Business News

Reader Survey Unveils Key Findings in Digital Publication Consumer Adoption

Wednesday 12. March 2008 - Digital Magazine and Ads Expand Publisher Reach and Subscriber Base

A recent survey conducted by The Harrison Group in conjunction with Zinio, the leading global online publishing, distribution and retail services company, has identified key benchmarks and findings for readers of digital magazines. Beginning with satisfaction, this survey found that 80 percent of digital magazine readers are very, if not extremely satisfied with their experience. More so, one-third of readers pay more attention to ads in digital magazines versus print, citing the ability to click on a link or engage with the ad as a key benefit.

“Through this research, we have unlocked key insights relating to strategies for driving online subscriptions, highest areas of interest and engagement times with content and advertisements,” said Rich Maggiotto, CEO of Zinio. “The findings within this survey should have an impact on how the publishing and advertising industries approach their digital distribution channels.”

Some of the key findings shared in this study include: advantages and disadvantages of the advertising form and content in digital magazines. This study also identified the four top factors influencing the purchase of digital instead of print magazines including, in order of preference: (1) immediate delivery; (2) the ability to archive; (3) the capacity to read anytime, anywhere, online and offline, and; (4) concern for the environment. In addition, key findings around the benefits of digital advertisements over the same print presentation indicate that 44 percent of the survey respondents find digital advertisements more appealing, and 37 percent said they would be more likely to engage digitally.

“About five hours a week is given to the consumption of magazines,” said Jim Taylor, vice chairman of The Harrison Group. “Consumers are consistently looking for ways to improve productivity and use the downtime of travel, commuting, and so called free time to acquire content that is known to serve a personal, business or entertainment need. For many people, Zinio preserves the magazine format and conveniently delivers their magazines anytime, anywhere.”

Results of this survey will be shared in a webinar conducted in partnership with the Direct Marketing Association’s Email Experience Council on March 20th, 2008.