Articles

16.11.2010 Understanding why consumers read print media in UK

Whether they're looking for the latest celebrity gossip or want to find out more about the world, data from Carat's CCS study reveals why people read magazines and newspapers. There are plenty of sources to inform us what, how, when and how much people are reading magazines or national press titles, but not so much about why they are consuming them. A study from Carat's CCS (Consumer Connection System) helps throw some light on this question, and shows that the role of magazines in a consumer’s media lifestyle varies according to gender and age.

There are vast differences in the reasons why women read magazines vs why men read them. For women, sitting down with their favourite magazines and a cuppa is seen as a form of escapism. In contrast, only 9% of men read magazines for this reason. Fifty three percent of 25-44 year old women agree that magazines offer ‘Me Time’, away from the stresses of their busy days (vs only 36% of all regular magazine readers). When in this frame of mind, women are more likely to turn to monthly glossies such as Cosmo (30% more likely than the average reader to read Cosmo for ‘escapism’).

Men’s relationship with magazines appears to be much more functional and straightforward. Men over the age of 35 will read a magazine to gain knowledge; 47% agree they read magazines to learn things. Magazines aimed at younger men are regarded as simply a form of entertainment by their readership; over one in three Nuts readers will read a magazine for this reason. These titles will also provide a social currency to chat about down the pub with their mates (FHM readers are 54% more likely to read a magazine in order to have something to talk about).

B.L. 16.11.2010