IPC Media has unveiled new research that gives insight into how, when, where and why consumers interact with IPC’s brands across multiple platforms.
The study, which was conducted among 3,500 consumers, reveals that there are three new consumer mind states, and that consumers no longer turn to magazine brands solely when they are looking to relax.
Catch-up time is typically in the morning when consumers turn to apps and social media, looking for ease of access and the ability to get reliable and trusted updates to bring them up to speed quickly.
Focus time is typically during the day when consumers tend to be more “time-deprived”. They know what information they want and they know how to get it, and usually turn to social media, apps, websites and print.
Down time is when consumers are at their most receptive to advertising. In this state of mind content is consumed across all platforms – typically in the evening when people are relaxing.
IPC states that each platform has an important role to play in influencing consumers throughout the four stages in the path towards purchase: spark, search, shop and share.
The research found that magazine brands spark ideas across all platforms, with 89% of consumers getting ideas from print, 81% from online, 85% from digital editions, 77% from apps and 72% from social media.
When it comes to triggering online searches, digital editions proved to be more influential than print (67% and 67%, respectively). However, print had the most amount of influence over actual purchases from a shop or online (45%), compared with digital (40%).
