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July 15, 2010
(Southborough, MA) -- In its fifth annual Profile of the Digital Edition Reader, conducted with BPA Worldwide certified results, leading digital publishing provider, Texterity, confirms the increasing enthusiasm for and reliance on digital and mobile formats.
With results culled from more than 31,000 respondents, this year’s findings are split into two separate reports for Consumer and B2B sectors. Created as digital magazines, these reports not only present the data but analyze it in the context of the fast-changing reading environment.
In general, trends show more engagement with digital editions, more website use, more interaction with social media, and increased interest in mobile delivery.
Highlights, averaged from consumer and B2B responses, support publishing goals:
* 86% are satisfied or highly satisfied with their digital reading experience
* 57% read their digital edition the same day it arrives – up 16% since 2009
* 50% spend more than a half hour reading their digital edition
* 58% go to an advertiser’s website
* 40% e-mailed a digital article to a friend
Yet each segment presents different, telling behaviors.
- 55% of consumer magazine readers tried a new product or idea presented in their digital edition – higher than the B2B readers, but 59% of B2B readers downloaded an article for future reference, higher than consumer readers.
- As one would expect, 21% of B2B respondents have a Blackberry and 27% have an iPhone or iPod. 16% plan to buy an iPad. Of consumer respondents, 12% have a Blackberry but 35% have an iPhone or iPod. 12% plan to buy an iPad.
Says Wendy Zingher, VP of Sales & Marketing for Texterity, "This year we felt we needed more than a statistical PowerPoint. These are complex times, and data alone doesn’t convey the implications of what we are seeing. We also notice a number of vendors emulating our style – so we decided to ratchet up the caliber of our offerings. To do this, we enlisted the help of Jack Hanrahan, publisher of CircMatters, on the content side, and Stephen Anderson, the designer who revamped eWeek, on the graphic side. With their help, we expect this will provide our industry with valuable data, coupled with insightful, expert analysis that will assist publishers in making strategic decisions based on new trends in readership.”
Glenn Schutz, Manager of Communications for BPA has seen digital readership research evolve. "We have been collaborating with Texterity for five years now, and it’s always fascinating to witness the behavioral shifts in our industry. This new research confirms that readers want the flexibility and empowerment offered by new technology, and they are approaching publishing innovation with great enthusiasm. When you see 15% of consumer and B2B respondents reading their digital edition immediately (up 5% since last year) and 42% reading it the same day (up over 7% since last year), you know that magazines are still a very powerful medium.”
With 67% of all respondents using Facebook and 40% citing "direct links to websites” as a compelling reason to read digitally, there’s no doubt that digital delivery is becoming a lifestyle "must.” When asked "Why go digital?” verbatim comments reinforce the statistics: "I can get an idea of the issue before I get it in the mail, " "I can read it on my iPhone,” and "I’m living in Afghanistan on a US base.”
FOOTER:
Texterity (http://www.texterity.com) is a leading provider of digital and mobile publishing solutions, currently creating, maintaining, and tracking more than 1,000 digital editions for consumer, trade, niche, and association publishers. Privately held and headquartered in Southborough, MA, Texterity also operates a consumer magazine service at http://www.coverleaf.com.
CONTACT:
TEXTERITY
Jill Baker
Director of Marketing
508-804-3069
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