Women are increasingly using electronic reading devices like the Kindle, while men still own more tablet computers like the iPad.

According to a new survey by Nielsen, women now make up 61 percent of eReader owners. That’s up from 43 percent in the third quarter of last year.

That’s a big jump, and comes as smartphone adoption remains pretty steady at 50 percent. However, men still make up the bulk of tablet computer owners.

The survey prompted this great headline today from Business Insider: “Women are from Amazon, men are from Apple.” 

eReader owners also tend to be a little older, with 30 percent over the age of 55. That compares to owners of tablets where just 19 percent are 55 or older. (See chart below).

That could be significant, especially as Amazon reportedly gets closer to launching its own tablet device. Can the online retailer use these demographic trends to its advantage?


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  • Guest

    Congratulations to women for helping to build the e-reader market! Read a male-dominated tech site like Engadget and Gizmodo and you’ll find all kinds of men comparing specs, insulting each other’s device preferences, and generally trying to start fights. Talk to women and you’ll find that actual utility matters.

    Men want a 1.2 GHz dual-core processor active matrix LCD Rambus-compatible multi-threaded whatchamacalit to … surf the web on the couch, mostly.

    Women want a device to help them be literate and educated.

    Thank you, women.

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