Measuring the Level of Engagement of Digital Magazine

Transcrição

PMKT – Revista Brasileira de Pesquisas de Marketing, Opinião e Mídia
ISSN: 1983-9456 (Impressa)
ISSN: 2317-0123 (On-line)
Editor: Fauze Najib Mattar
Sistema de avaliação: Triple Blind Review
Idiomas: Português e Inglês
Publicação: ABEP – Associação Brasileira de Empresas de Pesquisa
Measuring the Level of Engagement of Digital Magazine Readers1
Mensuração dos Níveis de Engajamento dos Leitores de Revistas Digitais
Submission: Mar./28/2014 - Approval: May/27/2014
Andrea Costa Nascimento
Post-graduated in Marketing at Fundação Armando Álvares Penteado – FAAP. Graduated in
Statistics at Centro Universitário Capital - UNICAPITAL. Manager of Intelligence and Market
Research at Editora Abril S/A.
E-mail: [email protected]
Professional Address: Av. das Nações Unidas - nº 7221 - 13º andar - 05425-902 - São Paulo/SP –
Brasil.
Diego Oliveira
Master's Degree in Communication from Cásper Líbero Faculty. Graduated in Advertising at
Faculdades Integradas Rio Branco. Account Director at Ipsos Marplan.
Fabricio Lima de Medeiros
Post-graduated in Research in Market Communication at Escola de Comunicação e Artes at USP.
Graduated in Advertising at Faculty Cásper Líbero. Specialist in Research and Market Intelligence
at Editora Abril S/A.
Karla Patriota Bronsztein
PhD in Sociology and a Master in Communication at the Federal University of Pernambuco UFPE. Graduated in Social Communication from the Catholic University of Pernambuco. Professor
in the PPGCOM Federal University of Pernambuco.
E-mail: K. [email protected]
1
This was one of the papers presented at ABEP’s 6th Brazilian Market, Opinion and Media Research Congress (held on
March 24 and 25, 2014), turned into an article by its author(s), submitted to PMKT, and approved for publication.
Measuring the Level of Engagement of Digital Magazine Readers
Andrea Costa Nascimento/ Diego Oliveira/ Fabricio Lima de Medeiros/ Karla Patriota Bronsztein
ABSTRACT
In search for a metric for the engagement of magazine readers in the digital environment, we started
from the metric model proposed by the Forrester Research Institute, which uses four levels, and
added two more levels to the model, thus arriving at the final model with six levels. The research
relied on three steps: baseline studies, preparation/use of the questionnaire (Abril and Ipsos panels
and Face to Face [F2F] fieldwork) and creation of the metric (statistical significance and weighting
of variables). As a result we obtained a quantitative scale of general feeling of satisfaction with the
publication of the propensity of readers for interaction (including ads) and the recommendation of
brands and content.
KEYWORDS:
Digital engagement, readers, metric.
RESUMO
Em busca de uma métrica para o engajamento dos leitores de revistas no ambiente digital, partiu-se
do modelo de métrica proposto pelo Instituto Forrester Research que utiliza quatro níveis,
acrescentando-se ao modelo mais dois níveis e, obtendo-se, desta forma, um modelo final com seis
níveis. Para isso, a pesquisa contou com três etapas: estudos de base, elaboração/aplicação do
questionário (painéis Abril e Ipsos e campo Face to Face - F2F) e criação da métrica (significância
estatística e ponderação de variáveis). Como resultado obteve-se uma escala quantitativa do
sentimento geral de satisfação com a publicação da propensão dos leitores para a interação
(incluindo anúncios) e a recomendação de marcas e conteúdo.
PALAVRAS-CHAVE:
Engajamento digital, leitores, métrica.
