Fast Stats: Publishing Industry Statistics You Can Use
More Browsing on the Go
According to a recent survey done by the Pew Internet & American Life Project, 17% of U.S. cell phone owners do most online browsing on their phones, rather than on computers or other electronic devices. The study surveyed 2,224 adults over the age of 18 between March 15 and April 3, 2012.
Approximately 88% of U.S. adults reported owning a cell phone of some kind, with over half of these owners verifying that they use their phones to go online. Making up 64% of all responses, the most common answer participants gave for using cell phones over other electronic devices was convenience. A lack of other Internet access options and a better fit for usage habits were also mentioned. Pew reports a sharp increase in Internet use among U.S. cell phone owners over the last three years, from 31% in 2009 to 55% today.
Source: Pew Internet & American Life Project national telephone survey
- Tess Fox
Avant-Garde Ad Growth
Consumer magazine ad pages were down year-over-year in the second quarter of 2012, with total pages down 6.3%, from 42,075 pages in April-June 2011 to 39,439 pages in the same period of 2012, according to figures gleaned from 190 MPA member magazines.
A bright spot is women's fashion. The top 14 women's fashion magazines increased ad pages by 153 pages, or 3%. Marie Claire (+25.7%) and Allure (+23%) had particularly strong second quarters.
Toiletries and cosmetics led the charge for the second straight quarter, with ad pages in this category increasing by 457 pages across all women's fashion magazines (or 8%) to 5,873 total pages. Among the top 14 women's fashion titles, toiletries and cosmetics ad pages increased by 14%.
Looking solely at fashion magazines online, the story is a little different. Top advertisers on the websites of the eight biggest fashion magazine brands, as measured by creative units, were Sunglass Hut, Forevermark, Neiman Marcus, Macy's and Netflix.