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2005 Digital Readership Study New Platforms, New Opportunities.

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Presentation on theme: "2005 Digital Readership Study New Platforms, New Opportunities."— Presentation transcript:

1 2005 Digital Readership Study New Platforms, New Opportunities

2 2005 Digital Readership Study 2 Research Team: Mosaic Media Partners: questionnaire development, analysis and presentation (www.mosaicmediapartners.com) Proximity Marketing: fielding and tabulation (www.proximitymarketing.com) Sample: Random selection of 37,460 digital and 37,457 print subscribers of four 101communications publications: Methodology Applications Development Trends Campus Technology Federal Computer Week RedmondTotals Print Subscribers 10,5751,4884,77520,61937,457 Digital Subscribers 10,5761,4894,77720,61837,460

3 2005 Digital Readership Study 3 Methodology Fielding: Internet-based questionnaire A single notification with a link to the online questionnaire yielded over 4,000 responses PIN codes prevented multiple responses Incentive: Respondents from Application Development Trends, Campus Technology, and Redmond were entered into a drawing to win two iPod minis. Federal Computer Week respondents could direct $1.00 to their choice of five charities Time of Fielding: January 7 – January 13, 2005 Response and Weighting: Responses were matched against the original master file and weighted based on their job function/title to properly represent the total population The weighted data file contains 4,231 usable cases Margin of Error +/- 2.0 percentage points, 99% confidence level

4 Respondent Profile Print and Digital Subscribers Have Similar Demographic Profiles 2005 Digital Readership Study

5 5 327 Digital, 403 Print Respondents Respondent Profile Print and Digital Subscribers Have Similar Title/Function Profile Redmond Application Development Trends IS/IT Mgt. Network Administrator Systems Administrator Executive Management Consultant Program Developer Network Management Senior Systems Administrator Database Administrator/Developer Other App. Dev./IS Mgt. Sr. App. Dev./IS Mgt. App. Dev./IS Specialist Department Management Application Management Executive Management Executive App. Dev./IS Management App. Dev./IS Consultant/Systems Integrator Other Digital Subscribers Print Subscribers 1611 Digital, 1373 Print Respondents

6 2005 Digital Readership Study Digital, 69 Print Respondents Respondent Profile Print and Digital Subscribers Have Similar Title/Function Profile Federal Computer Week Campus Technology IT/IS/DP/Network/Systems Mgt. Exec./Sr./Division Mgt. Systems Engineer Admin./Operations Mgt. Programs/Project Mgt. Systems Analysis/Programming C-Level Management Procurement/Contract Management Sales/Marketing Management R&D Administrative Management IT Director/Manager Policy/Top-Level Executive Other Institutes Campus Services/Vendor Digital Subscribers Print Subscribers 123 Digital, 152 Print Respondents Instructional Program Management

7 Reasons for Subscribing to Digital and/or Print Editions Both Print and Digital Editions Have Specific Benefits to Subscribers; Both Are Valuable Information Sources 2005 Digital Readership Study

8 8 Reasons for Subscribing to Digital Edition Digital Subscribers Like Archiving, Convenience, and Search Features What are your reasons for subscribing to the digital edition of this publication? N=2233 Digital Saves trees Other More convenient than print Ability to search Easier to save Easier to forward More timely than print Interactive features I prefer looking online or on my computer 55.0%

9 2005 Digital Readership Study 9 Other Reasons for Subscribing to the Digital Edition (Verbatims): Check daily so not likely to overlook publication I dont have to remember to bring it with me. Its available on my machine. Transportable, read at work, at home, at school Im already online so ease of getting info, fast Less clutter No damaged magazines with pages missing No disposal issues, which is not quite the same as Saves Trees Not obvious Im reading it at my desk What are your reasons for subscribing to the digital edition of this publication? N=2233 Reasons for Subscribing to Digital Edition Digital Subscribers Like Archiving, Convenience, and Search Features

10 2005 Digital Readership Study 10 Plans to Continue Subscribing 90% of Digital Subscribers Are Likely or Very Likely to Renew Their Subscription How likely are you to renew your subscription to this (digital) publication? N=4231 Digital Subscribers subscribe to a total of 2.91 digital publications Print Digital Very likely More likely than not Not likely 58.4% 37.2% 3.7% 52.0% 38.0% 9.2%

11 Readership Habits Digital Subscribers Are Avid Users of the Digital Publication and Its Other Resources 2005 Digital Readership Study