PMKT – Revista Brasileira de Pesquisas de Marketing, Opinião e Mídia (ISSN 1983-9456 Impressa e ISSN 2317-0123 On-line), São Paulo, Brasil,
V. 14, pp. 159-173, Abril, 2014 - www.revistapmkt.com.br
160
1. INTRODUCTION
The digital environment is causing significant changes to existing relationships between brands and
audiences. The growth in interactions for individuals – both online and offline – is reconfiguring the
type of communications advertisers are trying to establish in order to continue impacting positively
their target audiences.
In the past, brands have aimed to achieve awareness, leading to later purchase of the product or
service advertised; today, they seek to find ways to promote emotional involvement. This in turn is
usually associated with content relevant to message recipients and the type of experience with the
brand.
In this race to attain audience participation and involvement, a term has been much used by
communication managers and academics: digital engagement. The meaning of engagement is
“affiliation to an ideology, philosophy, or another idea, and to struggle for it” (FERREIRA, 1986),
but it may also be defined as “to work for an idea, a cause, something, or work for a certain activity
or endeavor” (FERREIRA, 1986).
This type of effort, in the virtual environment, is mostly used for activities of social mobilization,
exchange of information and contents of all types, collective creation, or even actions about
consumption.
To shed light on this setting, the present research project, conducted by Ipsos Brazil in partnership
with Abril SA, proposes grading digital engagement into 6 levels of involvement and consumption
of magazines.
The metric created, based on the model proposed by Forrester Research, with only 4 levels
(involvement, interaction, intimacy, influence) (HAVEN, 2007; HAVEN; VITTAL, 2008), was
expanded to include questions that allow us to measure 6 levels (Figure 1) of digital engagement:
Knowledge (recall), Involvement (contact), Interaction (action), Intimacy (feeling), Influence
(recommendation) and Satisfaction (loyalty).
FIGURE 1
Expansion of levels from the Forrester Research model.
161
The development methodology used Marplan’s EGM (General Media Study), with face to face and
web interviews, as well as quantitative research with subscribers of Abril Publisher SA and a survey
of the general population.
2. STRATEGIC CONTEXT
The present emphasis regarding media consumption is on “digital” engagement of the target. Such
engagement is understood as a kind of effort, that grows in the digital environment in network and
is structured from actions of social mobilization, sharing/socialization of all types of information
and content, in addition to the collective creative dimension, or even activities that encourage
message consumption.
The market has realized that purely quantitative audience metrics are not enough to measure actual
media consumption. Therefore, our research (still unpublished) contributes greatly to a new vision
of the market to be shared through this paper, bringing to the participants of the Print and Digital
Research Forum new perspectives of measurement of engagement of readers of magazine in the
digital environment.
In Brazil, no institute researching media has conducted studies on digital magazines in particular.
Ipsos, in a partnership with Abril Publisher SA, has planned a joint unique study involving the
CESAR (Recife Center for Advanced Studies), with the goal of developing a standard of metrics for
engagement with digital magazines.
3. METHODOLOGY
The Metrics Project includes online collection, via Alphabase mailing list, Ipsos Panel, and personal
interviews to be carried out by Ipsos, in three stages, as follows (Figure 2).
FIGURE 2
Chart of the three stages of fieldwork for the Metrics Project.
Online (web) fieldwork was conducted from May 24th to June 10th 2013. F2F fieldwork was
conducted from June 24th to July 2nd 2013.
As the background studies had already been performed (which led to the proposal of the model), we
added the results of the Trend and Media Observer from Ipsos Marplan into a questionnaire with
scaled questions, from which variables may be weighted and eventually used to compose the
metrics (index of engagement for magazine readers, by title).
162
Subsequently, Ipsos together with CESAR (Recife Center of Advanced Studies) have analyzed the
consolidated results for all data collected, in order to create metrics for engagement with digital
magazines.
At the same time, Abril Publisher SA performed a preliminary analysis on web data only, providing
information about the most common profiles and behaviors regarding digital magazines.
The methodology was quantitative, using an online questionnaire, with e-mail invitations to
Alphabase and Ipsos Panel participants. The universe was people who had already read digital
magazines. Universe and samples are as follows (Table 1).
TABLE 1
Universe and sample of Research - Metrics Project.
