Magazines deliver excellent return on investment

 

Magazines have a unique and lasting relationship with younger readers. Not only do magazines enjoy their highest level of readership penetration amongst the 15 to 24-year-old age group at 91%, this age group also reads 24% more titles than the average British adult.
Surprisingly, those in this age group who are most technologically active have an even larger repertoire of magazine readership than the average for their age group, reading nine titles on average.

Techies were found to be more engaged with magazines than their non-tech counterparts This clearly dismisses the myth that the youth market’s media consumption habits are skewed hugely in favour of digitally-driven media. An analysis of this audience by NRS has shown that although this group’s consumption of online media has increased massively over the years, magazine readership has remained stable since Google first arrived on the scene in 1998.

Research conducted by Haymarket Network/Survey Monkey further underscores that those in this group with the highest interest in technology (techies) were also likely to read more magazines than their non technology driven counterparts (non-techies).

It was found that techies not only read more magazines titles, but were also more likely to engage with the content and take action as a result.

Some other key observations from this research:

• There is a general lack of awareness of digital trends and the latest gadgets amongst the 18 to 24-year-old age group – most did not know about the iPad
• Facebook is the overwhelming communication channel of choice, but there is strong opposition to it being used as a commercial channel
• Magazines are seen as a treat and source of inspiration
• There is a preference for discreet rather than multi-purpose gadgets
• Blackberry is the gadget of choice – the iPhone is seen as for “old people trying to look cool”