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Research: Magazine moment 2021

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Research by Aikakausmedia / Finnish Magazine Media Association on reading magazines and feelings experienced in different media moments.

www.aikakausmedia.fi

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Research: Magazine moment 2021

  1. 1. 2021 Magazine moment
  2. 2. The implementation of the survey and the respondents The data for this study was collected by means of an online panel conducted by Taloustutkimus during the period 17– 25 May 2021. A total of 1,166 people responded to the survey. Women n = 590 Men n = 575 Other n = 0 15–24 years n = 160 25–34 years n = 157 35–44 years n = 170 45–54 years n = 175 55–64 years n = 167 65–69 years n = 167 70+ years n = 170
  3. 3. Magazine moment 2021 The survey respondents included both subscribers and single-copy buyers 84% of the respondents were subscribers, i.e. they have a subscription to at least one magazine. 29% of the respondents buy single copies of magazines. 71 15 13 0 20 40 60 80 100 I have a subscription to at least one print magazine delivered to my home I do not subscribe to any print magazines, but I buy single copies of magazines on a regular basis I have a subscription to at least one print magazine delivered to my home and I also buy single copies of magazines % What kind of a reader are you? | n = 1,166
  4. 4. Magazine moment 2021 Contents 01 02 03 04 Reading habits Readership of different types of magazines and digital content Value received for the time spent on content Suitability of media for following different topics 05 06 07 08 Media consumption in different situations and concurrent consumption of multiple types of media Media & emotions Advertising Summary
  5. 5. Magazine moment 2021 Reading habits
  6. 6. Magazine moment 2021 63% read magazines at least on a weekly basis, 94% at least on a monthly basis 7 9 5 10 3 4 7 7 8 11 30 33 27 19 19 25 27 34 35 47 27 29 24 24 25 31 29 22 30 25 14 12 17 11 18 17 21 14 14 5 17 13 21 24 22 18 14 18 11 10 6 5 6 13 12 5 2 6 1 2 0 10 20 30 40 50 60 70 80 90 100 All Men Women 15–24 years 25–34 years 35–44 years 45–54 years 55–64 years 65–69 years 70+ years Daily Several times per week Once a week Every other week Once a month Less frequently How often do you read magazines? | n = 1,166
  7. 7. Magazine moment 2021 1 1 1 3 4 2 1 1 26 27 25 40 34 31 28 23 16 14 44 42 45 36 39 44 46 51 46 42 18 18 18 16 15 18 17 17 19 27 8 8 7 3 6 4 6 5 14 14 3 3 2 3 2 1 3 3 5 4 26,1 26,4 25,7 22,1 22,8 23,2 25,7 26,0 31,2 31,2 0 10 20 30 40 50 60 70 80 90 100 All Men Women 15–24 years 25–34 years 35–44 years 45–54 years 55–64 years 65–69 years 70+ years Less than 5 minutes 5–15 minutes 16–30 minutes 31–45 minutes The average duration of a reading session is 26 minutes How long do you typically spend on reading magazines in a single session? | n = 1,166
  8. 8. Magazine moment 2021 65% read their magazines in their entirety always or often 22 22 23 14 21 26 22 22 26 23 42 41 44 42 46 41 49 39 38 42 20 21 20 29 19 17 19 25 19 16 12 14 10 11 10 14 8 10 16 14 3 2 4 4 3 2 2 4 1 5 0 10 20 30 40 50 60 70 80 90 100 All Men Women 15–24 years 25–34 years 35–44 years 45–54 years 55–64 years 65–69 years 70+ years Always Frequently Occasionally Rarely Never I read the magazines I subscribe to, or buy single copies of, in their entirety | n = 1,166
  9. 9. Magazine moment 2021 People read magazines in the evening when they can set aside time for it People mostly read print magazines in the afternoon or evening. 12 18 47 54 2 15 17 43 57 3 9 18 51 51 2 0 20 40 60 80 100 Morning Daytime Afternoon Evening Night All Men Women % When do you typically read the magazine of your choice? | n = 1,166
  10. 10. Magazine moment 2021 Magazine reading in the morning is the most common among young people, while people who are in the busy years of family life mostly read in the evening 23 19 14 10 9 8 3 20 22 18 17 15 17 16 63 62 51 41 31 41 44 37 52 65 60 60 51 52 2 2 2 3 3 2 2 0 10 20 30 40 50 60 70 15–24 years 25–34 years 35–44 years 45–54 years 55–64 years 65–69 years 70+ years Morning Daytime Afternoon Evening Night When do you typically read the magazine of your choice? | n = 1,166
  11. 11. Magazine moment 2021 Reasons for why evenings are the preferred time to read: people read magazines to recover from the day’s work and household chores “Helps me relax at the end of the day” – woman, 19 “I like to rest after work by reading a magazine.” –woman, 22 “I like to relax in the evening when the day’s work is done. It also gives me the chance to plan what to cook in the following days” – woman, 35 “It’s a good time to relax at the end of the workday.” – man, 50 “In the evening when the day’s work and chores are done, you can relax with a magazine with a clear conscience.” – man, 65
  12. 12. Magazine moment 2021 Reasons for why evenings are the preferred time to read: in the evening, people have the opportunity to focus on reading “I don’t have the time to focus properly at other times of the day and I like to really get engrossed in a magazine” – man, 39 “That’s when I have time to relax and focus on the things I enjoy” – woman, 54 “If I buy a magazine at the supermarket, I read it when I get home in the afternoon or save it for the evening when I have time to spare.” – woman, 64 “There are no distractions” – man, 72 “That’s when I usually have time to read and focus on what I read” – woman, 24 “When the kids have gone to bed, I have quiet time to spend on reading.” – man, 45
  13. 13. Magazine moment 2021 Reasons for why evenings are the preferred time to read: reading a magazine is a way to calm down before going to bed “I read in bed when I’m getting ready to sleep. It’s a quiet time when I can focus on reading and there are no other stimuli to distract me.” – woman, 33 “I have quiet time before going to sleep. This is when my partner is already asleep or also reading.” – man, 65 “Relaxing after the day’s chores, before sleeping.” – man, 42 “The best time to read is just before sleeping, in bed. That’s when I can relax for a while with a magazine.” – woman, 42 “Reading in the evening before sleeping is a nice relaxing activity.” – woman, 22
  14. 14. Magazine moment 2021 People prefer to read magazines at home 70 43 32 24 13 4 4 3 0 20 40 60 80 100 In the living room, on a sofa or armchair In the kitchen, at the dining table In the bedroom On the balcony/terrace when the weather allows it In the bathroom At work On public transport or when riding in a car as a passenger Elsewhere % Where do you usually read the magazine of your choice? | n = 1,166 People read magazines at home: in the living room, kitchen and bedroom. Women are more likely than men to read on their terrace, while men are more likely to read in the bathroom.
