Despite worries that tech-savvy Gen Yers are ditching print media for digital, research house McPheters & Co. finds that 19-34 year-olds are actually reading more consumer magazines than older consumers, reports MediaPost.
After reporting the results, McPheters assumed they were skewed due to a low sample. To ensure accuracy, the group checked a similar study conducted last year by Readership.com across 8,400 pollsters. It confirmed that "adults in the 19-24 and 25-34 age groups reported that they read a larger number of both different magazine titles and specific magazine issues than their older counterparts," said company partner John McPheters of McPheters & Co.
"This evidence speaks directly to the growing concern that younger audiences are abandoning the hard-copy magazines for the Internet and other forms of media. It simply has not happened," he added.
MarketingCharts offers more data from the survey, including tables.
Monday, May 21, 2007
Gen Y Reads More Print, Not Less, than Older Counterparts
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Media Mogul
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5/21/2007 06:35:00 p.m.
Labels: Gen Y, Hard copy magazines, McPheters and Co., Media Consumption, Readership
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