Profile of the Digital Magazine Reader

Transcription

1 Profile of the Digital Magazine Reader Business and Consumer Digital Magazine Reader Survey May 2007 Texterity, Inc. 144 Turnpike Road Southborough, MA (508)

2 Survey Methodology Conducted March-April 2007 by Texterity BPA Worldwide certified results and provided audit and tabulation support Largest survey of digital magazine readers 11,642 responses from readers of digital magazines Large cross-section of magazines 110 publications representing 33 publishers Trade/professional and consumer magazines Targeted to readers who have read at least one digital magazine recently 2

3 Key Findings & Results 1. High Overall Satisfaction. 88% of digital readers are very satisfied or satisfied with their digital magazine 2. Action Oriented with Products and Services. Digital edition readers take action regarding a product or service 90% of the time, with over 65% visiting the advertiser s website 3. Digital Readers are Engaged. 89% of respondents read their issue within a week, 42% read immediately or the same day 3

4 Key Findings & Results 4. The Big 3 Reasons for Reading Digital. Subscribers like digital for the ability to search issues, ease of saving, and digital magazine s environmental friendliness. 5. Decreasing use of Print Media. 44% of digital readers have decreased their use of print magazines and are relying more on digital. 6. Not Just for Generation X. Digital readers are primarily business professionals with a median age of 45 years old and over 17½ years of industry experience. 4

5 High Overall Satisfaction Over 88% of digital magazine readers showed high overall satisfaction with their publication Very Satisfied or Satisfied With Digital magazine (88.4%) Neutral Dissatisfied (1.8%) 29% 60% 10% 1% Please rate your overall satisfaction with this digital publication. < 0.6% This is a 3% increase in satisfaction over 2006 survey 5

6 Action Oriented with Products or Services 90% of digital magazine readers take one or more actions with regards to a product or service Looked at the advertiser's web site Incorporated a new technique/medium/product Contacted advertiser for more information Sent information about advertiser to colleague Recommended purchase of products or services Recommended product or service Purchased a product or service Other (please specify) 1% 18% 34% 31% 30% 29% 27% 65% What actions have you taken as a result of reading an ad/article in this digital publication? 90% of readers took one or more specific actions (versus none ), similar to the 2006 survey 6

7 Digital Magazine Readers are Engaged Over 89% read the issue within the week and over 42% the same day Open Immediately or Same Day (42%) Open Immediately, Same Day or Sometime that week (89%) 9% 34% 47% 8% Immediately 8.6% Same day 33.8% Sometime during the month 8% Other 2% How soon do you read your digital issue after you receive the notification? Wait for reminder 1% 7

8 The Big 3 Reasons for Reading Digital Subscribers like digital magazines for the ability to search, ease of saving, and environmental friendliness Ability to search issues Easy to save Environmentally friendly More convenient than print Easy to forward More timely than print Prefer reading on my computer Other (please specify) 8% 59% 57% 52% 49% 47% 44% 35% Why do you subscribe to this digital publication? These results are similar to the 2006 survey 8

9 Other (Verbatim) Reasons Why do you subscribe to this digital publication I travel a lot it keeps up with me Easy to search VERY important Additional articles and forums that aren t available offline Avoids 6-week international delivery delay Better view of pictures/detail Can show to clients from my laptop Can t lose or misplace it A lot cheaper (overseas) It s free for digital Save a tree The magazine is not degraded by time/environment My company discourages print magazines to reduce mailroom load Easier to read while traveling I like being able to click on a advertiser s web site when reading an ad of interest I tend to read them more frequently instead of letting the print pile up It has back issues I don t have in print Love sending articles to potential clients Trying to go paperless Quick access anytime, anywhere 9

10 Decreased Use of Print Media Digital readers have increased website use (up 61%) and reduced use of print media (down 44%) in the last year Print Magazine web sites Other web sites 3% 2% 44% 38% 34% 45% 56% 61% 10% 2% 3% 3% Video sites E-Newsletters Webcasts Podcasts Wikis Digital white papers Blogs 6% 6% 6% 5% 3% 4% 5% 36% 40% 34% 23% 20% 36% 24% 18% 27% 25% 32% 28% 31% 25% 48% 31% 54% 49% 29% 46% 7% RSS Feeds 4% 22% 18% 57% Decreased Stayed Same Increased N/A How has your use of the following media changed in the last year? 10

11 Over two-thirds of digital magazine readers want the ability to read magazines online Prefer to read online or both online and download (67%) Prefer download only (33%) 37% 30% 33% How do you prefer to view your digital issue? 11

12 When reading or searching past issues, over 85% of readers are looking for specific articles Specific articles Industry links Contact information Specific advertisements Specific byline or column I don't read past issues Other (please specify) 1% 26% 23% 20% 12% 10% 85% When reading or searching past issues, what information do you look at? 12

13 Reading multiple articles per issue is the norm for digital magazine readers, similar to a print magazine Read table of contents and articles of interest Read articles of interest and look through remaining pages Skim or look through quickly 27% 51% 55% Read cover-to-cover 16% Other (please specify) 1% How do you read your digital issue? 13

14 80% of digital readers get information to do their jobs better making digital editions critical for professionals Get information to do my job better Identify potential products or services Obtain essential product information Get information that helps me make purchasing decisions Other (please specify) 5% 32% 51% 57% 80% How do you use your digital issue? 14

15 Digital magazine readers overwhelmingly prefer electronic communications (e.g., website, ) when contacting advertisers Visit company website 81% company 57% Telephone company 16% Mail letter to company 4% Other (please specify) 1% What is your preferred method of requesting information from advertisers? 15

