Magazine Sales on Nook Stronger than iPad

An article this weekend in the NY Times brings out some interesting data about the different composition of the eReader and Tablet audiences and magazine sales on the two devices. In short, men dominate tablets while women outnumber men among eReader owners -- especially Nook owners. Citing Forrester survey data the article says:

  • 56% of tablet owners are male
  • 55% of eReader owners are female

Late last year (pre holiday 2010) Nielsen found that 65% of iPad owners were male. 

Women also buy more books than men do, by 3 to 1, according to research firm Bowker. And, apparently, magazine sales on the Nook are stronger than the iPad, in some cases much stronger: 

The Nook Color has surprised publishers of women’s magazines like O, The Oprah Magazine, Cosmopolitan and Women’s Health by igniting strong sales that rival — and in some cases surpass — sales on the iPad . . .

Nook Color subscriptions are outselling the magazines Meredith publishes on the iPad, where only single-issue sales are available, by about 2 to 1. Hearst, which publishes O and Cosmopolitan, is selling tens of thousands of subscriptions on the device each month. Rodale Inc., which publishes Women’s Health, Runner’s World and Prevention on the Nook Color, is selling about five times as many subscriptions through Barnes & Noble as it is selling single issues on the iPad. 

One of the cited factors behind the greater magazine sales on Nook is that publishers have a better and stronger relationship with Barnes & Noble (creator of the Nook) than they do with Apple.

According to recently Nielsen data only 5% of Americans own tablets, while 9% own eReaders. 

http://i.i.com.com/cnwk.1d/i/tim/2011/05/20/nielsen-tablet-study.png

As an aside, the chart above indicates continued growth in the netbook category which was thought to be dead because of tablets.

As a final note, AdAge published related data on connected device ownership among "affluents" ($100K+ income): 


Source: Ipsos Mendelsohn (via AdAge)

The Ipsos Mendelsohn data above show 1.5X-3X higher penetration levels than the general population for all connected devices.