THE POWER OF THE NEWSSTAND
Some context 73% of GB adults 15+ 61% of GB adults 15+ Monthly Data * Digital figure includes PC, laptop, mobile & tablet
Some context Magazine Purchase Channel Monthly Data * Digital figure includes PC, laptop, mobile & tablet
What we already know Magazines are a trusted medium deliver in terms of relaxation, reward, information, sharing and connecting are a perfect combination of pleasure and purpose provide ideas and inspiration increase the sense of well-being, particularly for younger readers
Readers dip in on multiple occasions 58% do an initial flick through It s more flicking though, and then picking out something, and then maybe going back to it later on 4+ occasions Not a single-use product; used for an extended period 38% read on more than 4 occasions On average well over an hour is spent reading the magazine in total It s never for more than five minutes, it s just a quick flick, which is why it takes me about a week to read a magazine I have this image of.. not really using it that much. But actually I ve used that magazine three or four times today
On average a magazine is read over nearly three weeks All 17.6 Puzzles Home Food & Cookery Motoring Tech Health and Men's Lifestyle Sport Fashion & Film and Ent Real Life News & CA Celebs TV Listings 17.2 16.7 15.2 15.2 14.9 13.2 11.3 11.3 9.8 9.2 7.8 22 24 40.5 Number of days magazine is in house from when you first get it to when you are finished with it
7 The unique relationship with magazines influences purchasing and behaviour
Half of magazine readers have been influenced by content or advertising in magazines 53% 47% 45% 36% 12%
Over 1 in 5 say purchasing of products has been influenced by magazines, which increases in-store spend Have you been influenced by magazines to look out for, buy or try new 27% 20% 24% Food/drink Clothing Hair and beauty
Magazine consumers spend more in-store so they are a valuable audience Readers (per month) Non-Readers (per month) 290.80 Spend on grocery shopping 240.30 Spend on grocery shopping 26.90 Spend on hair and beauty products 11.10 Spend on hair and beauty products 62.50 Spend on clothes shopping 31.90 Spend on clothes shopping
Magazine consumers spend more in-store so are a valuable audience Readers (per month) Non-Readers (per month) 290.80 Spend on grocery shopping 34% 26.90 Spend on hair and beauty products 240.30 Spend on grocery shopping 11.10 Spend on hair and beauty products 62.50 Spend on clothes shopping 31.90 Spend on clothes shopping
Magazine readers often look at the magazines on sale and may even choose the store they shop in on this basis Percentage of readers buying in this store who Look at magazines most times I m in the shop Choose store because it stocks my magazine 30% 23% 23% 24% 20% 12% Supermarket Convenience store High street news Convenience NEWS
Impulse purchase is a big driver of sales Therefore the magazines need to be visible Percentage of readers who haven t planned to purchase the magazine but happen to see it in-store % Would go elsewhere if my magazine wasn t sold 47% 47% 42% 16% 15% 6% Supermarket Convenience store High street news Convenience NEWS I just walk past and think, oh I ll grab that...[even though] it's not on my shopping list More often than not I just see it and then buy it
Key themes Readers engage repeatedly with the magazine after purchase Magazines in all categories influence purchasing behaviour Magazine readers spend more in-store than non-readers Magazine readers visit supermarkets, convenience stores and high street news specialists more often than non-readers of magazines Impulse purchase is a big driver of sales, so display is key
These days, retail is just one of many touchpoints we have with the consumer, but for all kinds of reasons, we just have to have to be on the newsstand. Without it we re dead. 15
16 nicola.rowe@ppa.co.uk @NicolaRowePPA