Nielsen Tablet and e-reader demographics

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

In Tech Digest by Hannah Johnson

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 

About the Author

Hannah Johnson


Hannah Johnson is the publisher of international book industry magazine Publishing Perspectives, which provides daily information and news about book markets around the world. In addition to building partnerships with international cultural and trade organizations, she works with the Frankfurt Book Fair to organize and support a number of its overseas initiatives. Hannah has also worked as the managing editor for an online media company, The Hooch Life, focused on craft distillers and cocktail experts. Prior to that, she worked as a project manager for the Frankfurt Book Fair’s New York office, managing various business and marketing activities.