Majority of e-readers owned by women; tablets by men

men and women tech ereader tabletE-readers and tablets have been two emerging markets that see a lot of overlap. However, some would say that the two technologies might as well have come from Venus and Mars.

According to Nielsen’s second-quarter survey, 61 per cent of e-reader owners are women, up from 46 per cent in the third quarter of last year. Meanwhile, men make up 57 per cent of tablet owners, which is down from 61 per cent in the third quarter.

Smartphones are still used equally by women and men.

The trend comes from a steady growth (14%) in e-reader popularity among women over the last two quarters. Growth for female tablet owners only increased by 4%.

The study also found that the demographics of tablet and e-reader owners are shifting, bringing in more older users. Tablet owners 45 and older used to be 23 per cent of users in the third quarter last year but now constitute 37 per cent of owners. Owners of e-readers 45 and older used to be 40 per cent of all owners in the third quarter and now represent 51 per cent. The numbers show that tablets and e-readers are appealing to older users now while their popularity with younger users appears to be sliding.