Deloitte’s “State of the Media Democracy” Survey

While 2010 witnessed another explosion of digital content and scores of new entertainment-friendly mobile devices coming to market, the adoption of certain digitally formatted content is taking longer to catch-on than some would have expected. According to the survey, since 2007 a consistent 70 percent of Americans state that they enjoy reading printed magazines even though they know that they could find most of the same information online, and 55 percent have continued to subscribe to printed magazines.

Additionally, a majority of U.S. respondents state that an important feature of printed magazines is the advertising that helps them learn about new things for themselves and their family. Since 2007, a consistent 80 percent of Americans who have read their favorite magazine state that reading the printed copy is their favorite method.

“Enthusiasm for printed magazines is consistent across all age groups, a unique result in consumer attitudes across all the media categories, we surveyed,” said James McDonnell, principal, Deloitte Consulting LLP. “Publishers have the opportunity to develop smart strategies to ensure that they maintain their print readership while simultaneously advancing a digital strategy that enhances the user experience.”