DigitalMagazineFactBook2013Final Eng

2
CONTENTS
2-3 CONTENTS
4-5 DIGITAL MAGAZINE MEDIA OFFER EXTRA BENEFITS
6 DIGITAL PENETRATION: STATS AT A GLANCE
7 CANADIAN ONLINE USAGE
8 CANADIAN INTERNET ACCESS TREND
9 TIME SPENT CONNECTED TO TECHNOLOGY CANADA
10 TIME SPENT CONNECTED TO TECHNOLOGY REGIONAL
11 AFFLUENTS SPEND MORE TIME ONLINE
12 CANADIAN ONLINE USAGE DEMOGRAPHICS
13 CANADIANS ACCESS CONTENT ONLINE
14 CANADA IS THE FASTEST ADOPTER OF NEW MEDIA TECHNOLOGY
15 SMARTPHONE & TABLET BRANDS USED BY CANADIANS
16 TOP ONLINE AD FORMATS (US)
17 MOBILE APP VS. WEB USAGE GAP IS WIDENING
18 FINANCIAL IMPACT OF DIGITAL VISITORS
19 PENETRATION OF DIGITAL MAGAZINE ISSUES
20 PRINT MAGAZINES EXTEND THEIR BRANDS THROUGH DIGITAL CONTENT
21 CANADIAN MOBILE DEVICE USAGE
22 DIGITAL MAGAZINE MEDIA TOUCH POINTS & SERVICES
23 DIGITAL MAGAZINE MEDIA EDITORIAL-FOCUSED INITIATIVES
24 MAGAZINES LEAN TOWARDS NATIVE APPS
25 TABLETS & READERS
26 TABLET & EREADER OWNERSHIP IN CANADA
27 EREADER PENETRATION IN CANADA
28 PROJECTED TABLET OPERATING SYSTEM BASE
29 FREQUENCY OF MOBILE AD INTERACTION BY DEVICE
30 TABLET & SMARTPHONE USAGE LOCATIONS
31 WHEN, WHERE & HOW READERS CHOOSE TO READ DIGITAL EDITIONS
32 US TABLET OWNERS, BY MODEL
33 AD RECEPTIVITY BY LOCATION AND DEVICE
34 READERS WANT PRINT-LIKE EXPERIENCE ON TABLET
35 MAGAZINE READING HABITS ARE SIMILAR WHETHER DIGITAL OR PRINT
36 CONSUMERS WANT BOTH PRINT AND DIGITAL
37 TABLET USAGE IS FOCUSED AT HOME
38 MOBILE & TABLET OWNERS ACCESS MAGAZINE CONTENT AT HOME
39 TABLET OWNERS ARE YOUNGER & MORE TECHNOLOGICALLY SAVVY
40 OLDER DEMOS ARE ABLE TO READ EASIER ON TABLETS
41 MOBILE OWNERSHIP BY INCOME & EDUCATION
42 SIMULTANEOUS USAGE OF TABLETS & SMARTPHONES
43 TABLET OWNERS READ MAGAZINES
44 MAGAZINE READING BY MOBILE OWNERS

45 PREFERRED TABLET ACTIVITIES
46 REGULAR WEEKLY TABLET ACTIVITIES
47 FREQUENCY OF TABLET USAGE & CONTENT ACCESS
48 TABLET USAGE BY TIME OF DAY
49 PRODUCT CATEGORIES SEARCHED ON TABLETS
50 PRODUCT CATEGORIES PURCHASED ON TABLETS
51 ONLINE SHOPPER ATTITUDES TOWARDS TABLET USAGE
52 TABLET OWNERS LEARN ABOUT APPS VIA PRINT
53 TABLET OWNERS ARE MAGAZINE MEDIA READERS
54 CONTENT PURCHASED FOR TABLETS: MAGAZINES LEAD
55 TABLETS MAKE GREAT SHOPPING PARTNERS
56 AD RECEPTIVITY ON TABLETS BY AD TYPE
57 CLICK-THROUGH RATE BY DEVICE & SCREEN SIZE
58 SMARTPHONES
59 SMARTPHONE OWNERSHIP IN CANADA
60 SMARTPHONES DOMINATE CANADIAN PHONE OWNERSHIP
61 CANADIANS ACCESS INTERNET VIA THEIR MOBILE DEVICE
62 SMARTPHONE PENETRATION IN CANADA
63 SMARTPHONE ADOPTION BY COUNTRY
64 SMARTPHONE PLATFORM MARKET SHARE
65 U.S. SMARTPHONE SUBSCRIBER MARKET SHARE BY OEM
66 SMARTPHONE OWNERSHIP BY AGE & INCOME
67 MOBILE DEVICES: DEMOGRAPHICS BY BRAND
68 AD ENGAGEMENT AND ACTIONS TAKEN: TABLETS & SMARTPHONES
69 SMARTPHONE ACTIVITIES OF CANADIANS
70 WHAT SMARTPHONE MAGAZINE READERS WANT
71 MILLENIALS READ MAGAZINES ON SMARTPHONES
72 MILLENIALS & MAGAZINE ADVERTISING ON SMARTPHONES
73 MAGAZINE READING ON SMARTPHONES
74 MOMS TRUST MAGAZINES
75 AD RECEPTIVITY ON SMARTPHONES BY AD TYPE
76 2D CODES POINT TO E-COMMERCE OR BRAND SITES
77 2D CODE USAGE ON THE RISE IN PRINT
78 CONSUMERS ARE MORE LIKELY TO SCAN QR CODES FROM MAGAZINES
79 SOCIAL NETWORKING
80 GENDER, DEMOGRAPHICS FOR PINTEREST, INSTAGRAM & TWITTER
81 AGE DEMOGRAPHICS FOR PINTEREST, INSTAGRAM AND TWITTER
82 SOCIAL NETWORK USER PENETRATION
83 INSTAGRAM USERS BY DEMOGRAPHIC
84 SOCIAL NETWORKING AGE DEMOGRAPHICS
85 SOCIAL NETWORKING GENDER DEMOGRAPHICS

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3
3
CONTENTS
86. BRAND PRESENCE ACROSS SOCIAL MEDIA PLATFORMS
87. MAGAZINE READERS ARE HIGHLY SOCIAL
88. MAGAZINE MEDIA READERS ARE MORE SOCIAL SAVVY THAN THE POPULATION
89. SOCIAL MEDIA ACTIVITY BY SEGMENT
90. SOCIAL MEDIA SHOPPING ACTIVITIES BY SEGMENT
91. SOCIAL MEDIA ACTIVITIES
92. MOMS TRUST IN SOCIAL & TRADITIONAL MEDIA
93. SOCIAL MEDIA ACTIVITY INVOLVING MAGAZINES
94. REASONS FOR VISITING A MAGAZINE'S FACEBOOK PAGE
95. FACEBOOK LIKES AND SOCIAL NETWORKS
96. CONTENT GROUPINGS POSTED ON PINTEREST
97. MAJOR CATEGORIES OF SOCIAL-TO-SALE PURCHASING
98. SOCIAL PURCHASERS
99. VIDEO
100. CONSUMERS ENJOY VIDEO CONTENT
101. FAST-MOVING CONSUMER GOODS AMONG TOP SOCIAL VIDEOS SHARED
102. CONSUMERS WATCH VIDEOS TO RESEARCH PRODUCTS
103. VIDEOS INCREASE CONFIDENCE IN PURCHASES
104. CONSUMERS ENJOY ADS THAT FEATURE VIDEOS
105. READER ACCEPTANCE
106. DIGITAL EDITIONS EARN HIGH READER SATISFACTION
107. PRINT MAGAZINES STILL TOPS WITH AFFLUENTS
108. WHY CONSUMERS APPRECIATE ONLINE ADVERTISING
109. CONSUMER & MARKETER VIEWS OF ONLINE ADVERTISING
110. INTERNET USERS "HATE" MAGAZINE ADVERTISING THE LEAST
111. TIME SPENT READING DIGITAL MAGAZINE ISSUES
112. MAGAZINE TITLES ON BOTH TABLETS & SMARTPHONES SEE INCREASED READING
113. TIME SPENT READING DIGITAL EDITIONS
114. DIGITAL READERS SPEND MORE TIME WITH ENHANCED ADS
115. READING PREFERENCES BY DEVICE
116. CONSUMERS ENJOY READING MAGAZINES ON TABLETS
117. CONSUMERS VIEWS ON PAYWALLS FOR DIGITAL CONTENT
118. DIGITAL MAGAZINES & PAYWALLS
119. DIGITAL MAGAZINE READER BENEFITS
120. CONSUMERS ENJOY ADS THAT FEATURE PHOTO GALLERIES
121. CONSUMERS USE MOBILE DEVICES TO READ NEWS
122. MEN ENJOY INTERACTIVE NEWSREADING EXPERIENCES
123. MAGAZINES INSPIRE MOMS IN THE KITCHEN
124. NEWS CONSUMPTION VIA BROWSERS VS. APPS
125. CONSUMERS GET NEWS THROUGH BOTH BROWSERS & APPS

126 DIGITAL READERS READ BOTH CURRENT & BACK ISSUES
127 READING OCCASIONS OF SAME DIGITAL MAGAZINE ISSUE
128 DIGITAL AD ENGAGEMENT MIRRORS PRINT
129 READERS ARE HIGHLY FOCUSED & ENGAGED ON TABLETS
130 TABLET USER ATTITUDES TOWARDS TABLET ADS
131 CONSUMER ENJOY ADS THAT FEATURE 3D PRODUCT VIEWS
132 CONSUMERS TAKE ACTION
133 DIGITAL MAGAZINES DRIVE READERS TO ONLINE ACTION
134 DIGITAL MAGAZINE ADS INCREASE ENGAGEMENT & KEY PERCEPTIONS
135 CONSUMERS RESPOND TO PERSONALIZED ADS
136 MAGAZINES SPUR CONSUMERS TO SHARE USING THEIR SMARTPHONE
137 DIGITAL READER ACTIONS AFTER DOWNLOADING MAGAZINE CONTENT
138 DIGITAL MAGAZINE READERS ACT AS KEY INFLUENCERS
139 DIGITAL MAGAZINE READERS HAVE AN ACTION ORIENTATION
140 DIGITAL SHOPPER SEGMENTS BY COUNTRY
141 READING PRINT ON A DEVICE IS A PRIMARY SHOPPING CATALYST
142 CONSUMERS INTERACT WITH ADS ON TABLETS
143 WEBSITE TRAFFIC FROM TABLETS AND SMARTPHONES
144 ACTIONS TAKEN AFTER VIEWING ADS ON A DEVICE
145 DIGITAL MAGAZINE READERS WANT ECOMMERCE FUNCTIONALITY
146 MOMS RESEARCH PRODUCTS ONLINE
147 PURCHASE SPENDING BY DEVICE
148 CONSUMERS USE TABLETS TO PURCHASE
149 THE POWER OF TABLETS IN THE PATH TO PURCHASE
150 INTERACTIVE MAGAZINE ADS OUTPERFORM STATIC DIGITAL ADS
151 ROLE OF CONNECTED DEVICES IN SALES FUNNEL
152 RECEPTIVITY TO MOBILE ADS BY AGE
153 MAGAZINES & SMARTPHONES
154 DIGITAL AD PERFORMANCE
155 MAGAZINE ADS CAN INFLUENCE AN AUTO PURCHASE IMMEDIATELY
156 PRINT + ONLINE WORK TOGETHER: TETLEY TEA
157 MAGAZINES + ONLINE WORK TOGETHER: DOVE
158 OTHER USEFUL INFO
159 ABOUT MAGAZINES CANADA
160 FACT BOOKS
161 CATEGORY QUICK HITS
162 U.S. SPILL RESOURCES
163 FASTFACTS
164 MAGAZINE ECO KIT & CARBON FOOTPRINT COMPENDIUM
165 ADDIRECT AD PORTAL
166 GOT QUESTIONS? CONTACT US

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DIGITAL MAGAZINE MEDIA
OFFER EXTRA BENEFITS

Digital magazine media offer extra benefits to readers:

Availability - Digital issues keep on giving. Current and
back issues may be accessed immediately online.

Interactive Extras - Digital issues provide access to videos,
extra pictures and deeper reporting for heightened
impact. Apps deliver added functionality.

Search Engine Friendly - Readers looking for specific
information can arrive at a digital magazine page just
as easily as they may a web site.

Dynamic - Digital magazines can be accessed and read on smartphones,
tablets and eReaders, when and where you want.

Timeliness - When time matters, digital magazines deliver time-sensitive
information to readers quickly
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5
OFFER EXTRA BENEFITS

Magazine brands are rapidly extending to surround their target audiences where ever they live, work and play.
Although printed magazines remain the consumers number one reading choice, publishers are actively
experimenting with digital content delivery that spans most every platform and device that consumers use.

360 Marketing Surround Magazine content is available wherever there is connectivity, serving the mass and
niche needs of readers. Consumers can feed their needs and passions at the click of a mouse, the press of a key
or the tap of a finger.

Trusted Content Trusted, curated content never goes out of style.
Now its easier than ever to access information that you know is
consistently reliable.

Engagement Magazines have always been about high engagement
at a very personal level. Add extra content and interactive features
that digital provides, and a good thing just got even better. Digital
media are the perfect complement to the printed page.

