Among Tablet Owners, Digital Magazines Attract Male Readers
Tablets Generate Back-Issue Readership By Both Genders
New York, NY, January 27, 2012 - New research from GfK MRI's iPanel, composed exclusively of Tablet and eReader owners, reveals that male Tablet owners are particularly interested in reading digital magazines and that Tablets are generating readership of back issues of publications.
According to the GfK MRI iPanel, almost three-quarters (71%) of Tablet owners say they are interested in reading magazines on their device. Men, in particular, are open to digital magazine reading: 77% of male Tablet owners expressed interest in reading magazines on their device versus 68% of female owners. Among younger male Tablet owners, ages 18 to 34, 85% expressed interest in reading magazines on their device.
Moreover, digital magazines seem to be sparking new reading behavior among consumers. For instance, almost one-fifth (19%) of Tablet owners who read a magazine on their device in the last 30 days also took the opportunity to read back issues of a title during their reading session. In this instance, there was little difference between genders, with 20% of males having read back issues compared to 19% of females.
"The fact that younger men who own Tablets are interested in reading digital magazines bodes well for digital magazine advertisers, since this demographic has been historically hard to reach," said Risa Becker, SVP Research at GfK MRI.
The most popular way in which Tablet owners read a magazine or magazine-related content is with an App. Almost two-thirds (65%) of Tablet owners who read a magazine on their device in the last 30 days did so via an App; 47% of Tablet owners accessed magazine content on their device by visiting a magazine's website; and 37% read a digital reproduction of a magazine, according to the GfK MRI iPanel.
About GfK MRI
GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers--who they are, what they buy, how they think, and the best ways to reach them. Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers' behavior and motivations.
When conducting its national Survey of the American Consumer™, GfK MRI interviews approximately 26,000 U.S. adults in their homes each year, asking about their use of media, their consumption of more than 6,000 products in 550 categories, their lifestyles and their attitudes. Because these interviews are structured as an area probability study, the results are projectable to the entire U.S. adult population. The Survey also serves as a foundation for an array of innovative GfK MRI research products that answer the market's need for granular cross-media and consumer-focused information.
GfK MRI is part of The GfK Group, based in Nuremberg, Germany. GfK is one of the world's largest research companies, with 11,000 GfK experts working to discover new insights about the way people live, think, and shop in over 100 markets, every day. GfK is constantly innovating to use the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2010, GfK's sales amounted to EUR 1.29 billion.