WHO READS DIGITAL MAGAZINES : A QUANTITATIVE STUDY INTO UNDERSTANDING READERS’ MOTIVATIONS FOR AND ATTITUDES TOWARDS DIGITAL MAGAZINES

Abstract: The introduction of the Internet and digitalization has posed a lot of challenges for news publishing industry, so as for magazine publishers. Due to rapid development of technology, most of magazine publishers are compelled to not only transform their print products into digital format, but also to exclusively create digital content and put it up on their websites and/or on other platforms and electronic devices. Also, users’ consumption behaviors have shifted to consume a lot of media in digital format. Thus it is crucial for digital magazine publishers to have a better understanding of readers’ experience and attitude towards digital magazines. The main objective of this thesis project is to look into readers’ overall attitude towards digital magazine. In order to realize the objective, a quantitative method with a survey questionnaire was employed as a data collection tool. The finding shows that digital magazine readers had slightly positive attitude towards the medium that suggests further development needs to be done from the product side. Hence, based on the finding I recommend digital magazine publishers to focus on offering values relevant to four main motivations that readers have for using the medium: more knowledge, entertainment, habit and low price.