Tablet owners would prefer digital magazines to be formatted in a uniform way, according to a new study.
Nearly three-quarters (72 per cent) of tablet owners who read a magazine on their device in the last 30 days preferred a uniform approach, according to research from the GfK MRI iPanel.
Respondents also said it continued to be a more satisfying experience to read a magazine on paper rather than on a tablet – 65 per cent said it was more satisfying to read a magazine in the traditional way.
The study went on to analyse the interaction between tablet users and advertising hosted in digital publications.
It found that 70 per cent of respondents said they would like to be able to buy items by clicking on the ads in a digital magazine.
The same figure said they also liked electronic ads that were personalised to their interests.
"Although magazine publishers are experimenting with different formats in order to differentiate their digital brands, this is not necessarily resonating with digital readers adopting the new tablet technology," said Risa Becker, SVP Research at GfK MRI.
"Another really interesting finding is the seeming contradiction between the fact that most tablet magazine readers prefer to read electronically, and most also say it is more satisfying to read on paper.
“This may speak to the fact that although the convenience of electronic magazines, including the portability and immediate access, are highly valued by Tablet readers, paper magazines still have a special tactile appeal."
For additional insight watch the GfK MRI iPanel video.