2005 Digital Readership Study

1
2005 Digital Readership Study

• New Platforms, New Opportunities

2
Methodology

• Research Team
• Mosaic Media Partners questionnaire development,
  analysis and presentation (www.mosaicmediapartners
  .com)
• Proximity Marketing fielding and tabulation
  (www.proximitymarketing.com)
• Sample
• Random selection of 37,460 digital and 37,457
  print subscribers of four 101communications
  publications

Applications Development Trends Campus Technology Federal Computer Week Redmond Totals
Print Subscribers 10,575 1,488 4,775 20,619 37,457
Digital Subscribers 10,576 1,489 4,777 20,618 37,460
3
Methodology

• Fielding
• Internet-based questionnaire
• A single email notification with a link to the
  online questionnaire yielded over 4,000 responses
• PIN codes prevented multiple responses
• Incentive
• Respondents from Application Development Trends,
  Campus Technology, and Redmond were entered into
  a drawing to win two iPod minis.
• Federal Computer Week respondents could direct
  1.00 to their choice of five charities
• Time of Fielding
• January 7 January 13, 2005
• Response and Weighting
• Responses were matched against the original
  master file and weighted based on their job
  function/title to properly represent the total
  population
• The weighted data file contains 4,231 usable
  cases
• Margin of Error
• /- 2.0 percentage points, 99 confidence level

4
Respondent Profile

• Print and Digital Subscribers Have Similar
  Demographic Profiles

2005 Digital Readership Study
5
Respondent ProfilePrint and Digital Subscribers
Have Similar Title/Function Profile
Redmond
Application Development Trends
327 Digital, 403 Print Respondents
1611 Digital, 1373 Print Respondents
IS/IT Mgt.
App. Dev./IS Mgt.
Network Administrator
Sr. App. Dev./IS Mgt.
Systems Administrator
App. Dev./IS Specialist
Executive Management
Department Management
Consultant
Application Management
Program Developer
Executive Management
Network Management
Executive App. Dev./IS Management
Senior Systems Administrator
App. Dev./IS Consultant/Systems Integrator
Database Administrator/Developer
Other
Other
6
Respondent ProfilePrint and Digital Subscribers
Have Similar Title/Function Profile
Federal Computer Week
Campus Technology
172 Digital, 69 Print Respondents
123 Digital, 152 Print Respondents
IT/IS/DP/Network/Systems Mgt.
Instructional Program Management
Exec./Sr./Division Mgt.
Administrative Management
Systems Engineer
IT Director/Manager
Admin./Operations Mgt.
Policy/Top-Level Executive
Programs/Project Mgt.
Other
Institutes
Systems Analysis/Programming
Campus Services/Vendor
C-Level Management
Procurement/Contract Management
Sales/Marketing Management
RD
7
Reasons for Subscribing to Digital and/or Print
Editions

• Both Print and Digital Editions Have Specific
  Benefits to Subscribers
• Both Are Valuable Information Sources

2005 Digital Readership Study
8
Reasons for Subscribing to Digital
EditionDigital Subscribers Like Archiving,
Convenience, and Search Features
Digital
55.0
Easier to save
More convenient than print
Ability to search
Saves trees
Easier to forward
More timely than print
I prefer looking online or on my computer
Interactive features
Other
What are your reasons for subscribing to the
digital edition of this publication? N2233
9
Reasons for Subscribing to Digital Edition
Digital Subscribers Like Archiving, Convenience,
and Search Features

• Other Reasons for Subscribing to the Digital
  Edition (Verbatims)
• Check email daily so not likely to overlook
  publication
• I dont have to remember to bring it with me.
  Its available on my machine.
• Transportable, read at work, at home, at school
• Im already online so ease of getting info, fast
• Less clutter
• No damaged magazines with pages missing
• No disposal issues, which is not quite the same
  as Saves Trees
• Not obvious Im reading it at my desk

What are your reasons for subscribing to the
digital edition of this publication? N2233
10
Plans to Continue Subscribing90 of Digital
Subscribers Are Likely or Very Likely to Renew
Their Subscription
Print
Digital
3.7
9.2
52.0
Very likely More likely than not Not likely
37.2
38.0
58.4

• Digital Subscribers subscribe to a total of 2.91
  digital publications

How likely are you to renew your subscription to
this (digital) publication? N4231
11
Readership Habits

• Digital Subscribers Are Avid Users of the Digital
  Publication and Its Other Resources

