US consumers prefer print magazines to e-reader versions
US consumers prefer print magazines to e-reader versions, according to findings from a survey carried out by the Chief Marketing Officer (CMO) Council.
The online survey of over 1,000 consumers, sponsored by InfoPrint Solutions Company, found that 67% of respondents feel that e-readers have their place, but prefer holding a magazine, with 87% saying they will continue to favour their print magazine subscriptions.
Just 41% of consumers would respond to personalised magazine advertising delivered via a digital reader, compared with 63% who would opt in for the next step on engagement through a printed subscription.
When asked about delivery channel preference, 90% indicate they prefer printed publications to the e-reader or online versions, although 24% predict they will eventually migrate to digital delivery.
Liz Miller, vice president, programs and operations of the CMO Council, said: “The magazine publishing industry isn’t lacking in readers or consumer supporters.
“Consumers view magazines as part of an overall experience, likely rooted in leisure and relaxation. The advertising within print publications is viewed as part of that experience, similar to the commercials during the Super Bowl. What is telling is that regardless of channel, consumers are demanding a more personalized engagement, not necessarily a more digital one when it comes to their leisure time publications.”
A recent comScore study found that 34% of US consumers would read newspapers and magazines on the Apple iPad, while almost 50% would use the device to browse the internet.