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BizReport : Advertising archives : January 19, 2011

Most iPad users prepared to view ads for free content

It appears iPad users are prepared to compromise. While the majority said ads detract from their enjoyment of their Apple device, as many would be prepared to accept advertising for free or lower-cost content.

by Helen Leggatt

knowledenetworks.gifWhen Knowledge Networks asked iPad owners if they'd be willing to watch advertising messages in return for free content, the majority (86%) said yes.

That's despite over three-quarters (78%) citing the enjoyment of using their iPads was curbed because of ads.

Another interesting insight gleaned from the survey, particularly in light of recent reports on Apple's clampdown on publishers offering free iPad access for paid for print publications, is that only 13% of those surveyed said they were willing to pay to watch a TV program or read a magazine on the iPad to which they already have access.

"That was part of what was surprising," said Knowledge Networks CEO Simon Kooyman. "Not as many people are willing to pay for magazine or news content than we thought they would."

One chink of light for marketers who are pinning their hopes on the iPad, and perhaps as a result of Apple's tight reign on ad content and creative, is that a Nielsen survey of iPad users last year (September, 2010), found around a third (35%) enjoy viewing ads on their device, compared with just 17% across all other tablet and e-reader devices.

Another report, this time from mobile video ad network RhythmNewMedia (Q3 2010) found click-through rates from interactive pre-roll video ads to be higher among iPad users than users of other devices.

Tags: advertising, Apple, iPad, mobile

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