The MPA’s study Magazine Media Readers and Smartphones is full of interesting statistics and findings that are very helpful for digital magazine publishers and those who want to enter the field, including:
- 60% of respondents have visited the magazine’s website as a result of reading digital magazine content on their smartphone. Women and those accessing through electronic newsstands are more likely to do so.
- Three in ten recommend the magazine to someone, with those spending one hour or more reading digital content on their smartphones being more than twice as likely to do so.
- 57% prefer the digital edition to be just like the printed magazine, but 60% also said they would like the smartphone version to deliver more current information than the printed copy. Men and those spending more time reading digital magazine content favored “more current information” to a greater degree.
- Respondents would be willing to pay a fixed amount for total access to a magazine’s content across any device or platform, including print copies (57% agree). But only one in four are willing to pay any more for the smartphone version than they pay for the printed version, even if it is a more engaging experience. 37% would prefer to pay just for the magazine content that they choose versus an all-access plan.
- While reading a printed magazine 36% of respondents have scanned a QR code in an ad, 31% posted something on Twitter or Facebook that they saw in an ad in the magazine, and 29% took a picture of something in an article or ad.
This last point suggests a lot of opportunity for social media marketing and building deep customer relationships and brand loyalty. Having readers share publications via social media increases the audience for publishers and advertisers alike, making advertising dollars go much further than is possible in print. Digital publishers can communicate with their customers like never before, and they have the ability to use mobile communication channels and social media to create truly personal relationships with consumers and to leverage those relationships to drive revenue growth.
Publishers now have new tools to use to learn about their audience based on digital interactions through social media, web pages and mobile apps. This knowledge can be used to provide content that is pertinent and timely to a specific set of customers at any given time. Ask us about it.