Thanks to D.B. Scott over at the Canadian Magazines blog for digging up some industry figures on magazine digital editions. I attended last months MagNet conference in Toronto, and was amazed at the number of iPads I saw casually slung in bags and on laps during the PD sessions.
A survey of digital device and media users shows some promising uptake for magazine content packaged into digital editions.
According to the (audited) survey, 22% of iPad owners already read magazines on the device and 68% plan to (presumably when their favorites go iPad-friendly digital). I concentrate on the iPad numbers because the use of apps to deliver magazine content is a promising closed system that approximates the traditional magazine experience without compromising on digital's flexibility.
Advertisers will be pleased to note that digital magazine readers respond well to ads, and 60% of them have clicked through for more information at least once.
One thing I don't see in the reported results (and am very interested in knowing) is how much of this survey represents paid digital content. Subscribers and subscription renewals are a crucial part of the revenue mix for most consumer magazines. I'm pretty sure I'm not the only one wondering if digital will provide the same revenues.
BTW, for a good look at one possible digital future for Canadian magazines, have a look at Magazines Canada's Digital Newsstand. I have taken the liberty of filtering the newsstand to the literary category for you, since I know that's what you'll want to see.