Study Reveals Link Between Magazines and Social Among Millennials
August 23, 2012 -- A new study by the Association of Magazine Media (formerly Magazine Publishers of America, or MPA) finds that social media use "enhances the distribution and consumption of magazine content, and fosters deeper engagement among young readers."
The study, Magazine Media Readers Are Social, conducted independently by research firm GfK MRI, was designed to explore the relationship with social media platforms and magazine media readers 18 to 34 years of age, known as the Millennials, or Generation Y.
Key findings from the survey of over 1,000 younger consumers finds this generation enjoys and engages with magazine content -- they're just reading them in different ways.
- More than two-thirds of respondents (68%) believe that technology has improved the experience of accessing various media.
- One in three considers magazines to be" one of the most highly credible sources of information for areas that I am personally interested in."
- Nearly four in 10 (38%) self-describe as "avid magazine readers."
- 95% say they read printed titles; 43% read digital editions.
- Half consider themselves to be “media multitaskers.”
- The majority (80%) own a personal mobile device.
- The favorite social media hangouts for young magazine readers: 91% use Facebook, followed by YouTube (61%), Twitter (40%), Google+ (33%), and Pinterest (24%).
- Nearly two-thirds (64%) of avid magazine readers have visited a magazine’s Facebook page citing relevant content as the reason.
- About the same number (62%) of avid readers using Facebook have posted magazine articles to Facebook, while more than a third have uploaded content to a magazine’s Facebook page.
- Seven of 10 (69%) avid readers follow a magazine brand on Twitter; Two-thirds say they have re-tweeted articles from a magazine’s feed.
- Two-thirds (65%) of avid magazine readers using Pinterest follow a magazine on Pinterest or have re-pinned content from a magazine.
- The MPA also found that millennials engage with magazines through social media platforms -- 59% enter contests on Facebook or Twitter in order to win products or receive discounts and 53% download coupons from Facebook, as well as share info with friends about special sales.
- When asked, "Which of the following could be offered by a magazine exclusively for its subscribers on Facebook or Twitter that would add considerable value to a magazine subscription?," respondents said opportunities to sample new products (50%), followed by special offers from advertisers available only to subscribers (44%).
Methodology: GfK MRI, an independent research firm, was commissioned by MPA to conduct a study among adults 18-34 who read magazines and use social media. Respondents were recruited to an online survey via an email invitation sent to members, aged 18-34, of the Survey Sampling International (SSI) panel. The study was fielded from April 11-16, 2012. A total of 1,019 respondents completed the survey.
Source: The Association of Magazine Media, Magazine Media Readers Are Social, August 23, 2012.