  15. 15. Magazine moment 2021 Weekdays, 14 % Weekends, 11 % Both are OK, 75 % Weekdays and weekends are not defining factors for reading a magazine – people like to have magazine moments at both times Do you read on weekdays or weekends? | n = 1,166
  16. 16. Magazine moment 2021 In the choice of when to read, what’s more important than the day of the week is being able to allocate time to reading – nevertheless, among young age groups, slightly less than half of the respondents prefer reading either on weekdays or weekends 14 14 14 24 14 9 17 11 11 12 11 11 10 21 11 14 13 11 4 1 75 74 76 55 75 77 71 78 84 87 0 10 20 30 40 50 60 70 80 90 100 All Men Women 15–24 years 25–34 years 35–44 years 45–54 years 55–64 years 65–69 years 70+ years % Weekdays Weekends Both are OK Do you read on weekdays or weekends? | n = 1,166
  17. 17. Magazine moment 2021 I read more, 32 % Holidays are not a factor in my reading habits, 54 % I read less, 14 % Nearly 1/3 of the respondents read more when they are on holiday How do holiday periods affect reading? | n = 1,166
  18. 18. Magazine moment 2021 Women and young people, in particular, read more when they are on holiday 32 26 38 50 46 39 38 27 17 7 55 56 53 35 44 52 51 56 68 75 14 18 9 17 11 8 11 17 16 18 0 10 20 30 40 50 60 70 80 90 100 All Men Women 15–24 years 25–34 years 35–44 years 45–54 years 55–64 years 65–69 years 70+ years % I read more Holidays are not a factor in my reading habits I read less How do holiday periods affect reading? | n = 1,166
  19. 19. Magazine moment 2021 Which statement better describes the way you read the magazine of your choice? “I usually pick up a magazine when I’m not in a hurry to go anywhere. When you’re busy, you can’t focus on a magazine.” – woman, 45 n = 1,166 22 78 When I read, I also do other things at the same time When I read a magazine, I focus only on reading 34 66 I read magazines as soon as they come out I don’t read magazines right after they come out. I wait until I have enough time to read them. 36 64 I prefer to read my magazines in a single session I read my magazines in small sessions and go back to them when the right time comes
  20. 20. Magazine moment 2021 Focusing on a magazine is high in all age groups – young people are more likely to multitask while reading 22 22 22 37 27 25 19 14 13 16 78 78 78 63 73 75 81 86 87 84 0 10 20 30 40 50 60 70 80 90 100 All Men Women 15–24 years 25–34 years 35–44 years 45–54 years 55–64 years 65–69 years 70+ years When I read, I also do other things at the same time When I read a magazine, I focus only on reading Which statement better describes the way you read the magazine of your choice? | n = 1,166
  21. 21. Magazine moment 2021 Pensioners are more likely to read a magazine as soon as it comes out – people in other age groups wait for the right moment 34 35 32 31 28 29 27 32 43 45 66 65 68 69 72 71 73 68 57 55 0 10 20 30 40 50 60 70 80 90 100 All Men Women 15–24 years 25–34 years 35–44 years 45–54 years 55–64 years 65–69 years 70+ years I read magazines as soon as they come out I don’t read magazines right after they come out. I wait until I have enough time to read them. Which statement better describes the way you read the magazine of your choice? | n = 1,166
  22. 22. Magazine moment 2021 Magazines are typically read more than once 36 33 38 49 38 38 32 35 29 29 64 67 62 51 62 62 68 65 71 71 0 10 20 30 40 50 60 70 80 90 100 All Men Women 15–24 years 25–34 years 35–44 years 45–54 years 55–64 years 65–69 years 70+ years I prefer to read my magazines in a single session I read my magazines in small sessions and go back to them when the right time comes Which statement better describes the way you read the magazine of your choice? | n = 1,166
  23. 23. Magazine moment 2021 The life of a magazine continues after it has been read – 82% of the respondents keep their magazines or pass them on to others 32 26 23 16 1 0 2 0 20 40 60 80 100 I keep it with other magazines so I can go back to it later I leave the magazine in a visible location in my home so I can go back to it later or other people can read it I pass it on to a friend or relative so they can read it too I dispose of the magazine by placing it in the paper waste collection container I put the magazine in the waste bin I sell the magazine Other % After I have finished reading my favourite magazine… | n = 1,166
  24. 24. Magazine moment 2021 How do you keep interesting content from your favourite magazine? (e.g. a full article, a picture or product information in an advertisement) 46 29 26 20 5 3 7 0 20 40 60 80 100 I keep the magazine I use my phone to take a photo of the magazine content I cut or tear out the page I’m interested in and keep it for later use I look for more information online I write it down I mark the interesting content with a post-it note or some other note Other n = 1,166 In the 24–35 age group, one in two respondents use their phone to take photos of interesting content in a magazine. Women are more likely to take photos of magazine content than men.
  25. 25. Reading habits • 94% of the respondents read magazines at least on a monthly basis. • Reading magazines on a daily basis is particularly common among men, young people (15–24 age group) and people over 70 years of age. • People spend an average of 26 minutes on reading a magazine in one reading session. • Approximately 2/3 of the respondents read magazines they subscribe to or buy single copies of always or frequently. • People mostly read print magazines in the afternoon or evening.
  26. 26. Reading habits • People read magazines at home. • Most of the respondents have time for magazine moments on both weekdays and weekends. • They focus on reading their magazine and read when they have enough time for it. • 82% of the respondents either keep their magazines after reading them or pass them on to others. • Young adults, in particular, take photos of interesting content they find in magazines.
  27. 27. Magazine moment 2021 Readership of different types of magazines
  28. 28. Magazine moment 2021 Regular readership of different types of magazines 1/2 65 26 19 19 19 18 17 16 16 13 12 11 0 20 40 60 80 100 Customer magazines Magazines on news, current affairs, business and finance Women’s magazines Science magazines Professional magazines Home and gardening magazines Hobby magazines Magazines published by non-profit organisations Technical and hi-fi magazines General topic magazines Well-being, beauty and health magazines Car and motor vehicle magazines Which of the following types of magazines do you read regularly? | n = 1,166 Customer magazines have the highest readership among different magazine types. They are read regularly by people in all age groups.
