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How do People Read Magazines on Mobile
Devices?
Stonewash Magazine Frameworks for iOS, Android, Windows 8, Kindle Fire
www.stonewash.co.uk@StonewashLtd
Total Sessions Per Issue
7
6
4
5
3
2
1
WEEKLY MONTHLY BI-MONTHLY QUARTERLY0
www.stonewash.co.uk@StonewashLtd
Total Sessions Per Quarter
50
40
30
20
10
WEEKLY MONTHLY BI-MONTHLY QUARTERLY0
www.stonewash.co.uk@StonewashLtd
Total Sessions Per Quarter
WEEKLY
MONTHLY
BI-MONTHLY
QUARTERLY
www.stonewash.co.uk@StonewashLtd
WEEKLY
MONTHLY
BI-MONTHLY
4.6QUARTERLY
Total Sessions Per Quarter
www.stonewash.co.uk@StonewashLtd
WEEKLY
MONTHLY
Total Sessions Per Quarter
10.5BI-MONTHLY
4.6QUARTERLY
www.stonewash.co.uk@StonewashLtd
WEEKLY
15.6MONTHLY
10.5BI-MONTHLY
4.6QUARTERLY
Total Sessions Per Quarter
www.stonewash.co.uk@StonewashLtd
Total Sessions Per Quarter
48WEEKLY
15.6MONTHLY
10.5BI-MONTHLY
4.6QUARTERLY
www.stonewash.co.uk@StonewashLtd
4HNHaPUL�˂�(Half Life)
ISSUE 1 ISSUE 2
www.stonewash.co.uk@StonewashLtd
4HNHaPUL�˂�(Half Life)
ISSUE 1 ISSUE 2
�˂�89.6%OF SHELF TIME
www.stonewash.co.uk@StonewashLtd
4HNHaPUL�˂�(Half Life)Weekly Example
ISSUE 1 ISSUE 2
�˂�89.6%OF SHELF TIME
www.stonewash.co.uk@StonewashLtd
4HNHaPUL�˂�(Half Life)Weekly Example
ISSUE 1 ISSUE 2
20.5 MIN
16.6MIN
24.3MIN
20.8MIN
www.stonewash.co.uk@StonewashLtd
Consumption v. Pagination
50%
40%
30%
20%
10%
0 - 50 PP 51 - 100 PP 101 - 150 PP 151 - 200 PP 201+ PP0%
www.stonewash.co.uk@StonewashLtd
Cumulative Pages and Consumption12 issues @ 200pp
2,500
2,000
1,500
1,000
500
1 2 3 4 5 6 7 8 9 10 11 120
www.stonewash.co.uk@StonewashLtd
Cumulative Pages and Consumption12 issues @ 200pp
2,500
2,000
1,500
1,000
500
1 2 3 4 5 6 7 8 9 10 11 120
CREATED2,400
www.stonewash.co.uk@StonewashLtd
Cumulative Pages and Consumption12 issues @ 200pp
2,500
2,000
1,500
1,000
500
1 2 3 4 5 6 7 8 9 10 11 120
CREATED2,400
CONSUMED606
www.stonewash.co.uk@StonewashLtd
Cumulative Pages and Consumption12 issues @ 200pp
2,500
2,000
1,500
1,000
500
1 2 3 4 5 6 7 8 9 10 11 120
CREATED2,400
CONSUMED606WASTE75%
www.stonewash.co.uk@StonewashLtd
Cumulative Pages and Consumption52 issues @ 46pp
2,500
2,000
1,500
1,000
500
1 10 20 30 40 500
www.stonewash.co.uk@StonewashLtd
Cumulative Pages and Consumption52 issues @ 46pp
2,500
2,000
1,500
1,000
500
1 10 20 30 40 50
CREATED2,392
0
www.stonewash.co.uk@StonewashLtd
Cumulative Pages and Consumption52 issues @ 46pp
2,500
2,000
1,500
1,000
500
1 10 20 30 40 50
CREATED2,392
CONSUMED1,109
0
www.stonewash.co.uk@StonewashLtd
Cumulative Pages and Consumption52 issues @ 46pp
2,500
2,000
1,500
1,000
500
1 10 20 30 40 50
CREATED2,392
CONSUMED1,109WASTE54%
0
www.stonewash.co.uk@StonewashLtd
Pagination and Consumption
Weekly46 pages
Monthly200 pages
PAGESCREATED
PAGESCONSUMED
WASTEDPAGES
2,392 2,400
1,109 606
75%54%
www.stonewash.co.uk@StonewashLtd
Propensity to Purchase v. Cover Price
50%
60%
40%
30%
20%
10%
£0 £1 £2 £3 £4 £5 £6 £7 £8 £90%
www.stonewash.co.uk@StonewashLtd
Annual Revenue Per User12 issues @ £5.99 per issue (23% propensity)
£70
£60
£40
£50
£30
£20
£10
10 2 3 4 5 6 7 8 9 10 11 12£0
£72MAX POTENTIALEARNINGS
www.stonewash.co.uk@StonewashLtd
Annual Revenue Per User12 issues @ £5.99 per issue (23% propensity)
£70
£60
£40
£50
£30
£20
£10
10 2 3 4 5 6 7 8 9 10 11 12£0
£72MAX POTENTIALEARNINGS
£16.53PROBABLEEARNINGS
www.stonewash.co.uk@StonewashLtd
Annual Revenue Per User52 issues @ £1.49 per issue (31% propensity)
£70
£60
£40
£50
£30
£20
£10
£0
£77MAX POTENTIALEARNINGS
1 10 20 30 40 50
www.stonewash.co.uk@StonewashLtd
Annual Revenue Per User52 issues @ £1.49 per issue (31% propensity)
£70
£60
£40
£50
£30
£20
£10
£0
£77MAX POTENTIALEARNINGS
£24.02PROBABLEEARNINGS
1 10 20 30 40 50
www.stonewash.co.uk@StonewashLtd
The Effect of Price and Frequency(based on 5,000 users)
Weekly£1.49 per issue
Monthly£5.99 per issue
PROPENSITYTO BUY
TOTALISSUE SALES
TOTAL ANNUALREVENUE
80,600 13,800
31% 23%
£82,662£120,094
www.stonewash.co.uk@StonewashLtd
When Are We Reading?
13% Monday
14% Tuesday
13% Wednesday
15% Thursday
14% Friday
17% Saturday
14% Sunday
www.stonewash.co.uk@StonewashLtd
When Are We Reading?
Using Data from Saturday
21% Morning
19% Afternoon47% Evening
13% Night
www.stonewash.co.uk@StonewashLtd
When Are We Buying?
15% Monday
13% Tuesday
13% Wednesday
13% Thursday
15% Friday
16% Saturday
16% Sunday
www.stonewash.co.uk@StonewashLtd
When Are We Buying?
Using Data from Friday, Saturday, Sunday, Monday
23.5% Morning
30.6% Afternoon24.3% Evening
21.5% Night
www.stonewash.co.uk@StonewashLtd
Release Day: Saturday, Afternoon
to catch
Popular Read Session: Saturday, Evening
www.stonewash.co.uk@StonewashLtd
Register to receive the free whitepaper
www.stonewash.co.uk/research
www.stonewash.co.uk@StonewashLtd