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DIGITAL PENETRATION

Stats at a glance
7
7
CANADIAN ONLINE USAGE
Canadas online population leads the world in key online usage metrics: Average monthly hours per visitor (41.3); average monthly
pages visited per visitor (3,731); average number of monthly visits per visitor (101).
Average Online Usage Monthly Q4 2012
Source: comScore, Media Metrix, WW, Home & Work, Persons: 15+, Monthly Q4 Average 2012
LOCATION
AVG. MONTHLY
UNIQUE
VISITORS (000)
AVG. MONTHLY
HOURS/VISITOR
AVG. MONTHLY
PAGES/VISITOR
AVG. MONTHLY
VISITS/VISITOR
World-Wide 1,519,489 24.6 2,278 60
China 342,334 17.6 1,621 54
United States 188,743 43.0 3,709 97
Japan 73,577 21.9 2,244 52
Russian Federation 60,922 25.0 2,835 63
Germany 52,373 24.7 2,681 64
Brazil 45,762 27.9 2,345 59
France 43,176 27.9 2,681 75
United Kingdom 39,318 38.9 3,432 88
Italy 28,653 19.0 1,908 47
Canada 25,497 41.3 3,731 101
Canadian Ranking #10 #2 #1 #1
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8
CANADIAN INTERNET ACCESS TREND
Canadians internet access is relatively flat overall (86%) as is home access (80%) in 2011. However, mobile access continues
to increase year-over-year, reaching 37% in 2011
Internet Access in Canada 2001-2011 (%)
Source: Ipsos Reid, The Ipsos Canadian interActive Reid Report, 2012 Fact Guide
72%
71%
74%
78%
77%
82%
86%
85%
89%
83%
86%
56%
56%
62%
67%67%
71%
79%
76%
82%
79%
80%
5%
7%
10%
13%
20%21%
24%
32%
33%
35%
37%
0
25
50
75
100
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Internet Access
(all locations)
Home Internet
Access
Mobile Internet
Access
9
TIME SPENT CONNECTED TO
TECHNOLOGY IN CANADA
In a typical 24-hour day, Canadians spend an average of 9.9 hours connected to technology, slightly more than the global average.
Canadian connectivity is slightly younger and less affluent but more broadly based.
In a Typical 24-Hour Day, How Many Hours are You
Connected to Technology (Online, Mobile, etc.)
Source: Global @dvisor, Social Media Survey, January 2012
LOCATION
GLOBAL
(HOURS)
CANADA
(HOURS)
Male 10.1 10.2
Female 9.5 9.7
Age <35 10.4 11.2
Age 35-49 9.6 9.9
Age 50+ 8.8 8.6
Low HH Income 9.1 10.4
Medium HH Income 9.8 9.3
High HH Income 10.4 10.3
Married 9.3 9.3
Other 10.2 10.4
Low Education 9.4 9.9
Medium Education 9.9 9.8
High Education 10.0 10.4
TOTAL 9.8 9.9
LOCATION
GLOBAL
(HOURS)
CANADA
(HOURS)
Chief Income Earner
- Yes
10.1 10.3
Chief Income Earner
- No
9.4 9.5
Employed 10.2 12.2
Unemployed 9.0 9.4
Business Owner - Yes 11.2 10.3
Business Owner - No 9.6 9.9
Sr. Exec or Decision
Maker - Yes
11.3 9.3
Sr. Exec or Decision
Maker - No
9.4 10.3
TOTAL 9.8 9.9
10
10
TIME SPENT CONNECTED
TO TECHNOLOGY BY PROVINCE
Time spent connected to technology is highest in BC and the Prairies and lowest in Quebec.
In a typical 24-hour day, how many hours are you
connected to technology (online, mobile, etc.)?
Source: Global @dvisor, Social Media Survey, January 2012
11.1
10.5
11.4
10.4
7.8
9.9
0
2
4
6
8
10
12
BC Alberta Prairies Ontario Quebec Atlantic
11
AFFLUENTS SPEND MORE TIME ONLINE
Source:. The digital media habits of the affluent, 2012 Mendelsohn Affluent Survey, Ipsos MediaCT.
Tablet, smartphone ownership
2011 2012
Own a tablet 9% 26%
Have a tablet in the household 14% 47%
Own a smartphone 45% 55%
Have a smartphone in the household 61% 73%

Average hours online per week
2011 2012
Total affluents ($100,000+HHI) 32.8 37.4
Ultra-affluents ($250,000+HHI) 37.5 46.9

Participated in the following digital activities in
past 30 days on computer, smartphone or table
2011 2012
Playing games 55% 60%
Using apps 38% 53%
Social Networking 48% 57%

63%
12%
18%
Facebook
Twitter
LinkedIn
Affluents spend more time on social networks
Average hours spent per week on

Facebook 4.7
Twitter 6.8
LinkedIn 1.4
The affluent still love print but they spend more time online with apps, games and social networks.
11
12
CANADIAN ONLINE USAGE
DEMOGRAPHICS
Online usage is most prevalent across younger demos (under age 55) and split 50/50 by gender. However, household income
skews substantially to the $40,000-$75,000 and >$100,000 demos.
Age
19%
32%
27%
22%
0 5 10 15 20 25 30 35
55+
35-54
18-34
< 18
19%
30%
17%
34%
0
5
10
15
20
25
30
35
40
Household Income
Source: comScore, Media Metrix, WW, Home & Work, Persons: 15+, Monthly Q4 Average 2012
12
Gender
50% 50%
13
13
CANADIANS ACCESS CONTENT ONLINE
Tablets and smartphones are used most to access online content daily, more so than laptops or desktops.
41%
56%
58%
0 10 20 30 40 50 60 70
Laptop/desktop users
Smartphone users
Tablet Users
Access media content on (device) several times a day
Source: Mobext/InMobi, Consumer Adoption of Connected Devices and Impact on Media Planning, 2012
14
14
CANADA IS THE FASTEST ADOPTER
OF NEW MEDIA TECHNOLOGY
Source: Zenithoptimedia publishers new media forecasts, 2013;
2015: Canada is forecasted to be the 5
th
highest-ranked market
in the world in 2015, and the highest ranked market outside
Western Europe to remain at the forefront of the adoption of
new media technology.
30.5%
47.7%
2012 2015
Canadas adoption of new media technology
2012: Canada is the 6
th
highest ranked market in the world for
adopting new media and the highest-ranked market from
outside Western Europe.
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15
SMARTPHONE & TABLET BRANDS
USED BY CANADIANS
Source: Close to Half of Canadians Now Own a Smartphone, Ipsos, 2013;.
Tablet
Apple iPad 45%
Samsung 13% Blackberry 16%
Smartphone
Apple iPhone 32%
Blackberry 23% Samsung 23%

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TOP ONLINE AD FORMATS (US)
Search and display/banner ad formats continue to dominate the online space
Ad Format Share of Revenue in 2011
Source: IAB Internet Advertising Revenue Report, 2011 Full Year Results, April 2012
Note: Amounts do not total 100% due to rounding
47%
22%
8%
6%
5%
5%
4%
4%
1%
Search
Display/Banner
Classifieds
Digital Video
Lead Generation
Mobile
Reach Media
Sponsorship
Email
17
17
MOBILE APP VS. WEB
USAGE GAP IS WIDENING
The average time spent per day with mobile apps compared to time spent consuming the web is widening
as more time is being spent with mobile apps: 94 minutes with apps vs. 72 minutes with the web in Dec 2011.
Mobile App vs. Web Consumption
(minutes per day)
Source: comScore, Alexa, Flurry Analytics, 2012
64
70
74
72
43
66
81
94
0
25
50
75
100
Jun 2010 Dec 2010 Jun 2011 Dec 2011
Web Browsing
Mobile Apps
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FINANCIAL IMPACT OF DIGITAL VISITORS
When visiting websites in 2011, computer and tablet visitors delivered higher conversion rates of 2.5% and 2.3%, respectively,
significantly higher than smartphone visitors (0.6%). At the same time, average order value (AOV) was highest for tablet visitors
($123).
Conversion Rate by Device Used to Visit a Web Site
Source: Adobe Digital Marketing Insights: The Impact of Tablet Visitors on Retail Websites, 2012
0.6%
2.5%
2.3%
0
1
2
3
Smartphone Computer Tablet
Average Order Value by Device Used to Visit a Web Site
$80
$102
$123
0
20
40
60
80
100
120
140
Smartphone Computer Tablet
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19
PENETRATION OF
DIGITAL MAGAZINE ISSUES
9% of magazine readers reported the purchase of a digital magazine in the past year while 14% plan to do so in the coming year.
Source: Periodical Marketers of Canada (PMC), April 2012
9%
of magazine readers reported
having bought an electronic
edition of a magazine
14%
plan to do buy an electronic
edition of a magazine in
the next year
20
20
PRINT MAGAZINES EXTEND THEIR BRANDS
THROUGH DIGITAL CONTENT
Source: 2012 Publisher Monetization Survey, Godengo+texterity, An Exploration of Digital Content, Monetization, and Revenue, 2012.
While 9 in 10 respondents publish in print, they are also using websites, digital editions, social media and email newsletters
to extend their brands.
Currently Publish Will Publish in Future
92%
89%
52%
94%
86%
84%
Print Edition
Digital Edition (browser-based)
Mobile Application (native application)
Website
Social Media
Email Newsletters
1%
4%
27%
3%
8%
7%
Print Edition
Digital Edition
(browser-based)
Mobile Application
(native application)
Websites
Social Media
Email Newsletters
21
21
JAN 2011 AUG 2011 JAN 2012 AUG 2012 JAN 2013
Smartphone 23% 30% 34% 40% 47%
Tablet 3% 6% 10% 15% 21%
Ereader 4% 7% 10% 12% 14%
Internet Users in Canada Who Use Select Mobile Devices, Jan 2011-Jan 2013
% of respondents
CANADIAN MOBILE DEVICE USAGE
Smartphones are well on their way to majority penetration among adult internet users in Canada. Tablet usage is also quickly
growing. Smartphone usage has grown exponentially in the past 2 years. Tablet penetration about double over the past year.
Source: Ipsos Reid, Mobil-ology, Feb 21, 2013;
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22
TOUCH POINTS & SERVICES
More and more, consumer and B2B magazine brands are extending their footprints to include a wide array of digital and social
media touch points and services.
Source: Monetizing the Digital Revolution, CDS Global, 2011 (North American)
DIGITAL MEDIA TOUCH POINTS CONSUMER B2B
Facebook page(s) 90% 82%
Website 89% 89%
Twitter posts 70% 73%
Online video 54% 61%
Interactive digital editions 49% 56%
YouTube 49% 49%
RSS feeds 44% 57%
QR codes 44% 54%
Apps for Apple iPhone 37% 38%
iPad/tablet edition 35% 35%
Online shopping consumer products 35% 9%
Apps for Apple iPad 34% 40%
Apps for Google Android phones 24% 27%
Digital newsstand app 23% 13%
Smart tags 15% 19%
Flickr 14% 10%
Virtual events 8% 30%
Apps for BlackBerry 8% 13%
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23
DIGITAL MAGAZINE MEDIA EDITORIAL-
FOCUSED INITIATIVES
Magazine media publishers are broadening their range of editorial-focused product offerings to make content and related
services more accessible to readers.
Source: Monetizing the Digital Revolution, CDS Global, 2011 (North American)
EDITORIAL-FOCUSED DIGITAL
INITIATIVES
CONSUMER B2B
Archived content - articles 79% 87%
eNewsletters 73% 80%
Blogs 68% 68%
Content emails 59% 72%
Photo galleries 55% 32%
Contests 52% 32%
Online polls/surveys 49% 53%
RSS feeds 42% 54%
Archived content - videos 39% 54%
User-generated content 28% 26%
Online community 25% 32%
Coupons 18% 8%
Podcasts 16% 33%
Webcasts/webinars 11% 55%
Rating systems for users/readers 11% 13%
Chat rooms 9% 14%
MP3s 8% 10%
Online games 8% 2%
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24
24
24
24
Source: Magazines are more likely to invest in native apps, Susan Kantor, 2013.
MAGAZINES LEAN TOWARDS
NATIVE APPS
Magazineswith their rich, visual contentare more likely to invest in native app development. Fifty-eight percent of
magazine respondents said they would continue using native apps compared to 32 percent of newspapers and 30 percent
of business publications.
58%
30%
5%
35%
32%
29%
3%
49%
30% 30%
20%
60%
Sticking with native
apps
Moving to HTML5 Moving to another
technology
Not sure
Consumer Magazines
Newspapers
Business Publications
Magazine Publishers Prefer to Stick with Native Apps
25
25
TABLETS & READERS
Print presents what is perhaps the clearest set of synergies with
tablets. Print publishers are migrating to the tablet platform
because it allows them to recreate a magazine experience with
the ability to flip from article to article in a format much better
suited than the web to long-form reading. Ads in print publication
apps, like their print parents, are full pages that are displayed
between articles and are fully interactive with video, games, and
links to social media and other web activities.
Source: IAB Tablet Buyers Guide, October 2011
26
26
TABLET & eREADER OWNERSHIP
IN CANADA
Ownership of a touch screen tablet or e-reader has more than doubled from 9% to 21%.
Canadian Ownership of Tablets/eReaders
Source: PMB 2013 Spring (2-year data)
9%
4%
1% 1% 1%
2%
21%
10%
3% 3%
2%
1% 1%
3%
0%
5%
10%
15%
20%
25%
Any iPad Kobo BB
Playbook
Kindle Samsung Sony Other
2012
2013
0% 0%
27
27
eREADER PENETRATION
IN CANADA
Kobo penetration (46%) leads the pack with Kindle following at 24%. However, intent to purchase an ereader in the
coming year suggests that Kindle may close the gap with 53% intent to Kobos 42%.
Source: Ipsos Read Mobil-ology, January 2012
46%
24%
18%
12%
Kobo
Kindle
Sony
Other
42%
53%
5%
Kobo
Kindle
Other
eReader Penetration (%) eReader Purchase Intent in Future (%)
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28
PROJECTED TABLET
OPERATING SYSTEM BASE
iOS growth through to 2016 is anticipated although its share of market is projected to decline as Android (Google
and other proprietary Android) outpaces iOS growth and given expected traction of Windows Metro.
Global Tablet Installed Base by Operating System (Millions)
Source: Forrester forecast, 2012
Note: Other tablet operating systems exclude due to negligible installed base share
0
100
200
300
400
500
600
700
800
2011 2012 2013 2014 2015 2016
Windows Metro
Proprietary Android
Google Android
iOS
29
29
FREQUENCY OF MOBILE AD
INTERACTION BY DEVICE
A majority of tablet users (77%) interact with ads compared to 53% of smartphone users. 57% of tablet users interact
with ads at least weekly compared to 33% of smartphone users.
In the past 3 months, how often would you say you typically interact with, tap, view,
get more info or respond to an advertisement you see on your (device)? Select one.