  29. 29. Magazine moment 2021 Regular readership of different types of magazines 2/2 Top 5 magazine types read regularly by women 1. Customer magazines 2. Women’s magazines 3. Home and gardening magazines 4. Magazines on well-being, beauty and health 5. Magazines published by non- profit organisations Top 5 magazine types read regularly by men 1. Customer magazines 2. Magazines on news, current affairs, business and finance 3. Technical and hi-fi magazines 4. Science magazines 5. Car and motor vehicle magazines 11 11 9 7 7 6 5 4 4 2 2 0 20 40 60 80 100 Food and drink magazines Comics Magazines on entertainment, celebrities and TV Computer magazines Magazines targeted at the 50+ age group Travel magazines Art, literature and culture magazines Music magazines Magazines on religion and spiritual topics Children and youth magazines None of the above Which of the following types of magazines do you read regularly? | n = 1,166
  30. 30. Magazine moment 2021 The respondents’ favourites among magazines that they read regularly are women’s magazines and magazines on news, current affairs, business and finance 23% of the female respondents said their favourite magazine is a women’s magazine. 18% of the male respondents specified a magazine on news, current affairs, business and finance as their favourite magazine. 12 12 7 6 6 6 6 5 5 4 4 4 3 3 3 3 2 2 5 Women’s magazines Magazines on news, current affairs,… Science magazines General topic magazines Customer magazines Special topic magazines Technical and hi-fi magazines Hobby magazines Professional magazines and magazines… Home and gardening magazines Magazines on entertainment, celebrities… Food and drink magazines Comics Car and motor vehicle magazines Nature, hunting and fishing magazines Magazines targeted at the 50+ age group Computer and gaming magazines Well-being, beauty and health magazines Other What is your favourite Finnish magazine that you read regularly? | n = 1,070 Presented as an open question and the magazine groups were subsequently coded from the responses.
  31. 31. Magazine moment 2021 56% of magazine readers also read magazine content in digital format 40 18 10 44 56 0 20 40 60 80 100 Yes, I read magazine articles on the magazines’ websites Yes, I read magazine articles as browsable digital editions Yes, I use the application version of a magazine on my phone I don’t read magazine content digitally at all READ DIGITALLY, NET % Do you read magazine content in digital format? | n=1,166
  32. 32. Magazine moment 2021 Reasons for not reading magazine content in digital format: prefer to read print magazines, not interested in digital content, want to avoid looking at screens 38 21 17 11 10 5 2 2 1 1 0 0 0 2 8 0 10 20 30 40 50 I prefer print magazines/the feel of paper/the reading experience/it’s more casual Not interested/no need/no desire/don’t like it/no time/doesn’t suit me Looking at screens is unhealthy/it’s hard on the eyes/I spend too much looking at screens as it is Difficult/cumbersome/can’t see all of the content at the same time/seeing the big picture Easier than a print magazine/more convenient to read/more convenient to handle/seeing the big picture Don’t know enough about them/don’t feel like looking for it/don’t know how/no experience/out of habit Difficult/stressful to focus Requires payment/some articles are behind a paywall and blurred Can’t see them/Don’t own a tablet/Don’t own a smartphone Haven’t found interesting content in digital format/no digital version available Can’t afford it Advertisements disrupt the experience Technical problems/need to charge the device/uses electricity/network connection issues Other Can’t say Among the respondents who do not read magazine content in digital format, n = 512
  33. 33. Magazine moment 2021 Reasons for not reading magazine content in digital format: the reading experience is compared to reading print magazines – compared to digital formats, the concrete magazine feels nice and manageable “I can browse the magazine, leave it open and pick it up later. When you have a stack of magazines on a table, you can choose which one you want to read at any given time. A physical magazine allows you to focus on reading without having to fiddle with a digital device.” – man, 72 “I like browsing a magazine. You tend to notice sections that you might miss if you read the digital version.” – woman, 63 “I enjoy reading a physical magazine. I like having something concrete in my hand, and looking at the pictures is also nicer when you read the print version.” – woman, 15 “I want to read and hold a physical magazine, to browse it and go back to the beginning when I want to. It’s easier to handle than a digital device, especially if you’re lying down on your sofa.” – woman, 67 “The mobile views of an article are often small and I prefer traditional print magazines.” – woman, 25 “It’s impractical. I want to read and scan the entire article, not just the small part that fits the screen of a smart device. Sometimes I’ll look for an old article in the digital version if I unexpectedly want to show it to a friend.” – woman, 29 Among the respondents who do not read magazine content in digital format, n = 512
  34. 34. Magazine moment 2021 Reasons for not reading magazines in digital format: consumption of digital media is high anyway, print media provides variation and the ability to limit the reading session “Life is already full of digital content. I don’t want any more of it if I have other options” – man, 37 “I spend enough time looking at screens as it is, with the world today being so digital (work, banking, etc.). I enjoy the feel of a print magazine and the variation it offers to looking at screens.” – man, 42 “I read newspapers in digital format and that’s enough for me. A magazine is a thing in itself, like a book. You don’t just browse it or scan it, like you might when it comes to the day’s news headlines. When you read a magazine, you take your time and solve a crossword puzzle, for example.” – woman, 68 “At work I spend eight hours a day sitting in front of a screen. I want to rest my eyes at lunch and in the evening. The concrete print edition is kinder on your eyes (the adverse impact of blue light) and when you read content printed on paper, the muscles of the eye get to move more than when you read content on a narrow digital device.” – woman, 32 Among the respondents who do not read magazine content in digital format, n = 512
  35. 35. Magazine moment 2021 Reasons for not reading magazines in digital format: the print magazine is easier to focus on “When you use a phone, you spent time reading various discussion forums and such instead of magazines” – woman, 31 “Digital media increases your stress levels, paper magazines reduce them.” – woman, 63 “Reading a digital magazine doesn’t feel natural. It’s difficult to focus on digital content.” – man, 31 “I find it easier to focus on reading a magazine in paper format. If I read a magazine in digital format, I tend to do something else online instead of reading the magazine.” – woman, 38 “When you read, you focus (you need to focus and you can focus) much more than when you watch TV, listen to the radio or use a mobile phone.” – woman, 45 Among the respondents who do not read magazine content in digital format, n = 512
