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NEW YORK, NY, April 14, 2010 -- As the magazine industry embraces the expanding distribution platforms of digital e-readers and, now, the iPad, data from Mediamark Research & Intelligence (MRI) show that e-reader owners are magazine enthusiasts. According to the most recent MRI data, 91% of e-reader owners read magazines; by comparison, 84% of total U.S. adults are magazine readers. Moreover, e-reader owners read an average of 13 magazine issues each month, compared to 11 issues for average adults..
Current
e-reader owners are also more likely to hold favorable attitudes on the value of
magazines. For instance, they are 26% more likely than the average adult
to say magazines relax them, 20% more likely than the average adult to report
that magazines make them think and 11% more likely than the average adult to
feel that magazines give them good ideas.
"There has been a lot of conversation about whether e-readers and tablets will
provide an added boost to magazine readership," said Anne Marie Kelly, SVP,
Marketing & Strategic Planning at MRI. "MRI's data certainly show
e-reader owners are strong fans of magazines--a good indication for the
potential of these devices to become strong magazine platforms once they are
broadly adopted by the marketplace." As part of
its national Survey of the American Consumer, MRI is gathering
information gauging what current e-reader and tablet owners are reading on
their devices, such as magazines, books and newspapers. That data will be
available later in the year.
About MRI...
Founded in 1979, MRI interviews approximately 26,000 U.S. adults in their homes each year, asking about their use of media,
their consumption of products and their lifestyles and attitudes. Because
these interviews are structured as an area probability study, the results are
projectable to the entire U.S. adult population.
MRI is the country's leading provider of magazine audience and multimedia research data. The company releases data from its
Survey of the American Consumer (adults 18+) twice yearly, in the spring and fall. MRI data have become the basic media-planning
currency for the majority of the media plans that are created each year by national advertisers and their agencies.
The company's 26,000 in-home interviews each year represent the biggest survey
of its kind.
MRI Starch, a leader in providing marketing intelligence on print advertising effectiveness, is a division of MRI.
MRI is part of GfK Group AG, Nuremberg, Germany. The GfK Group is the No. 4 market research organization worldwide.
Its activities cover the three business sectors of Custom Research, Retail and Technology and Media. The Group has 115
companies covering more than 100 countries. Of a total of approximately 10,000 employees, more
than 80% are based outside
Germany.
For more information, please visit www.mediamark.com.
CONTACTS: Anne Marie Kelly, SVP, Marketing and Strategic Planning, MRI: 212-884-9204, annemarie.kelly@mediamark.com; Steve Ellwanger, Press Counsel Group: 203-856-8303, steve@presscounselonline.com. |
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