iPad Owners Heart Their Magazines

iPad Owners Heart Their Magazines

Magazines are getting some iPad love. That’s the news from Nielsen’s recent survey of iPad owners, which found that 41% have purchased a paid iPad app from a magazine publisher. Overall, 63% of iPad owners have downloaded paid apps, with games (62%), books (54%) and music (50%) the top categories.

Twenty-five percent said that they access magazine content regularly on their iPads (while only 8% of iPhone owners use magazine apps). The iPad owners who do engage with magazines spend a good chunk of time with them: 27% spend 31 to 60 minutes on a given weekday with magazine content; 24% spend 16 to 30 minutes; and only 31% spend less than 15 minutes.

In other news, wealthy Americans are getting in on the apps act. A Luxury Institute survey showed that 34% of affluent respondents have downloaded an average of 13 apps to their smartphones—and 57% report using them “multiple times a day.” (The survey polled consumers with gross annual income of at least $150,000.)

Luxury brands have been slow to adopt apps—at their peril, says Luxury Institute CEO Milton Pedraza. Fifty-six percent of the responders agreed (25% "strongly") that "I consider brands that have a mobile application to be innovative and cutting edge." Of affluent downloaders, 9% had downloaded apps from Mercedes-Benz, with 8% downloading Louis Vuitton, Ralph Lauren and Chanel.

But don’t ask them to pay for apps—which appears to be as irritating to the affluent as a luxury hotel charging for wireless access. Says the report: “Having to pay extra for downloaded applications is the leading barrier to more widespread use of mobile apps,” cited by 54% of the non-downloaders.

iPad Owners Like Their Print Brands (min)

Apps Go Upmarket (Brandweek)

-compiled by Lucinda Hahn

Posted By: Digital Trends Team