Feeds

Nielsen cops to iPad stat cock-up

Fewer iPad download virgins

The essential guide to IT transformation

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 iPad app-download chart

Nielsen's original take on iPad app-download stats

That chart has since been amended, and now looks like this:

Nielsen's updated iPad app-download chart

'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." ®

The essential guide to IT transformation

More from The Register

next story
6 Obvious Reasons Why Facebook Will Ban This Article (Thank God)
Clampdown on clickbait ... and El Reg is OK with this
So, Apple won't sell cheap kit? Prepare the iOS garden wall WRECKING BALL
It can throw the low cost race if it looks to the cloud
Time Warner Cable customers SQUEAL as US network goes offline
A rude awakening: North Americans greeted with outage drama
Shoot-em-up: Sony Online Entertainment hit by 'large scale DDoS attack'
Games disrupted as firm struggles to control network
BT customers face broadband and landline price hikes
Poor punters won't be affected, telecoms giant claims
EE plonks 4G in UK Prime Minister's backyard
OK, his constituency. Brace yourself for EXTRA #selfies
prev story

Whitepapers

Top 10 endpoint backup mistakes
Avoid the ten endpoint backup mistakes to ensure that your critical corporate data is protected and end user productivity is improved.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Backing up distributed data
Eliminating the redundant use of bandwidth and storage capacity and application consolidation in the modern data center.
The essential guide to IT transformation
ServiceNow discusses three IT transformations that can help CIOs automate IT services to transform IT and the enterprise
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.