A third of iPad owners have not downloaded any supplementary applications, according to a survey of 5,000 consumers by Nielsen.
The analyst firm said that, although some types of application are popular, a sizeable proportion of users have not embraced the idea.
Tablets are also still in their infancy when it comes to consumer adoption, with only four per cent market penetration. Nielsen noted that over half of respondents described themselves as 'early adopters'.
Around 62 per cent of consumers who have downloaded apps and content on an iPad have gone for games, followed by books at 54 per cent and music at 50 per cent.
Location-based services, an increasingly important market for developers, have been embraced by around 40 per cent of users. Productivity apps account for just over a third, and travel planning a quarter.
This suggests that enterprise apps have not taken a particularly strong foothold so far.
However, while some users may be reluctant to download paid-for applications, the iPad does seem to be a popular device for consuming content. Nielsen found that content consumption is almost twice as popular on iPads as on iPhones.
"The iPad trumps the iPhone for 'print' and video viewing," the firm explained, adding that its results also found that users are susceptible to marketing.
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