A benchmark study conducted by MPA on the relationship between social media platforms and magazine media readers (18- to 34-year-old age category) confirms that “social media enhances consumption of and engagement with magazine content,” according to Chris Kevorkian, MPA’s chief marketing and digital officer. The study, dubbed “Magazine Readers Are Social,” investigates the way social media users both consume and interact with different forms of new and traditional media.
“The results of MPA’s new study clearly demonstrate that social media enriches the magazine reading experience, and that magazine media readers—on all platforms—are creating communities around and engaging with the magazines and editors they know and love,” said Kevorkian. Overall the study reads as encouraging to publishers, but not necessarily surprising. Users read magazines because of their unique personality (an advantage magazines have over “un-baised” newspapers), with print content somewhat limited to the number of issues distributed, readers strive to connect more frequently with their recognized form of entertainment.
Some key stats from the research include:
Magazine readers (18-34) are highly connected social media users.
- 68% believe that technology has improved the experience of accessing various media.
- 62% feel that the more media they can access to learn about a story or topic, the better informed they become.
- An overwhelming majority use Facebook (91%), followed by YouTube (61%) and Twitter (40%)
- The majority (80%) own a personal mobile device.
“Avid” readers tested higher than any other category in social media interaction. They are the most engaged, “following” their magazine of choice across multiple social interfaces.
- 38% of respondents described themselves as “avid magazine readers.”
- 95% of avid readers read printed titles. 43% read digital editions
- 59% of readers (66% avid) enter contests on Facebook or Twitter in order to win products or receive discount
- 53% of readers (63% avid) download coupons from a company’s Facebook page
- 63% of avid readers have visited a magazine’s Facebook page. 62% have posted magazine articles to Facebook, and more than a third have uploaded content to a magazine’s Facebook page
- 69% of avid readers using Twitter follow a magazine brand on Twitter.
Many readers use a particular magazine’s social media pages for the same reason they pick up the print in the first place. They want to enter contests, check out promotions, and cash in on coupons. The data conveys that a publisher can share similar information across multiple interfaces, and users will remain interested. A strategy every publisher should look to maximize, as proof continues to surface on how digital sharing can escalate content views.
- 59% of total respondents visit a magazine’s Facebook page because the content is relevant to them.
- 41% for special offers, contests and games
- 32% for special offers from advertisers
- 54% for special offers, contests and games
- 30% for links to articles