Results of “2011 survey on consumption trends of magazine readers in Taiwan”announced

FOR IMMEDIATE RELEASE

(Taiwan, 14 November 2018) – TheMagazine Business Association of Taipei (MBAT) today announced “2011 survey on consumption trends of magazine readers in Taiwan”. In comparison with the mainstream media such as the Internet, magazines, television, radio, newspapers,82.5 percent of readersregard magazines as the most focused media because they can concentrate themselves most through magazines reading progress. The survey also shows that magazine readers are not interrupted by magazine ads. According to the results, MBAT suggeststhe magazine industrycan develop the mobile content for mobile web, and then magazines can provide the tailor-made content and services suitable for the print media as well as mobile web for users.

In order to keep up with the latest developments and trends of the magazine publishing industry in Taiwan,Action Research for Kids and Kinship (ARK) of National Cheng-Chi University conducted the “2011 survey on consumption trends of magazine readers”via a telephone survey commissioned by the Magazine Business Association of Taipei. The analysis of the readers includes print magazines, electronic magazine subscriptions, magazinereading frequency, reading time, and magazines reading locations, types of magazines, the media advertising receiving and consumption behavior.

The effective sample size of the survey is 1,206, 95% confidence level, and ± 2.8% confidence intervals.The respondents areolder than 15-year-oldwho read magazines in the past six months. The survey filtered 894 “heavy readers” who read magazines more than an hour every week and “light readers” who read magazines less than an hour every week to make a further analysis.

The survey shows that 82.5 percentof respondents select “magazine” as the most focused media.Secondly,73.2 percentof the respondents prefer “television”. Thirdly,67.3 percent of respondents choose “the Internet”.The analysis illustrates thatcontent of magazines leads issues discussions in society, so readers can focus themselves through reading magazines.(See chart 1.)

50.9 percent of respondents believe that media advertising on "TV" interfere with the audience the most, followed by "the Internet" (27.6%), "radio" (26.4%), "newspaper" (16.2%), and "magazine" (6.6%). It showsmagazine ads have the least interference with readers. (See chart 2.)

In the survey, the respondents rank magazines as the Top non-Internet Media for searching more information via the media websites. 54.8 percentof respondents find the new ideas and messages from “the Internet", followed by "magazine" (23.2%), "TV" (14.2%), "newspaper"(6.0%), and "radio"(1.8%).(See chart 3.) Although the Internet is an integrated multimedia platform, 51.6 percent of respondents read magazines as self-reward for enjoying their free time. (See chart 4.)

Please check the link for the above charts:

About MAGAZINE BUSINESS ASSOCIATION OF TAIPEI(MBAT)

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Established on 18, December 1996, Magazine Business Association of Taipei (MBAT) is the only association in the magazine industry in Taiwan. The objectives of the MBAT are to: promote the development of magazine industry, coordinate inter-relationship of the members, improve business operation environment, and enhance common benefits of the members. In addition, knowledge, vision, and responsibility are the three essential elements of the MBAT in achieving the goals. Ever since the date of foundation, the MBAT has been constantly devoting to promoting the operation of entire magazine industry with the aim to enhance cooperation of generalized content industry and establish the contemporary cultural tendency, in order to actively support the innovation of operation environment in magazine industry.MBAT was awarded with the best quality charity website from the encouraging and rewarding program of supporting quality nongovernmental website, which is held byour government.

For more information, please contact:

Gladys Wang

Manager of MBAT