically for the iPad.
Something flawed with the statistics, me thinks.
I can’t believe that one third of iPad owners have not downloaded an app!? Seems like somethings wrong with this “study” group used by Nielson.
Or it could be that most of those 32% of users already have cross-devices apps downloaded in iTunes, meaning they run on both iPhone/iPod and iPad and haven’t needed to download anything specifically for the iPad.
“My mother has an iPad and she never have donwloaded an app she always call me to download stuff”
That sounds like a viable answer to the poll.
I bet google/android will start quoting this poll now. I know that every new android sold from verizon at a store here… Walk every new purchaser through the marketplace and download an app for them. A task killer.
So they can say all android users have used the marketplace while 32% of iPad users haven’t… More google BS, but people will believe it.
“My mother has an iPad and she never have donwloaded an app she always call me to download stuff”
That sounds like a viable answer to the poll.
I bet google/android will start quoting this poll now. I know that every new android sold from verizon at a store here… Walk every new purchaser through the marketplace and download an app for them. A task killer.
So they can say all android users have used the marketplace while 32% of iPad users haven’t… More google BS, but people will believe it.
5000 people, but only 200 have iPads. This survey is rubbish. What percent of people don’t know they have downloaded an app, 32%. You can’t read a book without downloading something, as iBooks does not come preloaded.
5000 people, but only 200 have iPads. This survey is rubbish. What percent of people don’t know they have downloaded an app, 32%. You can’t read a book without downloading something, as iBooks does not come preloaded.
That is a very accurate statement.
Thirty-two percent of iPad owner’s have NEVER downloaded an App on the first day of getting it. It is true! Although, the second day is when the debit card gets hot multiple times.
” width=”19″ height=”19″ alt=”grin” style=”border:0;” />
That is a very accurate statement.
Thirty-two percent of iPad owner’s have NEVER downloaded an App on the first day of getting it. It is true! Although, the second day is when the debit card gets hot multiple times.
” width=”19″ height=”19″ alt=”grin” style=”border:0;” />
I know iphone users like this – and they haven’t ever synched to an itunes after an initial startup…..but ipad users? wow
I know iphone users like this – and they haven’t ever synched to an itunes after an initial startup…..but ipad users? wow
Here a good game to start with
Sushi and backgammon
http://itunes.apple.com/app/sushi-backgammon/id388777641?mt=8
Here a good game to start with
Sushi and backgammon
http://itunes.apple.com/app/sushi-backgammon/id388777641?mt=8
87.375% of all statistics are made up on the spot.
87.375% of all statistics are made up on the spot.
Forgot to add: 4 out of 3 Nielsen survey droids have trouble with fractions.
Forgot to add: 4 out of 3 Nielsen survey droids have trouble with fractions.
SO…maybe the iPad users already HAD the apps from their iPhone and didn’t need any more….is that possible…..I find 32% really hard to believe.
SO…maybe the iPad users already HAD the apps from their iPhone and didn’t need any more….is that possible…..I find 32% really hard to believe.
Ummm, I wonder how many those iPads in the 32% category are made up of corporate purchases with specific business applications designed for custom jobs. For example, the BMW dealerships where the sales people carry the iPad around with them for sales presentations, as well as filling out the actual sale.
If I’m a corporate big wig who just invested in customized apps for my staff, I probably wouldn’t want a lot of downloading going on.
Just a thought.
Ummm, I wonder how many those iPads in the 32% category are made up of corporate purchases with specific business applications designed for custom jobs. For example, the BMW dealerships where the sales people carry the iPad around with them for sales presentations, as well as filling out the actual sale.
If I’m a corporate big wig who just invested in customized apps for my staff, I probably wouldn’t want a lot of downloading going on.
Just a thought.
Ok I have issues with what they are calling tablet computers that are in 4% of households.
Besides the iPad and the stuff with windows on it from 10 years ago what tablets are we talking about? Nooks?
Based on that statement I’m doubting the whole “study”
Ok I have issues with what they are calling tablet computers that are in 4% of households.
Besides the iPad and the stuff with windows on it from 10 years ago what tablets are we talking about? Nooks?
Based on that statement I’m doubting the whole “study”
@auren
I agree. Many iPads are being bought by businesses and government institutions.
I read a tiny article that the government of Saskatchewan in Canada bought a bunch for their ministers for govt. work — they said it was easier to use iPads than wade through thousands of paper files. Maybe people like that don’t download apps.
@auren
I agree. Many iPads are being bought by businesses and government institutions.
I read a tiny article that the government of Saskatchewan in Canada bought a bunch for their ministers for govt. work — they said it was easier to use iPads than wade through thousands of paper files. Maybe people like that don’t download apps.
Why is this survey result so surprising?
As usual, techies have a difficult time believing that the average consumer has different priorities. For many of them, the preloaded apps and web browser are all they need, and the iPad performs those functions exceptionally well.
Remember how the tech press got ridiculed on this very site for doubting the iPad’s appeal to average consumers? Now that the doubters have been proven wrong, why are people now so aghast that consumers actually don’t care about long feature checklists, but rather something that implements the features they do use very well.
My wife has an iPod touch, and if not for me occasionally borrowing the unit and loading apps onto it, she would’ve never bothered going into the app store. For her, that device is for web browsing, e-mail, podcasts, maps, and music. She’s not interested in the App Store, and the survey simply confirms that she’s not alone.
@Pirates
Do the math. 4% of US households equals less than 5 million. iPad’s worldwide sales to date have already far exceeded that figure.
Why is this survey result so surprising?
As usual, techies have a difficult time believing that the average consumer has different priorities. For many of them, the preloaded apps and web browser are all they need, and the iPad performs those functions exceptionally well.
Remember how the tech press got ridiculed on this very site for doubting the iPad’s appeal to average consumers? Now that the doubters have been proven wrong, why are people now so aghast that consumers actually don’t care about long feature checklists, but rather something that implements the features they do use very well.
My wife has an iPod touch, and if not for me occasionally borrowing the unit and loading apps onto it, she would’ve never bothered going into the app store. For her, that device is for web browsing, e-mail, podcasts, maps, and music. She’s not interested in the App Store, and the survey simply confirms that she’s not alone.
@Pirates
Do the math. 4% of US households equals less than 5 million. iPad’s worldwide sales to date have already far exceeded that figure.
Nielsen Schmielsen…bogus data.
Nielsen Schmielsen…bogus data.