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Tablets Attract Magazine Readers

15 Feb 2012

New research composed exclusively of Tablet and eReader owners, reveals that male Tablet owners are particularly interested in reading digital magazines and that Tablets are generating readership of back issues of publications.


According to the GfK MRI iPanel, almost three-quarters (71 per cent) of Tablet owners say they are interested in reading magazines on their device. Men, in particular, are open to digital magazine reading: 77 per cent of male Tablet owners expressed interest in reading magazines on their device versus 68 per cent of female owners. Among younger male Tablet owners, ages 18 to 34, 85 per cent expressed interest in reading magazines on their device.


Digital magazines seem to be sparking new reading behaviour among consumers, says the report. 19 per cent of Tablet owners who read a magazine on their device in the last 30 days also took the opportunity to read back issues of a title during their reading session, with little difference between genders, as 20 per cent of males having read back issues compared to 19 per cent of females.


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."


The most popular way in which Tablet owners read a magazine or magazine-related content is with an App, according to the GfK MRI iPanel:


• 65 per cent of Tablet owners who read a magazine on their device in the last 30 days did so via an App

• 47 per cent of Tablet owners accessed magazine content on their device by visiting a magazine's website

• 37 per cent read a digital reproduction of a magazine, which includes both print content and advertisements.


Source: Mediapost



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