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02. TABLETS AND MAGAZINE ENGAGEMENT (CONTENT). Tablet usage: an overview. When?. At which times do you use the iPad?. Source: Sanoma Media, 6 countries, 2011. Where do you use the iPad?. Source: Sanoma Media, 6 countries, 2011. An ‘at home’ medium.

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tablets and magazine engagement content

02

TABLETS AND MAGAZINE ENGAGEMENT (CONTENT)

slide2

Tablet usage:

an overview

slide3
When?

At which times do you use the iPad?

Source: Sanoma Media, 6 countries, 2011

slide4
Where do you use the iPad?

Source: Sanoma Media, 6 countries, 2011

slide5
An ‘at home’ medium

According to Meredith/MediaVest study in the USA, digital magazines are mostly read at home…

  • Portability is within the home – moving from room to room – rather than outside the house
  • In general, ‘print’ magazines are more portable than digital editions, i.e. reading magazines outside is more common in print
slide6
Most-used features

Which iPad features do you use? (%)

Source: Sanoma Media, 6 countries, 2011

slide7
Why read electronic content?

Top reasons for accessing electronic magazines (%)

Source: The Mobile Magazine Reader, MPA, USA, 2012

slide8
Time spent reading tablets

Axel Springer iPad Panel (Germany) established that users spent on average 4 hours 38 minutes per week reading magazines andnewspapers on tablets

  • Averaging 40 minutes per day

Adobe worldwide analysis found that 56% of readers spend between 25 minutes to 2.5 hours/month reading their tablet publications

  • 9% spent more than 5 hours/month doing so
  • Readers said their average time spent had increased by 70% over the last six months
slide9
Time spent reading tablets (cont’d)

The MPA’s Mobile Magazine Reader (USA) concluded that an average of 2.5 hours per week was spent reading digital editions of magazines

  • Most readers accessed a given issue 2 to 3 times
  • Two-thirds thought their reading of magazines on these devices would increase during the next year
  • There was considerable sharing of digital magazines with others (39%)
  • 55% typically read earlier issues as well as the current issue
slide10
Actions following engagement

Actions taken as a result of reading digital magazines:

slide11

Well-to-do

audience

slide12
User profile (USA)

GfK MRI Survey of the American Consumer (March – October 2011):

slide14

Content and

interactive

elements

slide15
Digital content

Adobe reveals that via its platform, worldwide:

68%Percentage of iPad owners in Germany reading magazine content on their iPads

  • In year ending January 2012, 16 million digital publications had been downloaded
  • 68% paid for some or all of their digital magazines and newspapers

(VDZ Magazine usage on the iPad, 2011)

  • A similar percentage was reported in the US
  • (GfK MRI, 2012)
slide16
Content and interactivity

“There is deep engagement with tablets. While personally relevant content remains compelling regardless of format, interactive elements within digital editions are seen as exciting and absorbing.

“The interactivity digital editions offer can be a powerful means of enhancing involvement and the total reading experience.”

Meredith/MediaVest Study, USA

slide17

Print and tablets

A healthy future

together

slide18
Increasing consumption…

Circulation of digital magazines in USA continues to climb (Audit Bureau of Circulation)

slide19
… & increased consumption

Digital editions increase total consumption of magazine content

slide20
Consumption of content

“Since I began reading magazines in electronic form, I am reading…”

slide21
Print/digital experiences

Comparison of print and digital formats for magazine content:

Source: Media Experience Survey, TNS NIPO/NUV, The Netherlands, 2012

slide22

PROOF OF PERFORMANCE

  • 110 evidence-based studies
  • 23 countries
  • 116 pages
  • This is the second of a 5-set presentation: the additional slide sets are available at:
  • Full (free) digital edition available from:
  • Order print copies from:

www.fipp.com/POP

Proof of Performance was written for FIPP by Guy Consterdine

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