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State of the Media


The Increasingly Connected Consumer:
Connected Devices
A look behind the growing popularity of iPads, Kindles and other devices
October 2010 (Revised)

Connected devices such as tablets, eReaders and smartphones are
seemingly everywhere and already are changing how some people
consume media. Whether it’s watching a video or accessing an
app on an iPad on the train to work, sitting at home reading a
book on a Kindle or playing the latest games on a Sony PSP, the
devices have only added to consumption of the more “traditional”
forms of media delivery such as the home computer, books
and game consoles. The Nielsen Company recently released its
inaugural Connected Devices Playbook to get a better idea of the
consumers purchasing Apple iPads, Amazon Kindles and other
similar 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 Company




2
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 Company




3
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 Company



4
The Increasingly Connected Consumer: Connected Devices

 Chart 9. iPad owners more likely to make a purchase after viewing an ad

                                                                                                                  Response to Advertising

                                                                                                                                                    36%
                                             I made a purchase on the internet via PC
                                                                                                                                              27%
                                                                                                                                            24%
                                                             I made a purchase at a store
                                                                                                                        10%
                                                                                                                          12%
                                                 I made a purchase over the telephone
                                                                                                                   7%
                                                                                                                    8%
                        I made a purchase directly through my connected device
                                                                                                              5%
                                                                                                                                  18%
                                                        I searched for more information
                                                                                                                                  18%
                                                                                                                                      22%
          I clicked on an ad to view the full advertisement or product offering
                                                                                                                                    20%
                                                                                                                        10%
                                          Used or requested a coupon through an ad
                                                                                                                          13%

     Discussed a product or service that I saw advertised with a friend, family                                    7%
                                                                                                                     9%


                                                                                                        Apple iPad            All Devices
    Source: The Nielsen Company




Methodology
The Connected Devices Playbook surveyed more than
5,000 connected device owners who completed an online,
self-administered survey in August 2010. The study tracked
54 different devices.




For more information, contact your Nielsen representative
at 800-988-4226 or visit www.nielsen.com

This is the fourth edition of The Nielsen Company’s State of the Media, a periodic fact sheet of key statistics
and facts about the range of issues we cover. Please feel free to use this information with attribution to
The Nielsen Company. Copyright © 2010 The Nielsen Company. All rights reserved. Printed in the USA.
Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, LLC. 10/2202


5

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The Increasingly Connected Consumer: Connected Devices

  • 1. State of the Media The Increasingly Connected Consumer: Connected Devices A look behind the growing popularity of iPads, Kindles and other devices October 2010 (Revised) Connected devices such as tablets, eReaders and smartphones are seemingly everywhere and already are changing how some people consume media. Whether it’s watching a video or accessing an app on an iPad on the train to work, sitting at home reading a book on a Kindle or playing the latest games on a Sony PSP, the devices have only added to consumption of the more “traditional” forms of media delivery such as the home computer, books and game consoles. The Nielsen Company recently released its inaugural Connected Devices Playbook to get a better idea of the consumers purchasing Apple iPads, Amazon Kindles and other similar 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
  • 2. 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 Company 2
  • 3. 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 Company 3
  • 4. 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 Company 4
  • 5. The Increasingly Connected Consumer: Connected Devices Chart 9. iPad owners more likely to make a purchase after viewing an ad Response to Advertising 36% I made a purchase on the internet via PC 27% 24% I made a purchase at a store 10% 12% I made a purchase over the telephone 7% 8% I made a purchase directly through my connected device 5% 18% I searched for more information 18% 22% I clicked on an ad to view the full advertisement or product offering 20% 10% Used or requested a coupon through an ad 13% Discussed a product or service that I saw advertised with a friend, family 7% 9% Apple iPad All Devices Source: The Nielsen Company Methodology The Connected Devices Playbook surveyed more than 5,000 connected device owners who completed an online, self-administered survey in August 2010. The study tracked 54 different devices. For more information, contact your Nielsen representative at 800-988-4226 or visit www.nielsen.com This is the fourth edition of The Nielsen Company’s State of the Media, a periodic fact sheet of key statistics and facts about the range of issues we cover. Please feel free to use this information with attribution to The Nielsen Company. Copyright © 2010 The Nielsen Company. All rights reserved. Printed in the USA. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, LLC. 10/2202 5