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Boomers Love The Kindle. Why?

Posted by: Bruce Nussbaum on June 19, 2009

I was on the Jitney today and sat next to a woman from Hawaii who was about 60-something and she had her Kindle. Every time I see a Kindle, it is help by a Boomer (hey, it’s usually a female Boomer at that). I asked her how she liked it and she immediately, an animatedly, showed me how it worked, why she loved it, and what it’s deficiencies are. Her performance was exactly like a a young male geek showing me his latest iPhone app. I mean the same!

Boomers read and the Kindle satisfies this desire. It’s a platform that is light, small, easy to use and better than carrying around heavy books (remember, pain is a constant, especially in the hands, from 55-onward).

But my evidence is anecdotal. Are there any stats showing which demographic is buying Kindle the most and why? And which gender?

BTW, this woman showed me all the FREE BOOKS available for Kindle. She reads 3-4 books a week and doesn’t like spending $10 a book. FREE BOOKS. You won’t find them on Amazon.

Reader Comments

Daniel Montano

June 21, 2009 3:41 AM

In the age of screen-based multiple channels and media outlets why limit the screen to only one media format and function for entertainment?

Why limit the book to the size of the physical device?

Dan Lewis

June 22, 2009 4:30 PM

Bruce, I think the Kindle's popularity among Boomer's, whatever that popularity is can be more attributable to an aging population's need for reading glasses. Type size in printed books, magazines and newspapers is really designed for 20/20 vision with or without correction. If you have the option to increase type size and read comfortably without those pesky reading glasses, that are always getting misplaced or forgotten or not acknowledge because of vanity, what a great thing. If you wear corrective lenses all of the time they are as much part of your life as your nose. For those of us whose arm length seems to be getting shorter by the month corrective lens are the affirmation of aging.

Carrying many books is a plus, search is a plus, having a library in your pocket -- all super; being able to read without "cheaters" really great.

Mimi Garrity Denman

June 24, 2009 4:51 PM

I am a "young" boomer and I like my Kindle (although I wish it was better designed) for reading when I travel. Saves me time and money and it is light. Could it be that this generation just loves reading more than others?


June 26, 2009 2:29 AM

Bruce, here's a study that shows kindle ownership is skewed towards older owners -

i blog about the kindle at and a common strategy authors use (both established and new) is offer a book cheap or offer the first book in a series free.
In june there have something like 8-10 or so free book offers from published authors.
Its usually 5 or so free books a month.

independent authors tend to price their titles at $1 or $2. so that's another source of cheap books.


June 14, 2010 10:42 PM

отлично написано, у автора прям талант

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Want to stop talking about innovation and learn how to make it work for you? Bruce Nussbaum takes you deep into the latest thinking about innovation and design with daily scoops, provocative perspectives and case studies. Nussbaum is at the center of a global conversation on the growing discipline of innovation and the deepening field of design thinking. Read him to discover what social networking works—and what doesn’t. Discover where service innovation is going and how experience design is shaping up. Learn which schools are graduating the most creative talent and which consulting firms are the hottest. And get his take on what the smartest companies are doing in the U.S., Asia and Europe, far ahead of the pack.

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