The �Readly Report 2017

Every day we get all kinds of questions about how we are doing. ��After four years of collecting data of digital magazine consumption we have decided to compile some of our (often very interesting) findings in this Report of data and trends and share it with the rest of the world.

We call it The Readly Report.

We believe that everyone with the slightest interest in how, where, when and what people read will find a little gold mine of insights. Enjoy!

Unless stated otherwise, data relates to the period April 2016 -> March 2017.

About the Readly Report

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Readly is a service that gives customers unlimited access to thousands of national and international magazines in one app. The service offers fast download and easy, intuitive use so that the reader can read magazines online effortlessly. The subscription includes use on up to five devices, allowing the service to be shared among the whole family so that everyone can read their favorite magazines online.

Readly International AB, the company behind the Readly service, is a privately owned company headquartered in Sweden. Formed in 2012, Readly today has offices in Sweden, the UK, USA and Germany and a rapidly growing user base in more than 50 countries, making Readly the world’s leading digital platform for reading magazines online. For publishers, Readly represents both additional reader revenues and deep insights into reader behavior.

Visit www.readly.com to learn more about Readly.

About Readly

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Year on year change

33 444 824 magazines read (+93%)

7,8 Mio. Hours spent reading (+96%)

2311 available magazines (+30%)

+60 000 magazine issues (+59%)

20+ min average user session

7 hours average readtime per user per mth

59%

41%

SE –Gender, Magazines opened

F M

< 20 20 - 29 30 - 39 40 - 49 50 - 59 60 - 69 70 - 79 80 - 89 > 89

SE – Age and Gender, Magazines opened

F M

0

500 000

1 000 000

1 500 000

2 000 000

2 500 000

3 000 000

3 500 000

< 20 20 - 29 30 - 39 40 - 49 50 - 59 60 - 69 70 - 79 80 - 89 > 89

SE – Age, Magazines opened

A total of 14 635 559 magazines read (+31%)��396 Swedish titles available (+17%) 82 K Apple and Android apps downloaded in year (+17%).��15% (-2.15) of all magazines read by Swedes are foreign titles.� 1 out of 50 sessions include solving a puzzle or crossword.��Users spend an average 20.3 min per session and 7.9 hrs per month. ��Approximately 86% of usage on tablets, 14% on phones.

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Country snapshot:�Sweden

Top Categories

Celebrity & Entertainment 17.18% (+0.3)

Women’s Interest 12.58% (+0.88)

Home & Garden 12.54% (+1.23)

Top titles by readership

Most favorited

1

2

3

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Country snapshot: Great Britain

A total of 7 475 800 magazines read (+165%)��751 British titles available (+41%) 108 K Apple and Android apps downloaded in year (+192%).��7.5% (+0.4) of all magazines read by British users are foreign titles.� 1 out of 250 sessions include solving a puzzle or crossword.��Users spend an average 21.8 min per session and 7.2 hrs per month. ��Approximately 90% of usage on tablets, 10% on phones.

Top Categories

Women’s Interest 15,55% (+0.96)

Celebrity & Entertainment 13.61% (-1.81%)

Home & Garden 5.56% (+0.51%)

Top titles by readership

Most favorited

1

2

3

52% 48%

GB –Gender, Magazines opened

F M

< 20 20 - 29 30 - 39 40 - 49 50 - 59 60 - 69 70 - 79 80 - 89 > 89

GB – Age and Gender, Magazines opened

F M

0

500 000

1 000 000

1 500 000

2 000 000

2 500 000

3 000 000

3 500 000

20 - 29 30 - 39 40 - 49 50 - 59 60 - 69 70 - 79 80 - 89 > 89

GB – Age, Magazines opened

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Country snapshot: Germany

A total of 9 916 346 magazines read (+329%)��510 German titles available (+42%) 101K Apple and Android apps downloaded (+159%).��12.2% (-3.4) of all magazines read by German users are foreign titles.� 1 out of 140 sessions include solving a puzzle or crossword.��Users spend an average 20.6 min per session and 7.3 hrs per month. ��Approximately 90% of usage from tablets, 10% on phones.

Top Categories

Women’s Interest 13.38% (-4.01)

Men’s Interest 11,26% (+1.07)

Celebrity & Entertainment 7.23% (-1.88)

Top titles by readership

Most favorited

1

2

3

36%

64%

DE –Gender, Magazines opened

F M

< 20 20 - 29 30 - 39 40 - 49 50 - 59 60 - 69 70 - 79 80 - 89 > 89

DE – Age and Gender, Magazines opened

F M

0

500 000

1 000 000

1 500 000

2 000 000

2 500 000

3 000 000

3 500 000

< 20 20 - 29 30 - 39 40 - 49 50 - 59 60 - 69 70 - 79 80 - 89

DE – Age, Magazines opened

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Top 10 countries, usage*

# Country Previous year y/y change

1 Sweden (1) +31 %

2 Germany (3) +329 %

3 Great Britain (2) +165 %

4 USA (4) −2 %

5 Austria (7) +277%

6 Finland (5) +45%

7 Norway (6) +22%

8 Ireland (9) +205%

9 Denmark (8) +35%

10 Switzerland - -

*Usage: total volume of magazines opened by paid subscribers.

