April 25, 2013
Earlier this week, Adobe Digital Index released the State of Mobile Benchmark, an analysis of the latest Internet browsing trends in mobile device OS and manufacturer as well as insights around the transition in the digital publishing industry to mobile apps. We’re excited to report that the data showed that purchases of digital content published by Adobe Digital Publishing Suite have reached an all-time high: 80 percent of content consumed in February was paid for in the form of a subscription or purchase of a single issue. That’s a 15 percent increase in paid-for content over the last 12 months. Further, digital magazine subscriptions now outsell single issues three to one.
What’s more, the number of weekly issues delivered by Digital Publishing Suite has been steadily climbing for the past two years – ninety million issues have been downloaded to-date. There’s no reason to expect this trend to end.
What is the big take away? Consumers are buying digital magazines at an ever-increasing pace. We’re at the point where digital magazines are moving from early adopters to the mainstream, print-reading audience and they have the potential to deliver a massive amount of ad dollars. People who consume digital magazines are proving to be very high value customers given their propensity to pay for content.
Digital magazine growth is also being driven by new devices coming onto the market. According to a February 21, 2013 article in the Economist, with the introduction of the iPad in 2010, “the market had its first electronic device that could replicate and even enhance (with features like video) the curated, tactile experience of a magazine.” The introduction of the iPad Mini last November added more momentum.
Therefore, it is no surprise that The State of Mobile Benchmark report indicates that tablet readership is up dramatically in the last 7 months – a 200% percent average increase in readers of titles published with Adobe DPS. As more devices come in market, readers are voraciously consuming content – from their favorite TV show totheir favorite magazines and newspapers – on devices.
And of course, consumers want their choice of devices. While tablet usage continues to skyrocket, smartphone apps are starting to also contribute to overall readership. The State of Mobile Benchmark report also indicates that 75 percent of the time consumers are reading content on tablets and 25 percent of the time they are reading content on smartphones.
For publishers this means content ought to be available to readers whenever and wherever they are and ready for any device. Even if readers don’t always have their tablet with them, they’ll most likely have a smartphone. We’ve found that reading behavior is dictated by device so publishers need to give readers an opportunity to engage with content regardless of circumstance – at home, at work, on the go. And that’s key
Engagement Drives Revenue
Additionally, smart use of interactivity has been shown to increase reading times and deeper engagement with content. Case in point. Top Gear a leading UK publisher recently switched from a PDF replica publishing platform to DPS and found that engagement times with their content grew dramatically due to increased interactivity built into their issues.
This in turn has driven greater purchase of content with a sixty percent increase in paid download, eighty percent increase in single issue purchase and 165% increase in subscription revenue. Publishers are able to monetize content on devices, unlike the Web. One last point. Ad revenue jumped up 200%.
As the number of digital magazine readers continues to expand, the opportunity for increased ad revenue from interactive ads is real and immediate. Ads in a digital publication are the best of both worlds: they offer immersiveness and bring products to life. They create connection between reader and advertiser, offering creative ways to extend a brand. A recent ad engagement study from Adobe indicated that interactive tablet ads drive greater brand engagement and 2 times greater product recall as compared to static PDF ad replicas on tablets.
To get a feel for how exciting interactive ads can be, check out these examples below. Then take a look at Adobe Digital Publishing Suite. The readership and engagement metrics tell a great story, but don’t take your eye off the creative potential Adobe DPS provides to make awesome digital content and ads.
Read the complete Adobe Digital Index PDF report here: State of Mobile Benchmark
*Updated May 14, 2013