A new report from Nielsen Media Research finds that 32 percent of iPad owners have not yet downloaded anything from the App Store, but a majority of those that do use the store download games.
The 68 percent of iPad users who have downloaded apps includes five percent of the total market that say they only download free apps, with 63 percent saying they've paid for at least one app.
Of the paid app buyers on the iPad, 62 percent say they've downloaded games, making them the most popular category of paid apps on the device, ahead of books, music and shopping apps.
Nielsen's report also found that 63 percent of iPad users are under 35, 65 percent are male, and 51 percent have at least a bachelor's degree. A quarter of iPad users bring in annual incomes of over $100,000, according to the report.
iPad users were also more likely to be receptive to advertising than users of other connected devices examined in the report. Overall, 46 percent of iPad users said they enjoyed ads with interactive features, compared to just 27 percent of all connected device owners.
In addition, iPad users were more likely to say they made a purchase based on ads viewed on the device, when compared with other connected device users.
Apple has sold more than seven million iPads since the device's introduction in April, the first wave in an exploding tablet PC market that analysts expect to encompass 54 million devices by the end of 2011.
Nielsen surveyed 5,000 owners of 54 different internet-connected devices using an self-administered online poll.