Survey: Owners of Digital Reading Devices Love Magazines

E-reader owners are magazine enthusiasts, according to the latest data from Mediamark Research & Intelligence (MRI).

Data gathered last fall for MRI’s “Survey of the American Consumer” finds that 91 percent of e-reader owners read magazines, compared to 84 percent of total U.S. adults. E-reader owners also read more, reading an average of 13 issues every month, compared to 11 for average adults.

Not surprisingly, the study finds e-reader owners think positively about the magazine reading experience. E-reader owners are 26 percent more likely than the average adult to agree with the statement “magazines relax me.” They are 20 percent more likely to agree that magazines make them think, and 11 percent more likely to agree that magazines give them good ideas. Sixty five percent of e-reader owners agree that magazines keep them up to date with the latest styles and trends.

MRI is currently gathering information on what magazines, books and newspapers current e-reader and tablet owners are reading on their devices. That data will be available as part of its Survey of the American Consumer later in the year.

By randomly selecting and interviewing sample individuals from a target population, the Survey of the American Consumer aims to provide a detailed view of the 226 million adult consumers in the U.S. – their media choices, demographics, lifestyles and attitudes, and usage of almost 6,000 products in 550 categories.

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Publish date: April 23, 2010 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT