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Next we divided Internet users into two groups: magazine readers and non-readers. We then compared the level of Internet use by the two groups over a period of one day.
As you can see, Internet users who read magazines tend to use the Internet for longer periods than Internet users who do not read magazines, and tend to be more proactive in seeking information.
Looking at these results together with those of the Positioning of Magazine Media from a People Perspective analysis introduced earlier, one could surmise that advertising that combines the unique worldview of magazines and the searchability of the Internet would probably be appealing to consumers.
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[Levels of Internet use by magazine readers and non-readers]
| [Readers:All] |
[Readers:Male] |
[Readers:Female] |
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| Non-readers:All |
Non-readers:Male |
Non-readers:Female |
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| Magazine readers: people who have read at least one of the six issues of any of the 522 magazines covered by the MAGASCENE survey |
| Data from the MAGASCENE 2007 survey from Video Research Ltd. |
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