It’s research, not stereotypes, from paidContent.org:
[R]esearch suggests that women go for dedicated e-readers while men choose tablets. A new study of over 26,000 U.S. adults from consumer research firm GfK MRI found that women are 52 percent more likely than men to own an e-reader, and men are 24 percent more likely than women to own a tablet. Why?
—What the stats say: “Drilling down to the brand level,” the study’s authors write, “women are 63 percent more likely than men to own an Amazon Kindle and twice as likely to own a Barnes & Noble Nook. Men, on the other hand, are 16 percent more likely to own an Apple iPad. Evidence suggests that men’s affinity for tablets may be a reflection of the way they view ownership of technological gadgets with respect to their peers. For instance, men are much more likely than women to report: ‘I want others to say “Wow!” when they see my electronics.’”
Similarly, Nielsen told me, its March 2011 survey of over 10,000 U.S. adults found that 58 percent of tablet owners are men and 56 percent of e-reader owners are women. And in May, the New York Times reported that sales of women’s magazines were in many cases surpassing sales of those magazines on the iPad: “Some women, at least, seem to prefer their electronic reading devices to be simpler, something they can read on. Tablets with Rock Band, GT Racing and high-res cameras? That’s guy stuff.”
Link to the rest at Paid Content