101communications survey tracks readership habits of digital editions subscribers

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Chatsworth, Calif.—101communications, publisher of Federal Computer Week, Tuesday released the results of a comprehensive survey studying the readership habits of subscribers to digital editions of print publications.

In addition to showing that digital subscribers have demographic profiles similar to their print counterparts, the research revealed that digital delivery appears to strengthen a reader’s relationship with the publication, with "35% of subscribers increasing their use of the Web site, 31% increasing their use of the magazine and 22% increasing their use of the publication’s e-mail newsletters," according to 101communications.

Digital subscribers cited the fact that digital publications are easier to save as the No. 1 reason for subscribing to the publication in that format (55%). Print subscribers, who were surveyed as well, said they preferred the print format because it is easier to read while traveling (75%).

The survey also found that 92% of digital subscribers surveyed said they had taken some action—including linking to a vendor’s Web site or forwarding information to a colleague—as a result of reading an ad in a digital publication. The survey was conducted Jan. 7-13 by Mosaic Media Partners, with fielding and tabulation done by Proximity Marketing.

—Sean Callahan

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