New York, NY (August 23, 2012)—A benchmark study conducted by GfK MRI, for MPA, the association of magazine media, concludes that social media enhances consumption of and engagement with magazine content, it was announced today by Chris Kevorkian, MPA’s Chief Marketing and Digital Officer. This new study, called "Magazine Media Readers Are Social," was designed to explore the relationship with social media platforms and magazine media readers 18 to 34 years of age: The Millennials.
“The results of MPA’s new study clearly demonstrate that social media enriches the magazine reading experience, and that magazine media readers – on all platforms – are creating communities around and engaging with the magazines and editors they know and love,” said Mr. Kevorkian.
The majority of respondents follow a magazine, showing that the reader relationship with magazine brands translates across all social platforms – online, tablet and smartphone. The study reveals that 56% of magazine readers using Twitter follow a magazine brand on Twitter and jumps to 69% among self-proclaimed "avid magazine readers."
Highlights from the research findings include:
Magazine readers (18-34) are highly connected social media users.
- More than two-thirds of respondents (68%) believe that technology has improved the experience of accessing various media.
- Half consider themselves to be “media multitaskers.”
- An overwhelming majority use Facebook (91%), followed by YouTube (61%) and Twitter (40%). One in five Twitter users manage multiple Twitter accounts.
- The majority (80%) own a personal mobile device.
Avid magazine readers index higher than total respondents in all social attitudes and activities. They are major users of social media and enjoy connecting directly with magazines and editors via outlets networks like Facebook, Twitter and Pinterest.
- Nearly 40% or respondents have self-identified as “avid magazine readers."
* 95% read printed titles.
* 43% read digital editions.