MPA Study Reveals Powerful Link Between Magazines and Social
23 Aug 2012: A benchmark study conducted by GfK MRI, for MPA, the association of magazine media, concludes that social media enhances consumption of and engagement with magazine content, it was announced today by Chris Kevorkian, MPA’s Chief Marketing and Digital Officer. This new study, called “Magazine Media Readers Are Social,” was designed to explore the relationship with social media platforms and magazine media readers 18 to 34 years of age: The Millennials.
“The results of MPA’s new study clearly demonstrate that social media enriches the magazine reading experience, and that magazine media readers – on all platforms – are creating communities around and engaging with the magazines and editors they know and love,” said Mr. Kevorkian.
Highlights from the research findings include:
- Magazine readers (18-34) are highly connected social media users.
- More than two-thirds of respondents (68%) believe that technology has improved the experience of accessing various media.
- Half consider themselves to be “media multitaskers.”
- An overwhelming majority use Facebook (91%), followed by YouTube (61%) and Twitter (40%). One in five Twitter users manage multiple Twitter accounts.
- The majority (80%) own a personal mobile device.
Avid magazine readers index higher than total respondents in all social attitudes and activities. They are major users of social media and enjoy connecting directly with magazines and editors via outlets networks like Facebook, Twitter and Pinterest.
Avid readers on Facebook:
Avid readers on Twitter:
Avid readers on Pinterest:
Methodology: GfK MRI, an independent research firm, was commissioned by MPA to conduct a study among adults 18-34 who read magazines and use social media. Respondents were recruited to an online survey via an email invitation sent to members, aged 18-34, of the Survey Sampling International (SSI) panel. The study was fielded from April 11-16, 2012. A total of 1,019 respondents completed the survey.
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