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Women, Older Adults Now Own Most E-Readers

August 30, 2011

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.

Smartphone owners are now evenly split between women and men, whereas tablet ownership is dominated by men (57%), although less so than nine months earlier, when men owned roughly 61% of all tablets.

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But tablet ownership demographics are shifting: In 3Q10, 62% of tablet owners were under age 34 and a mere tenth of tablet owners were older than age 55. Now, only 46% of tablet owners are younger than age 34 and 19% are age 55+.


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  • by Maurice Fri Sep 9, 2011 via web

    The Tablet dominance is even less than cited. According to the accompanying graph the Tablet ownership was 61% and is now 57% by men, not 71% and 67% - the math was wrong.

  • by Lenna Mon Sep 12, 2011 via web

    Hi, Maurice.

    You're absolutely right. Thanks so much for pointing out the errors.


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