After months of iPad hype, publishers are finally starting to share preliminary results from iPad digital readership. In a BEA panel discussion yesterday, Ira Rubenstein, the executive VP of Marvel Entertainment’s global digital media group, explored the company’s early experiences with an iPad app. Watch his comments in the video embedded above.

“It’s been tremendously successful, tremendously well received,” he explained about the iPad app. “What we are seeing is that in-app purchases are actually increasing week over week. People are downloading the app, finding content, and downloading more. What we’ve see also with some of the research is that digital books are actually leading to physical purchases.”

Rubenstein spoke at a panel discussion entitled “Bringing Literature Online and Comparing Experiences Between China and the US.”