Changing demographics of tablet and eReader owners

Demographics changing on tablet and eReader owners

In the U.S., as recently as last Summer, tablet and eReader owners tended to be male and on the younger side. Not anymore. In less than a year, 25-34 Men make up only 18% of these owners; while 30% are 55+. As well, according to Nielsen’s latest quarterly survey of mobile connected device owners, back in Q3 2010, 62% of tablet owners were under the age of 34 and only 10% were over the age of 55. By Q2 of this year, only 46% of tablet owners were under the age of 34 and the percentage of those over 55 had increased to 19%.

Looking at the data by gender underlines key changes in the eReader category. 61% of all eReader owners are now female, compared to a mere 46% in Q3 2010. Smartphone owners are now evenly split between male and female and tablets remain primarily male.

ereader and tablet demographics

women-connected-devices

 

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