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October 06, 2011 Southborough, MA -- In keeping with the shifting publishing landscape, leading digital and mobile publishing provider, Texterity, has changed the way they polled readers for their sixth annual survey.
Conducted with BPA Worldwide, which certified the results for the fifth straight year, the 2011 readership survey was designed to specifically study magazine app users while on their mobile devices.
The new research reveals a high degree of audience engagement, significant time spent within apps, multi-location and day-part use, an acceptance of in-app advertising, and a sophisticated level of cross-media participation.
With results culled from more than 5,000 magazine app users, this year’s findings confirm the viability of mobile content delivery. The survey report is available free of charge at http://www.texterity.com/survey
A Webinar at 2:00 p.m. EDT on Tuesday, October 11, will explore these findings and feature examples from Entrepreneur magazine to show how “Tablets and Smartphones Inspire Publisher Innovation.” Register here.
Survey highlights:
- Speed, ease, and access are the leading motivators in mobile readership
- Almost half of the respondents spend 20 minutes or more in their magazine app
- Mobile readers typically visit their app 5x per month but also use other channels
- 81% share content, mostly by e-mail and word of mouth but also by social media
- 40% make a purchase as a result of in-app advertising – online, in person, by mail
Publishers can make relevant conclusions from other findings.
- 72% of respondents completed the survey in North America while 28% took it abroad. This finding supports the efficacy of mobile magazine apps for publishers that have international readers or members.
- 59% of respondents said they discovered the app while browsing the App Store, but only 25% said they found it through publisher promotion. This suggests that publishers have yet to fully exploit the mobile potential of their audience.
- Twice as many people took this survey on an iPad as on a smartphone. This suggests that while tablets came to market later, they are gaining exceptional popularity – a fact that should shape the future thinking of publishers.
Kim Kett, Texterity’s VP of Sales & Marketing, sees these results as a strong indicator of industry direction. “We have an increasing number of publishers asking how they can move from print to digital to mobile. Fortunately, we offer a solution that can put them on 5 platforms at once. This research confirms that readers are using, acting on, and returning to content that is published on mobile devices. That increases its relevance and shelf life. The response also indicates that digital and mobile readership is becoming a way of life… and to reach these readers where they live, publishers will have to embrace evolving means of delivery.”
Glenn Schutz, Manager of Communications for BPA Worldwide, views this year’s approach as an important step in giving the industry a gentle push. “We’re prepared to audit mobile magazines and welcome inquiries from publishers. Through this survey, we can see the industry has a need for verified metrics for these channels. While digital and mobile content can certainly be tracked, verification by a third-party lends credibility, and we know credence helps justify advertising rates. As for innovation, it’s great to see that mobile channels are allowing media owners to reinvent themselves and explore exciting means of communication. I can’t think of a better time to be reader.”
Perhaps the verbatim comments about mobile magazines say it best: “Instant access to all issues,” “Fresh business news,” “Fast loading,” “Portable,” “Intuitive Design,” and “I can carry tons of magazines.”
About Texterity:
Texterity (http://www.texterity.com/), founded in 1991, is a privately held company located in Southborough, MA. As a leader in digital and mobile publishing solutions, Texterity creates, maintains, and tracks approximately 1,000 digital editions and builds magazine-branded apps for B2B, Consumer, Association, Niche, and Educational titles. Texterity currently has more than 135 magazine-branded apps in the iTunes Store and over 60 in the Android Marketplace, many of which are enhanced with rich media, RSS feeds, and interactive modules. Texterity offers publishers Total Mobility on web, mobile web, iPhone, iPad, and Android devices.
About BPA Worldwide:
BPA Worldwide (http://www.bpaww.com) was founded in 1931 as a non-profit organization governed by a tripartite board of media owners, advertising agencies and advertisers. Headquartered in Shelton, Connecticut, USA, with a membership in excess of 2,600, BPA’s influence spans more than 30 countries and constitutes the largest of any media-auditing organization. BPA serves more than 2,700 media properties—including B-to-B publications, consumer magazines, newspapers, web sites, events, email newsletters, databases, wireless and other advertiser-supported media.
CONTACT:
TEXTERITY
Jill Baker
Director of Marketing
508-804-3069
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