American Tablet Owners Buy Entertainment; Europeans Buy News

Getting a nice, shiny new iPad tomorrow? If you buy content to consume on it, chances are it will be music, books or movies, if you’re in the US. Those were the most popular purchases according to new stats from Nielsen. But if you’re European, you’ll pay for news over all of those.

Nielsen shared the stats in a post today, which featured this chart:

Here’s the chart above broken down by country:


  1. Music: 62%
  2. Books: 58%
  3. Movies: 51%
  4. Magazine: 41%
    TV: 41%
  5. Radio: 27%
  6. Sports: 22%
  7. News: 19%

  1. News: 44%
  2. Books: 26%
  3. Movies: 23%
  4. Music: 20%
  5. Sports: 19%
  6. Magazines: 16%
  7. TV: 10%
  8. Radio: 7%

  1. News: 19%
    Music: 19%
  2. Books: 10%
  3. Movies: 9%
  4. TV: 8%
  5. Sports: 7%
  6. Magazines: 6%
    Radio: 6%

  1. News: 15%
  2. Music: 9%
  3. Books: 7%
  4. Movies: 6%
    Magazines: 6%
  5. TV: 4%
    Sports: 4%
  6. Radio: 2%

As you can see, news is the leading content category purchased on tablets in Italy, Germany and tied for first in the United Kingdom. In the US, news is last among the eight categories of content purchased.

The post doesn’t say more about how the survey was conducted, but Nielsen told me:

The data in this post comes from our Q4 2011 Mobile Connected Devices insights. Connected device owners are defined as those who have a tablet, eReader, smartphone, or other mobile connected device. Sample counts for tablet owners in each country are below:

  • Germany (n=591)
  • UK (n=593)
  • Italy (n=245)
  • US (n=1,695)

Related Topics: Channel: Strategy | Statistics: Mobile Marketing | Statistics: Online Behavior | Top News


About The Author: is Founding Editor of Marketing Land. He’s a widely cited authority on search marketing and internet marketing issues, who has covered the space since 1996. Danny also serves as Chief Content Officer for Third Door Media, which publishes Search Engine Land and produces the SMX: Search Marketing Expo conference series. He has a personal blog called Daggle (and keeps his disclosures page there). He can be found on Facebook, Google + and microblogs on Twitter as @dannysullivan.

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