When it comes to magazine ads, reader recall is the same for print and tablet versions (52%), according to data released earlier this month by GfK MRI Starch Advertising Research. And based on May 2014 polling by IDG Global Solutions, magazines better hope this is true across all mobile devices—and newspapers should cross their fingers even more.
The research found that among smartphone and tablet users worldwide whose devices had replaced other media, print newspapers saw the most abandonment, with 50% of tablet owners switching over to mobile news, and 41% of smartphone users doing the same. Print magazines followed: 47% of tablet-toting respondents had replaced them with a digital screen, and 33% of smartphone owners had moved their magazine reading to their phones.
These patterns were the same no matter a user’s age, though replacing traditional media with mobile was slightly more common among younger respondents.
Users were less likely to have replaced other digital devices and TVs with a tablet or smartphone, and as a result, the majority multiscreened. Around three in five respondents from both groups used their mobile devices as they used other screens, and again, age didn’t play a huge role.
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