Newspaper and Magazine Consumption on the Rise Thanks to Tablets
September 5, 2011
People read lots of magazines and newspapers on tablets. And media consumption in general is surging courtesy of tablets. These are two key findings of a survey conducted by an iPad panel sponsored by Axel Springer Media Impact. More than half of the polled iPad owners said that they read more newspapers or magazines – in printed or in app format – than they did before owning a tablet. In addition, 68 percent indicated that they now read some magazine or newspaper apps that they did not read in printed format.
Evidently tablet content is fun to browse. Tablet users spend more than four hours a week reading a paid newspaper or magazine. More than three-quarters of the respondents feel that newspaper and magazine apps offer a very special multimedia experience. 62 percent said that reading magazines and newspapers on the iPad is more fun than reading the printed versions.
Another key insight gained in the survey is that the tablet is the perfect advertising medium. 43 percent of users tap the ads. They also enjoy playing with the ads on the tablet. A quarter of the respondents said that they like being able to manipulate ads with a swipe or touch. Over half feel that they should be able to obtain more information in an ad on demand. 79 percent of the participants believe companies that place ads in apps are more up to date. Such positive associations benefit both the companies and brands.
Users are also willing to pay for premium content on the tablet. 70 percent of those surveyed have already installed ten or more paid apps. The most expensive iPad app bought by respondents to date costs 20 euros on average.
This survey polled 705 iPad users of different age groups directly on their tablet device.
Comments
No comments found.
Please note: Required fields are labeled with a *