Source: ABI Research Survey, June 2012
24%
23%
10% 10%
11%
23%
11%
14%
8%
10%
11%
47%
0
10
20
30
40
50
Once a day or
more
frequently
A few
times/week
Once a week Once or
twice/mos
Less than
once/mos
Never
Tablets Smartphones
30
30
TABLET & SMARTPHONE
USAGE LOCATIONS
Perhaps ironically, smartphones are most widely used at home, as are tablets. However, smartphone usage out of home
generally exceeds that of tablets.
Where have you used your (device)? Select all that apply.
97%
44%
40%
35%
28%
23%
91%
63%
60%
56%
51%
22%
0
25
50
75
100
At home In other
locations out
of the home
While in the
car
While out
shopping
At work in a
location
outside the
home
While on
public
transportation
Tablets Smartphones
31
31
31
31
31
WHEN, WHERE & HOW READERS CHOOSE
TO READ DIGITAL EDITIONS
Source: Conde Nast Digital Subscriber Study, June 2012. Magazine Media MPA Factbook 2013/2014.
SUBSCRIBERS DIGITAL ONLY PRINT ONLY
NEW CROSS-
PLATFORM
LOYAL CROSS-
PLATFORM
Print Editions
At Home 29% 79% 75% 76%
Outside of the
home
20% 20% 19% 19%
Digital Editions
At Home 56% 15% 38% 38%
Outside of the
home

43% 17% 53% 52%
Where magazines are read most
32
32
32
32
32
Source: With More Models on the Market How Are Tablets Stacking Up?, eMarketer, 2013.
US TABLET OWNERS, BY MODEL
iPads remain the dominant tablet model in homes.
APPLE
iPad 53%
iPad mini 13%
Total Apple 59%
ANDROID
Amazon Kindle Fire 31%
Samsung Galaxy 19%
Barnes & Noble NOOK HD/HD+ 8%
Google Nexus 8%
Asus Transformer 4%
Other 10%
Total Android 59%
OTHER
Microsoft Surface 5%
Other 5%
Total Other 10%
US Tablet Owners, by Model, 2013
% of total
33
33
AD RECEPTIVITY BY LOCATION AND DEVICE
Ad receptivity is greatest during at home leisure time and while travelling via public transportation, those moments when device
users are most relaxed and therefore receptive to advertising.
How likely are you to tap, interact with, view, get more information or respond to an
advertisement you see on your (device) in the following situations?
Most receptive:
captive & relaxed
Least receptive:
distracted & stressed
RANKING BY LOCATION/DEVICE (1 TO 8) SMARTPHONE TABLET
At home leisure time 1 1
On public transport 2 2
At home doing chores 3 4
While out shopping 4 3
Working at home 5 8
At work outside home 6 7
Other locations outside home 7 5
In car 8 6
34
34
READERS WANT PRINT-LIKE EXPERIENCE
ON TABLET
Source: eMedia Vitals Publishers Playbook: iPad Publishing Strategies; Tablet users even younger ones still prefer a print-like experience, Pew
Project and The Economist Group, 2012; Readers Prefer Print like Newsreading Experience on Tablets, Mashable, 2012; comScore TabLens, 2012.
The iPad and other e-reader devices introduce the potential for quite a different reading experienceone that closely
resembles print, they offer an opportunity to replicate the lean-back experience of the print magazine.

60%
57%
40%
41%
Under 40 40 and Over
Interactive
components with
audio, video or other
graphical features
A traditional print-
like experience
Percent of tablet news users with apps who prefer
Readers enjoy long-form, high
engagement content on tablets

More than 6 out of 10 iPad owners
spend more than an hour a day on
their iPad
43% read magazines on
their tablet
35
35
MAGAZINE READING HABITS ARE SIMILAR
WHETHER DIGITAL OR PRINT
Source: Mobile News is Still Consumed at Home and at Habitual Times, October 1, 2012, Pew Research;.
Consumers enjoy relaxing with their magazines.

73% of tablet owners use the device while in bed and 96% use it on the sofa, mirroring the consumption habits
familiar to printed magazines.

36
36
CONSUMERS WANT
BOTH PRINT AND DIGITAL
Source: Readers Prefer Print Like Newsreading Experience on Tablets, Mashable, 2012; Almost Two Thirds of Mobile
Device Owners Are Reading Digital News, Pew Research, 2012.
DEVICE % OF RESPONDENTS PREFERRING
Desktop/laptop 19%
Print publications 18%
Tablet 5%
Smartphone 4%
All the same 8%
Dont like ads on any 6%
Preferred device for getting U.S. news Consumers want their tablet editions to resemble print

60% under the age of 40 prefer a traditional, print-like news
reading experience on tablets, free of interactive components
like audio and video

On the flip side

Approximately 4 in 10 expressed a preference for interactive
news-reading experiences

57% like the magazines digital version to be just like the
printed magazine

37
37
TABLET USAGE IS FOCUSED AT HOME
Tablet usage is predominantly rooted in the home, particularly weeknights, with the living room being the epicentre.
Source: Gartner Inc., July 2012
87%
65%
47%
0
25
50
75
100
Living room Bedroom Kitchen
Tablet usage in the home by location (%)
38
38
MOBILE & TABLET OWNERS ACCESS
MAGAZINE CONTENT AT HOME
Source: eMedia Vitals Publishers Playbook: iPad Publishing Strategies; Tablet users even younger ones still prefer a print-like experience, Pew
Project and The Economist Group, 2012; Mobile News is Still Consumed at Home and at Habitual Times, October 1, 2012, Pew Research.
86%
91%
Total respondents
Downloaded 3+ apps
Consumers who access digital magazine content on their
smartphone at home
Where mobile news users tend to get news during the week

Tablet Smartphone
At home 85% 58%
At work 11% 29%
Commuting or in transit 3% 9%
Somewhere else 1% 2%
No answer - 2%

Even more, 92%, tend to get news at home during the weekend.
39
39
TABLET OWNERS ARE YOUNGER & MORE
TECHNOLOGICALLY SAVVY
Canadian tablet owners tend to be younger (12-49) and are more in tune with technology products, and mobile ownership
among 18-24s is 66% higher than average. They are among the first to buy new electronics, are excited by them and are
drawn towards technologically advanced products.
Canadian Mobile Ownership by Age
(Mobile defined as owner of smartphone or iPad)
Source: PMB 2013 Spring (2-year data), PMB 2012 Spring (1-year data)
Canadian Tablet Ownership by Technological Affinity
122
142
177
0
20
40
60
80
100
120
140
160
180
First to own
new electronics
Excited by new
technologies
Like to buy
products with
latest
technology
104
166
148
121
66
24
0
20
40
60
80
100
120
140
160
180
12 to 17 18 to 24 25 to 34 35 to 49 50 to 64 65+
40
40
OLDER DEMOS ARE ABLE TO READ
EASIER ON TABLETS
Older readers have an easier time reading text on tablet computers than print on paper. These results are attributed
to the bright, backlit screens, which enhance contrast and make it easier to distinguish text.
Finished each page 3 to 4 times faster

Used a lower level of brain activity required
3-4x
When reading on a tablet, older readers.
When reading on an iPad, older readers
Gained at least 42 words per minute (WPM)
in their average reading speed

+42 wpm
Source: Tablets Provide Better Print Reader For Older Demos, MediaPost, 2013.
41
41
MOBILE OWNERSHIP BY
INCOME & EDUCATION
Mobile owners in Canada tend to be more highly educated with higher household income.
Index of Tablet Owner Education vs. Population
Source: PMB 2012 Spring (1-year data), PMB 2013 Spring
98
94
61
97
130
0 50 100 150
No certificate
High school
Trade School
Some University
Bachelor/Post-grad
Index of Mobile Ownership vs. National
44
52
73
96
115
142
0
20
40
60
80
100
120
140
160
42
42
SIMULTANEOUS USAGE OF TABLETS &
SMARTPHONES
56% of device users claim to use their smartphone and tablet devices at the same time.
Do you ever use the two devices simultaneously?
56%
44%
Use devices
simultaneously
No use
simultaneously
43
43
TABLET OWNERS READ MAGAZINES
Source: Device type demographics affect readership levels, eMarketer, 2012.
Tablet users who read magazines via tablet
IPAD
ANDROID
TABLET
KINDLE
FIRE
NOOK
TABLET
TOTAL
Almost every day 9.4% 10.4% 11.3% 9.4% 9.7%
At least once a week 13.8% 12.7% 16% 15% 13.3%
Once to three times
throughout the month
17.1% 15.5% 16.6% 15% 16.7%
Ever in month 40.3% 38.5% 43.9% 39.4% 39.6%
% of audience
GENDER
Male 54.6%
Female 45.4%
AGE
13-17 5.3%
18-24 15.3%
25-34 28.2%
35-44 21.1%
45-54 17.5%
55-64 7.4%
65+ 5.3%
HOUSEHOLD INCOME
<$25K 7.8%
$25K-<$50K 17.5%
$50K-<$75K 19.4%
$75K-<$100K 16.6%
$100K+ 38.7%
Demographic profile of tablet users who
read magazines via tablet
44
44
MAGAZINE READING BY MOBILE OWNERS
Canadians in the heavy mobile quintile also read magazines. Mobile owners read more on average than everyone else, dispelling
the myth that print is dead.
When last read a magazine
Source: PMB 2013 Spring
Magazine issues read per month
3.9
3.5
Mobile Owners All 12+
75%
77%
82%
77%
82%
84%
Past Month Past 2 Months Past 3 Months
All 12+ Mobile Owners
45
45
PREFERRED TABLET ACTIVITIES
Reading magazines, books and newspapers tops the list of preferred activities on tablet devices.
Source: Rosetta, Consumers and Their Evolving Relationships with Tablets, February 2012
SELECT ACTIVITIES ACCORDING TO TABLET USERS
Read magazines, newspapers or ebooks 38%
Read/check email 33%
Browse for/purchase new & interesting apps 32%
Visit a social networking site 29%
Play games 29%
46
46
REGULAR WEEKLY TABLET ACTIVITIES
94% of tablet users regularly access content/information weekly followed by internet access (67%). Access has
increased over the past year.
Regular Weekly Tablet Activities
(% of tablet users)
Source: OPA, A Portrait of Todays Tablet User Wave 2, June 2012
31%
42%
51%
53%
61%
66%
67%
94%
31%
42%
58%
51%
58%
64%
63%
87%
0 10 20 30 40 50 60 70 80 90 100
Make purchases
Read books
Listen to music
Use a social network
Play games
Check email
Access the internet
Access content/info
2011
2012
47
47
FREQUENCY OF TABLET
USAGE & CONTENT ACCESS
60% of respondents claim to use their tablet and access content several times a day. 74% claim usage at least once a day.
Frequency of Tablet Usage & Content Access
(% of tablet users)
60%
14%
17%
3% 3%
1%
2%
60%
13%
15%
5%
3%
2% 2%
0
10
20
30
40
50
60
70
Several times a
day
Once a day Several times a
week
Once a week Once a month
or more
Less than once
a month
Never
Any type of tablet use
Using tablets to access content
48
48
TABLET USAGE BY TIME OF DAY
5pm to 11pm is the most active usage period of the day for tablet users, averaging above 50%. On average, one-third
of tablet users use their devices during the work day (8am-5pm).
Tablet Usage by Time of Day
(% of tablet users)
22%
53%
59%
42%
34%
33%
18%
5%
0 10 20 30 40 50 60 70
11pm-2am
8-11pm
5-8pm
2-5pm
11am-2pm
8-11am
5-8am
2-5am
49
49
PRODUCT CATEGORIES
SEARCHED ON TABLETS
Tablet users search broadly across a wide array of product categories. Electronics (37%), restaurants (36%),
media/entertainment (35%) and retail (35%) top the list.
Products Researched on Tablet in Past Six Months
(% of tablet users)
21%
22%
23%
24%
25%
28%
30%
30%
30%
35%
35%
36%
37%
0 5 10 15 20 25 30 35 40
Home Furnishings
Telecom Services
Financial Services
Health/Healthcare/Pharma
Automotive
Personal Care & Beauty
Travel Service
Sports/Recreation Hobbies
Food & Beverage
Retail & Apparel
Media & Entertainment
Restaurants & Fast Food
Consumer Electronics
50
50
PRODUCT CATEGORIES
PURCHASED ON TABLETS
Tablet users purchase a wide array of products using tablets. Media/entertainment (22%) account for the highest level of purchase
followed by retail (21%), consumer electronics (19%), personal care & beauty (17%) and restaurants (16%).
Products Purchased from Tablet in Past Six Months
(% of tablet users)
7%
9%
9%
10%
10%
11%
13%
15%
16%
17%
19%
21%
22%
0 5 10 15 20 25
Automotive
Telecom Services
Health/Healthcare/Pharma
Home Furnishings
Financial Services
Sports/Recreation Hobbies
Travel Service
Food & Beverage
Restaurants & Fast Food
Personal Care & Beauty
Consumer Electronics
Retail & Apparel
Media & Entertainment
51
51
ONLINE SHOPPER ATTITUDES
TOWARDS TABLET USAGE
Online shoppers who own a tablet use their device to research products and services.
Source: Local Corporation and the e-tailing group, April 2012
* Base: Online shoppers who own tablets and who chose strongly agree or somewhat agree
29%
29%
34%
36%
36%
40%
42%
43%
48%
50%
50%
0 10 20 30 40 50 60
Only shop via tablet when I am away from home
Use tablet to research products during a store visit
Tablet is a device where I download shopping apps from my favourite retailers
Portability of tablet means I purchase nore product via this device
Ability to use tablet to interact more with the product (zoom, rotate, touch for
additional info) means I purchase more product
Tablet is an ideal toolfor purchasing from favourite retailers/brands
The ability to see the product better on my tablet makes me want to shop
more via this device
Use tablet device to research products then purchase online via computer
Tablet is an ideal tool for browsing digital catalogues from favourite
retailers/brands
Use tablet to research products prior to a store visit
Tablet is an ideal tool to research products before making final purchases
Attitudes Towards Researching Products via Tablets* (%)
52
52
TABLET OWNERS
LEARN ABOUT APPS VIA PRINT
App reviews and ads in magazines are among the most popular ways that tablet owners find out about apps.
Source: Gfk MRI iPanel, September 2011
7%
8%
12%
16%
21%
23%
24%
55%
80%
0 20 40 60 80 100
Advertisements on radio
Advertisements in newspapers
Advertisements in magazines
Advertisements on TV
Friends & family recommendations
Advertisements on the Internet
Link within another app
Reviews in magazines & newspapers
Browsed through/searched in App store/Featured in App store
53
53
53
53
53
TABLET OWNERS ARE
MAGAZINE MEDIA READERS
Source: comScore Tablets, 3 month average ending August 2012. Magazine Media MPA Factbook 2013/2014.
40%
17%
13%
10%
Once a month
1-3 times a month
At least once a week
Almost every day
Tablet owners who read magazines
54
54
CONTENT PURCHASED FOR TABLETS:
MAGAZINES LEAD
Tablet users are more likely to buy digital magazines (39%) on their devices over e-books, digital newspapers, movies or TV shows.
Source: Yahoo! & Ipsos, Mobile Modes: How to Connect with Mobile Consumers, August 2011
Note: Ages 13-54
Content Purchased for Tablet
(%) of tablet users
18%
26%
15%
35%
39%
61%
0 10 20 30 40 50 60 70
Full length TV show
Full length movie
Digital newspaper subscription
Digital book
Magazine
Any kind of content
55
55
TABLETS MAKE GREAT SHOPPING PARTNERS
Tablets enable shopping primarily because of their convenience and users desires for inspiration to help make a purchase. Tablet
owners tend to be more spontaneous in their shopping habits, even self-described addicts to shopping, than those who dont own
tablets.
Source: Zmags, Equation Research, November 2011
9%
11%
13%
14%
24%
29%
0 5 10 15 20 25 30 35
Ease of sharing products/deals via social
networks
Shopped because of an ad for a product
Shopped with a specific product offer in
mind
Like the ease of making a transaction
Browse sites hoping to be inspired to
make a purchase
Convenience of shopping
14%
9% 9%
3%
0
5
10
15
Spontaneous
shoppers
Addicted to
shopping
Own a
tablet
Don't own a
tablet
56
56
AD RECEPTIVITY ON TABLETS BY AD TYPE
Tablet users are most receptive to ads for something they are shopping for, coupons, ads for favourite brands and ads that are fun.
What kinds of ads are you most likely to respond to on your tablet?
(Ranked 1 to 13 with 1 representing most responses by ad type)
ALL IOS ANDROID WINDOWS
Ads related to something you are shopping for 1 1 1 1
Ads for coupons relating to something you are shopping for 2 2 2 2
Ads relating to your favourite brands 3 3 3 5
Ads that you think are fun 4 4 4 3
Ads related to sites youve visited online or an app you use 5 5 5 5
Ads related to your daily routine 6 6 6 7
Ads located to your location 7 7 10 8
Ads related to recent online purchases 8 8 9 8
Ads related to recent TV/radio viewing 9 9 6 4
Ads based on info you give the ad at the beginning 10 10 6 12
Ads related to your age/gender, if you have kids or other demo info 11 11 11 10
Ads based on info that you have shared via Facebook, Twitter, etc. 12 12 12 11
Some other type of ad 13 13 13 13
57
57
CLICK-THROUGH-RATE
BY DEVICE & SCREEN SIZE
Device screen size doesnt necessarily predict click-through-rate (CTR) performance. The Kindle Fire eReader has the
highest CTR followed by the iPad tablet and the iPhone smartphone. B&Ns Nook takes last spot of devices measured.
This suggest that features and functionality may be a greater predictor of CTR.
Source: Jumptap MobileSTAT, June 2012
DEVICE
SCREEN SIZE
(INCHES)
CLICK-THROUGH-RATE %
Kindle Fire 7.0 1.02%
Apple iPad 9.7 .90%
Apple iPhone 4.0 .84%
Samsung Note 5.3 .58%
Samsung Galaxy S 3.5 .53%
Samsung Galaxy Tablet 10.1 .53%
Xperia Mini 2.5 .42%
Barnes & Noble Nook 7.0 .36%
Click-Through-Rate by Mobile Device & Screen Size (%)
58
58
SMARTPHONES
Smartphones, typically always within reach of users,
help users stay in touch with what matters, wherever
and whenever. They double as an entertainment hub
providing access to favourite magazine apps and other
preferred content. Magazine apps facilitate access to
social media, targeted internet browsing, shopping
and, of course, companion reading activity. Your
favourite magazines easily go where you go.
59
59
SMARTPHONE OWNERSHIP IN CANADA
Mobile phone ownership in Canada continues to increase with smartphones, approaching half the market.
Canadian Ownership of Smartphones & Cellphones
PMB 2012
SPRING
PMB 2013
SPRING
DIFF
% %
Cellphone 50 40 -10
Smartphone 20 32 +12
Total 69 71 +2
60
60
SMARTPHONES DOMINATE
CANADIAN PHONE OWNERSHIP
45%
55%
Smartphone
Feature Phone
62%
38%
Smartphone
Feature Phone
Mobile Phone Users in Canada, by Device Type, Dec 2011 & Dec 2012
Source: Smartphones Take the Lead in Canada, eMarketer, Mar 26, 2013.
Dec 2011 Dec 2012
Total mobile subscribers rose by 10 percentage points in the country, while smartphone subscriptions rose by 17 percentage
points. The highest concentration of mobile phones was in the Ontario region, accounting for 41% of the market.
61
61
0.3
1
1.9
4.1
16
Light Med-Light Medium Med-Heavy Heavy
Source: PMB Spring 2013
CANADIANS ACCESS INTERNET
VIA THEIR MOBILE DEVICE
Those in the heaviest quintile use their mobile device for 16 hours of Internet access per week.
Canadian Mobile Device Usage by Quintile (Hours)
62
62
SMARTPHONE PENETRATION
IN CANADA
Smartphone penetration has reached 54% of the Canadian mobile market. The Prairies, Ontario and British Columbia
have the highest penetration while Quebec has the lowest.
Smartphone Penetration as a Percent of the Canadian Mobile Market
Source: comScore, Inc., MobiLens, CA, Persons: 13+, June 2012
54% 54%
58%
56%
46%
53%
0
10
20
30
40
50
60
National BC Prairies Ontario Quebec Atlantic
63
63
SMARTPHONE ADOPTION BY COUNTRY
Source: Mobile Future in Focus 2013, February 2013, ComScore.
30%
51%
53%
53%
62%
64%
66%
Japan
Germany
Italy
France
Canada
UK
Spain
Smartphone Penetration by Country
64
64
SMARTPHONE PLATFORM MARKET SHARE
Source: Mobile Future in Focus 2013, February 2013, ComScore.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Japan Spain Germany France UK Canada Italy
Other Smartphone
HP
Blackberry
Symbian
Windows
iOS
Android
65
65
65
65
65
U.S. SMARTPHONE SUBSCRIBER
MARKET SHARE BY OEM
Source: comScore Mobilens, 3 month average ending May 2013; Magazine Media MPA Factbook 2013/2014.
39%
23%
9%
8%
7%
14%
Apple
Samsung
HTC
Motorola
LG
Other
66
66
SMARTPHONE OWNERSHIP
BY AGE & INCOME
Smartphone owners in Canada skew age 18 to 49 with a predominance of 18 to 34 versus cellphone owners who
skew 35-64 versus the general population. Smartphone owners tend to have higher household income.
Cellphone and Smartphone Owner Age vs. Population
(Index)
146
117
97
75
51
35
0 50 100 150
$100K+
$75K-$100K
$50K-$75K
$35K-$50K
$25K-$35K
<$25K
Index of Smartphone Owner Hhld Income vs. Population
82
85
99
110 111
90
181
159
126
61
0
50
100
150
200
12-17 18-24 25-34 35-49 50-64
Cellphone Owners Tablet Owners
67
67
MOBILE DEVICES:
DEMOGRAPHICS BY BRAND
Device users, on the whole, are higher educated and higher income earners. Thus is particularly true for Apple &
BlackBerry device owners whereas Android-powered devices (smartphones and tablets) are less educated and affluent.
Household Income Level (%)
Source: Donald W. Reynolds Journalism Institute, Missouri School of Journalism, University of Missouri, 2012
63.9%
38.5%
41.3%
61.5%
39.1%
36.1%
61.5%
58.7%
38.5%
60.9%
0% 20% 40% 60% 80% 100%
Android Smartphone
iPhone
BlackBerry
Android Large
Media Tablet
iPad
<$75,000/Year
>$75,000/Year
32.8%
43.7%
36.1%
36.0%
51.3%
67.2%
56.3%
63.9%
64.0%
48.7%
0% 20% 40% 60% 80% 100%
Android
Smartphone
iPhone
BlackBerry
Android Large
Media Tablet
iPad
No University
Degree
4-Year &
Advanced Degree
Education Level (%)
68
68
AD ENGAGEMENT AND ACTIONS TAKEN:
TABLETS & SMARTPHONES
Tablet users tend to engage more often in advertising on their devices and take greater action after seeing those ads
than smartphone users.
% of (device) users that engage in an ad
more than once a week
Source: IAB Mobile Marketing Centre of Excellence, Mobiles Role in the Consumers Media Day, 2012
% of device users who took action
after engaging with an ad
47%
25%
0 10 20 30 40 50 60
Tablets
Smartphones
89%
80%
0 20 40 60 80 100
Tablets
Smartphones
69
69
69
69
69
Source: Smartphones in the hands of majority of consumers in Canada while feature phones lag, eMarketer, 2013
DEC 2011 DEC 2012
Weather 59% 60%
Search 48% 57%
Bank accounts 29% 33%
Entertainment news 29% 30%
Movie information 26% 28%
General reference 25% 28%
Food recipes/cooking tips 20% 21%
Credit cards 16% 19%
Electronic payments 15% 16%
Online retail 11% 15%
Mobile Activities of Smartphone Users in Canada
SMARTPHONE ACTIVITIES OF CANADIANS
70
70
WHAT SMARTPHONE
MAGAZINE READERS WANT
Source: Magazine Media Readers and Smartphones, MPA, 2012.
Total respondents / Downloaded 3+ apps

