Reader Survey Unveils Key Findings in Digital Publication Consumer Adoption
San Francisco, CA (March 11, 2008) - A recent survey conducted by The Harrison
Group in conjunction with Zinio, the leading global online publishing, distribution and retail services
company, has identified key benchmarks and findings for readers of digital magazines. Beginning with
satisfaction, this survey found that 80 percent of digital magazine readers are very, if not extremely satisfied
with their experience. More so, one-third of readers pay more attention to ads in digital magazines versus print,
citing the ability to click on a link or engage with the ad as a key benefit.
"Through this research, we have unlocked key insights relating to strategies
for driving online subscriptions, highest areas of interest and engagement times
with content and advertisements." said Rich Maggiotto, CEO of Zinio. "The findings within
this survey should have an impact on how the publishing and advertising industries
approach their ditial distribution channels."
Some of the key findings shared in this study include: advantages and disadvantages of
the advertising form and content in digital magazines. This study also identified the four
top factors influencing the purchase of digital instead of print magazines including, in
order of preference: (1) immediate delivery; (2) the ability to archive; (3) the capacity to
read anytime, anywhere, online and offline, and; (4) concern for the environment. In addition,
key findings around the benefits of digital advertisement over the same print presentation indicate
that 44 percent of the survey respondents find digital advertisements more appealing, and 37 percent said they
would be more likely to engage digitally.
"About five hours a week is given to the consumption of magazines," said Jim Taylor,
vice chairman of The Harrison Group. "Consumers are consistently looking for ways to
improve productivity and use the downtime of travel, commuting, and so called free time to
acquire content that is known to serve a personal, business or entertainment need. For many
people, Zinio preserves the magazine format and conveniently delivers their magazines anytime,
Results of this survey will be shared within a webinar conducted in partnershiop with the
Direct Marketing Association's Email Experience Council on March 20th, 2008.
About the Survey
The survey was commissioned by Zinio and conducted by The Harrison Group, an independent
research company. 1,500 subscribers responded to the study, representing a sampling error of less
than 5 percent. The response rate of survey participation was 19 percent and data was collected
within a two-week period. For more information on the survey, visit:
About The Harrison Group
The Harrison Group is a strategic marketing consulting and research services firm that partners with
Fortune 1000 clients to build substantial, profitable growth through superior marketing consulting and
research. The Group forms lasting client relationships with some of the top brands and companies in the
world including American Express, Microsoft, Cartier, Four Seasons, Gucci, Honda, LVMH, Sony and Sara
Lee. The business-to-business research engagements in more than 60 countries around the globe. The Harrison
Group was originally formed in 1996 by former directors of strategic research at Yankelovich Partners.