Thursday, February 2, 2012

Go Digital, Young Magazine

New research from GfK MRI's iPanel suggests that table owners are highly interested in reading digital magazines.  (The iPanel consists of individuals who own tablets and/or eBook readers).  Overall, more than 70% of the sample expressed an interest in reading digital magazines on their devices.  Interestingly, interest was higher for younger and male users - 85% of males 18-34 (77% of all males) vs. 78% of females 18-34 (68% of all females).
Risa Becker, senior vice president of research for GfK MRI, observed: “The fact that younger men who own tablets are interested in reading digital magazines bodes well for digital magazine advertisers, since this demographic has been historically hard to reach.”
   The research also found that most tablet owners who had read a digital magazine in the last month had done so through an app (65%), while 47% accessed magazine content through the magazines website, and 37% read a stand-alone digital version.  (The percentages add to more than 100% because some tablet owners read more than 1 magazine in that time period, and accessed them via different methods).
  The research also revealed an interest in reading back issues - about one in five people who read a digital magazine also read back issues of the same title.

Source - Digital Magazines Popular, Men Hold Edge,  Online Media Daily

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