Fast Stats: Industry Statistics You Can Use
TABLETS AND MAGAZINES: HAPPY TOGETHER
A recent study confirms what many already suspect: Tablet and e-reader ownership boosts magazine reading. 90% of survey respondents say they consume as much or more magazine content compared to before buying a mobile device; 66% plan to read more digital editions, and 63% want more magazine content in digital form. They're also generous: 86% say they want to share issues or articles with friends.
The study, which drew from a pool of more than 75,000 mobile device owners in the United States who say they use magazine-branded apps, indicates mobile consumption is drawing people away from print—but not overwhelmingly so. 48% of respondents report reading fewer copies of printed magazines since they started reading in electronic form, while 40% say they read the same amount. Only 12% of respondents report reading more copies of print magazines.
Still, 46% of respondents report reading more magazines overall (in print and electronic form) than they did one year ago.
Source: Magazine mobile reader survey conducted by Affinity for the MPA, released Nov. 2011.
NEW DEVICES LIGHT A FIRE
From mid-December 2011 to early January 2012, the share of U.S. adults who own e-readers and tablets nearly doubled, according to a Pew research study. Over this period, tablet ownership increased from 10% to 19%. E-reader ownership also grew from 10% to 19%. Some adults own both devices; so the percentage of adults owning at least one of these devices is higher, growing from 18% to 29%.
The reason for this holiday surge? A dramatic market shift triggered by the release of new, lower-priced tablets and e-readers, the study concludes. The release of the Amazon Kindle Fire and Barnes & Noble Nook tablets, as well as e-readers for less than $100, put these devices in reach of legions of consumers unwilling to shell out $500 for an Apple iPad.