JC Lupis | Marketing Charts | Tue, 16 Aug 2016 13:00:31 +0000

About 7 in 10 connected American adults (those with internet access) have read a print magazine within the past 30 days, new research [download page] from Maquoda has found. This figure remains essentially unchanged from last year’s edition of the survey, even as digital magazine readership has increased.Mequoda-US-Connected-Adults-Magazine-Reading-Aug2016

This year’s study finds 41.5% of respondents having read at least one digital magazine issue in the prior 30 days, up from last year’s 36.8%. The results indicate that print remains the preferred platform for magazine readership today.

MarketingCharts’ own research similarly shows the staying power of print magazines. In our “Advertising Channels With the Largest Influence on Consumers” survey, we found that half of adults had read a print magazine in the week prior to the survey, unchanged from last year’s edition. What has changed over the past couple of years, the study found, is the stated purchase influence of magazine ads. Still, magazine ads performed well relative to their reach.

Returning to the Mequoda study, one of the more notable findings related to the audiences for various magazine platforms. Multiplatform readers emerged as having the highest average incomes, followed by print-only consumers and then digital-only consumers.

That’s interesting in light of MarketingCharts research into media audiences. Our Media Audience Demographics study found that monthly magazine website visitors skew more affluent than monthly print magazine readers. However, those were based on varied samples, such that it was not an apples-to-apples comparison. Also of note: magazine readers tended to attract affluent readers at an above-average rate whether in print or online.

About the Data: The Mequoda report is based on a survey of 3,241 internet-using adults (18+), 54% of whom are female.