Apr 16, 2013
Moms Trust Magazines
Moms are the most powerful consumer group in Canada, with 90% either leading or co-leading all purchase decisions. As with the general population, moms are adopting smartphones. Moms, in fact, are now more likely than the average Canadian to own a smartphone. They use their smartphones mainly for browsing and emailing.
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Smartphone Owners in Canada
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Moms trust magazines, and magazine ads are one of the top media sources they rely on to help them with product and brand awareness. Women believe magazines to be a good resource for information as well as a form of entertainment that helps them relax and escape from everyday life. Magazines are especially important to active women who exercise regularly.
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Women who exercise regularly and those who don't:
attitudes towards advertising and magazines
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Moms look to magazines as sources for recipes and for inspirations on what to buy. They are more likely to bring their smartphones grocery shopping with them than they were a year ago, making it easy to research recipes from their favourite magazines on the go.
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Top Recipe Sources Among US Mom Internet Users,
September 2012
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Canadian moms are connected now more than ever. While moms use the internet, they are still seeking out magazines to learn about trusted brands, find recipe ideas for their families, and for some personal time.
Sources: Canadian Digital Mom 2012 Report, Mom Central Consulting, 2012; The Source, GfK MRI News and Insights, comScore-GfK MRI Fusion—linking online and offline behaviours with consumer lifestyles and attitudes, January 2013; Female smartphone owners use their devices more for grocery shopping than they did a year ago, eMarketer, 2013.
PMB 2013 Spring Report: Print Magazines Consistent As Ever
Despite the transition to digital, print magazines continue to be read by all ages. PMB's Spring 2013 Report, which measures 94 print magazine titles, revealed that in a digital-oriented world, print readership remains stable. Kirby Miller, PMB Chairman and Senior Vice President and General Magazine at House & Home Media says, "In a media world that's often looking for the next great panacea, it comes as no real surprise when we see the rock solid new PMB results. The metrics of average readership, readers-per-copy and engagement time with the medium are all looking very healthy."
The 2013 data shows that average readership of 94 titles continues to stay around one million readers, and has risen in the past year:
The new PMB data shows that Canadians remain just as interested in magazines as they spend as much time with magazines as in the past.
Mobile owners continue to be among the most avid magazine readers, with over three quarters of them having read a magazine in the past month, higher than the Canadian average. Those who own a smartphone or tablet (considered to be mobile owners) read magazines more on average than the general population, dispelling myths that those who are digital device adopters would move away from more traditional forms of media.
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Magazine Reading by Mobile Owners: When last read a magazine
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Canadians continue to be captured and engaged by print magazines, regardless of the new digital direction.
Source: PMB 2013 Spring Report.
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