The traditional image of young adults gathered around a magazine really hasn’t changed much, although the sharing process is more likely to be virtual nowadays, according to a new benchmark study conducted by GfK MRI for the MPA, the Association of Magazine Media.
The GfK MRI/MPA study, titled “Magazine Readers Are Social,” found that social media enhances distribution, consumption and engagement with magazine content, especially among readers ages 18-34.
While the survey group is undoubtedly connected and mobile, with 80% owning a smartphone, that doesn’t mean that they’re ditching print — 95% say they still read magazines in the traditional format. At the same time, 43% read digital editions, indicating there is a large cohort that moves back and forth between print and digital. MediaPost (Aug. 2012)