Thursday, February 9, 2012

Tablets and Magazine Readers

New research results from a panel of tablet owners (GfK MRI's iPanel of tablet and eReader owners), shows strong interest in reading digital magazines.
In a survey taken last month, 71% of tablet owners reported having at least some interest in reading magazines on their devices.  Some 38% had reported reading a magazine on their tablets in the last six months.  In contrast with print magazines, there was stronger interest among men, and among the younger demographic.  For the Male 18-34 segment, 85% expressed some or considerable interest in reading digital magazines. 
Risa Becker, SVP Research at GfK MRI, says "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."
Another good sign for digital magazines is that about 20% of tablet owners who read a magazine on their device also read back issues during their reading session.
   Apps remain the dominant access point for digital magazines, with two-thirds of the tablet owners saying they got to the online magazine through an app (47% accessed magazine content through the magazine's website, and 37% read a digital reproduction (both content and ads).  And yes, this adds to more than 100%, which indicates that some are reading more than one magazine on their device a month.
  GfK MRI's also put together a short video on their digital magazine results.

Source - Tablets Attract Magazine ReadersResearch Brief from the Center for Media Researh

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