In our hi-tech, ever-faster, always-on society, is the leisurely pursuit of magazine reading becoming a lost art?
Not at all, according to the latest benchmark study released by the Association of Magazine Media. In fact, many young adults now use social media platforms to enhance –not replace –their magazine reading experience.
The purpose of this new research was to measure the impact of social media on the magazine reading habits of people between the ages of 18 and 34. More than one thousand men and women in this age group responded to a series of questions regarding their social media use, how frequently they read magazines (both digital and print) and what, if any, experience they had with mingling the two pursuits.
What researchers found was a high correlation between those who considered themselves “avid magazine readers” and their familiarity with a variety of social media platforms. The report, entitled Magazine Media Readers are Social, contained a wealth of intriguing findings, including:
- The vast majority (93 percent) of those surveyed had looked at a magazine in either print or digital format over the last 60 days, and more than one-third of the respondents identified themselves as “avid magazine readers.”
- Nearly 70 percent felt that technology has enriched their ability to access various media.
- Almost half of all respondents, and more than 60 percent of those who identified themselves as “avid magazine readers,” indicated they have liked a magazine’s Facebook page.
- 45 percent of all respondents, and 65 percent of the avid magazine readers, follow one or more magazine editors on Twitter.
- More than half (56 percent) stated they use Pinterest to follow a publication, or to re-pin a magazine’s content.
- A noteworthy 28 percent reported they use a newsreader such as Pulse, or Google’s Currents to keep up with their favorite magazines.
- As with other studies, Facebook once again emerged as the clear favorite platform for interacting and engaging with magazines. Twitter, Google+ and Pinterest trailed by wide margins.
It’s also worth noting that the survey results also underscored how offline and online channels are now blending to create an “omnichannel” customer experience. Well more than half of those polled said they have re-Tweeted a magazine post that has inspired, entertained or amused them, and/or shared articles with friends and followers on Facebook. Other activities involving both social media and magazine reading included: playing magazine-sponsored games or entering contests (41 percent), checking out recipes and photos posted by the magazine or other readers (39 percent), pursuing special offers from magazine advertisers (32 percent) and commenting on content (26 percent).
Moving forward, however, magazines will need to make mobile apps a priority if they want to keep these young followers engaged. Among those surveyed, 72 percent of the men and nearly 70 percent of the women are using smartphones.
