mediaIDEAS onPoint: Adoption Age of E-reading Devices

This week's mediaIDEAS onPoint chart shows the adoption age of Amazon's Kindle and Apple's iPad. A recent survey conducted by The Nielsen Company found that 78% of iPad owners were younger than 44 years of age compared to only 60% of Kindle owners. And, 36% of iPad owners are 24 and younger compared to 27% of Kindle owners. The iPad owner is younger. Is that your product's natural demographic?