September 02, 2014
New report: Social media enhances magazine reading for younger adults

09/30/2012

Social media is enhancing the magazine reading among 18–34-year-olds, according to a new study by MPA-The Association of Magazine Media, New York.

The study, "Magazine Media Readers are Social," found that:

• 56 percent of total Twitter users and 65% of avid readers ‘follow’ a magazine editor or columnist on Twitter.

• 51 percent of respondents have re-Tweeted to a magazine editor’s Twitter and 42 percent chat with friends on Facebook while reading a magazine and share what they’re reading. Magazine readers 18–34 are highly connected social media users.

• Most respondents are using Facebook (91 percent), YouTube (61 percent) and Twitter (40 percent) as social media. Men are more likely to use YouTube, Twitter and Google+ than women. Users of YouTube and Twitter skew younger. Pinterest has more than twice the number of female users (31 percent) as male users (12 percent). Among Twitter users, 22% have multiple accounts. Nearly 30% of Tumblr users have more than one account.

• The majority of respondents (80 percent) personally own a digital device: 69 percent own a smartphone; 41 percent own a tablet; 27 percent own an e-Reader.

• Smartphone ownership is now mainstream. 72% of men 18-34 and more than 67% of women own a smartphone. Details: www.magazine.org.


Association TRENDS