77% 79% Pictures and photo galleries enhance my experience
65% 68% I want to be able to archive an article or entire issue
66% 68% Having the ability to forward an article or issue to someone else would be a plus
60% 64% I prefer short videos (less than one minute) rather than longer videos
50% 56% I would like to see more smartphone newsstands that offer a variety of different downloadable magazines
42% 50% I would like to see more videos in the magazines on my smartphone
37% 39% I prefer to pay just for the magazine content that I choose to access vs. an all access plan
36% 44% I would like more music content in the magazines on my smartphone
71
71
MILLENIALS READ MAGAZINES
ON SMARTPHONES
Source: Millenials Read Mags on Smartphones, Mediapost, 2012
Have downloaded an average of 2.6
magazine apps

Among adults ages 18-34:
2.6
More than 35% use a newsreader to
view magazine digital content

35%
86% have accessed digital
magazine content on their
smartphone from home

43% read content on their
smartphones at work

83% have accessed or
downloaded a magazine branded
app via a digital newsstand

31% read content on their
smartphones on their commute

72
72
MILLENIALS & MAGAZINE ADVERTISING
ON SMARTPHONES
Source: Millenials Read Mags on Smartphones, Mediapost, 2012;
Among adults ages 18-34:

66% read or tap on
advertisements appearing in
digital magazines on
smartphones

65% have snapped QR codes,
Microsoft Tags or other links in
response to ads

3 out of 10 respondents said they
would like to be able to buy products
and services directly from articles
and features on smartphones

The first week of October 2012,
13 of the 15 highest-grossing
iPad lifestyle apps were from
magazines

73
73
MAGAZINE READING ON SMARTPHONES
The incidence of magazine reading among smartphone owners closely mirrors that of the general population although the volume
of reading is above average, 4.2 titles per month vs. 3.7, a 14% increase.
Readership of PMB Titles (%)
Number of PMB Titles Read per Month
76%
80%
83%
79%
83%
85%
0
10
20
30
40
50
60
70
80
90
In past month In past 2 months In past 3 months
All Readers12+ Smartphone Owners
3.7
4.2
0
1
2
3
4
5
All readers 12+ Tablet owners
74
74
MOMS TRUST MAGAZINES
Source: Canadian Digital Mom 2012 Report, Mom Central Consulting, 2012; Moms Utilize Social Media, Online Spending, Online Media Daily, 2013.
50%
40%
Moms General Population
Smartphone Owners in Canada
Moms are now more likely than the average Canadian to own
a smartphone. Moms are early adopters of devices.

Moms are the most powerful consumer group in Canada, with 90% of them either leading or co-leading all purchase
decisions. The vast majority of moms, 91%, make regular use of social media.
Weekly Social Networking Visits For Moms

Facebook 81%
YouTube 46%
Google+ 32%
Pinterest 23%
Twitter 14%
LinkedIn 11%
Google Video 10%
MySpace 9%
Instagram 6%
39% of moms think magazine ads help them with awareness of brands

Moms who are also heavy social networks are more
likely to shop online for clothing, portable devices,
baby supplies and home and garden products.

75
75
AD RECEPTIVITY ON SMARTPHONES
BY AD TYPE
Smartphone users are most receptive to coupons, ads for something they are shopping for, ads for favourite brands
and ads that are location relevant.
What kinds of ads are you most likely to respond to on your smartphone?
(Ranked 1 to 13 with 1 representing most responses by ad type)
ALL IOS BLACKBERRY ANDROID WINDOWS
Ads for coupons related to something you are shopping for 1 1 3 1 1
Ads relating to something you are shopping for 2 2 1 2 2
Ads relating to your favourite brands 3 3 2 3 6
Ads located to your location 4 4 4 7 3
Ads related to sites youve visited online or an app you use 5 6 6 4 4
Ads that you think are fun 6 7 5 6 11
Ads related to your daily routine 7 8 6 4 11
Ads related to recent online purchases 8 5 10 8 6
Ads based on info you give the ad at the beginning 9 11 10 9 8
Ads related to recent TV/radio viewing 10 9 6 11 8
Ads related to your age/gender, if you have kids or other demo info 11 9 10 12 8
Ads based on info that you have shared via Facebook, Twitter, etc. 12 13 6 10 4
Some other type of ad 13 11 13 13 13
76
76
41%
25%
23%
11%
Brand homepage/E-
commerce
Video
Branding &
engagement
Other
2D CODES POINT TO E-COMMERCE
OR BRAND SITES
A majority (78%) of Canadian shoppers are aware of QR Codes and other similar technologies.

