Magazines: Print vs. digital
by YouGov in Consumer, Editor's picks and SixthSense Market Reports
Fri June 15, 10:38 a.m. BST
40% of UK magazine buyers prefer to read magazines in print format
Recent research from an online survey conducted by YouGov SixthSense has found that UK magazine buyers feel a strong affinity for print, and this is especially true of women. Meanwhile, cost remains an issue for buyers, contributing to fewer magazine purchases, along with busy lifestyles.
- Overall, 40% of UK magazine buyers prefer print to digital (45% of women)
- 35% like the look and feel of printed magazines (41% women)
- And 32% like the convenience of print magazines (36% women)
When it comes to digital, just over 11% of magazine buyers read magazines - both online and in print, and just under one in ten (9%) are reading more online.
Men have taken to digital options with significantly greater enthusiasm than women: 14% read both online and print compared with 9% of women, and men are three times as likely to read more online compared with women (15% versus 5%).
Digital comes out on top
- Despite the appreciation of print as a medium, around half (47%) of all magazine purchasers say they are buying less often.
- However in contrast, almost three in ten (28%) have not changed their buying
- A small minority of 5% are buying more often.
Cost is a particular issue for magazine buyers: 27% of men and 34% of women are buying less often because of cost. Busy lifestyles are also an important factor, with 18% of those who buy magazines claiming to have less time to read magazines now.
Commenting on the findings, YouGov SixthSense Research Director James McCoy said: “Preference on this scale suggests that magazines still have a healthy future in print, although prospects vary by sector according to the attitudes of different reader groups, and this will inevitably change over time. It is possible that digital formats have made some inroads on physical print sales but these findings point the finger at cost and shortage of time as being far more influential factors.”
YouGov SixthSense Magazine Consumption report. Total sample size was 2,102 UK adults aged 16+. Fieldwork was undertaken between the 10th and 16th April 2012.
For more information please contact YouGov PR Executive Giovanna Clark