Are you digitally prepared for new media trends 2010?
We love to listen in and see the data that comes from Forrester Research, Inc. Forrester is “an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology.” Two of their surveys, the “North American Technographics® Media & Advertising Online Survey, Q2 2009” and the “North American Technographics® Media, Marketing, Consumer Technology, And Healthcare Benchmark Mail Survey, Q3 2009”, discuss what consumers want in digital media and why they want it.
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Furthermore, the participants in this survey are the consumers you want to reach. They are experienced and internet-savvy. Listening to the answers they gave to the survey will allow you to directly tap into this audience that understands and cares about emerging new media trends.
What digital media trends are of interest to consumers
The emergence of eReaders and their associated platforms have excited online consumers. In fact, 50% of online consumers surveyed, between the ages of 18 and 88, want digital books, while 36% want digital magazines and 33% want digital newspapers. This weighted survey consisted of opinions generated from 4,706 online consumers. According to Forrester, “there is 95% confidence that the results have a statistical precision of plus or minus 1.4% of what [the statistics] would be if the entire population of US online individuals 18 and older had been surveyed.”
Why consumers want it
There were eight main reasons derived from the survey as to why consumers were interested in electronic books. One of these reasons was because multiple electronic books can be accessed on the go. 47% of those surveyed gave that as an answer. Additionally, 37% mentioned that they like electronic books because they are better for the environment than print books. To learn more about the six other reasons consumers listed and the percentage of them that chose the specific reason, join our Kindle for Publishers webinar on January 12th at 12:30pm EST.
