Nielsen cops to iPad stat cock-up
Fewer iPad download virgins
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The customarily competent media-survey firm, The Nielsen Company, has backtracked on its startling claim that one-third of all iPad users have never download an app. The company now says that the number of download virgins is fewer than one in ten.
"This article and the related download have been amended to reflect updates to the percentage of iPad users in the survey downloading apps," now reads a post on the company's blog describing the study in which the download stats appear.
The "related download" to which Nielsen's brief update notification refers is a précis of the survey firm's recent study, released last week, entitled "Connected Devices: Does the iPad Change Everything?" When it was first released, that "fact sheet" [sic] included a chart that looked like this:
Nielsen's original take on iPad app-download stats
That chart has since been amended, and now looks like this:
'Did we say 32 per cent? Excuse us — we meant 9 per cent'
Face, meet egg. Not only does Nielsen come out looking foolish in this cock-up, but so do the BBC, MSNBC, InformationWeek, Wired, and many other media outlets — including The Reg — that reported the original figures.
How did Nielsen manage to first misstate the number of iPad download virgins by a massive 350 per cent? What prompted them to restate their figures? Did they receive a phone call from some Cupertinian corner office?
We've asked Nielsen to comment on their turnaround, but didn't immediately receive an answer any more satisfying than "we'll get back to you." ®
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COMMENTS
Possibly a simple answer...
The first chart shows what was purchased from the ipad, the second shows what was download to the pad from an existing account including new and old (pre ipad) purchases.
Basically if you have paid for an app on your phone you dont need to buy it again for the pad.
Cupertino would like to point out that saying 35% have not downloaded is incorrect as although they have not purchased new they have downloaded existing purchased apps.
The iPad and iPhone are interchangable in respect of devices on an account and will hence forth be known by the common moniker of iPhads.
or..
There were lots of maxi pad users who were confused to what the term App meant in relation to their sanitary product
points 4 u
that is also a good point, especially where there are more than 1 iDevice per household.
My wife has never downloaded an app on her own, but she has near a hundred on her device.
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