12 12 Readership Habits Most Digital Subscribers Increase or Maintain Their Usage of the Publications Resources As a result of subscribing to the digital publication, please tell us how your use of the publication's resources has changed: N=2233 Increased Stayed the Same Decreased Do Not Use As a result of subscribing to the digital publication, please tell us how your use of the publication's resources has changed: Publications Newsletters Magazine Publications Web Site

13 2005 Digital Readership Study 13 Readership Habits Digital Editions Include Hyperlinked Tables of Content, Which Let Readers Easily Jump to Interesting Articles Which best describes your typical readership habits for this (digital) publication? N=2233 Print Digital I flip through and look at most pages, scanning or reading those articles and ads that interest me I look at the table of contents and then go only to those articles that interest me I look at the cover and then go only to those articles that interest me Other No Answer 75.5% 16.0% 5.0% 2.5% 1.0% 55.8% 33.8% 3.0% 0.9% 6.5%

14 2005 Digital Readership Study 14 Readership Habits Other Readership Habits (Verbatims): I look at the cover, then the table of contents, then go directly to articles and ads that interest me. Finally, I re-read everything. I read the articles of interest to me and then go back and read the rest but not all at one time. I revisit maybe two or three times. I both look at the ToC to identify where specific articles of interest are and read these articles, but then scan the rest of the e-document to see if there might be other articles that might be useful to read. Which best describes your typical readership habits for this (digital) publication? N=2233

15 2005 Digital Readership Study 15 Readership Habits The typical print subscriber: Has read/looked into 3.19 of the last 4 issues Reads/reviews 65% of a typical issue Spends an average of 59 minutes with a typical issue Shares copies with 1.22 other people The typical digital subscriber: Has read/looked into 2.73 of the last 4 issues Reads/reviews 57% of a typical issue Spends an average of 51 minutes with a typical issue Shares copies with.65 other people Print Digital How many of the last 4 issues of the (digital) magazine have you read or looked into? About how much of a typical issue of the (digital) publication do you read or review? About how much time do you spend with a typical issue of the (digital) publication? How many people, beside yourself, read or look into your copies of this (digital) publication?

16 2005 Digital Readership Study 16 Readership Habits Digital Subscribers Are More Likely to Save/Archive Digital Editions Are you more likely to save or archive copies of publications that you receive in a digital format, when compared to print publications? N=2233 More likely to save/archive digital publication More likely to save/archive print publication Equally likely to save publication in either format 32.4% 23.8% 12.8%

17 2005 Digital Readership Study 17 Readership Habits 78% of Digital Subscribers Satisfied or Very Satisfied Please rate your overall satisfaction with this digital publication. N=2233 Very satisfied Satisfied Neutral Dissatisfied Very dissatisfied No Answer 25.6% 52.8% 16.6% 1.9% 1.6% 1.5%

18 Features and Benefits of Digital Publications Subscribers Use and Value the Digital Formats Features and Benefits 2005 Digital Readership Study

19 19 Popular Digital Edition Features Commonly used features include linking, searching and archiving Please tell us which features of digital publications you have used in any digital publications that you may subscribe to. N=2233 Digital Links to vendor web sites from the articles Links to white papers Searching articles Links to additional editorial content online Links to vendor web sites within ads Archiving digital issues or articles Ability to send a single article or ad to a colleague Watching a video about a technology issue Live surveys about a topic with instant results Links to audio interviews with industry leaders Watching video coverage of an event or trade show 54.5% Features They Have Used

20 Advertising in Digital Publications Digital Publication Subscribers Notice, Read and Respond to Advertising 2005 Digital Readership Study

21 21 Advertising in Digital Publications Advertising in Digital Publications Works What action have you taken as a result of reading an ad in this digital publication? N=2233 Digital Net action taken as a result of reading pub 91.9% Looked at the vendors web site Forwarded info about vendor to colleague Recommended product/service Forwarded ad to colleague Contacted vendor for more information Purchased a product or service Other No Answer Other Actions Taken as a Result of Reading an Ad in a Digital Publication (Verbatims): Adjust our procedures Assigned staff to research claims made in an ad that appears of potential use to us Compared products Downloaded & evaluated various products Downloaded a trial edition Read White Papers Added products/services to my review list

22 2005 Digital Readership Study 22 Digital subscribers: Have similar demographic profile to print subscribers Are very influential in the buying process Are less likely to turn to vendor literature or sales peoplecan be difficult to reach Reasons readers subscribe to digital editions: Archiving Convenience Easy to share Search features Portability/mobility Research, links Print is preferred by some readers for its more structured format Digital editions are a new platform: 90% of digital subscribers plan to renew; typically subscribe to an average of 2.9 digital editions Advertising in digital editions works; digital subscribers are very interested in interacting with vendors/advertisers Conclusions


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