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Nielsen Says iPad Owners Are Younger, And Kindle Buyers Are More Intelligent

by Sean P. Aune | September 29, 2010September 29, 2010 8:00 am PDT

According a new study, your age, gender and intelligence may both be factors in which type of e-reader or tablet you end up purchasing.

Nielsen, the same company behind TV ratings numbers, talked with 5,000 consumers who own a tablet computer, eReader, netbook, media player or smartphone, and they found that iPad owners tend to be young and male thus far, while the Kindle is a bit more evenly split and aged.

Nielsen iPad stats

According to a summary from CNN Money:

  • Apple (AAPL) iPad owners skew younger and male. 65% of them are male and 63% are under 35
  • Amazon (AMZN) Kindle owners tend to be wealthier.  44% of them make more than $80,000/year compared with 39% of iPad owners and 37% of iPhone owners.  They also tend to have more education: 27% of Kindle owners have Master’s degrees or PhDs.
  • iPad owners tend to be more receptive to advertising; 39% say ads on their connected device are new and interesting (compared with 19% of all connected device owners), and 46% say they enjoy ads with interactive features (compared with 27% of the rest).
  • Perhaps most important to advertisers, iPad owners are also the most likely to have made a purchase as a result of seeing an ad on their connected device.

I have to say this is about the exact opposite of what I would have thought would be the facts due to the pricing differences.   Considering how much the Kindle’s price has dropped as of late you wouldn’t be crazy to assume that lower averaged incomes would be flocking to Amazon’s e-reader.  It’s obvious both devices have their key demographics, but they almost seem to be reversed from what common sense would dictate to you would be the trend.

So, congrats to both companies on obviously being successful with their products, but boy these stats strike us as a bit odd.

What say you?  Do you find these numbers to be accurate?


Sean P. Aune

Sean P. Aune has been a professional technology blogger since July 2007, but his love of tech dates back to at least 1976 when his parents bought...

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