A presentation entitled Measuring the Moving Screen: The Future of Tablet Measurement, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. A presentation was given on the profile tablet users as well as the findings regarding ad effectiveness on iPads vs iPhones and other devices. The presentation was given by Matt O’Grady- EVP, Media Audience Measurement at The Nielsen Company.

1. Matt O’Grady
EVP, Media Audience
Measurement
The Nielsen Company
Measuring the Moving Screen:
The Future of Tablet Measurement
Emerging Hot Topics Part I – #1

2. #ARFAM6
Appliances in a Household
All are additive to one degree or another

3. #ARFAM6
Measurement of TV on iPad Could Be
the Hottest Topic in the Industry…

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The New Second Screen
 Everyone wants an iPad…meter
– Media companies, device manufacturers, & mobile operators
 iPad success
– 15 million globally
– iPad 2 & its lower price point
 Sample Characteristics
– iPads
 Collection process complex & layered, estimate we’re
approximately 30% complete
 577 iPads identified in 475 homes thus far
 Representing a penetration of 2.3% (which we expect to grow)
– Macs
 Currently have 566 Macs metered
 Expect first complete recruitment of the panel by end of summer

5. #ARFAM6
When Will Tablets
Impact the Ratings?

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Substitution Effect Stronger for
Other Devices After Tablet Purchase
35%
32%
27%
25%
Less often
or not at all
Q69: Below is the list of connected devices that you own.
You indicated that you purchased a (primary device).
Since purchasing your (primary device), how has your usage
of your other connected devices changed?
New Tablet Purchasers who also own a: eReader (n=348), Media Player (n=531), Smartphone (n=625) Netbook (277), Desktop (n=805), Laptop (n=792),
Gaming Console (n=558), Portable Gaming Console (n=340), GPS (n=673), Internet-toTV (n=286), Internet Connected TV (255)

7. #ARFAM6
iPads owners spent
2.7 more time with
content on their device
than iPhone owners
iPad owners skew
younger and male
98% list the home as
their primary location
for use
56% connect
their Tablet to the
internet via Wi-Fi
only
70% of Tablets are used when watching TV
When at home 49%
primarily use the device in
the living room
Profile of a Tablet Owner

8. #ARFAM6
Tablet Use Case
Great
 Companion
screen
 Universal
remote
Future
 Phone calls
 Family /
Social viewing
of TV
 Productivity
Insufficient
 Personal Video
 Personal
casual gaming
 Magazines
 Books

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12%
1%
1%
1%
1%
2%
2%
2%
3%
3%
4%
6%
6%
7%
10%
13%
23%
48%
Don't Know
Other
Nokia
Asus
Archos
Toshiba
Panasonic
Lenovo
LG
Acer
Dell Streak
Sony
HP
BlackBerry
Motorola
Samsung Galaxy Tab
Apple iPad (Wi-Fi Only)
Apple iPad (3G + Wi-Fi)
Consumers Are Eager to Purchase
Tablet Likely to Purchase in the Next 3 Months
Tablet Intenders (n=1,423)
Q20: You indicated that your household will likely purchase a Tablet in the next 3 months. Which of the following Tablet brands do you plan to purchase?
14% of
Tablet
Intenders
already own
one or more
Tablets

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29%
20%
15%
13%
24%
17%
29%
27%
55%
59%
54%
61%
51%
64%
56%
54%
8%
16%
24%
24%
17%
17%
9%
13%
8%
6%
8%
3%
8%
2%
5%
6%
News
TV Shows
Movies
Books
Magazines
Downloaded Music
Streaming Radio
Sports
`
Q80: Here is a list of statements regarding the price of media content that you buy. Considering your purchase of each content type, please choose
one statement that indicates your reaction to pricing of media content.
App Users Show High Willingness to
Pay for Media Content
Attitudes Towards Media Content Pricing
Bought Media Content: Accessed Media Content: Sports (n=279), Streaming Radio
(n=261), Downloaded music (n=1,015), Magazines (n=340), Books (n=925), Movies
(n=392),TV shows (n=307), News (n=449)
Content is priced low Content is expensive but I buy it
Content is priced appropriately Content is too expensive and I would not consider buying it again

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42% 42%
35%
43%
28%
31%
26%
49%
27%
37%
40%
51%
30%
40%
26%
43%
30%
38%
30%
49%
Advertising on this connected device is
acceptable
I don't mind ads on this device as long
as it does not disrupt my data activities
I am open to ads on this device if it
lowers my monthly bill
I do not like to see any ads at all on this
connected device
Tablet eReader Portable Media Player Smartphone Netbook
`
Tablets Owners Are Receptive
to Advertising
Attitudes Toward Ads by Device
Connected Device Owners who Recall Seeing Ads in the Past Year (n=6,128)
Q93: Below is a list of statements that best describe how different people may feel about advertising on various connected devices.
Please select which of your connected devices these statements are applicable to. You can choose one, all or none of these devices.

12. #ARFAM6
High Production Value Increases
Ad Receptivity
37%
39%
40%
46%
49%
23%
20%
25%
26%
40%
19%
19%
25%
27%
39%
I like to see what ads can do on a
connected device
Ads on my connected device are new
and interesting
I am more likely to click on ads that
are simple text ads
I enjoy ads that have interactive
features
I am more likely to look at ads if they
have an interesting video
All Connected Devices Applie iPhone Apple iPad

13. #ARFAM6
What’s Next in Measurement?
Integrate Nielsen Audio Watermark Detection in TV Apps