Study finds 55% of U.S. consumers reading magazine applications on tablets saw, read ad, compared to 41% e-reader magazine app users, 53% hard copy readers; 23% of tablet ad readers accessed website via an ad
August 8, 2011
– New data from GfK MRI Starch Advertising Research show that Tablets are more effective than eReaders in garnering consumer attention to--and engagement with--magazine ads on these devices.
Starch Advertising Research, a unit of GfK MRI, surveyed approximately 7,000 users of magazine apps on Tablets and eReaders between May and July of 2011. The company is the country's oldest and most widely-used provider of research showing consumer awareness of, and response to, print advertising.
The new data reveal that, on average, 55% of consumers who read a magazine on a Tablet "Noted"--meaning they saw or read--a magazine ad on their device. This compares with 41% of eReader magazine app users who Noted an ad. To put these new findings in perspective, the average Noting score for all hard copy magazine ads Starch measured in 2010 was 53%.
Magazine advertising on Tablets also appears to more strongly drive engagement, compared with eReaders, among consumers who read/saw an ad. For instance, of consumers who Noted a magazine ad on a Tablet, 26% had a more favorable opinion of the advertiser after viewing the ad (versus 19% for eReaders) and 21% of Tablet ad Noters looked for information about the product or service after viewing the ad (versus 15% of eReader ad Noters). And while an equal percentage (22%) of ad Noters on both Tablets and eReaders said that a magazine ad drove them to consider purchasing the product/service, the Tablet was still more effective since more consumers Noted an ad on a Tablet in the first place.
Consumers are also much more likely to interact with ads on Tablets compared to eReaders; 23% of respondents who read a magazine ad on a Tablet accessed a Web site via an ad, 9% viewed multiple pages of advertising content and 8% watched a video or commercial embedded in the ad. By comparison, less than 1% of respondents who viewed a magazine ad on an eReader took any of these actions. This finding might reflect that ads on eReaders typically have fewer interactive bells and whistles.
"How people will respond to advertising on Tablets and eReaders is an important concern for marketers," said Michal Galin, SVP, GfK MRI Starch Advertising Research. "These new findings certainly speak to the comparative power of Tablet magazine ads to motivate and engage consumers."
Click here to view a video of Dr. Galin discussing this new research.
About GfK MRI
GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers--who they are, what they buy, how they think, and the best ways to reach them. Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers' behavior and motivations.
When conducting its national Survey of the American Consumer™, GfK MRI interviews approximately 26,000 U.S. adults in their homes each year, asking about their use of media, their consumption of more than 6,000 products in 550 categories, their lifestyles and their attitudes. Because these interviews are structured as an area probability study, the results are projectable to the entire U.S. adult population. The Survey also serves as a foundation for an array of innovative GfK MRI research products that answer the market's need for granular, cross-media and consumer-focused information.
GfK MRI is part of The GfK Group, based in Nuremberg, Germany. The Group delivers a range of information and consultancy services in three business sectors: Custom Research, Retail & Technology and Media. It is the No. 4 market research organization worldwide, operates in more than 100 countries and employs over 10,000 staff, more than 80% of whom are based outside of Germany.
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