By Ed Coburn • 01/26/2016
A positive outlook on the future of digital magazine publishing
Digital magazine publishing is and continues to be the current and next frontier, with unlimited revenue stream options coming from creative use and integration of text, images, video, social content, native advertising and so much more. The following facts and figures will provide insight into what’s happening and what’s possible, and should leave little doubt about jumping on the proverbial digital bandwagon.
Digital Magazine Publishing Fact #1 – The Pew Research Center shows 36% of all Americans are multiplatform, owning a smartphone, computer and a tablet. 66% own at least two. 7% say their sole device is a tablet, but 45% own one tablet.
Digital Magazine Publishing Fact #2 – In its first two years, Apple sold 80 million iPads, bypassing sales for any other product in history. It sold 54.7 million in 2015. Tim Cook said the Apple Watch outperformed the first iPhone and the first iPad in its first 9 weeks, but they haven’t released official numbers.
Digital Magazine Publishing Fact #3 – Apple shipped its one billionth iOS device on November 22, 2014, a 64GB Space Gray iPhone6 Plus.
Digital Magazine Publishing Fact #4 – The late Steve Jobs predicted tablet sales would soon eclipse that of PCs, as did industry pundits, but both PC sales and tablet sales dropped around 8% in 2015 equally. Maybe that’s because there was a huge surge in 2-in-1 laptop/tablet hybrid sales. IDC reported in August they expected a 86.5% growth in 2-in-1 sales by the end of 2015.
Digital Magazine Publishing Fact #5 – A Mequoda 2015 Digital Magazine Marketing Study revealed that Americans will spend $1.3 billion on digital magazines, with readable, scrollable text rated above all other digital magazine functionality.
Digital Magazine Publishing Fact #6 - Internet access is growing in Asia-Pacific, and so is smartphone and phablet use: eMarketer estimated that there will be more than 2.5 billion mobile phone users there in 2015, coming to 62.5% of the population, touching 70% by 2019. China by itself has 1 billion users. Smartphone adoption will surpass 40% in 2015 and total more than half of the population by 2019.
Digital Magazine Publishing Fact #7 – According to our Digital Magazine Market Study, over the last 12 months, there has been a spend from US adults on digital magazine subscriptions and single copy issues of $17.20 per digital magazine consumer, bringing total spending on digital magazines to more than $1.3 billion in 2015.
Digital Magazine Publishing Fact #8 - The MPA found that users with both mobile and tablet access spend 23% of their engagement time reading magazines on their smartphones. That’s good news, all right! But what about tablets? That number is 75%. Now those are tablet statistics to believe in!
Digital Magazine Publishing Fact #9 - A Pew study showed that 73% of tablet owners read in-depth articles at least sometimes, including 19% who do so daily.
Digital Magazine Publishing Fact #10 - In terms of gender, tablet users are more or less split down the middle – 50% male and female. There are no statistically significant variations on either side to suggest more men or women use tablets. Additionally, 59% are college graduates. See more tablet user statistics we compiled.
An important piece of advice
James McQuivey, vice president and principal analyst at Forrester Research, said it’s imperative to build a paid subscription website that can act as a direct to consumer alternative. Doing so will keep pressure on Apple and stop them from being in a position to dominate your content.
Furthermore, it’s important to hone your database marketing skills. In 10 years, magazine brands will be database publishers. If you want to succeed, it will be necessary to know your consumers, what they buy and where they are accessing your content.
What news bite of information would you add to this list?
This post was originally published in 2011 and has been updated.
Posted in Digital Magazine Publishing