86 Percent Of iPad Owners Prefer Seeing Advertising In Exchange For Free Content

While publishers rushed to the iPad in hopes of reviving revenue lost from traditional publications, it looks like consumers still prefer free digital content in return for advertising, …

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While publishers rushed to the iPad in hopes of reviving revenue lost from traditional publications, it looks like consumers still prefer free digital content in return for advertising, at least according to a recent study.

The survey, conducted by online research company Knowledge Networks, showed that 86% of iPad owners said they would be willing to “watch” ads to gain access to free content such as TV shows or magazine and newspaper articles.  In addition, it was revealed that iPad users download an average of 24 apps, and of those, only six, or about a quarter of them are paid.

Roughly 13% of those surveyed said they were willing to pay a fee to watch a TV program or read a magazine on the iPad to which they already have access, and they are only willing to pay an extra $2.60 on average for that content.  “That was part of what was surprising,” said Knowledge CEO Simon Kooyman.  “Not as many people are willing to pay for magazine or news content than we thought they would.”

Also interesting was usage statistics for the iPad, with the survey showing the most commonly used feature is search, with 97% of people saying they regularly use Google on the iPad, followed closely by web browsing and email at 91% of regular use.  Media apps, however, are used at a much lower rate, with 70% of people saying they regularly read books on the iPad, 66% for music, 61% for reading magazines and newspapers and around 50% who regularly watch TV or movies.

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18 comments

  1.    Reply

    Ironically, an interesting and useful article spoilt by the (more than slightly irritating) pop-up asking for my email address. Never mind…

    1.    Reply

      Stuart, I apologize about that…it's not supposed to pop up until after a user is on a page for quite some time. Our intention wasn't to interrupt the reading of any of our content, so I apologize for the irritation :)

      1.    Reply

        Thanks for allowing my comment and kudos to you for posting a very gracious response! The article was genuinely useful – so thanks anyways… :)

  2.    Reply

    These articles are thought provoking and help us think "outside the box" to find new ways to become more environmentally friendly and conscious.

  3.    Reply

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  6.    Reply

    A great marketing technique to put a Huggies/ Pampers ad before a soap opera because you know that many women home with young children will be watching. There should be the option to just pay for the magazine, show, etc. or if you prefer to watch for free go the advertising route and first watch whatever ad is being displayed.

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  12.    Reply

    Count me in as one of the 14% who'd much rather pay a couple of bucks to avoid wasting my time and bandwidth on advertisements. It's all in how the question was asked.

  13.    Reply

    Doesn't matter. Ads only will never sustain or provide enough revenue to give people the kind of content they want/need. That's why subscription content or subscription/ad hybrid models have existed for decades and decades. They're driven by demand for greater access, richer reporting, etc.

    1.    Reply

      I just saw this advertised today on facebook- http://www.appinionapps.com
      Anyone know anything about it?

      1.    Reply

        I'm not sure how it works, but according to their facebook page, "basically we are creating a platform which will allow you to try full-featured (no functionality removed) apps for free." I'm into that idea. They have a decent following on facebook already. Will be interesting to see if they blow pu.