After Dominating Social Media, Women Lead E-Readership


women ereaders

Women's digital supremacy is almost complete.

women ereaders

Women's digital supremacy is almost complete.

Men are lagging when it comes to the internet. We’ve already discussed the fairer sex’s lead in driving online sales and social networking — and now, women also comprise the majority of e-book readers.

Earlier this year, The New York Times reported that sales of women’s magazine apps outperform on the Nook Color over the iPad. And now data from Nielsen confirm one reason why: 61% of women currently own e-readers (like the Nook), up from 46% last year.

Men still make up the majority of tablet owners (though women are catching up, at 43%), while smartphone usage is split evenly.

While women’s digital savvy may not come as breaking news to retailers and magazine editors, another uptick is more surprising: more older readers are embracing e-books and tablets. The 55-and-over age demographic saw a 9% increase in tablet ownership and 5% increase in e-reader ownership this year.

Do these shifting trends in the growth of a digital readership mean e-book and tablet advertisers need to adjust their target ad demographic?  More importantly, will they?