Survey Says: Digital Magazine Readers Satisfied, Engaged and Relying Less on Print
The results of a recent survey of more than 99,000 current digital magazine readers show that the large majority of these readers are both satisfied and engaged by their digital editions. The second annual “Digital Magazine Reader Survey,” conducted by Southborough, Mass.-based Texterity Inc., a digital magazine solutions provider, polled current users of more than 110 different publications’ digital magazines, powered by Texterity’s own technology. The survey, which was BPA Worldwide-certified and had a 12-percent response rate, also indicated a decrease in many of these readers’ reliance on print.
Among the survey’s highlights:
• Eighty-eight percent of respondents indicated they are “very satisfied” or “satisfied” with their digital editions, a 3-percent increase from the 2006 survey.
• Eighty-nine percent of digital magazine readers said they read the digital edition the week it is received, and another 42 percent report reading it immediately or the same day.
• More than 44 percent said they have decreased their use of print in the last 12 months.
• More than 80 percent of digital readers rely on digital magazines to help them perform their jobs better.
• The top four reasons that readers use digital magazines are, in order: the ability to search issues, ease of saving, environmental friendliness and convenience over print.
Publishing Executive Inbox discussed the survey and its results with Texterity’s vice president of marketing and product planning, Cimarron Buser.
Inbox: Do you have a breakdown of the percentage of respondents using b-to-b/professional digital magazines vs. consumer?
Cimarron Buser: In our survey this year the results reflected a 10-percent consumer to 90-percent b-to-b split in the respondents.
Inbox: In your opinion, what was the most surprising data to come out of the survey?
Buser: The data was actually quite consistent from last year—for example, the high satisfaction levels and the demographics. I was surprised by the low take-up rate on newer delivery methods of information—for examples, blogs, RSS feeds, and podcasts. But, I suspect next year to see higher numbers of users with these delivery methods based on the “increased use” indicated in the survey.