Article

Next wave of e-readers may be women

Men were early adopters of e-readers, but women are now poised to dominate the market.

By Bain's Global Media practice

First published on noviembre 30, 2010
min read


Early adopters of e-readers such as the Kindle tend to be males in their 20s and 30s, but readers who are thinking of buying such devices in the near future are mostly women and are over the age of 35, according to a Bain & Company survey of almost 3,000 consumers in six developed countries. E-books don't seem likely to obliterate traditional books completely: Even younger readers born in the digital age report an attachment to paper books. Source: Publishing in the digital era

Early adopters of e-readers such as the Kindle tend to be males in their 20s and 30s, but readers who are thinking of buying such devices in the near future are mostly women and are over the age of 35, according to a Bain & Company survey of almost 3,000 consumers in six developed countries. E-books don't seem likely to obliterate traditional books completely: Even younger readers born in the digital age report an attachment to paper books.

Source: Publishing in the digital era