15 June 2012
Survey: 75% read print magazines
TORONTO—A joint survey by Studentawards Inc. and Marketing magazine shows that students between the ages of 18 and 24 are keen magazine readers and believe magazines will continue to exist in print form. (The news wasn't so good for print newspapers.)
Study results, published in the June 4 issue of Marketing, showed that 48% of students read print magazines for less than an hour each week, 26% spend one to five hours per week reading magazines, and 1% spend more than six hours per week. Twenty-five percent do not spend any time reading magazines.
The study surveyed 1,078 students, with a 55%-45% female-male split, in either high school (31%) or university (69%).
In terms of magazine formats, 93% read print magazines and 32% read the websites of print brands. Only 10% read online-only titles; 11% read magazine content on smartphones, and 4% read magazine content on tablets.
According to this sample group, 66% believe magazines will continue to exist in print form in ten years (40% somewhat agree and 26% strongly agree). However, 63% believe print newspapers will cease to exist ten years from now. The No. 1 source of news for these readers is online (39%), followed by TV (26%), Facebook/Twitter (16%), radio (10%) and print newspapers (9%).
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