The million dollar question : a quantitative analysis of audience uses and gratifications in digital magazines
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This study examines the audience engagement of millennial digital magazine readers through a perspective of uses and gratifications theory. A survey was distributed to 175 college students to discover why digital magazine readers read and consume digital magazine content in their everyday lives (following four core motivations based on past uses and gratifications research). These recorded reasons were then compared against the subject's self-stated likelihood to click on a digital magazine link that features a singular photo, a photo gallery or a video. The results of said survey found that readers preferred the singular photo presentation more than a gallery of photos or a video. Further, respondents stated that they were more likely to read a digital magazine for uses and gratifications of information and entertainment rather than that of personal and social identification, although there was no correlation found between certain uses and gratifications and a particular form of presentation media.