  36. 36. Magazine moment 2021 Reading digital magazine content differs from the reading experience of a print magazine particularly in terms of being current and easily accessible In your opinion, how is reading digital magazine content different from reading a print magazine? | Among those who also read magazine content in digital format, n = 654 17 15 14 8 6 3 2 1 1 0 0 0 5 10 15 20 It’s always with me/convenient/easy/quick/access to current information It’s harder to focus/turns into browsing/feels more rushed/can’t get engrossed in the content/reading individual articles Harder to read when you need to scroll and zoom/clumsy/requires a reading device/password Easier to find content/search function/archive/links to background material/additional information Reading a digital magazine is hard on the eyes/makes my eyes tired/it’s hard to see the text in a bright environment More concise/less text/abridged/more superficial Advertisements/video clips disrupt the reading experience No physical storage space needed/taking screenshots is easy Conserves nature/no paper waste Some articles are behind a paywall Articles are “equal”/news headlines are the same size/misleading/hard to gauge whether a topic is important
  37. 37. Magazine moment 2021 How is reading digital content different from reading a print magazine: digital is easily accessible “In the digital edition you can find just about anything depending on what you feel like reading about” – woman, 44 “Digital content is always with you and it doesn’t take up extra space.” – woman, 26 “The digital content is always with you, even when you’re not at home. The paper version is more pleasant to read and it’s faster to find the sections you’re looking for.” – man, 49 “The digital magazine is always with you in your mobile device, as are the magazine’s archives, which makes it easy to go back to an interesting story. I have the full annual volumes of certain magazines on my shelf. Nevertheless, if I need to read something in a previous edition, I tend to use the digital archive because it’s easy to use and finding the story you’re looking for is faster as long as the digital archive extends back to the period in question.” – man, 59 “Digital versions are nice to read on the screen of my mobile phone; for example, at night when I’m tucked under the blanket.” – woman, 32 “It’s easier to carry your phone with you and read when you’re out in public” – woman, 18 Among those who also read magazine content in digital format, n = 654
  38. 38. Magazine moment 2021 How is reading digital content different from reading a print magazine: digital content is read one article at a time, whereas print readers read the entire magazine “Reading articles in digital format is OK, but I don’t want to read an entire magazine on my phone, for example. I value the print version more highly (and the same goes for books).” – woman, 42 “When you read a print magazine, you get a curated whole. When you read a digital magazine, you read individual articles.” – man, 38 “When you read the digital version, you browse the headlines rather than read the articles themselves. When you read the print version, you read it in order, one article at a time” – woman, 54 “When you read a digital magazine, you tend to just browse the headlines. When you read the print version, you are more likely to read the full article” – woman, 20 “I’m more picky about choosing which articles to read in a digital magazine. When I read a print magazine, I almost always read most of the articles.” – man, 27 “I only read a few articles. I’m more picky. I might not finish an article I start reading. Reading digital content feels more rushed and superficial” – woman, 38 Among those who also read magazine content in digital format, n = 654
  39. 39. Magazine moment 2021 Print magazines compare favourably to the digital reading experience especially when it comes to the richness of the experience and the feel In your opinion, how is reading digital magazine content different from reading a print magazine? Among those who read magazine content in digital format, n = 654 21 6 3 3 1 1 0 0 5 10 15 20 25 30 Reading a print magazine gives me a good feeling or different feeling/more pleasant to read/is conducive to longer reading sessions Easy to carry along or handle/the feel of paper Relaxing/calming/gives a nice feeling or experience/more personal/fewer disruptions Easier to see the big picture/more visual Easier to find a specific article/easier to continue reading at a later time Allows me to cut out and archive the parts I’m interested in Higher-quality and more in-depth content
  40. 40. Magazine moment 2021 How is reading digital content different from reading a print magazine: richness of the experience, the feel “I enjoy the feel of a magazine and even the way it smells. Browsing a physical magazine is nicer than browsing a digital edition.” – woman, 65 “When I read a print magazine, I like scanning the entire page and read all the little captions. I like the feel of a physical magazine. You just don’t get that same feeling when you read the digital version. I often stop reading in the middle of an article when some notification or other stimulus pops up.” – woman, 23 “The print magazine has a better feel. I appreciate the visual layout and the way it feels in your hand.” – woman, 27 “Reading a digital version feels more distant. Reading a paper version feels more personal and the magazine is easier to handle.” – man, 55 “Bringing it out and browsing it is not as appealing because you don’t see it lying around and the reading never happens half accidentally, as is the case with a print magazine. Then again, the digital version is convenient to access when you’re not at home and you need to wait for something.” – man, 65 “When you stare at your phone and read something online, it lacks the richness of experience. You can genuinely relax when you read a paper magazine on your sofa or out on your lawn and you’re not always holding your phone.” – woman, 24 Among those who also read magazine content in digital format, n = 654
  41. 41. • Customer magazines have the highest readership among different magazine types. • The respondents’ favourite Finnish magazines are women’s magazines and magazines on news, current affairs, business and finance. • 56% of magazine readers also read magazine content in digital format. • Print magazines are considered to be more rich in experience, whereas digital magazines are considered to be more current and always accessible. Digital archives and search functions are also appreciated. Readership of different types of magazines
  42. 42. Magazine moment 2021 Value received for the time spent on content
  43. 43. Magazine moment 2021 73% of the respondents feel that they get good value for their time always or often when they read print magazine content 14 15 13 9 15 15 13 19 16 12 59 56 62 57 57 56 67 53 63 58 24 25 22 31 24 26 17 25 19 25 3 4 3 3 3 3 3 3 2 5 0 0 1 0 10 20 30 40 50 60 70 80 90 100 All Men Women 15–24 years 25–34 years 35–44 years 45–54 years 55–64 years 65–69 years 70+ years % Always Frequently Occasionally Rarely Never I feel that I get good value for my time when I read print magazine content… | n = 1,166
