Enhanced Online Capabilities Boost Readers’ Appetite for Digital Magazines
Reader survey finds increased engagement, decreased use of print mags.
Digital magazine readers are becoming more satisfied with digital editions as the interactive capabilities improve, and are relying less on print as a result, according to a new Texterity survey, certified by BPA Worldwide.
The survey, now in its second year, found that 88 percent of readers are "very satisfied" or "satisfied" by their digital edition, while 44 percent of respondents have reduced their use of print, compared to 33 percent in 2006.
Respondents cited, in order, "the ability to search issues," "ease of saving," "environmental friendliness" and "more convenient than print" as their four top reasons for reading digital editions. Digital archives are also offering increased appeal, with more than 89 percent of respondents using digital archives. "We are continuing to learn what readers like," said Cimarron Buser, vice president of marketing and product planning for Texterity, in a statement. "For example, video is viewed as increasing in importance, and readers are showing increased interest in PDAs."
Selling advertising into digital editions has historically been a challenge but the new study suggests marketers can capitalize. In 2007, 90 percent of digital magazine readers took action with a product or service promoted in the digital version while 65 percent of readers visited the advertiser’s Web site. Digital editions are also potentially reaching users with actual buying authority, as the median age for a digital magazine reader is 45 with 17.5 years of industry experience.
The study was conducted in March and April of 2007 and included a cross-section of 110 publications representing 33 publishers, both consumer and b-to-b. The full survey can be access at www.texterity.com/survey.