Nielsen's study on 'The Increasingly Connected Consumer: Connected Devices' provides interesting insight on smartphone, tablet, e-book user behaviour.
'The Increasingly Connected Consumer' is a study intended to get a better understanding of the consumers purchasing Apple iPads, Amazon Kindles and other similar gadgets and how they are using them. The study takes a look at demographics, changes in behaviour, the content that people engage with and thier responsiveness to advertising.
Key statistics:
- Tablets is still a nascent market favoured by early adopters. In the US, 25% own a smartphone, 8% have netbooks, 6% have e-readers and 4% have tablets. Early adopters of technology favour tablets, and tablet owners own more connected devices
- Tablets are passed around more than smartphones or e-readers. 46% of people allow others to use their tablet, compared to 34% of smartphone owners and 33% of e-reader users
- 63% of iPad owners are under 35 years old, and nearly two-thirds of iPad owners are male. 47% of owners of Amazon's Kindle e-book reader are under 35, and 52% are male
- 91% of iPad owners have downloaded an app. The study revealed the most popular categories of paid apps downloaded include: Games (62%); Books (54%); Music (50%); Shopping (45%); News & Headlines (45%). For a full list, click on the chart to the left.
- iPad owners spend a longer amount of time engaged with content. The study compared iPad and iPhone devices and it was identified that a greater percent of weekday length of time per session across content categories was spent by iPad owners. 
- Connected devices owners as a group are comfortable with mobile advertising, however, iPad users are much more receptive and are more likely to make a purchaseRELATED LINKS:
Connected Devices: iPads, Kindles, Smartphones and the Connected Consumer
Connected Devices: Does the iPad Change Everything?
Cx3 blog entry: Interact with your iPad
Cx3 blog entry: One million Apple iPads sold
Cx3 blog entry: Apple iPad overview
