Web affecting magazine buying patterns, says study

The research, conducted by web research company Tickbox.net (and therefore probably a bit skewed towards online rather than offline consumption), found 82% of women and 69% of men read magazines frequently.

But only 32.9% said they read more titles than a decade ago and 36.9% said they read fewer.

Covered in The Observer, the study found the web had not impacted the buying patterns of 55.4% of consumers, but 38.8% of respondents said it had.

More men (44.1%) than women (36.6%) said the web had affected how many titles they buy, and this increased to 53.8% when 16-24 year olds were asked.

The findings come amid falls in the circulation of men’s mags such as FHM and Loaded, and is mirrored by research in the US.

A survey by Nielsen//NetRatings and MRI recently found the vast majority of visitors to American monthly magazines’ websites did not read the titles offline.

Men were also more likely than women to only read the content online.

Related stories:
Newspapers easier to read online - survey
Web overtakes print media consumption in Europe

Add to Del.icio.us  |  Digg this  |  Add to reddit  |  Add to Y! MyWeb