MPA: Tablet users consuming more magazine content

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New York—Nine in 10 magazine readers who access magazines via mobile devices said they are reading as much or more magazine content since acquiring their tablet or e-reader, according to “The Magazine Mobile Reader,” a study released by MPA—the Association of Magazine Media. Sixty-three percent of respondents said they want more magazine content in digital form, and 86% said they want to share issues or articles. Seventy percent of respondents said they want videos appearing in digital editions of magazines to run less than 60 seconds. Fifty-nine percent of respondents said they wanted the ability to buy products and services directly from ads. At the same time, 70% said they wanted to buy directly from editorial features. “While various research has long proved that print magazines drive purchase behavior, digital magazines hold the promise of creating a direct link between purchase intent and actual transaction,” said Christopher Kevorkian, MPA's exec VP-digital, in a statement. The online study was conducted in November and drew 1,009 respondents, all of whom are tablet and e-reader owners who read app-based magazines.
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