  44. 44. Magazine moment 2021 39% of the respondents feel that they get good value for their time always or often when they read digital media content – satisfaction rates are the highest among young age groups and men 3 5 2 8 3 2 2 3 2 3 36 37 34 41 39 30 32 34 41 35 44 43 44 43 45 54 49 45 31 40 12 11 14 7 8 12 12 13 20 15 5 4 6 2 6 2 5 5 7 8 0 10 20 30 40 50 60 70 80 90 100 All Men Women 15–24 years 25–34 years 35–44 years 45–54 years 55–64 years 65–69 years 70+ years % Always Frequently Occasionally Rarely Never I feel that I get good value for my time when I read digital media content… | n = 1,166
  45. 45. • 73% of the respondents feel that they get good value for their time spent with a print magazine. Only 3% say they get good value for their time only rarely (0% never). • 39% of the respondents feel that they get good value for their time spent with digital media. Satisfaction with digital content is higher among young people than in older age groups. Value received for the time spent on content
  46. 46. Magazine moment 2021 Suitability of media for following different topics
  47. 47. Magazine moment 2021 36 17 15 13 9 3 2 1 1 47 0 20 40 60 80 100 Print magazines Magazine websites TV YouTube or other video streaming service Print newspaper Blog Social media Radio Podcast This topic does not interest me/can’t say Suitability of media for following different topics Cars and motor vehicles Respondents interested in this topic are more likely than average to read technical and hi-fi magazines as well as car and motor vehicle magazines. In your opinion, which media are especially well suited to following these topics? | n=1,166
  48. 48. Magazine moment 2021 Suitability of media for following different topics Electronics and information technology 32 28 18 7 7 7 7 3 1 38 0 20 40 60 80 100 Print magazines Magazine websites YouTube or other video streaming service TV Social media Blog Print newspaper Podcast Radio This topic does not interest me/can’t say % Respondents interested in this topic are more likely than average to read technical and hi-fi magazines, science magazines and computer and gaming magazines. In your opinion, which media are especially well suited to following these topics? | n=1,166
  49. 49. Magazine moment 2021 Suitability of media for following different topicsCosmetics and beauty 26 15 12 11 11 5 3 1 1 53 0 20 40 60 80 100 Print magazines Social media Blog Magazine websites YouTube or other video streaming service TV Print newspaper Podcast Radio This topic does not interest me/can’t say % Respondents interested in this topic are more likely than average to read well- being, beauty and health magazines, women’s magazines and food and drink magazines. In your opinion, which media are especially well suited to following these topics? | n=1,166
  50. 50. Magazine moment 2021 Suitability of media for following different topics Travel 41 24 20 16 16 15 13 3 2 20 0 20 40 60 80 100 Print magazines Magazine websites TV Blog Social media YouTube or other video streaming service Print newspaper Podcast Radio This topic does not interest me/can’t say % The respondents interested in this topic read a rather broad range of various magazines. The types of magazines that are read more frequently than average include customer magazines, women’s magazines, travel magazines, home and gardening magazines, food and drink magazines and magazines on news, current affairs, business and finance. In your opinion, which media are especially well suited to following these topics? | n=1,166
  51. 51. Magazine moment 2021 Suitability of media for following different topics Fashion 32 17 14 14 9 9 6 1 1 44 0 20 40 60 80 100 Print magazines Social media Blog Magazine websites TV YouTube or other video streaming service Print newspaper Podcast Radio This topic does not interest me/can’t say % Respondents interested in this topic are more likely than average to read women’s magazines and home and gardening magazines, for example. In your opinion, which media are especially well suited to following these topics? | n=1,166
  52. 52. Magazine moment 2021 Suitability of media for following different topics Renovation and construction 40 20 19 16 11 7 7 1 1 32 0 20 40 60 80 100 Print magazines TV YouTube or other video streaming service Magazine websites Print newspaper Social media Blog Radio Podcast This topic does not interest me/can’t say % Respondents interested in this topic are more likely than average to read magazines published by non-profit organisations as well as home and gardening magazines. In your opinion, which media are especially well suited to following these topics? | n=1,166
  53. 53. Magazine moment 2021 Suitability of media for following different topics Food and cooking 49 25 23 17 16 15 14 1 1 18 0 20 40 60 80 100 Print magazines Magazine websites TV Blog YouTube or other video streaming service Social media Print newspaper Podcast Radio This topic does not interest me/can’t say % Respondents interested in this topic are more likely than average to read customer magazines, women’s magazines, home and gardening magazines, food and drink magazines as well as well-being, beauty and health magazines. In your opinion, which media are especially well suited to following these topics? | n=1,166
  54. 54. Magazine moment 2021 Suitability of media for following different topics Interior design 44 19 15 13 12 9 5 1 1 34 0 20 40 60 80 100 Print magazines TV Magazine websites Social media Blog YouTube or other video streaming service Print newspaper Radio Podcast This topic does not interest me/can’t say % Respondents interested in this topic are more likely than average to read customer magazines, women’s magazines as well as home and gardening magazines. In your opinion, which media are especially well suited to following these topics? | n=1,166
  55. 55. Magazine moment 2021 Suitability of media for following different topics Saving and investing 30 23 21 12 10 8 7 5 4 34 0 20 40 60 80 100 Print magazines Print newspaper Magazine websites Podcast Blog Social media YouTube or other video streaming service TV Radio This topic does not interest me/can’t say % Respondents interested in this topic are more likely than average to read customer magazines, magazines on news, current affairs, business and finance as well as technical and hi-fi magazines. In your opinion, which media are especially well suited to following these topics? | n=1,166
  56. 56. Magazine moment 2021 Suitability of media for following different topics Health and well-being 50 23 17 17 14 10 8 4 4 22 0 20 40 60 80 100 Print magazines Magazine websites TV Print newspaper Social media Blog YouTube or other video streaming service Podcast Radio This topic does not interest me/can’t say % Respondents interested in this topic are more likely than average to read customer magazines, women’s magazines, home and gardening magazines as well as well-being, beauty and health magazines. In your opinion, which media are especially well suited to following these topics? | n=1,166
  57. 57. Magazine moment 2021 Suitability of media for following different topics Sports 38 24 18 14 12 7 6 2 2 36 0 20 40 60 80 100 TV Print newspaper Magazine websites Radio Print magazines YouTube or other video streaming service Social media Podcast Blog This topic does not interest me/can’t say % Respondents interested in this topic are more likely than average to read magazines on news, current affairs, business and finance as well as well- being, beauty and health magazines and technical and hi-fi magazines. In your opinion, which media are especially well suited to following these topics? | n=1,166
