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Nielsen: IPad Users Take Time Consuming Content

  • GigaOm, Thursday, October 21, 2010 12:47 PM
So, what are people actually doing with their fancy new iPads? Buying content, for one, according to a new study from Nielsen. What sort of content? Books and video, mostly. Advertisers, meanwhile, should be interested to learn that "users said that they spent longer with the content they were reading, watching or listening to on the iPad versus the iPhone," notes GigaOm.

"The survey didn't compare content consumption on either device to offline behavior or content consumed on other devices." Survey respondents said that they read books 39% of the time on the iPad, compared with just 13% of the time on the iPhone, and watched TV shows 33% of the time compared to just 11% of the time on the phone. What's more, survey respondents said they consumed news 53% of the time on the iPad, compared with 44% of the time on the iPhone, and listened to music 51% of the time compared to 41% of the time on the phone.

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