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October 16, 2011 |
Sixth annual readership survey conducted by Texterity with BPA Worldwide-certified results.
Methodology: 5,136 magazine app users completed the 2011 survey, which consisted of 22 questions to be completed while inside of a publisher's app resulting in a pure mobile audience. 25 magazine titles participated by running survey promotions in their app that linked off to the survey. The 25 publications consisted of 11 Consumer titles, 10 B2B titles, and 4 Association titles. This represents a universe of 447,486 total app users. BPA Worldwide certified results.
Key Findings: 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. Here's a snapshot of findings:
1. People visit their magazine apps 5x per month. Of those who consume related content from the publisher, this is how often they do it: Print Magazine (3x), Digital Magazine (4x), Website (5x).
2. App users spend considerable time reading or looking through magazine issues in the app: Half spend 20+ minutes, 26% spend 30+ minutes per issue. The figures are about 10% higher on tablets vs. smartphones.
3. 82% of magazine app users engage with the publisher in other ways outside of the app, either through print, digital or web. 18% represent a new, untapped audience. 45% are new to the magazine in print or digital format.
4.4 out of 5 share content from within the app. This accounts for sharing via email, social and word of mouth.
5. App advertising works! 66% interact with ads, 40% say they have purchased as a result.
6. Magazine apps reach readers in their valuable downtime, which is "at night" and "at home." Texterity will continue to track usage as mobile becomes more pervasive. Request the free survey report!
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