People who read who B2B, consumer, and association magazine apps cite portability, speed, and 24/7 access to content as the top 3 motivators for magazine app readership, according to a new survey from Texterity.
Among surveyed magazine app readers, other motivators include environmental responsibility, updates and RSS feed, and social sharing.
Below, additional findings from Texterity's sixth annual 2011 Mobile Magazine App Survey.
Audience Engagement High
Once a magazine app is downloaded, mobile readers typically visit their app five times each month and nearly one-half (47%) spend 20 minutes or more in their magazine app; 26% spend 30+ minutes per issue.
Engagement is even higher on the iPad: 53% of those who access app content on via iPad spend 20+ minutes per issue and 30% spend 30+ minutes per issue.
Cross-platform engagement is prevalent as well: 82% of app users engage with the publishers brand in other ways outside of the app; among them most engage with those brands via print magazines (28%) and websites (27%):
However, nearly one in five app users are new readers (18%) consuming content only from within the app, and representing an untapped audience for publishers.
A greater percentage of B2B app users are new to publisher content (24%), and such audiences are more likely to rely exclusively on digital content:
Content Sharing
More than eight in ten magazine app users (81%) share content; among them 29% share via email and 23% share via word of mouth. Fewer share via social media channels such as Facebook (15%), Twitter (8%), and LinkedIn (5%).
Impact of Mobile Ads
Nearly two-thirds of readers (66%) take action on advertising; among them 40% have made a purchase as a result of in-app advertising (online, in person, or by mail), 16% have visited a website at a later time, and 15% have purchased in-app via a link.
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Demographics
Mobile app users tend to be younger men: More than six in ten are younger than age 35, and 84% are men.
B2B app users are more likely to be men (89%) whereas association app users have the highest percentage of women (30%).
Other findings:
- 59% of app users say they discovered an app while browsing the App Store and only 25% found it via publisher promotion.
- Most app users use their apps during downtime, at night or during the weekend: Only 17% use their apps while at the office.