16 Other than digital magazines, electronic sources (online information, e-newsletters, and magazine websites) are the top three methods of getting information Online product information E-newsletters Magazine website Industry events or shows Whitepapers Buyer's guides Webcasts Blogs RSS feeds Podcasts Other (please specify) 3% 23% 17% 12% 10% 38% 34% 58% 54% 52% 69% What other ways do you get information (besides digital magazines)? 16

17 Traditional computer delivery of digital magazines is widely preferred by most readers Desktop computer Laptop computer PDA 12% ipod 7% Cell phone 6% Blackberry 5% Tablet PC 4% Other 3% 62% 75% Would you like to have your digital magazine delivered via any of these methods? 17

18 46% of digital magazine readers spent at least 30 minutes reading each issue, with 20% spending more than 45 minutes per issue More than 30 minutes per issue 46% 14% 40% 26% 10% 10% < 15 minutes minutes minutes minutes How much time, on average, do you spend reading or looking through an issue? More than 1 hour 18

19 Over 61% of digital readers value video content as a useful rich media add-on to digital magazines Yes No Video clips Audio clips Animation 42% 44% 61% 58% 51% 37% Interactive surveys 37% 58% Do you value "rich media" enhancements to the digital magazine content? 19

20 Online is the preferred medium of obtaining information for most job-related activities Print Online Both Industry and job information 10% 47% 43% Industry news 8% 56% 36% Business news 9% 57% 33% Product news 10% 51% 40% Supplier news 9% 59% 32% In-depth technical features 22% 28% 50% What is your preferred medium for: 20

21 High-Speed (DSL, broadband, T1/T3) Internet is available to 89% of work and 86% of home users 38% 45% 37% What type of Internet connection do you have at (work / home)? 33% 18% Work Home 10% 8% 1% 2% 2% 3% 1% Dial Up DSL Broadband T1/T3 None Unknown High-speed internet access availability at home has increased slightly over 2006 survey 21

22 Trade magazine digital readers receive an average of 5.8 digital and print versions 35% 30% 25% 20% 15% 10% 5% 0% Digital - Average 2.7 Print - Average 3.1 The number of magazines received has increased slightly compared to 2006 survey 22 How many trade or professional magazines do you receive in (digital / print) format? None One Two Three Four Five Six Seven Eight Nine Ten+

23 Consumer digital readers receive an average of 4.5 digital and print versions of magazines 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Digital - Average 2.2 Print - Average 2.3 The number of magazines received has increased slightly compared to 2006 survey 23 How many consumer magazines do you receive in (digital / print) format? None One Two Three Four Five Six Seven Eight Nine Ten+

24 56% of respondents were USA readers, with English speaking countries topping the international list India Canada United Kingdom Australia Italy Germany Netherlands Mexico France China Singapore Spain Israel Belgium Malaysia Sweden Turkey South Africa Japan New Zealand Philippines Poland Hong Kong Finland Taiwan Denmark Argentina Norway Portugal All Other What Country do you live in? United States 0% 10% 20% 30% 40% 50% 60% There has been a slight increase in US readership compared to 2006 survey 24

25 Digital reader adoption encompasses all age groups, with a median age of 45 years old Under What is your Age? 0% 5% 10% 15% 20% There has been little change in median age compared to 2006 survey 25

26 Digital reader experience is extensive: with a median of 17.5 years of industry experience 30 years or more 25 to 30 years 20 to 25 years 15 to 20 years 10 to 15 years 5 to 10 years Less than 5 years How long in industry or profession 0% 5% 10% 15% 20% 26

27 At this time, digital readers are predominantly male Female 14% Male 86% This result has remained steady as compared to 2006 survey, with a slight increase in female readership 27

28 Digital readers are predominately in professional, managerial, or technical positions Other Employed 3% Other Not Employed 2% Sales 4% Technical 35% Professional or Managerial 53% Admin Support 3% This result has remained steady as compared to 2006 survey 28

29 Survey Methodology Details Conducted March 28 th -April 13 th, 2007, by Texterity, Inc. Fielding, tabulation, and final results were certified by BPA Worldwide Fielding and Responses Internet-based questionnaire with 30 questions Sent to 99,175 current digital subscribers of 110 publications Represents 33 publishers of trade/professional and consumer publications (primarily audited or paid) Responses totaled 11,642 or 12% of those ed The sampling error was < ± 0.85% at a 95% confidence level 29

30 Summary Digital magazine readers are loyal and engaged, and are eager to read and share magazines Texterity thanks BPA Worldwide and the participating publishers: Access Intelligence, Allured Publishing Corporation, ALM Media, American Spectator, Bonnier, Business News Publishing, Cahaba Media Group, Canon, Chronicle of Higher Education, CMP Media, Commonwealth Business Media, Diesel & Gas Turbine Publications, EH Publishing, erepublic, Farm Journal Media, GIE Media Inc., Grand View Media Group, Horizon House Publications, Inc., ISC, Journalistic, Inc., Northstar, Oracle Corporation, O'Reilly Media, Inc., PennWell Corporation, Penton Media, Pinnacle Publishing, Randall-Reilly Publishing Company, Rodman Publishing, Soundings Publications, Stagnito Communications Inc., T & L Publications, Vicon Publishing, Watt Publishing Company 30

31 Contact Information Cimarron Buser VP, Marketing Texterity, Inc. 144 Turnpike Road Southborough, MA Tel: (508)