B2B Readers Prefer Digital Magazines Over Print
By Anna Johnson on July 13th, 2010Business-to-business (B2B) readers prefer digital magazines over paper-based print magazines, according to the results of Qmag’s 2010 Annual Digital Magazine Readership Survey.
Qmags, a digital magazine delivery company, surveyed 170,000 readers and found, among other things, that when it came to industry, business, and product news, readers preferred digital magazines over print by margins of 3:1 and 4:1.
Meanwhile, the survey results also reflect the ongoing shift from print to digital news consumption. Across the board, the readers surveyed were consuming less print media, and more media in the form of digital magazines, websites, and other digital media products.
Readers attributed this to digital media being timelier, easier to save, environmentally friendly, and more searchable. The vast majority of recipients were either “very satisfied” or “satisfied” with digital publications.
Some of Qmags other findings were that:
60 percent of respondents read 3 or 4 of the past 4 digital editions received. 70 percent said the average time spent reading digital magazines was between 15-45 minutes.
Two thirds preferred to read digital magazines on a desktop or laptop computer, whilst 16 percent expressed an interest in mobile and 17 percent in reading on devices like the iPad and Kindle.
Over two-thirds said they liked video enhancements.
60 percent said they clicked on an article link while 55 percent said they clicked on a link within an advertisement.
Over three quarters of the readers prefer to download their magazines significantly more than those who view it in their browser. Most digital readers don’t open the magazine immediately, but read it sometime during the week.
Most readers prefer receiving digital magazines on Mondays and Fridays, with over 60 percent preferring to receive them in the morning.
