After being embraced early on by young adult men in the US, e-readers have become increasingly popular among women and older adults, according to a new report by Nielsen. Though tablet ownership is still dominated by men, growing numbers of older Americans are buying the portable devices.
Some 61% of e-readers were owned by women as of the second quarter of 2011, compared with 46% in the 3Q10 (roughly nine months earlier).
That may explain why some publishers of women's magazines (e.g., O, The Oprah Magazine, Cosmopolitan, and Women's Health) have reported stronger sales via the Barnes & Noble Nook vs. the Apple iPad.
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