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BizReport : Research : August 11, 2010


iPad magazine says readers very responsive

Ever wondered how responsive iPad users are? An iPad-only magazine found their iPad audience very willing to participate in a survey and believe other marketers can take advantage of this. But surely the novelty will soon wear off?

by Helen Leggatt

sideways.jpgBased on a 20% response rate with 93% completion rate, the creator of iPad magazine Sideways has marked iPad users as a very responsive bunch.

"These numbers show us that iPad users and on-device magazine readers are very willing to fill out surveys and provide information - in ways that they often are not online," said Eliza Wing, co-founder and president of Sideways, creator of Sideways magazine.

"In terms of relationship marketing, the Sideways survey results show a real engagement and response to 'push' strategy. App publishers can use survey-like strategies - including contests and quizzes - to gain iterative knowledge about their audiences."

While the response and completion rates for their recent survey are impressive, I am sure that as more brands and publications jump on the survey bandwagon consumers will tire of them and response rates will decrease.

Nonetheless, the survey findings are interesting and give some insight into the sort of audience this type of iPad publication attracts:

• 80.8 male.
• 50.2% hold an advanced degree.
• The average age was 47.
• 24.4% of those who purchased the Sideways app, updated the app.
• 93.6% of those updaters took the survey.
• Of the readers who began the survey, 93% completed it.
• The lead interests of responders were technology, the iPad, iPod and books
• Respondents were least interested in sports and relationships.

Tags: iPad, magazine, survey










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