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?
- 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