41% of the 2D codes lead readers to content with a sales focus, such as brand homepages or commerce-oriented websites that
enabled visitors to buy a product or service. An additional 25% of all landing pages featured video content in some form. 23% of
the ads led to sites with a branding and engagement focus.
2D Code Destinations in 2011
Source: Competitrack, Whats Black & White & Read All Over, 2011
78%
22%
Aware of QR
Codes
Unaware of QR
Codes
QR Code Awareness
Source: BrandSpark, Canadian Shopper Study, 2012
77
77
2D CODE USAGE
ON THE RISE IN PRINT
Retail and technology ads are more likely to contain a 2D code, predominately a QR Code or Microsoft Tag.
% of All Print Ads Containing a 2D Code in 2011
3%
3.4%
3.4%
3.8%
4%
5%
6.3%
6.7%
13.6%
21.9%
0 5 10 15 20 25
Health care services
Telecom
Publishing & communications
Automotive
Apparel
Food & beverage
Cosmetics & personal care
Financial services
Technology
Retail
Source: Competitrack, Whats Black & White & Read All Over, 2011
87.8%
10.8%
0.4% 0.4% 0.3% 0.1%
0
30
60
90
% of 2D Codes by Code Type in 2011
78
78
CONSUMERS ARE MORE LIKELY
TO SCAN QR CODES FROM MAGAZINES
Source: Consumers most familiar with QR codes on magazines printed materials, eMarketer, 2012. .
39%
35%
38%
32%
21%
14%
9%
36%
25%
36%
31%
17%
16%
12%
Magazine Poster Mail Packaging Website Email TV
18-24
25-34
Young adults in the US who have scanned a QR code
Consumers are most likely to scan a QR code from a printed magazine.
79
79
Social media platforms help to connect readers with relevant
magazine content on Facebook, follow the magazine, its
readers, its writers and editors on Twitter, follow a magazine
or re-pin favourite content on Pinterest and view magazine
content videos on YouTube.
SOCIAL
NETWORKING
80
80
Internet Users by Gender
GENDER DEMOGRAPHICS FOR
PINTEREST, INSTAGRAM AND TWITTER
Source: Twitter Pinterest and Instagram are popular with differing demographics, eMarketer, 2013.
17%
10%
5%
15%
16%
25%
Twitter Instagram Pinterest
Male
Female
81
81
27%
16%
10%
2%
28%
14%
3%
2%
19% 19%
12%
4%
18-29 30-49 50-64 65+
Twitter Instagram Pinterest
Internet Users by Age
AGE DEMOGRAPHICS FOR PINTEREST,
INSTAGRAM AND TWITTER
Source: Twitter Pinterest and Instagram are popular with differing demographics, eMarketer, 2013.
82
82
SOCIAL NETWORK USER PENETRATION
Canada and the U.S. rank highest globally in social media usage with nearly 50% of the population using social media,
more than twice that of the global average.
Social Network User Penetration for Select Countries & Regions, 2012
% of Population
Source: eMarketer, February 2012
Note: Internet users who use a social network site via any device at least once per month.
11.2%
15.8%
32%
35.1%
37.0%
49.3%
49.9%
20.4%
0 10 20 30 40 50 60
Middle East & Africa
Asia-Pacific
Latin America
Western Europe
Eastern Europe
Canada
US
Worldwide
83
83
83
83
83
INSTAGRAM USERS BY DEMOGRAPHIC
Gender
Female 16%
Male 10%
Age
18-29 28%
30-49 14%
50-64 3%
65+ 2%
Total 13%
Instagram resonates more with millennial consumers than other age groups.
Source: Engagement is heavily concentrated among certain brands, eMarketer, 2013.
84
84
SOCIAL NETWORKING
AGE DEMOGRAPHICS
The 18-34 demographic leads the way in social networking usage, driven by 18 to 24 year olds, in average hours spend and
average number of pages visited.
Average Hours per Visitor by Age
on Social Networking Sites
Source: comScore, Media Metrix, Home & Work, Persons: 15+, 3 Mo. Avg. Q4 2011 ,
Average Pages per Visitor by Age
5.4
6.2
7.3
8.7
10.8
9.4
0 2 4 6 8 10 12
55+
45-54
35-44
25-34
18-24
<18
581
661
827
1,006
1,326
1,173
0 200 400 600 800 1000 1200 1400
55+
45-54
35-44
25-34
18-24
<18
85
85
SOCIAL NETWORKING
GENDER DEMOGRAPHICS
Females spend the most time and visit more pages than men by 35% and 29%, respectively.
Average Hours per Visitor by Gender
Source: comScore, Media Metrix, Home & Work, Persons: 15+, 3 Mo. Avg. Q4 2011 ,
Average Pages per Visitor by Gender
6.5
8.8
0 2 4 6 8 10
Males
Females
774
999
0 200 400 600 800 1,000 1,200
Males
Females
86
86
86
86
86
Source: Engagement is heavily concentrated among certain brands, eMarketer, 2013.
BRAND PRESENCE ACROSS
SOCIAL MEDIA PLATFORMS
Percent of the Top 100 Brands Worldwide that Have a Profile on Select Social Networks,
Nov 2012 & Feb 2013
59%
69%
70%
97%
99%
54%
63%
67%
98%
98%
Instagram
Pinterest
Google+
Twitter
Facebook
Nov-12
Feb-13
87
87
MAGAZINE READERS
ARE HIGHLY SOCIAL
Individuals who describe themselves as avid magazine readers are overdeveloped, vs. the general population,
in their use of social media brands.
Which, if any, of the following forms of social media are you currently using?
Source: Adobe Digital Marketing Insights: The Impact of Tablet Visitors on Retail Websites, 2012
91%
61%
40%
33%
24% 24%
12%
9% 9%
3%
90%
67%
46%
39%
28%
26%
15%
12%
15%
4%
0
25
50
75
100
Total Respondents
Avid Magazine Readers
88
88
88
88
88
MAGAZINE MEDIA READERS ARE MORE
SOCIAL SAVVY THAN THE POPULATION
Source: Magazines and Social Media, GfK MRI/MPA, The Marketing Democracy, 2012. Magazine Media MPA Factbook 2013/2014.
Avid magazine readers are more social media savvy than the general population.
AVID MAGAZINE READERS ARE MORE ENGAGED WITH SOCIAL MEDIA
TOTAL
RESPONDENTS
AVID MAGAZINE
READERS
I like to share information about my daily activities with my family and friends 47% 66%
The experience of interacting with media is generally enhanced when shared with others 48 67
Magazines for me are one of the most highly credible sources of information for the area that I am personally interested in 33 62
I trust the opinion of a magazine editor 30 54
SHOPPING ACTIVITIES (FREQUENTLY/SOMETIMES)
Download coupons from a companys Facebook page 53 63
Enter contests on Facebook or Twitter to win products or receive discounts 59 66
Redeem an offer from a check-in service such as Foursquare 29 41
Redeem an offer from a companys Twitter feed or Facebook page 51 61
Seek the opinion of your Facebook friends before buying a product 50 62
Tell your friends on Facebook or Twitter about a special sale that you heard about 53 62
AGREEMENT WITH SOCIAL MEDIA INVOLVEMENT STATEMENTS
I love to share articles or products that I see in magazines immediately with others 35 54
I like to use social media to talk about what I am reading in magazines 29 47
It is important to me to be able to engage with a magazine brand on social media platforms 27 46
89
89
SOCIAL MEDIA ACTIVITY
BY SEGMENT
Agreement with the following statements about media, by segment
AGREEMENT: TOP TWO BOX
TOTAL
RESPONDENTS
AVID
MAGAZINE
READERS
3+
SOCIAL
MEDIA
USERS*
I believe technology has improved the experience of accessing
various media
68% 81% 71%
The more media I can access to learn about a story or topic, the
better informed I become
62% 79% 65%
I consider myself a media multi-tasker 50% 71% 60%
I like creating my own media schedule and use technology to
customize what I read/watch on my terms
50% 69% 56%
I like to share info about my daily activities with family/friends 47% 66% 53%
The experience of interacting with media is generally enhanced
when shared with others
48% 67% 56%
I am an avid magazine reader 38% 100% 43%
Magazines to me are one of the most highly credible sources of
info for areas that I am personally interested in
33% 62% 37%
When I read a magazine, I tune out all other media 33% 51% 36%
I trust the opinion of a magazine editor 30% 54% 36%
Individuals who define themselves as avid magazine readers respond more positively overall to statements about media.
Source: MPA, Magazine Readers are Social, 2012
* Use 3 or more social media network brands
90
90
SOCIAL MEDIA SHOPPING
ACTIVITIES BY SEGMENT
Agreement with the following shopping activities engaged in
TOTAL
RESPONDENTS
AVID
MAGAZINE
READERS
3+
SOCIAL MEDIA
USERS*
Enter contests on Facebook or Twitter in order to win products or receive
discount
59% 66% 69%
Download coupons from a companys Facebook page 53% 63% 61%
Tell your friends on Facebook or Twitter about a special sale that youd
heard about
53% 62% 66%
Redeem an offer from a companys Twitter feed or Facebook page 51% 61% 61%
Seek the opinion of your Facebook friends before buying a product 50% 62% 61%
Share a Groupon or similar daily deal with your friends on Facebook 44% 56% 53%
Complain about a product/service to your friends on Facebook or
Twitter
44% 53% 54%
Check a companys Twitter feed for complaints before buying a product
or service
34% 47% 43%
Redeem an offer from a check in service such as FourSquare 29% 41% 39%
Tweet a complaint to a companys Twitter feed or Facebook page 29% 39% 37%
Avid magazine readers use social media for shopping activities and like to get something for their social involvement, responding
well to contests, discounts and special offers.
91
91
SOCIAL MEDIA ACTIVITIES
Agreement with the following statements regarding social media involvement
TOTAL
RESPONDENTS
AVID
MAGAZINE
READERS
3+
SOCIAL
MEDIA
USERS*
I often use other media while watching TV 55% 66% 60%
I use the internet and any other resource to engage with brands that are really
interesting or important to me
52% 65% 59%
I use social media to enhance my experiences with other media 39% 55% 49%
I love to share articles or products that I see in magazines immediately with others
35% 54% 42%
I like to use social media to talk about what I am watching on TV 34% 47% 43%
I interact with my favorite media brands across multiple social media platforms 34% 53% 45%
I often use other media while using magazines 36% 50% 43%
I dont like to be distracted by other media while I am reading a magazine 32% 42% 32%
I dont like to be distracted by other media while I am watching TV 30% 39% 29%
Chatting with friends via social media while watching TV is almost as good as
having them here
30% 46% 38%
I like to use social media to talk about what I am reading in magazines 29% 47% 39%
It is important to me to be able to engage with a magazine brand on social media
27% 46% 36%
Avid magazine readers use social media while reading magazines and watching television.
92
92
92
92
92
MOMS TRUST IN SOCIAL
& TRADITIONAL MEDIA
53%
53%
52%
63%
52%
48%
48%
Newspaper ads
TV Commercials
Magazine ads
Friend's comments/updates on social networks like Facebook
Radio commercials
Brand pages/feeds on social networks like Facebook
Brand advertising on social networks like Facebook
Trusted Social and Traditional Media Sources According to Mom Internet
Users in Canada, 2011 & 2012
% of respondents
Trust of advertising in social is increasing among moms. While trust in most traditional advertising , newspaper and TV,
are significantly diminishing, magazines remain resilient.
Source: Moms in Canada Rely on Digital Media, eMarketer, 2013.
93
93
Avid magazine readers and 3+ social media users consistently over-index on social media with magazines.

SOCIAL MEDIA ACTIVITY
INVOLVING MAGAZINES
How often do you engage in the following social media activities before,
during or soon after reading printed or digital versions of magazines?
Agreement: Top Two Box
Total
Respondents
Avid
Magazine
Readers
3+
Social Media
Users*
Follow a magazine on Twitter 56% 69% 58%
Follow a magazine on Pinterest or re-pin content from a
magazine
56% 65% 58%
Like a magazine on Facebook 52% 67% 61%
Re-tweet an article from a magazines Twitter feed 51% 66% 53%
Use hashtags created by a magazine/magazine editor or create
your own, to refer to an article
49% 67% 51%
Follow a magazine editor or columnist on Twitter 49% 65% 50%
Post a magazine article to Facebook 47% 62% 58%
Post other magazine content to Facebook 45% 59% 54%
Chat with friends on Facebook while reading a magazine and
share what you are reading
42% 57% 50%
Become a subscriber of a magazine editor or columnist on
Facebook
40% 55% 47%
Upload content (such as recipes) to a magazines Facebook page 33% 46% 40%
Post photos to a magazines Facebook page 32% 44% 39%
94
94
REASONS FOR VISITING A MAGAZINES
FACEBOOK PAGE
For which of the following reasons have you visited or would visit a
magazines Facebook page?
TOTAL
RESPONDENTS
AVID
MAGAZINE
READERS
3+
SOCIAL MEDIA
USERS*
The content is relevant to me 59% 64% 66%
Foe special contests and games 41% 45% 46%
To check out ideas like recipes and photos posted by other
readers or the magazine
39% 41% 45%
To see what other people have to say 35% 41% 42%
To get additional magazine content that is not available in
print or digital versions
35% 42% 42%
For special offers from advertisers or the magazine 32% 33% 37%
To comment 26% 34% 35%
To interact with other readers 15% 21% 20%
No particular reason 18% 19% 18%
Relevant content is the primary reason for visiting a magazines Facebook page. Only 15% of total respondents cited reasons
for not visiting a magazines Facebook page.
95
95
FACEBOOK LIKES AND SOCIAL NETWORKS
Source: State of Online Advertising, Adobe, 2012; Smartphones and Tablets Though Mobile Require Sparate Ad Approach, MediaPost, 2013.
Have you ever liked something on social media
on behalf of a brand or product you enjoy?
Which of the following would you do if you saw a friend
like a product on social media or social networking site?
35%
29%
20%
14%
11%
6%
5%
4%
2%
2%
2%
1%
None
Check out the product
I do not visit social networking sites
Visit the product's website
Visit the product's social media page
Other
Like' the product
Comment' on the product
Hide that person from your social media newsfeed
Recommend the product to others
Purchase the product
De-friend that person on social media
69%
Consumers
use social
media
83%
Marketers use
social media
43%
57%
35%
66%
No
Yes
Marketers
Consumers
1/3 of all likes on Facebook
now occur via a mobile device
96
96
CONTENT GROUPINGS
POSTED ON PINTEREST
Food (recipes) is the number one content grouping on Pinterest, followed by home and dcor. Pinterest not only raises
awareness of products given 25% of Pinterest users reported purchasing a product or service after discovering it on Pinterest.
Pinterest as Purchase Driver
% of Users Buying after Discovering on Pinterest(%)
Source: Compete, Online Shopper Intelligence Survey, July 2012
14%
20%
22%
25%
25%
26%
30%
34%
40%
57%
0 10 20 30 40 50 60
Children
Inspiration/education
Travel
Humour
Vacation/temporary
Products
Style/fashion
Arts & crafts
Home
Food
25%
37%
17%
0
5
10
15
20
25
30
35
40
All Male Female
Interactive Types of Items Found on Pinterest
% of Respondents
97
97
97
97
97
MAJOR CATEGORIES OF
SOCIAL-TO-SALE PURCHASING
Source: Affluent Shopping Index, Martinimedia and ComScore, 2013.
24%
21%
18%
17%
6%
14%
5%
8%
22%
25%
13%
9%
8%
18%
34%
Food & Drink Art & Design, DIY
Craft,
Photography
Gardening &
Dcor
Hair & Beauty,
Men's & Women's
Apparael
Tech &
Electronics
Pinterest
Facebook
Twitter
To the best of your recollection, in which product category was the last item you purchased
after you shared or favorited it?
April and June 2013
98
98
98
98
98
SOCIAL PURCHASERS
Source: Affluent Shopping Index, Martinimedia and ComScore, 2013.
31%
37%
32%
18-34 35-54 55+
General Population
51%
34%
15%
18-34 35-54 55+
Social Purchasers
49% Male 51% Female 56% Male 44% Female
Have you ever purchased an item either in-store or online after you shared or favourited it?
Asked June 2013
Social purchasers arent like other social media users. Their demographics, values and the way they shop are distinctive.
99
99
99
99
Magazines are using various tools to
deliver content to readers. Videos help
consumers research and learn more about
products. 3D views of products,
demonstrations, testimonials and tutorials
are all extremely effective at educating the
consumer when presented in a short, quick
format and increase engagement with the
brand. Consumers feel more comfortable
making a purchase after watching a video,
and have more confidence that they have
made the right decision. More and more
magazines are seeing the importance of
videos and the trust that a magazine brand
can instill in a purchase.
VIDEO
99
99
100
100
CONSUMERS ENJOY VIDEO CONTENT
Source: New Poynter Eyetrack research reveals how people read news on tablets, Poynter, 2012; Tablet users even younger ones still prefer a print-like reading experience, Pew Project, 2012.
70% prefer holding their tablet in horizontal or landscape orientation
when interacting with news stories and watching videos

