INFORMATION AND DECISION FRONTIERS OF KNOWLEDGE

MEASURING THE LEVEL OF ENGAGEMENT OF DIGITAL

MAGAZINE READERS

Andréa Costa – Abril SA Diego Oliveira – Ipsos Brazil

Fabricio Lima de Medeiros – Abril SA Karla Patriota Bronsztein - UFPE

First of all...

The MAIN GOAL of the initiative?

TO ESTABLISH NEW

METHODOLOGIES TO MEASURE

CONSUMPTION OF AND INVOLVEMENT WITH DIGITAL MAGAZINES.

Starting points

Communication possibilities are increasingly individualized, customized and targeted.

Media establish not two-way, but multiple-way communication.

Our setting – Current focus Regarding media consumption, is the quest for “digital engagement”

Promotes the collective creative

dimension in activities that encourage

message consumption.

Structured by activities of social mobilization,

exchange of information and

contents of all types

Study objective

Search for and understand

new perspectives for

measuring the engagement

of magazine readers in the

digital environment.

Research structure

Model Our premise is that there are different levels of media participation and consumption related to digital engagement.

* Parameters from the American institute Forrester Research, the basis used in this project.

These levels were initially* composed by: 1. Involvement - associated with contact 2. Intimacy - associated with action 3. Interaction - associated with feeling 4. Influence - associated with power to promote consumption (media consumption in our case) on and offline.

Information collection model

CONTACT ACTION FEELING POWER

FORRESTER MODEL OF ENGAGEMENT

Information collection model

Satisfaction RECOMMENDATION

Awareness RECALL

EXPANDED ENGAGEMENT MODEL

FORRESTER MODEL OF ENGAGEMENT

Envolvimento CONTATO

Interação AÇÃO

Intimidade SENTIMENTO

Influência PODER

The study

Methodology

Triad of field data collection

Web Fieldwork:

Abril

Web Fieldwork:

Ipsos

F2F Fieldwork:

Ipsos

Focus of the analysis Web parameters and validation

Overall sample profile

42%

Gender

58%

Location

Overall sample profile Age groups

15%

53%

32%

Up to 24years old

25-44 y.o.

45+ y.o.

Average age = 38.2 years 43% have a household income

≥10 minimum wages

84% have an individual income

Social class and income

31%

58%

10% 1%

A B C D

Results regarding engagement levels

Awareness

41%

Total base: 897 cases

21% 20% 19% 19%

12% 9%

`- de 1mês

1 a 3meses

3 a 6meses

6 mesesa 1 ano

1 a 2anos

´+ de 2anos

<1 mo. 1-3 mo. 3-6 mo. 6 mo.-1 yr. 1-2 yrs. >2 yrs.

Engagement

Among readers of the digital title for 6 months or more, 51% are heavy users

38%

14% 12% 5%

30%

1 edição 2 edições 3 edições 4 edições Todas as 5edições

52% Light

12% Medium

35% Heavy

Total base: 897 cases

1 2 3 4 5+

26% 11% 12% 6%

45%

1 edição 2 edições 3 edições 4 edições Todas as 5edições

38% Light

12% Medium

51% Heavy

Base: Readers ≥6 months - 360 cases

1 2 3 4 5+

Engagement

53% read only what was of interest

47% read the whole

magazine

21% 34% Resumed several times

89% of those who read more than once do so on

different days.

3 hours reading on average.

Total base: 897 cases

Interaction – Actions taken regarding... Story contents

56% commented/

shared

45%

30%

15%

12%

10%

27%

Commented withfamily/friends in person

Sought further informationonline

Commented/Shared inblogs/social networks

Commented/Shared withfamily/friends by emailSough to watch videos

about it

None of the aboveTotal base: 897 cases

Interaction – Actions taken regarding... Digital magazine brand/content

75%

29%

18%

10%

5%

19%

Visited the magazine website

Visited the magazine officialpage on social networks

Watched videos on Youtubeabout the contents of the…

Follow it on Twitter

Watched videos on Youtubeabout the magazine

None of the above

81% sought more magazine

content

89% read ads. 77% interact

with ads.

Total base: 897 cases

Intimacy

Liking very much and being a moment of personal choice are the greatest manifestations of intimacy with a magazine.

FEELING ELICITED AVERAGE

I like my magazine very much 8.2 It is my moment of choice 7.5 It makes me feel good 7.3 Important for me 7.3

Influence

POWER OF INFLUENCE Always/ Almost always

Recommend reading the digital magazine 41% Can influence / change opinions 35% Can influence product purchase 28% Personally recommend a brand, product or service advertised 27%

People recommend reading the magazine and influence opinion and product purchase.

Satisfaction

Relationship with the magazine

18%

21%

43%

31%

34%

21%

51%

45%

37% 1 to 6 7 to 8 9 to 10

Grade of satisfaction with the magazine (1 to 10) in %

Average

Agreement with the statement: Intend to continue reading (1 to 10 ) in %

8

7

Starting with the results of 142 variables in the 6 Pillars

Reduction to 50, and finally determination

of the 13 most relevant.

Information collection model

Factor analysis involving the four pillars plus Regression related to Recommendation determined the most

important variables and their weight

Reduction to 50, and finally determination of the 13 most relevant.

Satisfaction RECOMMENDATION

Awareness RECALL

EXPANDED ENGAGEMENT MODEL

FORRESTER MODEL OF ENGAGEMENT

Envolvimento CONTATO

Interação AÇÃO

Intimidade SENTIMENTO

Influência PODER

Some conclusions and learnings

Learnings

• The pillars of influence and satisfaction are the most significant to measure engagement with a digital magazine. • Important role in recommending reading

and influencing opinions and product purchase.

• 8 out of 10 are satisfied with digital reading and 7 out of 10 declared continued reading.

Learnings • The pillars of Involvement, Interaction and

Intimacy complement Influence and Satisfaction. • Over half of readers are Heavy users. They

make good use of what they read. • High level of sharing what is read, prompting

search for additional content, in addition to interaction with ads (89% read and 77% interact).

• They like and choose to be with the magazine as it elicits good feelings, is regarded fondly, and is well defined as a “moment of choice”

Finally, with this metric we are proposing, we believe a concrete step has been taken toward conceiving a new way to measure effectiveness in the consumption of digital media, in particular digital magazines.

A readership very likely to recommend and with a high level of medium loyalty

may be understood as a value generator for advertising brands.

THANK YOU!