MediaPost reporting:
While more than half of both male and female tablet owners are
interested in
reading digital magazines, the proportion is especially high among
males, with 77% of male tablet owners saying they want to read digital
magazines on
their device, compared to 68% of female tablet owners.
That’s according to the latest research from GfK MRI’s iPanel, a new survey
group composed exclusively of tablet and e-reader owners.
Overall,
71% of tablet owners said they were interested in reading digital
magazines
on their devices. The proportion was even higher among younger adults,
with 85% of male tablet owners 18-34 saying they would like to read
digital
magazines, along with 78% of female tablet owners in the same age range.
Tablet
ownership also encourages readers of both genders to read back
issues of magazines: 19% of tablet owners who read a magazine on their
device in the last 30 days also read back issues of the same title,
according
to GfK MRI -- including 20% of male tablet owners and 19% of females.
In
terms of how tablet owners read magazines, the most
popular way is apps, with 65% of tablet owners who read a magazine in
the last 30 days doing so via an app. Meanwhile, 47% of tablet owners
accessed
magazine content by visiting the Web site, and 37% read a digital
reproduction of the magazine.
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