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State of the MediaThe Increasingly Connected Consumer:Connected DevicesA look behind the growing popularity of iPads, Kindles and other devicesOctober 2010 (Revised)Connected devices such as tablets, eReaders and smartphones areseemingly everywhere and already are changing how some peopleconsume media. Whether it’s watching a video or accessing anapp on an iPad on the train to work, sitting at home reading abook on a Kindle or playing the latest games on a Sony PSP, thedevices have only added to consumption of the more “traditional”forms of media delivery such as the home computer, booksand game consoles. The Nielsen Company recently released itsinaugural Connected Devices Playbook to get a better idea of theconsumers purchasing Apple iPads, Amazon Kindles and othersimilar gadgets and how they are using them.Who Uses Connected Devices• Early adopters of technology favor tablets, and tablet owners own more connected devices Chart 1. Tablets are still a nascent market favored by early adopters Percentage of Owners Who Identify Penetration of Connected Devices as “Early Adopters” 48% 37% 35% 35% 30% 25% 26% 21% 16% 8% 6% 4% Smartphones* Portable Portable Netbooks eBook Tablet Smartphones* Portable Portable Netbooks eBook Tablet game media readers computers game media readers computers players players players players * Smartphone penetration is derived from Nielsen’s Q2 2010 Mobile Insights study and represents individual penetration. Connected devices figures represent household penetration Source: The Nielsen Company
The Increasingly Connected Consumer: Connected Devices How connected devices are being used Chart 2. Many of whom own multiple devices • Tablets are shared more than eReaders or smartphones Average # of Connected Devices Owned −− 46% of tablet users allow others to use their devices, while only about one-third of smartphone and eReader users do Tablet owners 6 the same (34% smartphone users, 33% eReader users) eBook owners 5 Chart 3. Tablets are less personal than smartphones Sharing of a Connected Device Portable game 5 player owners Gaming 62% 38% Portable media 5 player owners Media players 55% 45% Netbook owners 4 Tablets 46% 54% Source: The Nielsen Company Netbooks 44% 56%• Apple iPad users are younger and more of them are male than those of other connected devices Smartphones 34% 66% −− 65% are male, 63% are under the age of 35 −− Kindle users: 52% male, 47% under the age of 35 eReaders 33% 67%• Amazon Kindle users are slightly wealthier, better educated I share my device I am the only user −− 28% have incomes of $100k or more, 57% have a bachelors degree or higher Source: The Nielsen Company −− Pad users: 25% have incomes of $100k or more, 51% have a • The iPad trumps the iPhone for “print” and video viewing… bachelors degree or higher Chart 4. Print and video benefit from the iPad’s larger screen size Content Regularly Accessed 53% 51% 44% 41% 39% 33% 32% 25% 21% 22% 13% 11% 12% 8% Book TV show Movie Magazines Radio News Music iPad iPhone Source: The Nielsen Company2
The Increasingly Connected Consumer: Connected Devices• …which leads to greater engagement: Chart 5. iPad owners spend a longer amount of time with their content Weekday Length of Time per Session by Category - iPad Weekday Length of Time per Session by Category - iPhone 78% 49 % 44% 40% 40% 35% 37% 34% 31% 32% 33% 32% 30% 31% 31% 25% 27% 27% 29% 28% 25% 24% 24% 25% 18% 20% 22% 22% 22% 22% 19% 16% 15% 16% 18% 16% 14% 11% 15% 9%9% 8% 10% 9% 10% 9%8% 7% 7% 5%5% 5% 7% 4% 2% 3% 3% 3% 2%1% Movies TV Books Magazines Music News Movies TV Books Magazines Music News Less than 15 minutes 16–30 minutes 31–60 minutes 1–2 hours More than 2 hours Source: The Nielsen Company• Most iPad owners have downloaded an app: Chart 6. 91% of iPad owners have downloaded an app, many of them have already purchased apps iPad Download Behavior Top Paid App Downloads - Apple iPad All iPad Owners iPad Paid App Downloaders Did not download an app 9% Games 62% Books 54% Music 50% Shopping 45% News & Headlines 45% Downloaded an app Celebrity & Entertainment News 44% 91% Location & Direction 42% Movie Schedules, Buying Tickets 41% Magazines 41% Banking 39% Financial Updates 39% Social Networking 37% Productivity 37% Sports Information 32% Travel Planning 24% Source: The Nielsen Company3
The Increasingly Connected Consumer: Connected Devices• Connected devices owners as a group are comfortable with mobile advertising… Chart 7. Connected device owners are comfortable with mobile advertising Receptivity to Advertising 59% I am ok with advertising if it means that I can access content for free 57% I do no particularly enjoy 44% viewing ads on my connected devices but I do not mind seeing them either 48% All Connected Devic e Owners iPad Owners Source: The Nielsen Company• …but iPad users are much more receptive and are more likely to make a purchase: Chart 8. iPad users are far more receptive to advertising Receptivity to Advertising 49% I am more likely to look at ads if they have an interesting video 40% 39% 46% I enjoy ads that have interactive features 26% 27% 40% I am more likely to click on ads 25% that are simple text ads 25% 39% Ads on my connected device are new and interesting 20% 19% 37% I like to see what ads can 23% do on a connected device 19% Apple iPad Apple iPhone All Connected Device Owners Source: The Nielsen Company4