More than half of people in the UK prefer to read printed magazines, rather than online content, according to a study by Deloitte.

Its third annual State of the Media Democracy report found that 60% of people prefer reading printed magazines even though they know they could find most of the same information on the web.

However, this figure has dropped from 73% three years ago.

Women were most likely to read a printed copy of their favourite magazine rather than the digital version, with 66% doing so.

Over half of the consumers surveyed (53%) found any type of internet ad to be more intrusive than ads in magazines or newspapers.

And 48% of readers pay greater attention to print ads than those online.

The study aims to provide a snapshot of British consumers’ attitudes to magazines and found that, despite the explosion of digital content and the take-up of mobile devices, the adoption of digital magazines is taking longer to catch on than some would have expected.

Yesterday’s ABC circulation figures, however, have underlined mixed fortunes for print magazines.

The Economist topped 200,000 readers, up 11.1% on this time last year, for the first time in its 167-year history, but celebrity titles and the men’s magazine sector have experienced decline.

Online magazines, however, are steadily increasing year on year, according to ABC Electronic.

BBC Good Food has more than trebled its daily browser numbers since 2009, according to figures released yesterday (nma.co.uk 17 February 2011). The site had 153,932 average daily unique browsers finor December 2010, more than doubling June 2010’s 71,013 figure.

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Published 18 February, 2011 by NMA Staff

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