TYPE OF MAILING
SOURCE
MAILING/UNIVERSE
SAMPLE
Subscribers print + digital or digital only
Alphabase
64,385
97
Subscribers print + digital (automatic renewal)
Respondents w/o information about digital magazines
(random)
Respondents w/o information about digital magazines
(random)
Alphabase
210,928
113
Alphabase
1,745,737
335
Ipsos Panel
29,500
352
TOTAL
897
A further 1948 e-mails have been sent to addresses from previous tablet studies, so as to increase
the sample, but it has not been possible to track the replies. There have been a few replies to e-mails
sent to respondents without information in Alphabase.
4. FIELDWORK RESULTS
As previously mentioned, the whole study was structured in order to establish new methodologies
to measure consumption and involvement with digital magazines.
It started with the reflection that communication possibilities are increasingly individualized,
customized and targeted, and the media establish not a two-way, but a multiple-way
communication.
Thus, the questions sought a clear knowledge of the elements that are essential to understand the
change in consumption from print to digital media, considering that the involvement of readers has
specificities that needed to be known and evaluated. So we have structured the data collection
instrument based on 3 major pillars:
1. Knowledge – Presupposed previous contacts and perception of the characteristics of magazines
read.
2. Engagement – Measured the four levels proposed by the base model used (Forrester Research).
3. Satisfaction – Measured the level of liking and fulfillment after reading.
The questions covered all 6 consumer perceptual dimensions of digital magazines, evaluated into
sub dimensions as follows (Figure 3).
163
KNOWLEDGE
ENGAGEMENT
 Aware
 How accessed the
digital edition
 Aware of purchase
options (combo and
single)
 Own combo
 Number of primary
and secondary
readers (reach)
 Titles read/
downloaded
 Issues read and
downloaded
(individual and trial
issues)
Involvement (contact)
 Number of editions downloaded and read
 Time spent reading
 Number of times picks issue until finishes reading
 Moments of reading (time and place)
Interaction (action)
 Interacts with editorial content and ads in the
magazine
 Sought more information on subjects published or ads
in the magazine
 Comments with friends, on blogs and social networks
SATISFACTION
 How much likes
 How useful
 How pleasant an
experience
 How much
recommends
(NPS)
Intimacy (feeling)
 Moment of choice
 Important for reader, adds knowledge and recognition
 Reader feels good
Influence (power)
 Reader influences opinions and purchase
 Reader is consulted for opinions
FIGURE 3
Structural issues regarding the levels of engagement in the expanded model.
Based on the levels of participation and consumption related to digital engagement, from readership
of digital magazines, we have managed to identify elements with statistical significance to become
parameters for the metrics desired.
These levels were composed by involvement (associated with contact); interaction (associated with
action); intimacy (associated with feeling); and finally influence (associated with power to promote
consumption of digital magazines), and resulted in a questionnaire with 42 questions.
4.1 SAMPLE PROFILE
Readers of digital magazines are still predominantly male (58%), but there is already a significant
female participation (42%).
54% are 35 years old or older. They are concentrated in the southeast region of Brazil (68%; 45% in
the state of Sao Paulo alone). Most live in state capitals, and are married.
Half of them have children, typically 1 or 2. For illustration purposes, we have summarized a
panoramic view of the sample (Figure 4).
164
FIGURE 4
Overview of the Sample Profile - Metrics Project.
4.2 RESULTS RELATED TO LEVELS OF INVOLVEMENT
As mentioned previously, we have added to the Forrester Research model the knowledge factor,
associating trial, recall and satisfaction (brand loyalty). Thus we have produced a complete model
of engagement and relationship, which we call “Expanded Forrester Model”.
The idea was to adapt the model to the consumption of digital magazines, with a metric composed
of questions covering the 6 levels. The results were as follows:
 Knowledge - basic level of the extended model. We have added it to the Forrester model
because we believe that knowledge comes before any level of engagement. Knowledge is the
trigger to the initial level - which presupposes “contact”.