2005 Digital Readership Study
12
Readership HabitsMost Digital Subscribers
Increase or Maintain Their Usage of the
Publications Resources
Publications Email Newsletters
As a result of subscribing to the digital
publication, please tell us how your use of the
publication's resources has changed
Increased Stayed the Same Decreased Do Not Use
Magazine
Publications Web Site
As a result of subscribing to the digital
publication, please tell us how your use of the
publication's resources has changed N2233
13
Readership HabitsDigital Editions Include
Hyperlinked Tables of Content, Which Let Readers
Easily Jump to Interesting Articles
Digital
Print
I flip through and look at most pages, scanning
or reading those articles and ads that interest
me I look at the table of
contents and then go only to those articles that
interest me I look at the cover and then go only
to those articles that interest me Other No
Answer
1.0
0.9
2.5
3.0
5.0
6.5
16.0
33.8
75.5
55.8
Which best describes your typical readership
habits for this (digital) publication? N2233
14
Readership Habits

• Other Readership Habits (Verbatims)
• I look at the cover, then the table of contents,
  then go directly to articles and ads that
  interest me. Finally, I re-read everything.
• I read the articles of interest to me and then go
  back and read the rest but not all at one time. I
  revisit maybe two or three times.
• I both look at the ToC to identify where specific
  articles of interest are and read these articles,
  but then scan the rest of the e-document to see
  if there might be other articles that might be
  useful to read.

Which best describes your typical readership
habits for this (digital) publication? N2233
15
Readership Habits
Print
Digital

• The typical print subscriber
• Has read/looked into 3.19 of the last 4 issues
• Reads/reviews 65 of a typical issue
• Spends an average of 59 minutes with a typical
  issue
• Shares copies with 1.22 other people

• The typical digital subscriber
• Has read/looked into 2.73 of the last 4 issues
• Reads/reviews 57 of a typical issue
• Spends an average of 51 minutes with a typical
  issue
• Shares copies with .65 other people

How many of the last 4 issues of the (digital)
magazine have you read or looked into? About how
much of a typical issue of the (digital)
publication do you read or review? About how
much time do you spend with a typical issue of
the (digital) publication? How many people,
beside yourself, read or look into your copies of
this (digital) publication?
16
Readership HabitsDigital Subscribers Are More
Likely to Save/Archive Digital Editions
32.4
More likely to save/archive digital
publication More likely to save/archive print
publication Equally likely to save publication
in either format
23.8
12.8
Are you more likely to save or archive copies of
publications that you receive in a digital
format, when compared to print publications?
N2233
17
Readership Habits78 of Digital Subscribers
Satisfied or Very Satisfied
1.5
1.6
1.9
Very satisfied Satisfied Neutral Dissatisfied Very
dissatisfied No Answer
25.6
16.6
52.8
Please rate your overall satisfaction with this
digital publication. N2233
18
Features and Benefits of Digital Publications

• Subscribers Use and Value the Digital Formats
  Features and Benefits

2005 Digital Readership Study
19
Popular Digital Edition FeaturesCommonly used
features include linking, searching and archiving
Digital
Features They Have Used
Links to vendor web sites from the articles
Links to white papers
54.5
Searching articles
Links to additional editorial content online
Links to vendor web sites within ads
Archiving digital issues or articles
Ability to send a single article or ad to a
colleague
Watching a video about a technology issue
Live surveys about a topic with instant results
Links to audio interviews with industry leaders
Watching video coverage of an event or trade show
Please tell us which features of digital
publications you have used in any digital
publications that you may subscribe to. N2233
20
Advertising in Digital Publications

• Digital Publication Subscribers
• Notice, Read and Respond to Advertising

2005 Digital Readership Study
21
Advertising in Digital PublicationsAdvertising
in Digital Publications Works
Digital
Net action taken as a result of reading pub
91.9
Looked at the vendors web site
Forwarded info about vendor to colleague

• Other Actions Taken as a Result of Reading an Ad
  in a Digital Publication (Verbatims)
• Adjust our procedures
• Assigned staff to research claims made in an ad
  that appears of potential use to us
• Compared products
• Downloaded evaluated various products
• Downloaded a trial edition
• Read White Papers
• Added products/services to my review list

Recommended product/service
Forwarded ad to colleague
Contacted vendor for more information
Purchased a product or service
Other
No Answer
What action have you taken as a result of reading
an ad in this digital publication? N2233
22
Conclusions

• Digital subscribers
• Have similar demographic profile to print
  subscribers
• Are very influential in the buying process
• Are less likely to turn to vendor literature or
  sales peoplecan be difficult to reach
• Reasons readers subscribe to digital editions
• Archiving
• Convenience
• Easy to share
• Search features
• Portability/mobility
• Research, links
• Print is preferred by some readers for its more
  structured format
• Digital editions are a new platform 90 of
  digital subscribers plan to renew typically
  subscribe to an average of 2.9 digital editions
• Advertising in digital editions works digital
  subscribers are very interested in interacting
  with vendors/advertisers