  58. 58. • Print magazines are very well suited for following most topics. • Media that are suitable for young people include digital media and social media in all topic categories. • The combination of print magazine + online edition increases magazines’ suitability to following various topics. Suitability of media for following different topics
  59. 59. Magazine moment 2021 Media consumption in different situations
  60. 60. Magazine moment 2021 People choose print magazines when they want to relax and take their time with a topic – they choose digital media when they want to pass the time and be entertained 67 57 45 43 43 41 39 34 31 29 14 8 7 5 18 18 32 45 41 37 35 46 52 57 28 11 36 18 0 10 20 30 40 50 60 70 80 90 100 When I want to relax To get time for myself When I want to read critical analyses When I want to learn something new To find new perspectives To find professional information When I want to be inspired When I’m waiting for something (e.g. in a waiting room or at a bus stop) When I want to be entertained To kill time While I’m cooking When I spend time with other people On my way to work or school When I’m in a rush Print magazines Some digital media Which type of media do you choose in the following situations? | n = 1,166
  61. 61. Magazine moment 2021 The concurrent consumption of different types of media is not common in the context of print media 82 80 78 76 72 68 55 49 39 18 20 22 24 28 32 45 51 61 0 10 20 30 40 50 60 70 80 90 100 When reading a magazine, n=1,092 When reading a newspaper, n=1,056 When reading a blog, n=619 When watching YouTube or other video streaming services, n=851 When browsing an online newspaper, online magazine or other… When listening to a podcast, n=542 When using social media (e.g. Facebook, Instagram), n=856 When watching TV, n=1,067 When listening to the radio, n=991 I only consume this media I use some other media at the same time In what types of media consumption moments do you typically use some other type of media at the same time? n = uses the media in question
  62. 62. Magazine moment 2021 In what types of media consumption moments do you typically use some other type of media at the same time? When reading a magazine 82 82 82 70 80 83 85 88 87 82 18 18 18 30 20 17 15 12 13 18 0 10 20 30 40 50 60 70 80 90 100 All, n=1,092 Men, n=537 Women, n=554 15–24 years, n=148 25–34 years, n=147 35–44 years, n=162 45–54 years, n=171 55–64 years, n=155 65–69 years, n=156 70+ years, n=153 I only consume this media I use some other media at the same time This question was only asked of those who consume this type of media
  63. 63. Magazine moment 2021 In what types of media consumption moments do you typically use some other type of media at the same time? When reading a newspaper 80 80 80 71 81 83 86 83 80 76 20 20 20 29 19 17 14 17 20 24 0 10 20 30 40 50 60 70 80 90 100 All, n=1,056 Men, n=510 Women, n=545 15–24 years, n=136 25–34 years, n=143 35–44 years, n=151 45–54 years, n=161 55–64 years, n=156 65–69 years, n=157 70+ years, n=152 I only consume this media I consume some other media at the same time This question was only asked of those who consume this type of media
  64. 64. Magazine moment 2021 In what types of media consumption moments do you typically use some other type of media at the same time? When listening to the radio 39 41 37 35 33 39 35 44 42 43 61 59 63 65 67 61 65 56 58 57 0 10 20 30 40 50 60 70 80 90 100 All, n=991 Men, n=485 Women, n=506 15–24 years, n=131 25–34 years, n=130 35–44 years, n=144 45–54 years, n=145 55–64 years, n=151 65–69 years, n=149 70+ years, n=141 I only consume this media I consume some other media at the same time This question was only asked of those who consume this type of media
  65. 65. Magazine moment 2021 In what types of media consumption moments do you typically use some other type of media at the same time? When watching TV 49 55 43 38 31 36 50 59 59 70 51 45 57 62 69 64 50 41 41 30 0 10 20 30 40 50 60 70 80 90 100 All, n=1,067 Men, n=519 Women, n=547 15–24 years, n=149 25–34 years, n=144 35–44 years, n=152 45–54 years, n=160 55–64 years, n=157 65–69 years, n=157 70+ years, n=148 I only consume this media I consume some other media at the same time This question was only asked of those who consume this type of media
  66. 66. Magazine moment 2021 In what types of media consumption moments do you typically use some other type of media at the same time? When browsing an online newspaper, online magazine or other online media 72 70 74 71 69 64 73 74 73 81 28 30 26 29 31 36 27 26 27 19 0 10 20 30 40 50 60 70 80 90 100 All, n=975 Men, n=487 Women, n=487 15–24 years, n=137 25–34 years, n=136 35–44 years, n=155 45–54 years, n=162 55–64 years, n=145 65–69 years, n=131 70+ years, n=109 I only consume this media I consume some other media at the same time This question was only asked of those who consume this type of media
  67. 67. Magazine moment 2021 In what types of media consumption moments do you typically use some other type of media at the same time? When using social media (e.g. Facebook, Instagram) 55 53 57 57 49 41 53 66 53 73 45 47 43 43 51 59 47 34 47 27 0 10 20 30 40 50 60 70 80 90 100 All, n=856 Men, n=396 Women, n=459 15–24 years, n=145 25–34 years, n=136 35–44 years, n=146 45–54 years, n=127 55-64 years, n=116 65–69 years, n=97 70+ years, n=89 I only consume this media I consume some other media at the same time This question was only asked of those who consume this type of media
  68. 68. Magazine moment 2021 In what types of media consumption moments do you typically use some other type of media at the same time? When reading a blog 78 74 81 71 76 71 80 87 83 90 22 26 19 29 24 29 20 13 17 10 0 10 20 30 40 50 60 70 80 90 100 All, n=619 Men, n=294 Women, n=324 15–24 years, n=98 25–34 years, n=123 35–44 years, n=116 45–54 years, n=87 55–64 years, n=67 65–69 years, n=69 70+ years, n=59 I only consume this media I consume some other media at the same time This question was only asked of those who consume this type of media
  69. 69. Magazine moment 2021 In what types of media consumption moments do you typically use some other type of media at the same time? When watching YouTube or other video streaming services 76 72 80 60 72 76 80 79 86 89 24 28 20 40 28 24 20 21 14 11 0 10 20 30 40 50 60 70 80 90 100 All, n=851 Men, n=432 Women, n=418 15–24 years, n=142 25–34 years, n=141 35–44 years, n=152 45–54 years, n=133 55–64 years, n=117 65–69 years, n=94 70+ years, n=72 I only consume this media I consume some other media at the same time This question was only asked of those who consume this type of media
  70. 70. Magazine moment 2021 In what types of media consumption moments do you typically use some other type of media at the same time? When listening to a podcast 68 65 71 50 69 68 73 78 80 84 32 35 29 50 31 32 27 22 20 16 0 10 20 30 40 50 60 70 80 90 100 All, n=542 Men, n=250 Women, n=292 15–24 years, n=126 25–34 years, n=104 35–44 years, n=93 45–54 years, n=75 55–64 years, n=55 65–69 years, n=46 70+ years, n=43 I only consume this media I consume some other media at the same time This question was only asked of those who consume this type of media
