Study: iPad users spend more time consuming news than iPhone users

October 21st, 2010 by Chris Hogg Leave a reply »

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By Chris Hogg

A study released today from Nielsen shows news and music are the most popular types of content consumed on the iPad. According to the study of “internet connected devices,” users spend ore time per session with news and music than users on the iPhone.

The survey of 5,000 consumers who own a tablet, eReader, netbook, media/games player or smartphone indicated 44 percent of iPad users say they access news content regularly. That is just behind the 53 percent who consume news regularly on their iPhone.

That said, it appears as though iPad users spend more time consuming news; the survey showed 26 percent of iPad users spend 31 minutes or more per weekday session consuming news, while only 7 percent of iPhone usersĀ  spend the same amount of time consuming news.

Some other key findings include:

  • iPad users are younger, and mostly male compared to other connected devices; 65 percent are male and 65 percent are under 35 years of age (Kindle users are 52 percent male, with 47 percent being under 35, according to Nielsen).
  • 46 percent of tablet users allow others to use their devices (only one-third of smartphone and eReader users do the same)

More people watch video and read magazines on the iPad compared to the iPhone:

Courtesy Nielsen

iPad users are also more receptive to advertising and more likely to make a purchase:

Courtesy Nielsen

Courtesy Nielsen

The summary of the survey can be found online here (opens in PDF)

Cross-posted to Future of Media

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