Free content on the internet does not hold back American tablet owners from paying for content they love. 41 percent of tablet owners have bought a digital magazine on their iPad or Android tablets, according to a recent Nielson’s Study released in March 2012. |
Nielsen looked at willingness to purchase media content among tablet owners in the U.S., U.K., Germany and Italy and found that Americans are the most likely to pay for all categories of media content, except news. News is the top content category among the European tablet owners surveyed.
After spending at least $500 for the latest tablet, tablet owners are not going back to spend a few dollars more to buy their favourite magazines. Comes as good news to publishers going digital.
The study also revealed that U.S. tablet owners purchased more media than Europeans excepting in the news segment - 16 percent tablet owners in Italy, 6 percent in UK and 6 percent in Germany bought digital magazines. In the fourth quarter of 2011, 58 percent of U.S. tablet owners purchased books compared to 26 percent in Italy, 10 percent in UK, and 7 percent in Germany.
A deeper look tells us that consumers prefer long-form content like magazine features, books and movies. Advertisers can now consider investing in digital magazines which could be used to promote what people are downloading the most – costly music, books, movies, magazines, streaming radio, TV shows, and news and sports content.
Head of Nielsen’s Digital Business, Jonathan Carson was quoted saying in an article on mashable.com, “There is very strong usage for Americans for news content on tablets. They enjoy consuming news content on their tablets, just that Americans news companies have not monetized it through paid subscriptions and paid transactions.”
Now publishers can offer advertisers interactive capability by integrating social media, videos and hyperlinks into ads using Digital Studio! Watch it here.
Mirabel’s Digital Studio: Online Digital Magazine Software for magazine publishers for online layout, pagination of printed magazines and publishing digital and iPad editions
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