iPad users are more willing to engage with advertising and pay for content than users of other devices, according to a study by Nielsen. More than two thirds of the 452 iPad owners surveyed have bought a chargeable app for their device, with games being the most popular purchase. Some 57% say they would engage with advertising if it led to free content and 49% claim they are more likely to look at an ad if it displays video content. More than a third are interested in what ads can do on their tablet, but only 8% have actually made a purchase through their device.
The cheapest iPad retails at USD499 but despite its hefty price tag Nielsen claims owners of Amazon’s Kindle e-reader are wealthier. The research firm says 28% of Kindle owners earn more than USD100,000 a year compared with just a 25% of iPad owners.
The results should prove useful for mobile app advertisers and developers as the availability of tablet devices rockets. A recent report predicts Apple will sell as many as 120m iPads globally by the end of 2012 while developers such as Samsung and LG are launching their own tablets in the coming months.