Research and advisory firm Outsell, Inc., US, has released a new research that examines how mobile devices are rewriting the consumer magazine landscape.
Outsell studied nearly 400 consumers who own a smartphone and/or an e-reader, along with 200 consumer advertisers, and focused on a variety of topics critical to publishers migrating their content to mobile devices. Topics included: types of magazine content consumed on devices, the number of magazine issues or subscriptions consumers have purchased on them, consumers' intention to buy magazine apps in the future, how publishers are investing in mobile, and the likelihood of marketers to advertise on mobile magazine platforms.
According to the findings of the study, mobile e-reading is still in its very early days. Over 90 percent of these 'highly mobile' consumers still have not purchased magazine content through devices, and over 56 percent of advertisers are not yet active in mobile. However, mobile devices are becoming a 'third hand', the report noted. These consumers are spending nearly 25 percent of their time using them for daily communications, along with social networking, finding products and services, and reading content.
The study states that the iPad is the device of choice. With little or no competition, 24 percent of 'mobile consumers' plan to buy an iPad in the next three months. This is twice as many as those who will purchase the Android (12%) or Kindle (11%). Further, the study noted that users are curating their 'app portfolio', planning to download fewer apps in the future. This group of mobile affluent consumers have downloaded about 30 apps over the last six months, but are using only 13 percent of them daily or weekly.
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