Texterity Releases 2008 BPA Worldwide Certified Digital Magazine Reader Survey Results
Survey reveals high digital reader satisfaction and engagement, reading
behavior similar to that of print magazines, and environmental interest
SOUTHBOROUGH, MA -- May 21, 2008 -- Texterity, Inc., a leading provider of digital
magazine solutions, released the results of its third annual BPA Worldwide-certified digital
magazine reader survey conducted with Mediamark Research & Intelligence (MRI), the leading provider
of media and consumer research in the country. This survey is the most comprehensive profile of
digital magazine reader preferences and demographic data to date. Some of the information revealed is:
- Digital magazine reader satisfaction rates remain high, with 89% of readers “very satisfied” or
“satisfied” with their digital edition, an increase over the last two years.
- Digital magazine readers are highly engaged with the digital edition; 90% read the digital
edition the same week.
- Over 61% of digital readers have read 3 or 4 of the last four issues, comparable to the rate for
a typical print reader.
The 2008 Digital Magazine Reader Survey is the largest body of research available for
understanding the profile and the needs of the digital magazine reader. Magazine readers from more
than 161 different publications representing 51 publishers participated, with 33,897 recipients completing the survey.
Digital magazine readers visit advertiser websites directly from links or enhanced
advertising overlays within digital editions. These readers prefer to receive information online,
with 76% preferring to contact a company via its website. For business magazine readers,
78% of digital readers rely on digital magazines to help them do their job better.
The top three reasons that digital subscribers cite for reading digital editions are, in order,
environmental friendliness, ease of saving, and the ability to search issues.
Over two-thirds of readers sited environmental friendliness (“green”) as being “important” or
“very important” to their decision to read digital magazines.
Other highlights of the survey include:
- Digital readers remain highly engaged with advertisers. Over 90% took some type of action
with regards to a product or service.
- The desktop (74%) and laptop (61%) computer continues to be the favorite way to read digital
editions. But, mobile devices are increasing in interest over the last two years, with the
iPhone (6%) in the lead as the next favorite device.
- Digital editions are popular across age groups and genders. The average age of the digital
magazine reader in this survey is 46 years old, and the typical reader is a professional,
having over 17 years of industry experience.
“In this third year of research we have found acceleration toward digital edition
adoption, with even stronger engagement,” said Cimarron Buser, SVP of marketing and product planning
for Texterity. “We had one-third of the readers categorized as consumer and two-thirds business and
trade, and we learned that their preferences and reading styles are similar.
Video has increased in importance, and readers specifically called out the iPhone as their mobile
device of choice,” he added. “This data allows Texterity’s publishers to communicate better
with advertisers and agencies to develop creative new ways to reach this highly-engaged audience.”
The survey was conducted by Texterity, Inc., in partnership with MRI, with methodology
and final results certified by BPA Worldwide. An email for a web-based questionnaire was sent to
recent digital edition readers of 161 magazines, with Texterity sending 289,316 messages to current
digital subscribers of 159 magazines, and two magazines deploying a survey link separately.
For the Texterity delivered messages there was a response rate of 11.4%.
Texterity partnered with 51 publishers of trade, professional and consumer publications.
For a list of the publishers, and a detailed breakdown of the survey’s questions and responses,
go to http://www.texterity.com/survey/.
About Texterity
Texterity, Inc. (www.texterity.com) is a leading provider of complete digital publishing solutions.
With the most flexible solution in the industry, publishers can choose a custom program ranging
from basic services to fully outsourced solutions with innovative circulation-building programs.
Named to the “EContent 100” as one of the “100 Companies that Matter Most in the Digital
Content Industry,” Texterity provides the only true no-download solution. Top publishers
all utilize Texterity to provide a rich viewing experience using only a standard web browser.
Privately held, Texterity is headquartered in Southborough, Mass.
About BPA Worldwide
A not-for-profit organization since 1931, BPA Worldwide is governed by a
tripartite board comprised of media owners, advertising agencies and advertisers. Headquartered in
Shelton, Connecticut, USA, BPA has the largest membership of any media-auditing organization
in the world, spanning more than 30 countries. Worldwide, BPA serves more than 2,500 media
properties—including over 1,900 B-to-B publications, more than 400 consumer magazines and newspapers,
100+ Web sites, and events, email newsletters, databases, wireless and other advertiser-supported
media—as well as more than 2,600 advertiser and agency members. Visit www.bpaww.com for the latest audit reports, membership information and
publishing and advertising industry news.
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. MRI is the country's leading provider of magazine audience and multimedia
research data via its Survey of the American Consumer and other studies. The company's in-home
interviews each year represent the biggest survey of its kind. MRI is part of GfK Group AG, Nuremberg,
Germany. For more information, please visit www.mediamark.com
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