When the iPad first launched, two-thirds of users were men. Now, 43 percent of tablet owners are female (up from 39 percent in the third quarter of 2010) and women make up half of smartphone owners (up from 46 percent in the third quater of 2010), according to Nielsen.
Nielsen's data about shows an ever greater shift among ereader owners. Sixty-one percent of ereaders users are now female, compared to 46 percent in the third quarter of 2010.
At the same time, the age of tablet owners is shifting to include older users, explains Nielsen, writing "Back in Q3 2010, for example, 62 percent of tablet owners were under the age of 34 and only 10 percent were over the age of 55. By Q2 2011, only 46 percent of tablet owners were under the age of 34 and the percentage of those over 55 had increased to 19 percent."
A Google AdMob study released earlier this year offered clues as to what people are doing with their tablets once they've bought them. Gaming ranks as the most popular activity, followed by search and email.