Nielsen: 32% of iPad owners have never download an app

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.]

88 Comments

  1. 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.

  2. 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.

  3. 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.

  4. 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.

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