60% prefer short videos (less than a minute) rather than longer videos

42% would like to see more videos in the magazines on their smartphone.
Among those who had downloaded 3+ apps, 50% agreed with this
statement.
59%
45%
60%
46%
Under 50 Over 50 Men Women
Younger generations and men watch more news
videos on the tablet
101
101
Fast-moving Consumer Goods (FMCG) attracted almost as many online video shares as movie, TV and videogame trailers
during the first quarter of 2013. The number of video ad shares for FMCG campaigns increased by 78.2% during the first
3 months of the year.
Category Share of Category
Entertainment 28.7%
FMCG 25.3%
Tech 17.0%
Autos 9.4%
Sport 5.3%
Apparel 3.7%
Retail 2.7%
Finance 1.9%
Other 6.1%
Vertical Performance by Category
(Share of Shares; Q1 2013; Data Sampled 4/2/2013)
FAST-MOVING CONSUMER GOODS
AMONG TOP SOCIAL VIDEOS SHARED
Source: Social Video Report Says Entertainment And CMG/FMCG Tops In First Quarter, MediaPost, 2013.
102
102
CONSUMERS WATCH VIDEOS
TO RESEARCH PRODUCTS
Types of videos online shoppers watched while shopping for apparel
Source: Strategies include incorporating user generated and product page videos, eMarketer, 2012.
16%
21%
25%
25%
26%
29%
36%
Ads that appear while watching content on an
on-demand streaming video website
Professional reviews
Ads that appear while watching content on a TV
network website
Ads that appear elsewhere online
Consumer generated-videos
Email marketing videos (videos that you viewed
within an email)
Customer testimonials/reviews
103
103
VIDEOS INCREASE CONFIDENCE
IN PURCHASES
Attitudes toward online product videos according to internet users
Source: Strategies include incorporating user generated and product page videos, eMarketer, 2012.
31%
35%
37%
41%
44%
45%
51%
52%
Purchase products on websites as a result of being influenced by videos
on their sites
Spend more time on websites where video is present
Purchase more products on websites that allow me to learn about
products via video
More likely to return to a retailer who integrates video into their
website experience
More engaged with a retailer or brand manufacturer as a result of
videos they make available about products they sell
Willing to stay on a website longer because the retailer or brand
manufacturer makes product videos available to me
More confidence in the purchases I make after I watch a related video
onsite
More confident when I watch a product video in advance of making a
purchase online and therefore less likely to return that product
104
104
CONSUMERS ENJOY ADS
THAT FEATURE VIDEOS
Source: Affinitys VISTA Service (Jan-June 2011); Base: Readers recalling specific ads viewed/sponsored video
According to Readers of Digital Magazine Ads That Feature Videos

STRONGLY
AGREE
SOMEWHAT
AGREE
TOTAL
AGREE
I enjoyed this interactive feature 44% 44% 88%
The video enhanced my magazine reading experience 45% 42% 87%
I was able to learn a lot more about the product 44% 44% 88%
This brand is innovative for using this type of advertising 46% 43% 89%
105
105
READER
ACCEPTANCE
Attitudes &
behaviours

106
106
106
106
106
DIGITAL EDITIONS EARN
HIGH READER SATISFACTION
Source: Conde Nast Digital Subscriber Survey, June 2012. Magazine Media MPA Factbook 2013/2014.
22%
27%
28%
37%
40%
54%
56%
61%
Can forward/share things I read with
friends more easily
Faster access to issues
Fun to read
Can read in low-light conditions
Quick access to additional information on
the web
Convenience
Interactive enhancements (e.g. links to
more content, video slideshows, etc.)
Have access to multiple issues right in
one device
Benefits of digital edition subscription
SUBSCRIBERS
NEW CROSS-
PLATFORM
LOYAL CROSS-
PLATFORM
DIGITAL
ONLY
Very Satisfied 88% 92% 82%
Intend to
Renew
81% 93% 73%
Satisfaction with digital subscriptions
Note: Cross-platform subscribers are those who have access to both print & digital
editions. The New Cross-Platform group is on their first subscription contract; the
Loyal Cross-Platform group is on their third or higher contract.
107
107
MAGAZINES NEWSPAPERS TELEVISION WEBSITES
Read hard copy 93% 86% -- --
View on computer 27% 39% 23% 94%
View on smartphone 9% 14% 7% 32%
View on television 6% 7% 94% 13%
View on tablet computer 6% 7% 6% 15%
View on tablet via website 5% 6% 3% 14%
View on tablet via app 5% 4% 4% 8%
View on e-reader 4% 3% -- 5%
Source: Mendelsohn Affluent Barometer, March/May 2011
PRINT MAGAZINES STILL TOPS
WITH AFFLUENTS
Magazine readers in households with income $100,000+ still prefer hard copy print editions over their digital counterparts
viewed on various platforms and devices. Print remains the background of magazine brands.
How magazines and other media are consumed in households with $100,000+ income
108
108
WHY CONSUMERS APPRECIATE
ONLINE ADVERTISING
Source: Best Ads Feature Deals, Consumers Say, eMarketer, 2012; Click Here: The State of Online Advertising, Adobe Systems Incorporated, October 2012.
Reasons that internet users appreciate advertising
63%
46%
42%
36%
19%
7%
It gives me a discount
It's a valuable exchange of my time for
free stuff
I learn something new
It's fun and entertaining
I get it myself on demand
Someone sends it to me
109
109
CONSUMER & MARKETER VIEWS
OF ONLINE ADVERTISING
Source: State of Online Advertising, Adobe, 2012
30%
16%
Consumers
Marketers
Online Advertising Is Not Effective
Consumers and marketers feel online advertising is effective except when banner ads are used.
54%
33%
Consumers
Marketers
Web Banner Advertisements Do Not Work
110
110
INTERNET USERS HATE MAGAZINE
ADVERTISING THE LEAST
Source: Play your Cards Right For Huge Mobile Ad Opportunity, Jack Loechner, Media Post; Millward Brown, AdReaction 2012, November 2012; Best Ads Feature Deals, Consumers Say, eMarketer, 2012;.
Types of media on which internet users hate advertising, by age
18-34 25-38 39-54 55+
YouTube & Hulu 40% 20% 14% 10%
Radio 36% 36% 26% 16%
TV 34% 41% 45% 59%
E-mail 31% 33% 32% 43%
Mobile phone or device 28% 32% 31% 23%
Websites 24% 34% 37% 38%
Outdoor 8% 6% 7% 9%
Magazines 8% 5% 7% 8%
Newspaper 3% 3% 3% 5%
Preferred Deliverables to Mobile
PREFERENCE % RESPONDENTS
Deals & Coupons 44%
Free tools 27%
Interest based information 27%
Location based information 25%
Latest product news 18%
Fun features 15%
38% of consumers are willing to share location
in return for more relevant services and offers.

Overall, 30% of consumers are willing to
accept ads in apps as long as the apps are free.

30% 38%
111
111
TIME SPENT READING
DIGITAL MAGAZINE ISSUES
46% of digital magazine readers spent 30 minutes or more reading each issue.
How much time, on average, do you spend reading
or looking through an issue?
Source: Texterity, Digital Magazine Reader Survey, 2012
14% 40% 26% 10% 10%
0% 20% 40% 60% 80% 100%
<15 minutes
15-30 minutes
30-45 minutes
45-60 minutes
60+ minutes
112
112
112
112
112
MAGAZINE TITLES ON BOTH TABLETS &
SMARTPHONES SEE INCREASED READING
Source: Adobe Systems Inc., 2013. Magazine Media MPA Factbook 2013/2014.
When magazines are available on both devices, the number of reading sessions per month & the number of pages read per session
see increases.
2.9
1.7
Tablets Smartphones
Frequency
Reads Per Month
30.3
10
Tablets Smartphones
Engagement
Pages Per Session
Reads on
smartphone
23% of the
time
2% other
Reads on
tablet 75%
of the time
Reading Session Usage Mobile reading: engagement by device type
Note: Analysis based on 223.5 million reading sessions to 100 digital
magazine apps between January 2012 and February 2013.
113
113
113
113
113
TIME SPENT READING DIGITAL EDITIONS
Source: Magazine Media MPA Factbook 2013/2014.
58% about the
same amount
of time
27%
more time
15%
less time
Since starting to read digital magazines, more than
1 in 4 say they have increased their reading time
spent with magazine media (both print and digital).
Time spent reading magazines
(print + digital)
SUBSCRIBERS
DIGITAL
ONLY
PRINT
ONLY
NEW
CROSS-
PLATFORM
LOYAL
CROSS-
PLATFORM
TIME SPENT
(MINUTES)
Print Issues N/A 85.4 67.9 78.8
Digital Issues 70.2 N/A 46.4 47.0
Total time spent 70.2 85.4 114.3 125.8
With more reading options, total time spent with
magazines is growing among subscribers
Over the last year, time spent per reader has averaged
30 minutes with each digital issue and readers have
accessed digital issues an average of 2.5 times.
Source: How Magazine Media Readers Evaluate & Use
Digital Newsstands, GfK MRI/MPA, November 2012
Base: 796 respondents who have used e-newsstands to
find, subscribe to and download magazine branded
content apps
Source: Conde Nast Digital Subscriber Survey, June 2012.
Note: Cross-platform subscribers are those who have access to both print & digital editions. The
New Cross-Platform group is on their first subscription contract; the Loyal Cross-Platform
group is on their third or higher contract.
114
114
114
114
114
DIGITAL READERS SPEND MORE TIME
WITH ENHANCED ADS
Source: Time Inc. Research & Insights, 2012. Magazine Media MPA Factbook 2013/2014.
For the same brand, digital magazine readers spent more time with ads enhanced for tablets (EFT) than with straight
from print (SFP)almost twice as much.
Time Spent with Ad (seconds)
100
190
Static ads--straight from print (SFP)
Ads enhanced for tablets (EFT)
+90%
Note: Comparisons are from the same brand in Time Inc. tablet magazines. Only one page ads; cover 2 and cover 4 are excluded.
115
115
READING PREFERENCES
BY DEVICE
Reading on tablets is preferred vs. mobile phones and computers. Tablet reading is preferred, by a lesser degree,
vs. eReaders and print magazines.
Device Preference for Reading
(% of tablet users)
71%
59%
58%
53%
48%
23%
32%
35%
41%
33%
5%
9%
7%
6%
19%
0% 25% 50% 75% 100%
Prefer tablet to mobilephone
Prefer tablet to online/computer
Prefer tablet to newspaper
Prefer tablet to magazine
Prefer tablet to dedicated eReader
Yes
No
Don't
know
116
116
CONSUMERS ENJOY READING
MAGAZINES ON TABLETS
Source: Epublishing Rapidly Expands Amid Uncertainty, August 14, 2012, eMarketer; PPA TAP Report shows increasing tablet sales to fuel growth in
print and digital magazine engagement, Novermber 14, 2012, PPA; 33 Percent of Americans Own an eReader or Tablet, Pew, December 27, 2012.
96% of tablet owners have read a printed magazine in the last
year, compared to the 80% national average

68% of tablet owners state that they have read newspapers or
magazines on a tablet that they had not previously read in print

Magazine adverts deliver similar levels of recall across print (53%)
and digital (56%). Digital advertising further improves on the
performance of its traditional counterpart when it comes to
generating further interaction with the brand via the brands
website, social media, etc.

Content that US tablet users have purchased on their tablets
19%
20%
Magazine-Digital Subscription
Magazine-Single Digital Issue
117
117
CONSUMERS VIEWS ON PAYWALLS
FOR DIGITAL CONTENT
Source: Magazine Media Readers and Smartphones, MPA, 2012; Epublishing Rapidly Expands Amid Uncertainty, 2012.
Purchase of digital magazines on smartphones

Total respondents 3+ apps / downloaded 3+ apps

50% / 57% I subscribe or buy single issues via a newsstand
31% / 44% I have a digital subscription through my print subscription
27% / 15% I havent purchased a digital magazine on my smartphone

Purchase of digital magazines on tablets

20% Have purchased a single issue of a magazine
19% Have purchased a digital magazine subscription
39% would prefer to pay just for the
magazine content they choose to access
vs. an all-access plan
39%
118
118
DIGITAL MAGAZINES & PAYWALLS
Source: AAM study shows strength of mobile among media brands, 2012; Alliance for Audited Media, 2012; Magazine Media Readers and Smartphones, MPA, 2012.
Publishers and paywalls

56% of polled publishers charge for content on the iPad apps
42% charge for content on the iPhone
38% charge for content on the Kindle
40% arent currently charging for their content on any device
Publishers are Increasingly Adopting Paywalls
Paywall Adoption Rates are Increasing as are
the Variety of Paywalls Publishers are Implementing
57% say they would be willing to pay a fixed amount for total
access to a magazines content across any device or platform that
they choose to use

24% would be willing to pay more for the smartphone version of
a magazine than the printed version if it is a more engaging and
interactive experience
41%
22%
48%
54%
Total
Consumer Magazines
Newspapers
Business Publications
39%
33%
17%
8%
3%
Metered Paywall
Combination Paywall
Hard Paywall
Other
Don't know
119
119
DIGITAL MAGAZINE READER BENEFITS
Ease of access and portability are the top two reasons why readers access digital magazine copies.
For which of the following reasons, if any, do you access magazines in electronic form
Source: MPA, The Mobile Magazine Reader, November 2011
ATTITUDINAL STATEMENTS
AGREEMENT
(%)
Its easy to access the magazines content & articles 70%
The portability of having all my magazines on one device 53%
I like the interactive features like videos, photo galleries and #D views 40%
It saves trees and is better for the environment 37%
Its a convenient way to buy issues or subscribe to a magazine 37%
It costs less than the printed copy of a magazine 30%
The availability of back issues and special issues about topics of interest to me 26%
The availability to save past issues and articles in electronic form 25%
There are a lot of added extras that are not available from the printed magazine 23%
I am an early adopter when it comes to accessing media 19%
The ability to change the type size and format of the magazine 19%
Its easy to upgrade my existing subscription to include the e-version of the magazine 17%
Some other reason 4%
120
120
CONSUMERS ENJOY ADS
THAT FEATURE PHOTO GALLERIES
Source: Affinitys VISTA Service (Jan-June 2011); Base: Readers recalling specific ads/viewed photo gallery
According to Readers of Digital Magazine Ads That Photo Galleries

STRONGLY
AGREE
SOMEWHAT
AGREE
TOTAL
AGREE
The photo gallery enhanced my magazine reading experience 43% 45% 88%
121
121
CONSUMERS USE MOBILE DEVICES
TO READ NEWS
Source: 2012 Publisher Monetization Survey, Godengo+texterity, An Exploration of Digital Content, Monetization, and Revenue, 2012; Almost 2/3of Mobile Device Owners Are Reading Digital News, Pew, 2012.
The surge of mobile device use has resulted in higher news consumption among consumers. For almost everyone,
mobile technology is a way to get breaking news.

