• by Jack Loechner , Staff Writer @mp_research, October 15, 2010

According to Nielsen's  new Connected Devices Playbook survey of more than 5,000 consumers who own a tablet computer, eReader, netbook, media player or smartphone, 39% of iPad magazine readers say the ads they see are "new and interesting" (compared to 19% of all connected device owners), while 46% say they like ads with interactive features (compared to 27% of all connected device owners) and 49% say they are more likely to engage with an ad that includes video (compared to 39% of all connected device owners).

iPad owners skew younger and more male.  65% of them are male and 63% of them are under the age of 35. Kindle owners tend to be wealthier. 44% of them make more than $80,000/year compared to 39% of iPad owners and 37% of iPhone owners. 27% of Kindle owners have Master's degrees or doctorates.

iPad owners are more  receptive to advertising on their touchscreen tablet than owners of other devices. 39% of iPad owners say ads on their connected device are new and interesting, compared to 19% of all connected device owners. And 46% say they enjoy ads with interactive features compared to 27% of all connected device owners. Perhaps most important to advertisers, says the report, is that iPad owners are also the most likely to have made a purchase as a result of seeing an ad on their connected device.

iPad owners are more likely to make a purchase as a result of an ad seen on an iPad: 36% made an online purchase via PC after viewing an ad on the iPad (compared to 27% of all connected device owners), while 8% made a purchase on the iPad (compared to 5% of all connected device owners).

The report concludes that the growing popularity of connected devices is changing how some consumers engage with media and creating new opportunities and challenges for a broad range of companies. The author opines that:

• Publishers, media companies and application developers are eager to know whether they should optimize their content for particular devices.
• Advertisers want to understand how these devices might eventually fit into their overall marketing plans. 
• Carriers want to know how to evolve their business models in a multi-connection world
• Device manufacturers need to understand how consumers are using connected devices so they can improve their products and fine-tune their marketing

For more information from Nielsen , please visit here.