GfK MRI: Ads on tablets outperform ads on e-readers

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New York—Tablet users are more likely to notice ads than users of e-readers, according to data released by GfK MRI Starch Advertising Research. On average, 55% of users reading a magazine on a tablet read or saw an ad on the device. Meanwhile, just 41% of those reading a magazine on an e-reader noticed an ad. For comparison, 53% of readers of print magazines notice an ad. Tablet readers also had a higher level engagement, GfK MRI found, with 21% of tablet readers looking for more information about a product or service seen in an ad but just 15% of e-reader users doing the same. GfK MRI based its data on an online survey of about 7,000 users of magazine apps on tablets and e-readers between May and July of this year.
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