BREAKING NEWS & VIEWS
iPad Skews Young and Male, While Kindle Attracts Affluent Consumers
Wednesday, September 29, 2010
The good news for iPad magazine publishers is that at least for now consumers are interested in the sponsors’ message. Thirty-nine percent say that the ads they see on the device are new and interesting. Forty-six percent of iPad owners say they enjoy ads with interactive features and 49% say they are more likely to engage an ad that includes video. Finally, the iPad seems to map best with a key brand metric for advertisers, purchase intent. iPad users report they are more likely to purchase a product as a result of seeing an ad on the platform.
Perhaps the more interesting statistics will come next year, when rival tablets help reduce price points and broaden the market for these devices. The iPad owner is still a small sliver of overall device owners, and anyone dropping $500 to $700 on this device almost certainly comes into the experience with a built-in enthusiasm and curiosity about its uses. The older iPhone and Kindle platforms have had time to mature their user bases outside of an early-enthusiast core.
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