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Print en tablets a healthy future together
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Print & Tablets
A healthy future
together.Nancy Detrixhe, Research Manager
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Tijdschriften lezen.
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Totale consumptie
van magazine content stijgt.
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“Since I began reading magazines in electronic form, I am reading…”
Bronnen: FIPP Proof of Performance (MPA Mobile Magazine Reader)
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Totale consumptie van magazine content stijgt
Bron: PPA ‘Tablets and Publishing Report’
68% Britse tablet bezitters zijn andere uitgaven in digitale vorm gaan lezen
Tablet gebruikers lezen bovengemiddeld veel gedrukte media
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Enkele cijfers…
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Cijfers papieren versies…
1200 verschillende tijdschriften in NL
87% van NL 13+ leest tijdschriften
31 nummers per persoon per jaar
430 miljoen verkochte exemplaren
Bronnen: NUV, NOM Print & Doelgroep Monitor, HOI oplage instituut
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Bezit apparaten…
Bron: ‘Trends in digitaal lezen’, Intomart GFK
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Cijfers digitale versies…
Lezen van tijdschriften op digitale platformen stijgt, maar is nog laag: 10% computer,3% tablet, 3% smartphone
75% van digitale tijdschriftenlezers, leest ook papieren versies
Bronnen: Media Standaard Survey
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De digitale lezer.
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Bron: Media Standaard Survey
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Bron: FIPP Proof of Performance; ‘The Mobile Magazines Reader’, MPA
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Leesgedrag.
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Consumer behavior with magazines on mobile platforms
looks more like print behavior than like website behavior.
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Bron: Condé Nast ‘Measuring magazine media on mobile platforms’
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Bron: Condé Nast ‘Measuring magazine media on mobile platforms’
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Leesgedrag…
‘Hanteringsfrequentie’: gemiddeld 2-3 keer
55% leest naast huidige nummer ook oudere nummers
39% deelt digitale nummers met anderen
Bron: FIPP Proof of Performance; Mobile Magazine Reader MPA
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Leesbeleving.
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GENIETEN. INSPIREREND. GELOOFWAARDIG.TASTBAAR. BETROUWBAAR. INTIEM. INDIVIDUEEL.UNIEK. RUST. DIEPGAAND. PRAKTISCH.VERRASSEND. PERSOONLIJK. ONTSPANNEND.INFORMATIEF. NUTTIG. RELEVANT. FLEXIBEL.BLIJVEND. DIVERS. HANDZAAM.HERKENBAAR. INTENS. MOMENT VOOR JEZELF.ONMISBAAR…
EEN TIJDSCHRIFT IS…
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Bron: Mediabelevingsonderzoek TNS NIPO
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Leesbeleving…
“Je wordt op digitale media sneller afgeleid door mail, app-berichten en doordat je zelf meer geneigd bent
rond te klikken”
Bron: onderzoek ‘Bladen komen Binnen’
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GENIETEN. INSPIREREND. GELOOFWAARDIG.TASTBAAR. BETROUWBAAR. INTIEM. INDIVIDUEEL.UNIEK. RUST. DIEPGAAND. PRAKTISCH.VERRASSEND. PERSOONLIJK. ONTSPANNEND.INFORMATIEF. NUTTIG. RELEVANT. FLEXIBEL.BLIJVEND. DIVERS. HANDZAAM.HERKENBAAR. INTENS. MOMENT VOOR JEZELF.ONMISBAAR. ACTUEEL.
EEN TIJDSCHRIFT IS…
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Bron: Lezersonderzoek Britse Vogue onder glossy lezeressen
77% bezoekt elke maandwebsite
22% gebruikt app
39% gebruikt digitalemagazine
94% wil papieren tijdschriftmoment
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Advertising.
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Reclame effectiviteit van tablet
tijdschriften gelijk aan die van print
edities.
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Bron: RRO onderzoek print vs tablet, Intomart GFK, Sanoma Media
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Bron: FIPP Proof of Performance; The mobile magazine reader, MPA
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Advertising…
Sterke variatie tijdsbesteding per advertentie: 3,8 => 36,8 sec.
Hoge ‘actions taken’ score bij interactieve ads =>70%
Bron: Condé Nast ‘Measuring magazine media on mobile platforms’
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Samenvattend.
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Samenvattend…
Lezen op digitale platformen stijgt, maar is nog laag Totale consumptie van magazine content stijgt Onder digitale lezers zijn iets meer mannen,
jongeren en hoger opgeleiden te vinden Digitaal leesgedrag vergelijkbaar met leesgedrag
print versies Papier = genieten, digitaal = actualiteit/informatie Reclame effectiviteit van tablet magazines
vergelijkbaar met print versies
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Combination of print, digital editions and
websites gives readers an involving,
interactive and entertaining range of
magazine experiences.
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Tot slot…
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