Almost the same percentage (70%) said they would like to be able to buy items by clicking on the ads in a digital magazine.
GfK MRI asked Tablet owners who read a magazine on their device in the last 30 days to give their opinion on several magazine-related topics. Additional findings include:
Asked about digital advertising in general, nearly three-quarters (70%) of Tablet magazine readers say they like electronic ads that are personalized to their interests.
A majority of Tablet magazine readers (67%) say that, if available, they would rather read an electronic version of a magazine than a paper version. However, 65% of Tablet magazine readers say it's more satisfying to read a magazine the traditional way - on paper.
"Although magazine publishers are experimenting with different formats in order to differentiate their digital brands, this is not necessarily resonating with digital readers adopting the new Tablet technology," said Risa Becker, SVP Research at GfK MRI. "Another really interesting finding is the seeming contradiction between the fact that most Tablet magazine readers prefer to read electronically, and most also say it is more satisfying to read on paper. This may speak to the fact that although the convenience of electronic magazines, including the portability and immediate access, are highly valued by Tablet readers, paper magazines still have a special tactile appeal."
Some of the less positive findings from the GfK MRI iPanel are that almost half (48%) of Tablet magazine readers say electronic magazines take too long to download, 46% say that videos in digital versions of magazines are "just a gimmick" and 43% claim they find it hard to search for magazines they want to read on their Tablet.
For additional iPanel insights, view a 3-minute video: Magazines and Tablets, Part 2. And, visit the new Digital Intelligence section of www.gfkmri.com.
About GfK MRI
GfK MRI says: “GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers - who they are, what they buy, how they think, and the best ways to reach them. Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers’ behaviour and motivations.
When conducting its national Survey of the American Consumer, GfK MRI interviews approximately 26,000 U.S. adults in their homes each year, asking about their use of media, their consumption of more than 6,000 products in 550 categories, their lifestyles and their attitudes. Because these interviews are structured as an area probability study, the results are projectable to the entire U.S. adult population. The Survey also serves as a foundation for an array of innovative GfK MRI research products that answer the market's need for granular cross-media and consumer-focused information.
GfK MRI is part of The GfK Group, based in Nuremberg, Germany. GfK is one of the world's largest research companies, with 11,000 GfK experts working to discover new insights about the way people live, think, and shop in over 100 markets, every day. GfK is constantly innovating to use the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2010, GfK's sales amounted to EUR 1.29 billion.”
