MPA: Tablet users consuming more magazine content
New York—Nine in 10 magazine readers who access magazines via mobile devices said they are reading as much or more magazine content since acquiring their tablet or e-reader, according to “The Magazine Mobile Reader,” a study released by MPA—the Association of Magazine Media.
Sixty-three percent of respondents said they want more magazine content in digital form, and 86% said they want to share issues or articles. Seventy percent of respondents said they want videos appearing in digital editions of magazines to run less than 60 seconds.
Fifty-nine percent of respondents said they wanted the ability to buy products and services directly from ads. At the same time, 70% said they wanted to buy directly from editorial features.
“While various research has long proved that print magazines drive purchase behavior, digital magazines hold the promise of creating a direct link between purchase intent and actual transaction,” said Christopher Kevorkian, MPA's exec VP-digital, in a statement.
The online study was conducted in November and drew 1,009 respondents, all of whom are tablet and e-reader owners who read app-based magazines.