64% of tablet owners and 62% of smartphone owners say they use the devices for news at least weekly.
6%
38%
56%
6%
42%
52%
No Answer
Multiple times a day
Once a day
Smartphone
Tablet
Percent of news users who get news during the week Percent of news users who check news headlines
Most check headlines on Mobile Devices
Most get news just once per day
35%
32%
57%
53%
Tablets
Smartphones
Regularly
Sometimes
122
122
MEN ENJOY INTERACTIVE
NEWSREADING EXPERIENCES
Source: Readers Prefer Print like News reading Experience on Tablets, Mashable, 2012; Tablet users even younger ones still prefer a print-like reading experience, eMarketer, 2012.
43%
32%
41%
30%
Men Women
Tablet
Smartphone
Men are more likely to get news on tablets
Men, especially young men, are more likely to get news on a tablet.
Approximately 4 in 10 expressed a preference for interactive news-reading experiences
123
123
MAGAZINES INSPIRE MOMS
IN THE KITCHEN
Source: Female smartphone owners use their devices more for grocery shopping than they did a year ago, eMarketer, 2013
Moms look to magazines as sources for recipes and for inspirations on what to buy.

Top Recipe Sources Among US Mom Internet Users, September 2012
61%
66%
68%
71%
71%
78%
Friends
Pinterest
Cookbooks
Bloggers
Magazines
Websites
124
51%
67%
36%
22%
Mostly through the web Mostly through apps
College grad+
Some college or less
124
NEWS CONSUMPTION
VIA BROWSERS VS. APPS
Source: Tablet users even younger ones still prefer a print-like newsreading experience, Pew Research, 2012.
53%
65%
30%
17%
Mostly through the web Mostly through apps
Tablets Smartphones
Education appears connected to browser vs. app preference on tablets. College educated tablet news
consumers gave a greater affinity towards apps.
125
125
CONSUMERS GET NEWS
THROUGH BOTH BROWSERS & APPS
Source: The explosion in mobile audiences and a close look at what it means for news, Pew Research, 2012.
Tablet users get their news
60%
23%
16%
Mainly through
browser
Mostly through apps Use both browser and
apps equally
Smartphone users get their news
61%
28%
11%
Mainly through
browser
Mostly through apps Use both browser
and apps equally
App news users and those who use both apps and the browser equally remain in many ways more engaged and deeper
news users than those who mostly use their browser.
126
126
DIGITAL READERS READ
BOTH CURRENT & BACK ISSUES
Readers of digital magazines access and read current issues as well as back issues (55%). This result is evidence
of the longevity of magazine content and the shelf life of advertising.
Do you typically read only current issues of electronic magazines,
or do you read back issues as well?
45%
55%
I only read current
issues
I read current issues
and some back
issues as well
127
127
READING OCCASIONS OF
SAME DIGITAL MAGAZINE ISSUE
86% of all digital magazine reading is done over multiple reading occasions, predominantly 2 or 3 times per issue.
This finding supports evidence that magazine readers are typically exposed to an ad page more than once.
14%
40%
29%
8%
9%
1 2
3 4
5+
5+
On average, how many different times do you access
the same electronic issue of a particular magazine?
1
2 3
4
128
128
128
128
128
DIGITAL AD ENGAGEMENT
MIRRORS PRINT
Source: GfK MRI Starch/Starch Digital, 2012 . Magazine Media MPA Factbook 2013/2014.
Equal numbers of consumers noted a print or digital magazine ad.
71%
52%
59%
52%
Any action taken
Average noting
Print ads
Digital ads
Print vs. Digital Magazines (%)
129
129
READERS ARE HIGHLY FOCUSED
& ENGAGED ON TABLETS
Source: Eye tracking and online banner ads, Mediative of Montreal, September 28, 2012; 5 Stats to Note from Poynters iPad Eye Tracking Study, 2012; New
Poynter Eyetrack research reveals how people read news on tablets, Poynter, 2012; How long do users stay on web pages, Neilsen Norman Group, 2012.
People keep nearly constant contact while touching, tapping, pinching and swiping to adjust their tablet viewor they carefully
arranged a full screen of text before physically detaching as they sat back to read.

Intimate readers made up a majority of the study, at 61%.

Readers view an average of 18 items before they choose their first story to read.

An average of 98.3 seconds were spent on the first story a person chose to read. (People often leave web pages after 10-20
seconds on average).

For people who left a story before completing a piece, they spent an average of 78.3 seconds on the page.

Read more than one in-
depth article during a
sitting
Read in-depth articles
they were not initially
looking for
Among tablet news users
who read longer articles
78% 72%
130
130
4%
6%
28%
36%
38%
38%
46%
46%
Not sure
None of the above
Annoying
Same as internet ads
Hard to ignore
Eye-catching
Unique and interesting
Relevant
Source: eMarketer.com, A Portrait of Todays Tablet User, Frank N. Magrid Associates
for the Online Publishers Association (OPA). June 22, 2011
TABLET USER ATTITUDES
TOWARDS TABLET ADS
Attitudes of tablet users towards tablet advertising (% of respondents)
Respondents who regularly used magazine apps on their tablet had more positive associations with ads than
negative. 46% felt that ads were relevant, unique and interesting while 38% felt the ads were eye-catching and
hard to ignore. Just 28% felt the ads were annoying.
131
131
CONSUMERS ENJOY ADS
THAT FEATURE 3D PRODUCT VIEWS
Source: Affinitys VISTA Service (Jan-June 2011); Base: Readers recalling specific ads viewed/3D Product Images
According to Readers of Digital Magazine Ads That Feature 3D Product Views

STRONGLY
AGREE
SOMEWHAT
AGREE
TOTAL
AGREE
The product views enhanced my magazine reading experience 54% 38% 92%
132
132
CONSUMERS
TAKE ACTION
133
133
133
133
133
DIGITAL MAGAZINES DRIVE READERS
TO ONLINE ACTION
Source: How Magazine Media Readetrs Evaluate & Use Digital Nesstands, GfK MRI/MPA, November 2012Magazine Media MPA Factbook 2013/2014.
TOTAL
(796)
18-34
(262)
35+
(534)
Any (net) 80% 85% 78%
Visited the magazines website 53% 59% 51%
Recommended the magazine to someone 32% 38% 30%
Visited the magazine on Facebook, Twitter
or other social media site
26% 35% 22%
80% of total respondents took some form of action after downloading the digital version of the magazine.
Base: 796 respondents who have used a newsstand to find, subscribe and download magazine branded content apps.
134
134
DIGITAL MAGAZINE ADS INCREASE
ENGAGEMENT & KEY PERCEPTIONS
Reader response to digital magazine ads read on tablets and other devices suggest that sponsored video and photo galleries
increase strong reader engagement and brand perception.
Reader response to digital magazine ads with sponsored video or photo galleries
Source: Affinity VISTA Digital Service, 2011
88%
87%
88%
89%
92% 92%
91%
92%
0
25
50
75
100
Enjoyed the
experience
Enhanced the
magazine reading
experience
Learned more about
the product
View the brand as
more innovative
Sponsored Video Photo Galleries
135
135
CONSUMERS RESPOND
TO PERSONALIZED ADS
Source: Personalized Ads Appeal More In Print, eMarketer, May 20, 2010; Eye tracking and online banner ads, September 28, 2012, Mediative Montreal.
41%
59%
Yes
No
US Magazine subscribers who would respond
to personalized advertising on an electronic
device/reader
34% intend to use their iPad to read the newspaper/magazines

80% of respondents said they would be more apt to renew their subscriptions
if content and information were targeted to their personal preferences

63% said they would go online to find more information about advertisers if
the ads in their print edition were customized for their interests

Consumers look at leaderboard ads 44% longer than the next best performing
format. They were also seen in the least amount of time and had the highest
percentage of people noticing them.

136
136
MAGAZINES SPUR CONSUMERS TO SHARE
USING THEIR SMARTPHONE
Source: Magazine Media Readers and Smartphones, MPA, 2012
When reading a print magazine, have you done any of the following
activities on your smartphone?
72%
36%
17%
31%
29%
15%
83%
43%
24%
42%
39%
24%
Any of these activities
Scanned a QR code in a
magazine
Looked up a hashtag I saw in an
article or advertisement
Posted something on Twitter or
Facebook that I saw in a
Took a picture of something in an
article or advertisement
Pinned an image that I saw
Downloaded 3+ apps
Total respondents
Since accessing digital magazines on their smartphone, readers
became more engaged with the magazine brands social platforms.

47% agree that since accessing digital magazines on their
smartphones they have become more engaged on social platforms

36% are more engaged on the brands Facebook

15% are more engaged with the brands Twitter

9% are more engaged with the brands Pinterest
2/3 of readers tap on ads appearing in digital magazines on their smartphones

65% use links generated by smartphone cameras

137
137
DIGITAL READER ACTIONS AFTER
DOWNLOADING MAGAZINE CONTENT
Readers of digital magazine content from visit the magazines website (63%) after downloading the content. 35% recommend
the magazine to others and 28% visit the magazine on a social media site.
Which of the following, if any, have you ever done as a result of downloading
the electronic version or select magazine content of a magazine?
ATTITUDINAL STATEMENTS
AGREEMENT
(%)
Visited the magazines website 63%
Recommended the magazine to someone 35%
Visited the magazine on Facebook, Twitter or other social media site 28%
Subscribed to the digital edition of a magazine after downloading select magazine content 24%
Purchased a printed copy of the magazine at a newsstand or other retail outlet 17%
Subscribed to the printed version of the magazine 14%
None of these 15%
138
138
DIGITAL MAGAZINE READERS
ACT AS KEY INFLUENCERS
Articles in digital or online magazines prompt readers to share what theyve learned online, acting as influencers through
word of mouth, email, on social networks or posting their comments. These actions reveal a high level of engagement with
digital magazine content.
27%
33%
34%
49%
66%
Leave a comment for the author on the
article page
Post a link to the article on Facebook, Twitter
or your personal blog/website
Rate or review the article
Email someone about it
Tell someone about it face-to-face or on the
phone
How often do you do the following after reading an
online or magazine or newspaper article?
Source: The Future of Newspapers and Magazines in the Digital Era, Vision Critical, 2011
Base: 1,010 US adult newspaper and/or magazine readers
139
139
DIGITAL MAGAZINE READERS
HAVE AN ACTION ORIENTATION
90% of digital magazine readers take one or more actions with regards to a product or service.
What actions have you taken as a result of reading an
advertisement/article in this digital publication?
Source: Texterity, Digital Magazine Reader Survey, 2012
1%
18%
27%
29%
30%
31%
34%
65%
0 10 20 30 40 50 60 70
Other
Purchased a product/service
Recommended product/service
Recommended purchase of producrs/services
Sent info about advertiser to colleague
Contacted advertiser for more info
Incorporated a new technique/medium/product
Looked at advertiser's web site
90% of readers took one or more specific actions
140
11
12
14
19
16
17
14
19
25
22
29
35
36
36
50
44
7
7
14
11
15
16
20
16
13
22
17
19
22
23
26
33
32
25
22
16
24
21
30
19
8
10
9
5
3
8
2
1
20
20
17
21
10
16
18
19
16
14
9
9
9
5
5
6
17
21
16
21
16
18
6
17
15
17
25
19
21
19
6
2
13
14
16
11
19
12
12
10
23
15
11
14
8
10
11
14
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Finland
Sweden
Germany
Canada
France
Australia
UK
US
Spain
Italy
Russia
Turkey
Mexico
Brazil
India
China
Social Digital Shoppers
Digital Shopaholics
Rational Online Shoppers
Value Seekers
Occasional Online Shoppers
Techno-Shy Shoppers
140
DIGITAL SHOPPER SEGMENTS
BY COUNTRY
Developing countries such as China, India Brazil and others are dominated by Social Shoppers and Digital Shopaholics,
those who take digital shopping very seriously. Canada ranks 13
th
on the list, characterized by a more balanced distribution
of shopper segments.
Digital Shopper Segments by Country (%)
Ranked by Social Shoppers/Digital Shopaholics)
Source: Capgemini, Digital Shopper Relevancy, 2012
141
141
READING PRINT ON A DEVICE
IS A PRIMARY SHOPPING CATALYST
Shopping while reading print at home is the foremost activity performed on tablets (63%) and smartphones (49%).
Print content is a primary shopping catalyst.
Which of the following have you done (in location/situation)?
Data represents shopping activity
18%
18%
24%
29%
49%
43%
40%
54%
59%
63%
0 10 20 30 40 50 60 70
In car/on public transport
Other locations, e.g. shopping, at work
Other leisure activities - at home
Watching TV - at home
Reading print - at home
Tablet
Smartphone
142
142
CONSUMERS INTERACT
WITH ADS ON TABLETS
Source: New Research Shows How Digital Magazine Ads Prompt Interactivity, October 17, 2012, Gfk MRI Starch Digital.
55%
of digital magazine
readers noted or
read a digital ad on
their tablet or e-
reader
Among those,
52% took an
interactive action
as a result
38%
touched or clicked
the ad to expand it
More than 1/3 of digital ad readers
looked beyond the first page of the ad
to view more pages

More than 1/3 accessed a website via
the ad

1/4 of 18-29 year olds say they
sometimes tap on ads 31%
30%
30%
27%
24%
Watched a video or commercial featured
in an ad
Viewed a gallery
Downloaded an app
Touched/clicked ad for more information
Accessed a social network through the ad
When viewing a multi-page ad

