Readers like digital magazine editions and expect to read them on digital devices
A survey conducted by Texterity of 31,00 readers of digital magazine editions it serves (28 consumer titles and 69 b2b) says that 62% of iPad owners use their mobile devices to read magazines. This compares with 13% of the full sample. About 25% of respondents said that their reading of print magazines was lower in the past year; 33% of iPad readers said so.
The survey, which was audited by BPA Worldwide, also found:
- 85% of respondents declared themselves satisfied or very satisfied with digital publications. Among the reasons given were a) environmentally friendliness, b) convenience and c) searchability/linking and sharing.
- 92% of readers open and read their digital issues the week it arrives, 58% the day it arrives (an increase of 10% over a similar survey last year)
- All respondents who intent to get an e-reader are anxious to have digital editions on them
- 3% of respondents have an iPad now (the survey was done only weeks after its introduction), but 12% plan to have one within 12 months
- 35% have an iPhone or iPod and 7% say they expect to have one within 12 months
- 88% of respondents have a cell phone
- 52% look through digital editions and read articles of interest; 32% read cover-to-cover; 12% clip a page for later use
- 60% said they looked at an advertiser's web site as the result of seeing an ad in a digital edition
- 45% have read 4 out of the last 4 issues
- 58% of respondents spend 30 minutes or more reading or looking through an average digital edition
Labels: research
posted by D. B. Scott at
12:28 pm
4 Comments:
Did you mean to write "22% of iPad owners use their mobile devices to read magazines"? I don't see 62% in either table.
According to the report of the survey, among digital consumer magazine consumers, 62% of iPad owners read magazines on mobile devices, compared with 13% in the whole sample. For b2b, the number is 59% compared with 15% in the whole b2b sample.
Since a brief post can't go into that much detail, I would urge you to read the rest of the report, a link for which is included in the lead of the post.
I think the first table you show is for what Texterity calls "eReader Intenders," which it defines as people with plans to buy one of four eReaders in the next 12 months. (Page 18 of the consumer report.) That misled me since I expected the table to be for all digital edition readers, which you discuss above it.
I also think the figures you cite for print magazine reading (25% and 33%) are from that table and are for eReader Intenders only, not all digital edition readers.
The important thing is to read the report itself and come to your own conclusions. If the tables I linked to misled you, it was not my intention and I believe that I have accurately reported what the report said.
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