Texterity has just completed its fourth annual Profile of the Digital Edition Reader with BPA-Worldwide certified results. Digital readers of 164 publications representing 55 publishers of consumer, trade, and association magazines and newspapers were surveyed. This year, the research included questions specific to B2B and consumer audiences.
Two-thirds of the 33,784 respondents were trade/professional publication readers and one-third were consumer publication readers. All respondents were qualified by their being a "digital reader" of a Texterity-produced publication, requiring that they have "read at least one digital edition recently."
The most salient 2009 findings confirm what Texterity has learned in past years:
* Over 90% are "satisfied" or "very satisfied" with their digital reading experience with the Texterity digital edition
* 92% read their digital edition the same week; 52% read it immediately or the same day
* 91% take action when reading advertisements or articles
* 61% have read 3 or 4 of the last four issues, similar to a print reader
The top 3 reasons for reading digitally are again environmental friendliness, ease of saving, and convenience of searching. However, this year we see "more convenient than print" and "more timely than print" as close runners up. We also see "no clutter" and "can access while traveling" as frequent comments in the verbatim response.
Regardless of gender, age, or occupation, the digital reader is thoroughly engaged. Over 91% of all digital edition readers take one or more actions when reading the digital edition, with over half visiting advertiser websites. When reading articles, readers mentioned that they bookmark, buy the magazine, click links, contact an author, visit websites, and recommend to a friend. When reading digital ads readers comments included actions such as apply for an advertised position, budget for purchase, contact a sales rep, or visit an advertiser's booth at an upcoming event.
This survey also tells us that digital readers are loyal online readers. Fact is, digital readers have increased their use of websites, social media, and e-newsletters as well as blogs, webcasts, wikis, and podcasts. There is an increasing appetite for mobile delivery as well, with over 25% mentioning that they want to receive their content on a "smartphone" device such as an iPhone.
79% of business-to-business reader cite "get information to do their jobs better" as the most important reason to use digital editions. Over 57% of consumer magazine readers say they spend 30 minutes or more reading each digital issue. And, more than 65% value video as a useful "rich media" add-on to digital magazines.
To receive your FREE copy of the complete research results, click here: www.texterity.com/survey/.
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