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Which of the following devices do you regularly use to read newspapers (online or via a dedicated application)? Laptop or desktop computer 57% Smartphone (e.g., iPhone, BlackBerry, Android) 13% Small screen devices are increasingly used iPad or other tablet computer 6% to read content. eReader(e.g., Amazon Kindle, Barnes & Noble Nook etc.) 6% The phenomenal popularity of smartphones, iPads, and eReaders has led to a rapid rise in media applications and, None of the above 37% subsequently, to an increase in reading across multiple devices. Although about half of magazine and newspaper consumers read on personal computers, over 10% also now read on 0% 20% 40% 60% 80% 100% smartphones [Figures 3a and 3b]. Base: 1,010 US adult newspaper and/or magazine readers [Figure 3a] As with other types of digital content such as music and games, members of Gen Y (ages 18-34) exhibit an early-adopter profile Which of the following devices do you regularly use when it comes to the number of advanced consumer electronics to read magazines (online or via a dedicated they use for reading publications. They are more than twice as application)? likely as the general population to consume newspaper and magazine content on smartphones, tablets, and eReaders. To Laptop or desktop computer reach these early technology adopters (and their even more 49% connected younger siblings) publishers must go beyond simply Smartphone 11% offering multi-platform access to fully exploit the capabilities of (e.g., iPhone, BlackBerry, Android) small screen devices and bring new experiences to readers. iPad or other tablet computer 6% eReader 6%(e.g., Amazon Kindle, Barnes & Noble Nook etc.) None of the above 45% 0% 20% 40% 60% 80% 100% Base: 1,010 US adult newspaper and/or magazine readers [Figure 3b]5 The Future of Newspapers and Magazines in the Digital Era www.elasticpath.com

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