Magazine Reading on Cellphones Expected to Rise

iphone2.jpgAdAge is reporting that the consulting firm Deloitte found that every generation — from young millennials (ages 13 to 24) to Generation X (25 to 41) to baby boomers (42 to 60) and older “matures” (61 to 75) — enjoys reading print magazines.

“Almost three-fourths of all consumers choose to read [print magazines] even though they can find the same information online,” the AdAge report said. “There is also a greater receptivity overall to print ads compared with internet ads, the firm found.”

The study also found that devices like the iPhone could spur growth in the number of people who read magazines on the go, as well as view and share user-generated content:

“Deloitte found that there appears to be significant demand for a portable, stand-alone device that consumers can use to view content as well as communicate with others. The survey found that 39% of consumers want to be able to move their media content to their own devices without any problems, and 34% want a device that will give them the ability to speak to, instant message, text and e-mail anyone. ‘It would seem to bode well for the iPhone and other smart phones,’ said Ed Moran, director-product innovation, for Deloitte Services’ Technology, Media & Telecommunications group. ‘It’s a strong, strong desire.'”

Who Still Reads Magazines? Just About Everybody [AdAge]