Nielsen: IPad users more open to ads

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New York—Users of Apple’s iPad tablet computer are more receptive to advertising on their devices, and are more likely to make a purchase after viewing an ad compared with users of other connected devices, according to a new study from Nielsen Cos.

According to Nielsen’s “Connected Devices Playbook,” a survey this summer of more than 5,000 users of tablet computers, e-readers, media players and smartphones, 35% of iPad users said they enjoyed viewing ads on their device, compared with just 17% of users of all other connected devices. Of particular interest to iPad users are ads that incorporate interactive features, according to the survey.

Further, 36% of iPad owners said they had made a purchase—either online, by phone or in person—in response to an ad appearing on their device, versus 27% of users of other devices.

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