  71. 71. • People read magazines when they want to relax, have some “me time” or get engrossed in particularly important and interesting content. • Digital media is consumed particularly in situations where people are passing time, want to learn something new or are travelling from Point A to Point B. • The concurrent use of other media is the most common in the context of listening to the radio or watching TV. Media consumption in different situations
  72. 72. Magazine moment 2021 Media & emotions
  73. 73. Magazine moment 2021 Top 10 emotions – print magazines 18 16 10 9 8 7 6 5 5 2 0 5 10 15 20 Relaxed/carefree/relieved/chill/calm Interested/excited/inspired Hungry for… Focused/attentive/present/engrossed/captivated Relaxed/calm/unhurried/quiet Nice/comfortable/lovely/satisfied/feeling OK/feeling well Reading moment/reading experience/freedom/me time/alone time/a break… Expectant/curious/voyeuristic/hopeful Entertaining/luxurious/pleasant/happy/important Pastime Which emotion best describes the way you feel when you consume the following media? | n = 1,044
  74. 74. Magazine moment 2021 Where do the emotions experienced when reading a magazine emerge from? Relaxation – your own magazine = “me time” “Taking a moment to yourself, a short break from the daily grind.” – man, 43 “I only focus on the magazine and forget about everything else” – woman, 37 “Reading magazines is a weekly ritual that I look forward to.” – woman, 33 “I get to make my own choices about what articles interest me, what order I read the articles in and how much time I spend reading.” – man, 63 “I can relax, lie in bed or sit out on the balcony, drink a cup of coffee or eat something delicious, enjoy looking at pretty pictures and read short articles on various topics” – woman, 62 “There’s no media overload. You don’t get interrupted by phone notifications, for example” – woman, 20 “Having a concrete magazine in your hand is a sign that you can relax and focus on reading.” – man, 45
  75. 75. Magazine moment 2021 Where do the emotions experienced when reading a magazine emerge from? Inspiration – self-selected content is interesting “I subscribe to this magazine because I’m interested in it” – woman, 54 “Interesting articles and tips for my own life and coping with the demands of daily life.” – woman, 42 “I learn something new, I want to invest in my personal development” – man, 30 “The feeling that comes across from the magazine. The pictures, text and articles” – woman, 30 “I get to take my time and read about topics that interest me.” – man, 66 “I choose magazines that address topics that interest and inspire me (interior design, handicrafts, cooking), which means that I get inspired and relaxed when I read about them” – woman, 23
  76. 76. Magazine moment 2021 Where do the emotions experienced when reading a magazine emerge from? Focus – the reading session does not begin when you’re busy “Magazines are full of interesting articles that get my full attention and get me to focus.” – woman, 22 “When I read a print magazine, I focus on it more and pay more attention to it. It makes it possible to have some time to yourself instead of always using your phone. It also makes it more acceptable in other people’s eyes to spend time on reading.” – man, 42 “I’m prepared to focus on the topics featured in the magazine.” – woman, 44 “Good and interesting articles get my full attention.” – woman, 49 “Longer reading sessions, longer stories.” – man, 27 “When I read, I focus on that activity. I can’t do anything else at the same time. Nor do I want to.” – woman, 38
  77. 77. Magazine moment 2021 Top 10 emotions – magazine websites 13 12 11 10 9 7 7 4 3 2 0 5 10 15 20 Hungry for knowledge/informative/learning/up-to-date/knowledgeable/smart/determined Negative (including disappointed, annoyed, tasteless, frustrated, bored) Busy/rushed/quick/restless/browsing Interested/excited/inspired Pastime/diversion/free/entertaining Curious/expectant Good/nice/nice feeling/OK Relaxed/calm/chill/unhurried Anxious/restless/awkward/confused/lost/uncertain/incoherent Routine/normal/ordinary Which emotion best describes the way you feel when you consume the following media? | n = 593
  78. 78. Magazine moment 2021 Top 10 emotions – print newspapers 25 13 10 6 6 5 5 5 4 4 0 5 10 15 20 25 30 Hungry for knowledge/hungry for news/up-to-… Relaxed/restful/unhurried Interested/excited Focused/engrossed/attentive/analytical Pastime/reading moment in the morning, for example Good/nice/satisfied/OK/gentle/happy/delighted Everyday/normal/familiar/close/homey/ordinary/routine Nostalgic/traditional/timeless/old-fashioned Negative (including questioning, brainwashed, critical, annoyed, frustrated) Curious/expectant Which emotion best describes the way you feel when you consume the following media? | n = 887
  79. 79. Magazine moment 2021 23 12 10 7 6 5 4 4 4 3 0 5 10 15 20 25 30 Hungry for knowledge/informative/learning/businesslike/open-minded/hungry for… Busy/hectic/quick/efficient/scanning/browsing/casual Interested/excited/inspired Curious/experimental Annoyed/frustrated/irked/stressed/awkward Negative (including irked, suspicious, disappointed) Bored/indifferent/weary Pastime/entertainment Nice/comfortable/lovely/satisfied/OK Cumbersome (to read/use)/disjointed/confusing Top 10 emotions – newspaper websites Which emotion best describes the way you feel when you consume the following media? | n = 819
  80. 80. Magazine moment 2021 Top 10 emotions – TV 33 9 6 6 5 4 4 3 3 3 0 5 10 15 20 25 30 35 40 Relaxed/carefree/relieved/chill/calm Entertaining/luxurious/happy/best/important Interested/excited/inspired Good/pleasant/nice/satisfied/feeling OK Hungry for knowledge/informative/up-to-date Pastime Lazy/idle/restful/languid Bored/weary Annoyed/frustrated/disappointed/a waste of time Routine/normal/ordinary/familiar Which emotion best describes the way you feel when you consume the following media? | n = 819
  81. 81. Magazine moment 2021 Top 10 emotions – radio 22 14 8 7 6 5 5 5 4 4 0 5 10 15 20 25 30 Pastime/company/friend/background audio (in the car, at work) Relaxed/relieved/chill/restful Entertaining/luxurious/pleasant/best/important Good/nice/satisfied/cool/feeling OK Hungry for knowledge/informative/learning/up-to-date Calm/restful/placid/unhurried/quiet Everyday/normal/ordinary/familiar/recurring/daily/routine/habitual Interested/excited/inspired Active/industrious/energetic/lively/enterprising/alert/awake Focused/attentive/present/vigilant Which emotion best describes the way you feel when you consume the following media? | n = 931
  82. 82. Magazine moment 2021 Top 10 emotions – social media 13 10 8 7 7 6 6 4 4 4 0 5 10 15 20 Negative (including desperate, incredulous, brainless, disappointed,… Curious/expectant/wondering/tense Annoyed/frustrated/irked/stressed/awkward Bored/weary/indifferent Interested/excited/inspired Pastime/entertainment/diversion Social/gregarious/belonging/being part of a community Restless/anxious/nervous/agitated Busy/hectic/quick/efficient Good/nice/nice feeling/satisfied/OK Which emotion best describes the way you feel when you consume the following media? | n = 777
