The research comes from GFK’s iPanel, which is made up of tablets and eReaders users, and which revealed that two-thirds (67%) of respondents prefer digital magazines. That said, 65% of the same panel said that they prefer the reading experience on printed magazines, possibly suggesting that the preference for digital magazines is more down to the design and portability of a mobile device, like a tablet or eReader.

There were some concerns on digital magazines however; 48% are frustrated by slow download times, and 46% by gimmicky videos, while 43% find it difficult to find a magazine they wanted to read on their mobile device.

There was better news for advertisers, with 70% of readers saying that they would like to be able to purchase items by clicking on adverts within a publication. Around 67% said that they would like those adverts to be personalized to their own interests, while 72% have demanded uniformity in formatting across all digital magazines.

GFK's video on the findings can be found here.