When we asked about access to a digital issue downloaded, we found that 37% had never
downloaded a digital magazine, because they prefer the print version. In addition, digital
magazines are still something new for respondents: 41% had read for up to 3 months, and only
21% for a year or more.
Many titles have only been available in digital format for a little while. However, not even those
who have been around longer (such as Veja, 2 years in digital format) stand out in length of
relationship (Chart 1).
165
CHART 1
How long have read the magazines evaluated in digital format.

Involvement (Contact) – Forrester Research considers it the most basic level of engagement. It
involves simple contact between individuals and media, such as title read and time spent
reading. Understanding this level is important to further develop other stages, and may be a tool
for better management of the digital platforms used.
Looking at this level for our respondents, we have found that most readers are light users. But
this may be biased, as there is a high concentration of new readers. Among readers of the digital
title for 6 months or more, 51% are heavy users (Chart 2). In addition, the number of users who
download their title to more than one device is still low (28%). Among those who have
downloaded to more than one device, the average of devices used is 2.6.
The main reason not to use other devices is lack of interest or need. Communicating the
possibility of using multiple devices has the potential to stimulate the 22% who had not been
aware of the benefit.
CHART 2
How many of the last 5 issues were read - Metrics Project.
Notebooks are the devices most respondents have used to access the digital magazine. In
total, 70% have used some type of PC to access the magazine (no duplication between
166
desktop, laptop, netbook). Although 58% have a tablet at home, only 40% have used it to
access digital magazines. Readers of Veja, on the other hand, use tablets more: 55% have
used them to read the magazine.
The device used also varies by how the issue is obtained: 50% of subscribers of a digital
magazine have read it on a tablet, but only 30% or those who have accessed a free issue
have done so.
The formats have little overlap of roles: 80% think that digital does not replace or replaces
only in part the print format, and 83% think the formats complement each other partly or
completely (Chart 3).
CHART 3
Perception about the overlap between Digital and Print Magazines.

Interaction (Action) - This element covers items that require more action from consumers in
the digital environment, such as requesting additional information or purchasing products and
services, commenting on blogs, connecting to digital social networks, and downloading content.
The growth and structuring of virtual communities are crucial to understand these emerging
behaviors, and play a fundamental role to calculate the value of readers and their level of
engagement with the medium.
Actions taken by respondents have been decisive to understand their behaviors. For example,
regarding content, 56% have commented or shared with friends and family, geographically
close, or in blogs and social networks.
Regarding interactions with the brand and/or the content of the digital magazine: 81% sought
further information online after reading the digital magazine. That shows a propensity of digital
readers to dive into the second level of engagement of the Forrester model (Charts 4 and 5)
167
CHART 4
Actions taken regarding the content of articles/stories.

CHART 5
Actions taken to interact with the brand/ content of the
digital magazine.
Intimacy (Feeling) - In the Forrester model, this level is about the feelings and opinions
individuals have regarding brands, and are typically represented by the words used when
referring to them and the nature of the contents that are generated. Perception, passion or
dissatisfaction may be identified by this aspect. In our study, intimacy was based on feelings
revealed by readers when referring to titles. Thus, “I like the magazine very much” would mean,
in our view, one of the most significant expressions of intimacy with a magazine. In the
question “would miss something if the magazine was only digital” there is an even, but intense
split (which is very common when the issue involves “feeling”: either agree or disagree
intensely). See Chart 6 and Table 2.
CHART 6
Relationship with the digital magazine (agreement scale from 1 to 10).
168
TABLE 2
Levels of agreement and average regarding feelings of readers towards digital magazines.
STATEMENT
It is my moment of choice, because I decide when to
read the magazine
The magazine inspires me
The magazine is important to me
The magazine makes a difference in my routine
The magazine makes me feel good
I would miss something if my magazine were only
available in the digital version, without the print
I like this magazine very much

10
TOTALLY
AVG.
