When it comes to magazine ads, reader recall is the same for print and tablet versions (52%), according to data released earlier this month by GfK MRI Starch Advertising Research. And based on May 2014 polling by IDG Global Solutions, magazines better hope this is true across all mobile devices—and newspapers should cross their fingers even more.
The research found that among smartphone and tablet users worldwide whose devices had replaced other media, print newspapers saw the most abandonment, with 50% of tablet owners switching over to mobile news, and 41% of smartphone users doing the same. Print magazines followed: 47% of tablet-toting respondents had replaced them with a digital screen, and 33% of smartphone owners had moved their magazine reading to their phones.
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Note: The article contains two charts:
1. Smartphone/Tablet Users Whose Devices Have Been Replaced By Other Types of Media, by Age, May 2014
2. Smartphone/Tablet Users Worldwide Who Use Their Smartphone/Tablet While Using Another Device, by Age, May 2014