  83. 83. Magazine moment 2021 Top 10 emotions – blogs 22 19 9 7 7 4 4 2 1 10 15 0 5 10 15 20 25 30 Interested/excited/inspired Negative (including disgusted, angry, critical, annoyed, frustrated, bored) Thirsty for knowledge/learning/up-to-date/knowledgeable/smart/determined Good/great/nice/satisfied/OK/happy/fun/amused Curious/expectant Pastime/diversion/free/entertaining Relaxed/calm/chill Focused/engrossed/intense Busy/quick/impatient/restless/scanning Other Can’t say/nothing Which emotion best describes the way you feel when you consume the following media? | n = 473
  84. 84. Magazine moment 2021 Top 10 emotions – YouTube 20 11 10 9 7 7 7 5 4 3 0 5 10 15 20 25 Pastime/diversion/free/entertaining Interested/excited/inspired Fun/happy/amused/boisterous/euphoric/laughing Relaxed/calm/unhurried Thirsty for knowledge/learning/seeking/experimental/useful/rich in ideas Negative (including dismayed, stupid, critical, bored, annoyed) Good/lovely/nice/pleasant/satisfied/OK/happy Listening to music/watching videos/films/sports Curious/expectant Impatient/eager/hectic/rushed/quick/restless/hyperactive Which emotion best describes the way you feel when you consume the following media? | n = 708
  85. 85. Magazine moment 2021 Top 10 emotions – podcasts 17 13 10 9 8 6 4 4 4 3 0 5 10 15 20 Interested/excited/inspired/motivated Relaxed/calm/unhurried/restful Thirsty for knowledge/learning/up-to-date/knowledgeable/informative/intelligent Pastime/free/entertaining Focused/engrossed/attentive/acquainted/ruminative/listening Good/nice/satisfied/OK/great/happy/in a good mood Bored/indifferent/weary/frustrated Fun/cheerful/amused/happy Negative (including angry, exasperated, provocative, sad, superficial) Curious/expectant Which emotion best describes the way you feel when you consume the following media? | n = 428
  86. 86. • There are a lot of positive emotions associated with media consumption. There are hardly any negative emotions associated with reading print magazines or listening to radio or podcasts. • The consumption of digital media – and social media in particular – involve negative emotions, even strong ones, to a greater extent. Media & emotions
  87. 87. Magazine moment 2021 Advertising
  88. 88. Magazine moment 2021 Statements concerning advertising 35 17 16 16 13 13 6 40 34 30 21 24 44 21 12 39 42 49 49 33 55 13 10 12 15 14 10 18 0 20 40 60 80 100 I want the advertised product or service to be related to the topics featured in the magazine Competitions and lucky draws in print advertisements attract my attention Competitions and lucky draws on magazine websites attract my attention If an advertising concerns a cosmetics product or fragrance, I want to it to include a sample for me to try I’d be happy to participate in an advertiser’s test group on a magazine’s website Ideally, advertisements bring added value to the content of a magazine For me, influencer marketing in blogs and social media is a preferred way to receive advertising Agree Agree somewhat Disagree Can’t say How would you describe your attitude towards advertising in magazines? | n = 1,166
  89. 89. Magazine moment 2021 I want the advertised product or service to be related to the topics featured in the magazine 35 30 39 50 41 38 38 34 22 22 40 41 38 41 48 41 37 37 38 37 12 15 10 5 3 10 14 16 20 18 13 14 13 4 8 12 12 14 20 24 0 10 20 30 40 50 60 70 80 90 100 All Men Women 15–24 years 25–34 years 35–44 years 45–54 years 55–64 years 65–69 years 70+ years Agree Agree somewhat Disagree Can’t say n = 1,166
  90. 90. Magazine moment 2021 Competitions and lucky draws in print advertisements attract my attention 17 13 20 27 20 17 21 14 11 8 34 33 35 46 40 39 31 29 26 26 39 43 35 21 36 36 41 47 48 45 10 11 10 6 4 8 7 10 15 21 0 10 20 30 40 50 60 70 80 90 100 All Men Women 15–24 years 25–34 years 35–44 years 45–54 years 55–64 years 65–69 years 70+ years Agree Agree somewhat Disagree Can’t say n = 1,166
  91. 91. Magazine moment 2021 Competitions and lucky draws on magazine websites attract my attention 16 11 21 23 21 18 20 12 11 8 30 30 29 39 35 34 26 26 23 24 42 47 37 29 36 42 43 52 48 42 12 12 13 9 8 6 10 10 18 25 0 10 20 30 40 50 60 70 80 90 100 All Men Women 15–24 years 25–34 years 35–44 years 45–54 years 55–64 years 65–69 years 70+ years Agree Agree somewhat Disagree Can’t say n = 1,166
  92. 92. Magazine moment 2021 If an advertising concerns a cosmetics product or fragrance, I want to it to include a sample for me to try 16 6 24 28 23 18 15 11 10 5 21 14 28 33 25 19 22 17 20 12 49 59 39 28 39 48 50 59 53 62 15 21 8 12 13 14 13 13 16 20 0 10 20 30 40 50 60 70 80 90 100 All Men Women 15–24 years 25–34 years 35–44 years 45–54 years 55–64 years 65–69 years 70+ years Agree Agree somewhat Disagree Can’t say n = 1,166
  93. 93. Magazine moment 2021 Ideally, advertisements bring added value to the content of a magazine 13 13 13 16 15 16 12 17 6 9 44 42 46 48 48 48 46 43 40 38 33 34 32 26 26 31 33 35 42 36 10 11 8 10 10 5 9 6 12 16 0 10 20 30 40 50 60 70 80 90 100 All Men Women 15–24 years 25–34 years 35–44 years 45–54 years 55–64 years 65–69 years 70+ years Agree Agree somewhat Disagree Can’t say n = 1,166
  94. 94. Magazine moment 2021 I’d be happy to participate in an advertiser’s test group on a magazine’s website 13 9 18 19 21 19 14 10 7 4 24 23 25 38 29 34 27 19 11 10 49 53 45 24 34 38 45 62 70 66 14 15 12 19 15 9 14 10 12 20 0 10 20 30 40 50 60 70 80 90 100 All Men Women 15–24 years 25–34 years 35–44 years 45–54 years 55–64 years 65–69 years 70+ years Agree Agree somewhat Disagree Can’t say n = 1,166
  95. 95. Magazine moment 2021 For me, influencer marketing in blogs and social media is a preferred way to receive advertising 6 5 7 20 6 8 3 4 2 21 18 24 45 31 27 15 11 8 10 55 61 49 24 48 54 69 61 68 59 18 16 20 11 16 11 13 24 22 31 0 10 20 30 40 50 60 70 80 90 100 All Men Women 15–24 years 25–34 years 35–44 years 45–54 years 55–64 years 65–69 years 70+ years Agree Agree somewhat Disagree Can’t say n = 1,166
  96. 96. Advertising • 2/3 of the respondents want advertisements to be related to the topics featured in the magazine. Young readers are especially particular about this. • More than half of the respondents agree or somewhat agree with the statement that, ideally, advertisements bring added value to the content of a magazine.
  97. 97. Advertising • More than half of the female respondents want to get a product sample with a cosmetics advertisement. • 65% of the young respondents feel that influencer marketing in blogs and social media is a preferred way to receive advertising
  98. 98. Magazine moment 2021 Summary The emotions associated with magazine moments are positive, such as relaxation, inspiration and the thirst for knowledge. People prefer to focus fully on their magazine moments and there is no room for the concurrent use of other media. Magazine moments are typically spent on the sofa at home and people like to allocate sufficient time to them. Magazines are well suited for following a wide range of topics. More than half of the surveyed readers also consume digital magazine content. 73% of the respondents feel that they get good value for their time always or often when they read print magazine content.
  99. 99. Aikakausmedia.fi │ ratecards.fi @aikakausmedia

Research by Aikakausmedia / Finnish Magazine Media Association on reading magazines and feelings experienced in different media moments. www.aikakausmedia.fi

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