AGREE
9
8
7
6
5
4
3
2
1
TOTALLY
DISAGREE
7.5
35%
10% 12% 12% 9% 10% 3%
2%
2%
6%
7.2
7.3
6.9
7.3
25%
25%
20%
26%
13%
14%
12%
14%
15%
14%
15%
15%
14%
14%
13%
13%
10%
8%
12%
9%
11%
11%
12%
10%
4%
5%
6%
3%
3%
3%
3%
3%
2%
2%
2%
3%
5%
4%
6%
5%
7.0
39%
10% 8%
9%
5%
6%
2%
3%
3%
16%
8.2
43%
13% 16% 10% 6%
6%
2%
1%
1%
2%
Influence (Power) - This penultimate level in our extended model (and last in the Forrester
model) includes the possible recommendation of a digital magazine in general (and a title in
particular) to family, friends and acquaintances, especially through spaces of conversation in
the virtual environment. This advanced stage of engagement involves brand awareness, loyalty,
and the possibility of repurchasing and continuous effective consumption. This set of
information is, in turn, essential to identify the profile of the target audience and the subsequent
development of new strategic plans.
The respondents have frequently recognized that digital magazines have a great influence on
opinion and provide social benefits – namely knowledge. However, they do not perceive
receiving “recognition” or “status” from the recommendations they make by being readers of a
particular title. In general, the results have shown that, at this level of engagement, the digital
magazine has influence and helps its readers exercise influence, but not very much. The
recommendation of reading the title is high for people close to them, as 65% can influence
people regarding the subject they have read in the magazine at least occasionally. Readers act to
influence people who are closer to them about their opinion, formed by the magazine, mainly in
a more personal way and influencing the purchase of products and services, using electronic
media less (e-mail and social networks). See Chart 7.
CHART 7
Influence of the magazine as an opinion former (Scale of agreement from 1 to 10).
169

Satisfaction – Expanding on the model proposed by Forrester, this level measures the degree of
satisfaction regarding digital magazines - the higher the satisfaction the higher the engagements
with the medium and, consequently, loyalty. Satisfaction is higher among heavy users: 8.5 vs.
7.7 for light users. Regarding the main (most read) title of magazines available digitally, its
readers are the most critical, scoring 7.6 on “overall satisfaction”.
On the other hand, the device used to read the digital magazine does not impact satisfaction, but
makes a difference on how much readers want to continue reading the magazine in this format:
a 7.6 agreement for those who read on tablets vs. 6.2 on a PC, which may indicate that they do
not perceive lower satisfaction, but the experience on the PC may affect the flow of reading, as
shown in Chart 8.
CHART 8
Measurement of satisfaction with the digital format and the title.
The six levels measured have allowed us not only to understand the concrete actions taken and the
involvement readers have with digital magazines, but also to diagnose that their intimacy with the
medium is directly related to the attributes they perceive in the relationship.
A priori, an engaged reader is more valuable to the title than an average reader – by general
audience levels – without emotional bonds with the brand, and therefore less likely to be loyal and
recommend the title.
After data collection and tabulation, we started the statistical procedure to define a metric that
would allow us to measure, continuously and comprehensively, the level of engagement of
consumers with the medium, a metric defined by the most representative statistical parameters.
5. CREATION OF THE ENGAGEMENT METRIC
Our research methodology was hybrid, including background studies and an electronic
questionnaire, in addition to face-to-face interviews.
The scientific principle itself is based on the broad observation of the world that surrounds us; that
is why the conceptual foundations were based on data from two Ipsos studies: Trend and Media
Observers.
170
Thus, we have structured the basis for the statistical treatment of the data collected. In this phase the
Center for Advanced Studies of Recife - CESAR came in evaluation and, in partnership with the
team statistics of Ipsos, conducted a series of simulations for the establishment of metrics of
engagement.
The tests of statistical significance were necessary to define the metric we are proposing, which
may be decomposed and applied from other databases using the same variables we have – given
that there are clear patterns of consumer behavior regarding digital magazines.
