Both the eReader and the tablet had been around for many years, but it took two breakthrough products for them to take off.
The iPad has established the tablet as a new category of device and despite the challenge of emerging Android tablets retains a strong lead in the market.
Likewise, the tipping point for eReaders moving beyond early adopters was the mass market pricing with the Kindle available for an affordable $139.
But what of the changing demographics as the products outgrew the early adopters?
Data from Nielsen in the chart on the right illustrates the changing shift among US consumers:
- eReader ‘readers’ are getting older, with over 50% of owners over 45
- Smartphone ownership is opening up in the teen market
- Tablet ownership is skewing older
- Across all three categories, women are becoming a higher proportion of owners. This is particularly noticable for eReaders where they comprise 61% of owners in Q2 2011
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