More women are using tablets as the devices become more popular, according to new stats from eMarketer, but men aren’t making it up on the e-reader side: The company forecasts that women will continue to make up the majority of e-reader users through 2014. And the company has revised its e-reader ownership figures upwards again.
These demographic shifts come at a time of rapid growth in tablet usage. eMarketer estimates that over 33 million Americans will use a tablet at least monthly by the end of this year, an increase of 158.6 percent over last year. By 2014, the number of tablet users will rise to nearly 90 million, or 27.7 percent of the U.S. population.
Most of those tablets will be iPads, eMarketer predicts, but their growth will slow as other tablets enter the market. eMarketer predicts that the number of U.S. iPad users will increase to 60.8 million by 2014, up from 28 million now. But iPad market share will fall from 83 percent this year to 68 percent by 2014.
eMarketer also gave me some new data estimating that e-reader use will increase by 57 percent by 2014–up to 22 percent of the U.S. adult population. Note that the company estimates that 14 percent of U.S. adults now own e-readers–a higher percentage than it or Pew reported earlier this year.
Meanwhile, more women will start using tablets. They’re predicted to make up 49 percent of tablet users by 2014, compared to 45 percent today.
E-reader use by gender is not predicted to change as much–adult women are estimated to make up 52 percent of e-reader users in 2014, compared to 54 percent today. (This estimate is lower than one from Nielsen earlier this year, which found women making up 61 percent of e-reader owners.)