Granted the readers were IT professionals, but 101communications has released some well-done research about people who read the digital edition of a magazine instead of the printed version. It confirms my suspicion that digital readers are more influential in researching and sharing what they’ve read. Thanks to Joe Mandese for covering this news in MediaPost‘s Media Daily News.

Link: 101communications: Press Releases.

Digital delivery appears to strengthen a reader’s relationship with the publication, with 35% of subscribers increasing their use of the web site, 31% increasing their use of the magazine, and 22% increasing the usage of the publication’s email newsletters. Digital subscribers cited the fact that digital publications are easier to save as the number one reason for subscribing to the publication in that format (55%), followed by convenience (54%), and search features (51%). Print subscribers, who were surveyed as well, said that they preferred the print format because it is easier to read while traveling (75%).

101’s digital subscribers look much like print subscribers in the way they read and use advertising to make purchase decisions. Ninety-two percent of digital subscribers surveyed said that they had taken some action as a result of reading an ad in the digital publication. Actions taken as a result of reading an ad include:

• Have linked to a vendor’s web site from an advertisement (74%)

• Have forwarded information about a vendor to a colleague (37%)

• Have forwarded an ad to a colleague (22%)