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E-reader and Tablet Ownership Grows Among Women and Over 55s

By Hannah Johnson

A study from Nielsen reveals that the demographics of tablet and e-reader owners is changing, trending away from early adopters and becoming more mainstream. The study compares tablet and e-reader owners between Q3 2010 and Q2 2011.

Nielsen Tablet and e-reader demographics

According to Nielsen, 61 percent of e-reader owners were women in Q2 2011, compared to 46 percent in Q3 2010. Tablet and smartphone ownership among women also continues to increase by 4 percent and 3 percent respectively.

Tablet and e-reader owners are also skewing older. Tablet owners over the age of 55 increased by by 9 percent and people between 35-44 years old by 5 percent.

Nielsen Women device owners 

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