In April 2009, Stephen Peters compiled responses from a kindle forum thread discussing kindle owners’ ages and created a comprehensive break-up of Kindle Ownership by Age.
What is the age distribution for Kindle owners?
Disclaimer: This was done in April 2009. It’s 1,387 responses and a self-selecting group.
The break-up by age of Kindle Owners was -
- 4.25% kindle owners between 10-19 – 59 out of 1,387.
- 13.3% kindle owners between 20-29 – 185 out of 1,387.
- 15.7% kindle owners between 30-39 – 218 out of 1,387.
- 19.1% kindle owners between 40-49 – 265 out of 1,387.
- 21.2% kindle owners between 50-59 – 294 out of 1,387.
- 18.3% kindle owners between 60-69 – 254 out of 1,387.
- 6.6% kindle owners between 70-79 – 92 out of 1,387.
- 1.5% kindle owners between 80-89 – 21 out of 1,387.
This created quite a stir as numerous blogs and sites fixated on the fact that these numbers might mean that over 70% of kindle owners were over 40 years of age.
In case you’re wondering – Yes, the 70% figure is wrong – guess their ageist bias goes hand in hand with an inability to do simple math.
Which brings us to Nook owners’ ages.
What is the distribution of ages for Nook Owners?
Disclaimer: This is based on a single Nook forum thread with just 111 responses and is probably a self-selecting group.
There’s a thread at the official Nook forum discussing Nook Owners’ age distribution. It’s just 111 responses and gives us -
- 7.21% Nook Owners between 10 and 19 - 8 out of 111.
- 21.62% Nook owners between 20-29 – 24 out of 111.
- 17.11% of Nook owners between 30-39 – 19 out of 111.
- 22.52% of Nook owners are between 40-49 – 25 out of 111.
- 18.01% of Nook owners are between 50-59 – 20 out of 111.
- 11.71% of Nook owners are between 60-69 – 13 out of 111.
- Just 1 nook owner between 70-79. That’s 0.9%.
- Just 1 nook owner between 80-89.
A noticeable skew towards a slightly younger ownership.
Researching the responses also threw up a very interesting observation -
Nook owners seem to be primarily women
There were 71 female respondents and 24 male respondents out of 95 who indicated sex (or whose name made it obvious). That’s 74.7% women.
Even accounting for higher use of social networks and forums by women that’s quite a skew.
What differences are there between Kindle and Nook owner ages?
Well, there are some interesting differences -
- While 66.7% of Kindle owners seem to be over 40, only 54.04% of Nook owners fall into the same demographic.
- It is worth nothing that owners aged 40 and above are still the majority owners of both Kindle and Nook.
- 50-59 seems to be the largest demographic for Kindle Owners.
- 20-29 and 40-49 seem to be the largest demographics for Nook owners.
- Comparatively, a very small percentage of Nook owners are 60 and above.
- Comparatively, noticeably fewer Kindle owners are below 30.
It seems that the Nook is attracting a larger share of young people and scaring away readers over 60.
A few factors that might be the cause of this effect -
- The dual screens, especially the color LCD touchscreen, probably make the Nook attractive to the younger crowd and confusing/complicated to readers above 60.
- The heavier weight of the Nook probably rules it out for most people with arthritis.
- The better looks of the Nook probably sway younger readers more. This might also be the cause of the skew towards female readers for the Nook – nothing sexist – just that women are much more particular about appearance.
It’ll be interesting to see how Nook owner age statistics hold up as the number of responses increase. Once we hit 1,000 or so we’ll have more dependable numbers.