The growing popularity of connected devices, from tablet computers like the Apple iPad to smartphones, portable games players, and eBook readers like the Kindle and Nook, is already changing how some consumers engage with media. It is also creating new opportunities and challenges for a broad range of companies. 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. And device manufacturers need to understand how consumers are using connected devices so they can improve their products, fine-tune their marketing and win the battle for market share.
Nielsen’s new Connected Devices Playbook surveys more than 5,000 consumers who already own a tablet computer, eReader, netbook, media player or smartphone – including 400 iPad owners. Below are some of the findings of the Playbook shared today at Advertising Week.
Who owns connected devices?
How receptive are they to advertising?