One-Third of iPad Owners Have Never Downloaded an App [STUDY]

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According to a recent study from Nielsen, a whopping 32% of iPad owners have never downloaded an app on the device -- which begs the question, what exactly do they do with the thing?

The study surveyed more than 5,000 owners of connected devices (a category that includes netbooks, e-readers, connected game consoles, etc.), 452 of whom own an iPad.

Don't despair yet, developers -- the good news is that the overwhelming majority of those who have downloaded apps have also been willing to pay for at least one of them. Of the 63% of iPad owners who have paid for an app, 62% of them have paid for a game and 54% have paid for an e-book, followed by music (50%), shopping (45%) and news (45%) apps. A full 41% have paid for a magazine.

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iPad users are also spending more time with these kinds of apps -- particularly those that display more "traditional" forms of content, such as news, books and movies -- than users of other devices. For instance, roughly 8 in 10 iPhone owners spend less than 15 minutes reading news on a weekday in a single session, whereas most (57%) iPad owners spend between 16 minutes and two plus hours reading news on the iPad.

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The survey also found that iPad owners tend to skew younger (63% are under 35) and male (65%). By and large, iPad owners are more receptive to in-app advertising, seemingly because they like the interactivity many of these ads offer.

You can see further highlights from the study here.