143
143
143
143
143
Source: Smartphones and Tablets Though Mobile Require Separate Ad Approach. MediaPost, 2013.
WEBSITE TRAFFIC FROM TABLETS
AND SMARTPHONES
COUNTRY TABLET SMARTPHONE
Canada 8.7% 6.8%
US 9.1% 7.4%
UK 12.2% 7.4%
Germany 5.7% 4.3%
France 6.1% 3.5%
Japan 7.4% 9.2%
China 3.1% 5.9%
Australia 7.7% 7.8%
Mobile Surfing Internet Users (% of Internet Surfers Country)
Globally, websites are getting more traffic from tablets than smartphones.
144
144
ACTIONS TAKEN AFTER
VIEWING ADS ON A DEVICE
Tablet users take more actions than smartphone users. Of note, 46% of tablet users made a purchase after viewing
an ad on that device vs. 18% of smartphone users.
Which, if any, of the following have you done as a result of viewing or clicking on an
ad on your (device)? Please select all that apply.
20%
16%
28%
16%
23%
30%
22%
27%
18%
38%
37%
11%
18%
27%
28%
30%
35%
39%
43%
46%
49%
51%
0 10 20 30 40 50 60
None of the above
Called number in the ad
Signed up to receive text alerts
Shared ad via social media/network
Downloaded or purchased digital content
Visited a local business
Signed up for email newsletter
Viewed a video
Made a purchase
Investigated a product/servive
Received a coupon
Tablet
Smartphone
145
145
DIGITAL MAGAZINE READERS WANT
eCOMMERCE FUNCTIONALITY
Digital magazine readers want the ability to purchase products and services directly from digital magazine ads and editorial
features. These findings further support evidence that readers shop magazines to learn whats new and whats available for
purchase.
Source: MPA, The Magazine Mobile Reader, Affinity, November 2011
59%
70%
73%
0 10 20 30 40 50 60 70 80
Want the ability to buy directly from ads
Want ability to purchase products/services directly
from editorial features
Typically engage with digital magazine ads
Interest in ecommerce functionality in magazine ads and editorial (%)
146
146
146
146
146
Source: Moms in Canada Rely on Digital Media, eMarketer, 2013.
MOMS RESEARCH PRODUCTS ONLINE
RESEARCHED
ONLINE
PURCHASED
ONLINE
Media (books, magazines, music, DVDs) 71.0% 55.8%
Clothing 68.2% 42.4%
Babies & Kids 67.7% 45.2%
Vacation/Travel 67.3% 34.1%
Event tickets (movies, concerts, sporting events) 65.4% 47.5%
Home electronics & computers 59.9% 11.1%
Beauty & Cosmetics 41.5% 14.3%
Automotive 40.1% 1.8%
Home & Garden 38.7% 5.1%
Gift card/Certificate 33.2% 21.2%
Office Supplies 29.5% 11.1%
Sporting Goods 29.0% 2.8%
Groceries 27.2% 5.1%
Insurance Products 27.2% 2.8%
Pharmaceuticals 23.0% 0.9%
Pets 19.8% 1.8%
None of the above 6.5% 15.7%
Products and Services Mom Internet Users in Canada Have Researched or Purchased Online
% of respondents
147
147
PURCHASE SPENDING BY DEVICE
Monthly spending on digital or physical goods/services is higher on tablets than smartphones. 83% of tablet users
and 67% of smartphone users make purchases from their devices monthly.
Approximately how much, if anything, would you estimate that you spend on your
(device), e.g. purchases of digital or physical goods, in a typical month?
22%
24%
8% 8%
14%
8%
17%
14%
16%
6% 6%
19%
6%
33%
0
10
20
30
40
>$50 $20-$50 $10-$20 $5-$10 <$5 Varies NA
Tablets Smartphones
148
148
CONSUMERS USE TABLETS TO PURCHASE
Source: The Source, GfK MRI News and Insights, comScore-GfK MRI Fusionlinking online and offline behaviours with consumer lifestyles and attitudes, January 2013; comScore TabLens, 2012; eMedia Vitals
Publishers Playbook: iPad Publishing Strategies, 2012; http://sweetclipart.com/generic-smartphone-logo-design-1373

No
Those conducting search on a tablet were
42% more likely to click on ads compared to
those searching on a traditional computer

40%
40% of tablet owners use their
device for browsing products to
purchase

4 in 10
Have bought goods &
services on their tablet

24%
48%
8%
Have made an in-store
purchase after seeing a
product in an iPad ad
Have made a purchase on
the internet or phone
Have made a purchase
through the iPad
After seeing a product in an iPad ad
28.4% use their smartphone
for browsing products to
purchase

149
149
THE POWER OF TABLETS
IN THE PATH TO PURCHASE
Source: eMedia Vitals Publishers Playbook: iPad Publishing Strategies, 2012; By 2015 more than half of US internet users will use a tablet, eMarketer, 2012.
Consumers are keenly aware of ads served to their tablet
devices and those ads were twice as likely to raise purchase
intent as typical mobile ad campaigns.

Magazine adverts deliver similar levels of recall across print
(53%) and digital (56%). Digital advertising further
improves on the performance of its traditional counterpart
when it comes to generating further interaction with the
brand.
Mobile and tablet advertisings effect on brand metrics
7%
9%
16%
9%
11%
26%
14%
14%
8%
17%
24%
43%
Aided awareness
Unaided awareness
Message association
Brand favourability
Purchase intent
Online ad awareness
Tablet campaigns
Mobile InsightNorms
150
150
INTERACTIVE MAGAZINE ADS
OUTPERFORM STATIC DIGITAL ADS
Interactive magazine ads outperform their static digital counterparts across all five categories

Tablet ads are twice as likely to raise purchase intent as typical mobile ad campaigns.

OVERALL ADS THE SPECIFIC AD
Static ads Interactive ads Static ad Interactive ad
Mean Mean Mean Mean
Perceived interactivity 6.03 7.38 3.96 6.81
Perceived engagement 5.38 6.67 4.16 6.67
Message involvement 5.36 6.36 5.07 6.45
Attitude toward the ad 5.50 6.63 3.75 6.36
Purchase intention - - 2.50 3.98
Ads in digital magazines
outperform static ads by as
much as 70% in areas such
as engagement, attitude &
purchase intent

Participants rated 7 ads on a 9-point scale across 5 categories and were also asked to review a specific ad.
Source: eMedia Vitals Publishers Playbook: iPad Publishing Strategies, 2012; By 2015 more than half of US internet users will use a tablet, eMarketer, 2012.
Tablet ads are more engaging than typical mobile campaigns and, at times, more effective than ads on a PC. Consumers are keenly aware
of ads served to their tablet devices.
151
151
ROLE OF CONNECTED DEVICES
IN SALES FUNNEL
Research supports the theory that different connected devices have different roles to play throughout the purchase cycle
depending on the search location and mindset.
Device Usage Throughout the Purchase Process
Source: Mobext/InMobi, The Role of Connected Devices jn the Consumer Sales Journey, 2012
AT HOME AT WORK OUT-OF-HOME
Relaxed Mindset
Big Ticket Purchasing
Focused Mindset
Predetermined Purchasing
Convenience Mindset
Functional Purchasing
AWARENESS 55% 51% 32% 36% 42%
ACTIVE EVALUATION 53% 55% 26% 27% 36% 38%
CONSIDERATION 58% 36% 42%
PURCHASE 58% 51% 22% 31% 37%
POST PURCHASE 49% 29% 37%
Tablet Computer Smartphone
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152
RECEPTIVITY TO
MOBILE ADS BY AGE
Younger demographics are more receptive of mobile advertising than older demos. Receptivity ranges from 58%
among 13-17 year olds to 28% among those 55+.
Reaction to Mobile Advertising by Age (%)
Source: MPA, Personal Mobile Devices, Smarter Media Sales, 2010
1%
7%
8%
6%
13%
27%
35%
35%
40%
45%
72%
58%
58%
54%
42%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Age
55+
Age
35-44
Age
25-34
Age
18-24
Age
13-17
I always look at it
I sometimes look at it
I never look at it
153
Consumers and digital magazine activity
on their smartphones

Consumers who had downloaded 3+ apps were more
likely to be more active digital customers.

Total respondents / Downloaded 3+ apps

60% 64% I would like the smartphone version of a
magazine to deliver more current information than printed
copy

28% 36% I prefer to download magazine branded
apps onto my smartphone rather than a full magazine issue

153
MAGAZINES & SMARTPHONES
Source: Magazine Media Readers and Smartphones, MPA, 2012.
2/3 Read or tap on ads appearing in digital magazines on their smartphones with those reading the
most doing it the most

77% say that pictures and photo galleries enhance their experience with digital magazines on their
smartphones. Most prefer short videos of less than a minute.
60%
30%
26%
26%
20%
68%
44%
40%
44%
28%
Visited the magazine's
website
Recommended the magazine
to someone
Followed magazine's
Faceook, Twitter or social
media site
Subscribed
Purchased a print issue of a
magazine
Downloaded 3+ apps
Total respondents
Which of the following, if any, have you ever done as a result
of reading digital magazine content on your smartphone?
154
154
154
154
154
Source: Rich media interstitials pre-rolls with overlay and banner to full page ads perform best, eMarketer, 2013.
ENGAGEMENT
RATE
CLICKTHROUGH
RATE
Banner to full page
Benchmark* 1.5% 1.7%
Advanced model 3.4% 8.7%
Advanced model lift over benchmark 126.7% 411.8%
Pre-roll with overlay
Benchmark** 14.9% -
Advanced model lift over benchmark -22.5% -
Rich media interstitial
Benchmark*** 6.0% 4.3%
Advanced model lift over benchmark 88.3% -23.3%
DIGITAL AD PERFORMANCE
Note: *benchmark was static web banner; **benchmark was standard pre-roll; ***benchmark was static interstitial
Engagement Rate and CTR for Select Advanced Tablet Ad Models in the US
On tablets, banner to full-page ads, pre-roll with overlay ads and rich media interstitial ads showed the greatest lift across specific
metrics, compared with the standardized version of each of these ad types. The banner to full-page ads click through performance
on tablets was more than 4 times greater than the static web banner. Engagement of the banner to full-page ad performed 127%
better than the benchmark web banner.
155
155
MAGAZINE ADS CAN INFLUENCE
AN AUTO PURCHASE IMMEDIATELY
Source: Mobile Auto Shoppers Split Between Conversion and Research, xAd & Telmetrics, 2012
AVERAGE AD RECALL AVERAGE ACTIONS TAKEN
Full-size 65% 66%
Compact 62% 64%
Mid-size 59% 63%
Digital Magazine Effectiveness by Auto Segment
51% of mobile auto
searchers report ultimately
making a purchase

49% look to make a
purchase within the
day

36% of smartphone users
are looking to make a
decision immediately or
within the hour

25% of tablet searchers are
looking to make a decision
immediately or within the
hour

156
156
PRINT + ONLINE
WORK TOGETHER: TETLEY TEA
Magazines and online work separately and synergistically to build brand businesses.
Tetley Red Tea: 2+ Exposure Frequency
Source: IAB Canada Cross-Media Optimization Study, Tetley Red Tea, 2011
100 100
121
131
177
135
0
20
40
60
80
100
120
140
160
180
200
Ad Awareness Intent to Purchase
Control (base =
100)
Online only OTS
Print only OTS
Print + Online
OTS
P
r
i
n
t

+

O
n
l
i
n
e

s
a
m
p
l
e

s
i
z
e

i
n
s
u
f
f
i
c
i
e
n
t

t
o

r
e
p
o
r
t

2
+

f
r
e
q
u
e
n
c
y

P
r
i
n
t

+

O
n
l
i
n
e

s
a
m
p
l
e

s
i
z
e

i
n
s
u
f
f
i
c
i
e
n
t

t
o

r
e
p
o
r
t

2
+

f
r
e
q
u
e
n
c
y

Tetley Red Tea: Target Group 25-54
100 100
113
127
145
115
114
135
0
20
40
60
80
100
120
140
160
Ad Awareness Intent to Purchase
Control (base =
100)
Online only OTS
Print only OTS
Print + Online
OTS
157
157
MAGAZINES + ONLINE
WORK TOGETHER: DOVE
Magazines plus online and television make an ideal combination for Dove Sensitive Essentials, driving awareness,
purchase intend and key brand attribute scores.
Dove Sensitive Essentials: Total Sample (Index)
Source: IAB Canada Cross-Media Optimization Study, Tetley Red Tea, 2011
Note: All scores indexed vs. Control (control = 100)
111
93
107
76
141
112
146
118
0
20
40
60
80
100
120
140
160
Aided Ad Awareness Intent to Purchase
Online only
TV only
TV +
Magazines +
Online
TV +
Magazines +
OOH
100
103
89
113
123
107
126
145
126
117
138
118
0
20
40
60
80
100
120
140
160
Statement A Statement B Statement C
Online only
TV only
TV +
Magazines +
Online
TV +
Magazines +
OOH
Dove Sensitive Essentials: Attribute Scores: Target Group (Index)
158
158
OTHER
USEFUL INFO
Magazines Canada can help
159
159
ABOUT
MAGAZINES CANADA
Magazines Canada is Canadas professional magazine industry association, representing the country's top consumer
and business titles. As a not-for-profit organization, it strives to serve Canadian magazines through advocacy,
direct-to-retail distribution, professional development, marketing and advertising services.

Magazines Canada strives to supply the advertising industry with solid information to help advertisers and agencies
understand how magazine advertising works and how they may be put to work for them.

For examples of information available, please click on the following:
Magazine research
information
An archive of major
magazine research
Magblast
A series of podcasts
designed to inform
and educate

PAGE newsletter
A monthly newsletter
reporting news and
latest research

Magazine Essentials A
summary of magazine
planning information

Put Magazines to Work
A summary of the latest
magazine industry info

160
160
FACT BOOKS
Want to learn more about Business Media or Digital Magazine Media? We have Fact Books for them too. For immediate access,
click here.
Magazines Canada gratefully
acknowledges the support of the Ontario
Media Development Corporation in the
development of the Fact Books.
161
161
161
161
CATEGORY QUICK HITS
Magazines Canadas new Category Quick Hits series will help you go deeper into how magazines work in several key product
categories. Quick Hits are compendiums of the latest research information for each category. Click here.
Automotive Travel CPG Health & Beauty Financial
Beer, Wine & Liquor Drugs & Remedies Home Reno/Improvement Food/Food Products
161
161
162
162
U.S. SPILL RESOURCES
We provide access to two resources to help media planners stay up to date on U.S. spill trends. Magazines: A Comparison of Canada &
the U.S. provides an in depth look at how magazines in the two countries compare. For a top line view, access U.S. Spill into Canada.
163
163
FASTFACTS
FastFacts is a series of one-page research summaries of dozens
of topics relating to magazines. Click here.
164
164
MAGAZINE ECO KIT & CARBON
FOOTPRINT COMPENDIUM
The Canadian magazine industry is putting environmental policies in place that support forest conservation. Magazines are doing
their part to identify and gain access to environmentally friendly papers available to protect and preserve the natural resources
upon which we all depend. The Magazine Eco Kit and Carbon Footprint Compendium offer a collection of ideas and best practices
that publishers may adopt as their own for a more sustainable publishing industry.
165
165
AdDirect

AD PORTAL
Magazines Canada AdDirect is a web-based ad preflight portal, designed to streamline the ad delivery process
between clients and participating magazines. AdDirect allows advertisers and agencies to preflight, approve and
automatically deliver a PDF ad file to a publication.

All ads are checked against each magazines individual specifications. Clients receive a real-time preflight report
showing that the ad has been successfully preflighted and delivered or, a listing of any warnings or errors that have
occurred during the preflight process. This report allows clients to immediately fix any potential problem saving
time and money.

Visit the addirect.sendmyad.com home page to view a brief video on how to use the ad preflight portal system,
download the User Guide or click on links to view frequently asked questions. AdDirect is a free service to
agencies and advertisers.
166
166
GOT QUESTIONS?
CONTACT US
If you have questions about how magazine advertising can be put to work, chances are we have the answers. We have a large
library of research information beyond what youll find on the Magazines Canada website. Information is just an email or phone call
away.

Web: www.magazinescanada.ca

Email: adinfo@magazinescanada.ca

Tel: 416.596.5382

Fax: 416.504.0437

Were here to help.

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