We have started from the results of 142 variables on the six pillars proposed. In order to determine
the metric, a factor analysis was performed with the four pillars of the base model (Involvement,
Interaction, Intimacy and Influence) and regression related to recommendation (inserted in the
expanded model), originating the most important variables and their weights. Finally, the 50 plus
variables were reduced to the 13 most important in order to compose the metric.
The statistical analysis of responses to the ad-hoc questionnaire identified a subset of variables
representative enough to derive the measures of Influence and Satisfaction, employing an
approach to create variable groups with higher statistical correlation, suggesting interdependence.
Thus it was obtained, as a metric preliminary, the result of variables such as:
 Share ads.
 Click to buy.
 Interact with ads.
 Share content.
 Like the magazine very much.
 Obtain knowledge to opine.
Metric:
Response to Q38: 10, if responded 3 and 4; 5, if responded 3 or 4; 1, if other responses on a 1 to 10
scale.
Presently, the study is being developed and the preliminary metric is in test phase regarding its
suitability to other media in the General Media Study (EGM) by Ipsos Marplan, with the intent of
creating a definitive metric.
6. FINAL CONSIDERATIONS AND LEARNINGS
The study was built on 3 stages. The first was background studies/ desk research: we have surveyed
all the possibilities about engagement studies in academia and the market, in addition to the Trend
and Media Observers from Ipsos Media CT.
The second was drafting/applying the questionnaire: analysis of information to consider in adapting
the model found in the 1st step (897 respondents: online questionnaire in the Abril panel and Ipsos
Panel, in addition to face-to-face interviews).
171
The third step was creating/understanding to apply the metric: statistical significance tests were
performed and variables were weighted to compose the engagement metric. Result: a quantitative
scale of the general feeling of satisfaction with the publication; the propensity of readers to interact
with the content of the magazine (including ads) and to recommend brands and content, particularly
on social networks.
In general, the main indicators have been a guideline towards the metric. To visualize such
dimension, we have summarized parameters found below (Table 3).
TABLE 3
Key indicators from the levels of engagement proposed for the creation of the metric.
The pillars of influence and satisfaction are the most significant to measure engagement with digital
magazines; both have an effect on recommendation of reading and influencing opinions, as well as
in product purchase. The study on which the metric was based revealed that eight out of ten readers
are satisfied with digital reading, and seven out of ten declare continuous reading, thus expanding
their level of engagement.
The pillars of Involvement, Interaction and Intimacy complement those of Influence and
Satisfaction. Over half of readers are heavy users. Those profit highly from what they read, share
highly what they read, and search for more content, in addition to interacting with ads (89% read
and 77% interact). Besides, it was found that engaged readers like and chooses to be with the
172
magazine because it elicits good feelings, because they care for the medium, and because of the
possibilities of moments of choice for consumption.
Finally, with this metric we are proposing, we believe a concrete step has been taken toward
conceiving a new way to measure effectiveness in the consumption of digital media, in particular
digital magazines.
The main learning is that digital media needs specific approaches that transcend audience, involving
all readers, regardless of their level of involvement.
Thus, by including opinions and recommendations, such an influence seems to us to have an
immense potential for impacting consumption of digital media; after all, at present, just as important
as experiencing the consumption of magazine contents is being able to share it with friends and
interacting directly with the content, expanding cyclic and synergistically the experience and
engagement with the medium.
7. REFERENCES
FERREIRA, Aurélio B. de Hollanda. Novo dicionário da língua portuguesa. 2. ed. Rio de Janeiro:
Nova Fronteira, 1986.
HAVEN, Brian; VITTAL, Suresh. Measuring engagement. Segundo documento da série Measuring
Customer Engagement, Forrester Research, 2008.
HAVEN, Brian. Marketing’s new key metric: engagement. Forrester Research, 2007.
Note: Authors are solely responsible for the translation of their articles from Portuguese to English.
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Measuring the Level of Engagement of Digital Magazine

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