Ladies love e-readers, are less keen on tablets

Women have increasingly become the most frequent buyers of e-readers

Women have increasingly become the most frequent buyers of e-readers even as their interest in tablets and smartphones has remained relatively steady, according to Nielsen.

According to Nielsen's latest report on device demographics in the United States, women now account for 61% of all e-reader owners, up from the 47% share that Nielsen recorded in the third quarter of 2010. The dramatic rise in women's share of the e-reader market stands in contrast to more modest market share increases in the smartphone market, where women account for 50% of all owners, up from 46% in Q3 2010; and in the tablet market, where women account for 43% of all owners, up from 29% in Q3 2010. Nielsen also reports that e-readers are making major headway with older Americans, as 30% of e-readers are now owned by people aged 55 or older and 21% are owned by people between the ages of 45 and 54.

KEEP IT CLEAN: Tablets becoming popular bathroom activity, says survey

"As recently as last summer, tablet and eReader owners tended to be male and on the younger side," Nielsen wrote in its summary of the research. "This is no longer the case."

While men are still the dominant tablet users, accounting for 57% of all tablet owners, Nielsen reports that people aged 34 and under now account for just 46% of all tablet owners. In the third quarter of 2010, in contrast, people aged 34 and under accounted for 62% of all tablet owners.

Tablets and e-readers such as the Apple iPad and the Amazon Kindle have increasingly become staples of modern computing in the U.S., with many consumers adopting them for both work and leisure. According to a new survey published by Staples Advantage this week, 35% of tablet users copped to using their iPad or other tablets while in the bathroom, while a whopping 78% of tablet users said they used their tablets while lying in bed and 30% of tablet users said they used their tablets while at restaurants. Tablets are also becoming a fixture of the workplace, the survey found, as 75% of tablet users say they check corporate email on their device, 60% say their tablet has boosted their work productivity, and 33% say they review and edit documents with their tablet.

Read more about anti-malware in Network World's Anti-malware section.

Tags Configuration / maintenancePCnielsenNetworkinghardware systemssmartphoneswirelesstabletse-readersData Centerconsumer electronics

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Brad Reed

Network World

Comments

Comments are now closed.

Latest News Articles

Most Popular Articles

Follow Us

GGG Evaluation Team

Kathy Cassidy

STYLISTIC Q702

First impression on unpacking the Q702 test unit was the solid feel and clean, minimalist styling.

Anthony Grifoni

STYLISTIC Q572

For work use, Microsoft Word and Excel programs pre-installed on the device are adequate for preparing short documents.

Steph Mundell

LIFEBOOK UH574

The Fujitsu LifeBook UH574 allowed for great mobility without being obnoxiously heavy or clunky. Its twelve hours of battery life did not disappoint.

Andrew Mitsi

STYLISTIC Q702

The screen was particularly good. It is bright and visible from most angles, however heat is an issue, particularly around the Windows button on the front, and on the back where the battery housing is located.

Simon Harriott

STYLISTIC Q702

My first impression after unboxing the Q702 is that it is a nice looking unit. Styling is somewhat minimalist but very effective. The tablet part, once detached, has a nice weight, and no buttons or switches are located in awkward or intrusive positions.

Resources

Best Deals on GoodGearGuide

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?