• by Joe Mandese  @mp_joemandese, April 6, 2005

Subscribers of digital editions of magazines have similar demographic profiles to their print counterparts, are happy with digital publishing formats, and are highly involved with editorial and advertising content, concludes the findings of a survey of digital edition subscribers released Tuesday by tech media company 101communications.

The Internet-based, which was conducted in early January by Mosaic Media Partners, was sent to magazine subscribers who receive a magazine delivered electronically to their computer, rather than in hard copy.

Among the key findings is that the ability to instantaneously link to an advertiser's Web site was the most popular feature surveyed. Nearly two-thirds (63.9 percent) of the respondents said they had linked to a "vendor Web sites" directly from articles. Linking to vendor Web sites directly from ads was the fifth most popular feature, cited by 43.3 percent of the respondents.

Other popular features include the ability to search articles (54.7 percent), links to "white papers" (54.5 percent), archiving digital editions or articles (37.4 percent), and the ability to send a single article or ad to a colleague (29.2 percent). More than a fifth (22 percent) of digital edition subscribers said they have forwarded an ad to a colleague, while 37 percent said they had forwarded "information about a vendor."