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It is often said that magazines and the Internet are good complements to one another, but are there any characteristics that define the way magazine readers interact with the Internet?
The first thing that stands out is that people who read magazines are far more likely to use the Internet than those that don't, both on weekdays and weekends. |
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[Proportions of Internet users]
| [Weekday Usage] |
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| [Weekend Usage] |
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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 |
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Proportions of Internet Users
| |
Weekdays(%) |
Weekends(%) |
| Readers |
Non-readers |
Readers |
Non-readers |
| All |
72.8 |
52.0 |
69.3 |
50.2 |
| Male |
80.2 |
59.4 |
77.0 |
58.5 |
| Female |
65.4 |
42.7 |
61.8 |
39.8 |
| Students |
83.3 |
66.2 |
82.9 |
69.6 |
| Male |
Age 12-19 |
74.4 |
61.2 |
74.0 |
67.1 |
| Age 20-29 |
87.0 |
75.0 |
83.7 |
77.8 |
| Age 30-39 |
88.8 |
78.4 |
84.3 |
78.3 |
| Age 40-49 |
88.1 |
75.0 |
84.9 |
68.6 |
| Age 50-59 |
75.8 |
60.0 |
72.3 |
56.5 |
| Age 60-69 |
52.4 |
34.7 |
49.9 |
34.4 |
| Employees under 34 |
84.6 |
75.3 |
80.6 |
73.2 |
| Employees 35 to 49 |
86.9 |
77.0 |
83.1 |
72.0 |
| Employees 50 and older |
68.2 |
46.2 |
62.9 |
43.7 |
| Executives and managers |
93.4 |
84.0 |
87.5 |
80.8 |
Specialists
and
freelance professionals |
83.4 |
87.7 |
80.5 |
83.0 |
| Self-employed |
71.0 |
44.2 |
69.3 |
43.6 |
| Female |
Age 12-19 |
76.9 |
65.3 |
77.3 |
59.2 |
| Age 20-29 |
80.0 |
69.3 |
76.3 |
72.1 |
| Age 30-39 |
77.2 |
69.9 |
71.4 |
60.5 |
| Age 40-49 |
73.0 |
62.2 |
68.2 |
59.3 |
| Age 50-59 |
50.0 |
28.9 |
47.4 |
28.1 |
| Age 60-69 |
30.7 |
17.3 |
27.4 |
15.8 |
| Unmarried employees under 34 |
84.4 |
68.5 |
78.8 |
68.5 |
| Housewives under 34 |
72.7 |
68.3 |
67.7 |
58.5 |
| Housewives 35 to 49 |
75.2 |
63.9 |
70.9 |
59.7 |
| Housewives 50 and older |
42.2 |
22.8 |
39.5 |
21.6 |
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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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