Consumers are Engaged Across All Magazine Platforms
Magazines
Consumer magazine and digital publisher, IPC Media in the UK, commissioned a survey of 3,500 consumers about their experience using IPC’s magazine brands across multiple platforms -- online, tablet, print, mobile and social. The research, published in January 2014, finds consumers are engaged across all magazine platforms.
The study found different magazine platforms play important roles to play in influencing consumers throughout the stages of the purchase behavior funnel:
Magazine brands spark inspirations and ideas across all platforms:
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89% of consumers are inspired by print
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85% get ideas from digital editions
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81% from online
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77% from apps,
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72% from social media.
Looking at which platforms trigger online searches for more information about products and services:
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67% say digital editions
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60% by websites
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57% are driven by the print editions
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54% by apps.
Print had the most influence over actual purchases -- either from a brick-and-mortar store or online:
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45% of respondents say ads in print magazines inspired a purchase
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40% indicated that digital editions motivated them to buy
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38% noted ads in apps
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34% from the web.
In generating word of mouth buzz:
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Print leads the way with 64% indicating they have shared with friends and family from print magazines
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52% shared from digital editions
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52% from apps
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49% shared from the internet
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36% from social media.
About: The research was commissioned as part of IPC's Inspired Conversations initiative and was conducted by Crowd DNA and YouGov. The study was drawn from the views of over 3500 respondents, through online surveys, online diaries, face-to-face and telephone interviews. All consumers were IPC consumers and the research focused on eight of IPC's core multi-platform brands: Marie Claire, InStyle, woman&home, Ideal Home, Now, Look, NME and Nuts.
Source: FIPP, IPC study shows connected consumers are engaged across all magazine platforms, Feb. 26, 2014.
