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Nielsen: Tablet and eReader adoption accelerated among older users, women in Q2

Updated Dec 19th, 2018 7:26PM EST

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Mobile connected device adoption picked up among women and older consumers in the second quarter of 2011, according to new findings from market research firm Nielsen. In the second quarter last year, tablets and eReaders were owned largely by those under the age of 35. The market has shifted significantly over the past year however, and consumers 35 and older accounted for more than half of tablet and eReader owners last quarter. 54% of tablet owners in the second quarter were over the age of 35, up from 38% in the second quarter of 2010, and eReader ownership among consumers 35 and older jumped to 65% last quarter from 55% in the June quarter a year prior. Where gender is concerned, eReader adoption among women ballooned to 61% in the second quarter of this year, up from 46% in the same quarter last year. Smartphone adoption inched up from 47% in the second quarter of 2010 to 50% last quarter, and tablet adoption jumped from 39% to 43% over the same period. Another chart from Nielsen’s report follows below.


Zach Epstein
Zach Epstein Executive Editor

Zach Epstein has been the Executive Editor at BGR for more than 10 years. He manages BGR’s editorial team and ensures that best practices are adhered to. He also oversees the Ecommerce team and directs the daily flow of all content. Zach first joined BGR in 2007 as a Staff Writer covering business, technology, and entertainment.

His work has been quoted by countless top news organizations, and he was recently named one of the world's top 10 “power mobile influencers” by Forbes. Prior to BGR, Zach worked as an executive in marketing and business development with two private telcos.