• GigaOm, Sunday, October 24, 2010 10:29 PM

Although the iPad is still relatively new, early indications are that a majority of users are willing to pay for content on the tablet -- whether it's apps or games -- and that books and video are the two most popular forms of media they choose to consume on the iPad, with magazines a close third, reports GigaOm.

That's the takeaway of a Nielsen study on connected devices. The survey also found something that will likely pique the interest of advertisers looking to the iPad as a new opportunity: Users said they spent longer with the content they were reading, watching or listening to on the iPad vs. the iPhone (the survey didn't compare content consumption on either device to offline behavior or content consumed on other devices).

Some of the iPad's early adopters represent market segments that traditionally are slow to adopt new technologies. "Enterprise CIOs are adding iPad to their approved-device list at an impressive rate," Apple CFO Peter Oppenheimer told investors on Monday. "Over 65 percent of the Fortune 100 are already deploying or piloting iPad." Apple COO Tim Cook said he has never seen adoption rates like this for a new technology. "We're also seeing the iPad begin to pick up interest" among educators, "which is another market that historically adopts very, very slowly," he said

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