New Nielsen Data Reveals Who's Buying Tablets in US
Posted in: Mobile & Wireless at 27/08/2011 17:25
According to new research from Nielsen, the demographics of tablet, smartphone and ereader owners are changing to include more women and older users.
When the iPad first launched, two-thirds of users were men. Now, 43 percent of tablet owners are female (up from 39 percent in the third quarter of 2010) and women make up half of smartphone owners (up from 46 percent in the third quater of 2010), according to Nielsen.
Changing Demographics of Tablet and eReader Owners in the US
In the U.S., as recently as last Summer, tablet and eReader owners tended to be male and on the younger side. But according to Nielsen's latest, quarterly survey of mobile connected device owners, this is no longer the case.
Back in Q3 2010, for example, 62 percent of tablet owners were under the age of 34 and only 10 percent were over the age of 55. By Q2 2011, only 46 percent of tablet owners were under the age of 34 and the percentage of those over 55 had increased to 19 percent.
Looking at the data by gender underlines key changes in the eReader category. Sixty-one percent of all eReader owners are now female, compared to a mere 46 percent in Q3 2010. (Smartphone owners are now evenly split between male and female and tablets remain primarily male.)