This document summarizes research from various studies about tablet and magazine engagement. Some key findings include: - People most often use tablets at home, moving between rooms, rather than outside the home. Digital magazines are read more within the home than print magazines. - Features like video, audio and interactive ads are commonly used when reading magazines on tablets. - People typically spend between 25 minutes to 5 hours per month reading magazines on tablets. - Digital magazines are often read multiple times and shared with others. Reading of digital magazines is expected to increase over time. - Interactivity enhances involvement and the total reading experience for digital magazines over print. Circulation of digital magazines continues to rise globally.

1. TABLETS AND MAGAZINE
ENGAGEMENT (CONTENT)

2. 2

3. At which times do you use the iPad?
Source: Sanoma Media, 6 countries, 2011
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4. Source: Sanoma Media, 6 countries, 2011
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5. According to Meredith/MediaVest study in the USA,
digital magazines are mostly read at home…
 Portability is within the home – moving from room to room –
rather than outside the house
 In general, ‘print’ magazines are more portable than digital
editions, i.e. reading magazines outside is more common in
print
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6. Which iPad features do you use? (%)
6 Source: Sanoma Media, 6 countries, 2011

7. Top reasons for accessing electronic magazines (%)
Source: The Mobile Magazine Reader, MPA, USA, 2012
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8. Adobe worldwide analysis Axel Springer iPad Panel
found that 56% of readers (Germany) established that
spend between 25 minutes to users spent on average 4
2.5 hours/month reading their hours 38 minutes per week
tablet publications reading magazines
andnewspapers on tablets
 9% spent more than 5
hours/month doing so  Averaging 40 minutes per
 Readers said their average time day
spent had increased by 70%
over the last six months
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9. The MPA’s Mobile Magazine Reader (USA) concluded that an average of 2.5 hours per week
was spent reading digital editions of magazines
 Most readers accessed a given issue 2 to 3 times
 Two-thirds thought their reading of magazines on these devices would increase during the next year
 There was considerable sharing of digital magazines with others (39%)
 55% typically read earlier issues as well as the current issue
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10. Actions taken as a result of reading digital magazines:
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12. GfK MRI Survey of the American
Consumer (March – October 2011):
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14. 14

15. Adobe reveals that via its
platform, worldwide:
68%
Percentage of iPad owners in Germany
 In year ending January 2012, reading magazine content on their iPads
16 million digital publications had (VDZ Magazine usage on the iPad, 2011)
been downloaded
 A similar percentage was reported in
 68% paid for some or all of their the US (GfK MRI, 2012)
digital magazines and newspapers
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16. “There is deep engagement with tablets. While
personally relevant content remains compelling Meredith/MediaVest Study, USA
regardless of format, interactive elements within
digital editions are seen as exciting and absorbing.
“The interactivity digital editions offer can be a
powerful means of enhancing involvement and the
total reading experience.”
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18. Circulation of digital magazines in USA
continues to climb (Audit Bureau of Circulation)
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19. content
nsumption of magazine
ons increase total co
Digital editi
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20. “Since I began reading magazines in electronic form, I am reading…”
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21. Comparison of
print and digital
formats for
magazine
content:
Source: Media Experience Survey, TNS
NIPO/NUV, The Netherlands, 2012
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22. PROOF OF PERFORMANCE
 110 evidence-based  This is the second of a
5-set presentation: the
studies additional slide sets are
available at:
 23 countries  Full (free) digital
edition available from: www.fipp.com/POP
 116 pages  Order print copies
from:
Proof of Performance was written for FIPP by Guy Consterdine