Sweden - our oldest market - is still on top and shows healthy growth. Germany passed Great Britain despite the fact that both markets are sky rocketing in usage.

Our comment:

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Top 10 countries, magazines

Countries ranked by number of distinct titles available. In total more than 2000 titles across all markets.

All markets are increasing the number of local titles available. To the benefit of customers worldwide (since everything can be read anywhere).

Our comment:

# Country Available �Titles y/y change

1 Great Britain 751 +41%

2 Germany 510 +42%

3 Sweden 396 +17%

4 USA 300 +3%

5 India 52 +2%

6 Austria 42 +233%

7 Turkey 36 +6%

8 France 15 +7%

9 Ireland 18 +300%

10 Lithuania 11 +38%

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Top 10 categories worldwide

Total opened issues in each category/total opened issues.

# Category Popularity Change

1 Women’s Interest 13,42 % (13,22 %) +0,15%

2 Celebrity & Entertainment 12,57 % (15,07 %) −2,5 %

3 Home & Garden 7,66 % (8,74 %) −1,08 %

4 Food & Drink 6,74 % (8,39 %) −1,65 %

5 Fashion & Beauty 5,97 % (4,38 %) +1,59%

6 Men’s Interest 5,73 % (3,98 %) +1,75%

7 Tech, Gadgets & Home Entertainment 5,26 % (5,53 %) −0,27 %

8 Automotive 4,91 % (4,95 %) −0,04 %

9 Sports, Outdoors & Recreation 4,03 % (3,93 %) +0,1%

10 Health & Fitness 3,81 % (4,41 %) −0,6 %

Women’s interest and Celebrities are strong categories. Their relatively big share can in part also be attributed to more weeklies in these categories.

Our comment:

A magazine can be included in one or more of Readlys 34 different categories.

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Top 10 category rank by market

Categories ranked by their respective share of total consumption, by market. Availability of local titles in each category varies between markets

The appetite for Women’s interest & Gossip titles is strong everywhere with the notable exceptions of Denmark and Norway (for reasons yet to be discovered).

Our comment:

# Category SE GB DE US AT FI NO IE DK CH

1 Women’s Interest 2 1 1 1 1 1 4 1 5 1

2 Celebrity & Entertainment 1 2 3 2 4 2 7 2 7 2

3 Home & Garden 3 3 10 9 10 3 3 6 6 10

4 Food & Drink 4 9 7 - 9 4 8 9 - 8

5 Fashion & Beauty 5 5 5 4 6 5 - 4 9 4

6 Men’s Interest - - 2 3 2 - 5 10 3 3

7 Tech, Gadgets & Home Entertainment 9 4 4 7 3 9 2 3 1 5

8 Automotive 7 6 8 8 7 8 1 7 2 6

9 Sports, Outdoors & Recreation 10 7 6 5 5 10 6 5 4 7

10 Health & Fitness 8 8 - 10 - 7 9 8 10 -

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Average monthly usage by country (hrs)

Average session length (minutes) * Big influx of new users late in month distort this number.

Overall Readly customers spend a lot of time reading magazines. The differences between months and countries are generally more difficult to explain but can largely be attributed to a combination of calendar effects, holidays and campaign activities.

Our comment:

# Category Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

- Overall average 7,0 7,0 6,7 7,4 7,4 7,0 7,4 7,1 6,9 7,6 6,9 6,8

Sweden 7,1 6,9 6,7 7,5 7,2 6,9 7,3 7,1 7,1 7,5 6,8 7,9

Germany 7,1 7,5 7,4 7,7 7,7 7,2 7,8 7,3 7,2 8,0 7,4 7,3

Great Britain 7,5 7,4 6,6 7,3 7,9 7,0 7,2 7,0 6,6 7,5 6,8 7,2

USA 4,4 4,3 3,9 4,2 4,6 4,6 4,6 4,3 4,5 4,6 4,0 0,9*

Austria 8,3 8,3 8,0 8,2 8,9 8,3 8,3 7,3 7,0 7,8 7,0 7,4

Ireland 6,7 6,9 7,6 8,4 8,1 7,6 7,8 7,3 6,7 8,1 7,2 7,2

Rest of World 5,5 5,4 5,4 6,2 6,2 5,9 6,2 6,0 6,3 6,7 6,0 6,6

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Average time per session by country

Average session length (minutes)

The average user session is stable between markets and over time: users read magazines in chunks of ≈ 20 minutes at a time.

Our comment:

0 5 10 15 20 25 30

Overall average

USA

Great Britain

Rest of World

Austria

Ireland

Germany

Sweden

Previous Current

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Favourite reading times 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Mon

Tue

Wed

Thu

Fri

Sat

Sun

Readly users read all day but the bulk of time spent is in the evenings (except for weekends where time is more evenly spent throughout the day)..

Our comment:

Usage by time of day, time adjusted for time zones.

0%

25%

50%

75%

100%

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Usage by gender/country

The overall trend is that female Readly-usage increases over time. It is (of course) also heavily impacted by the type of titles available.

Our comment:

SE GB DE US AT IE ROW

Female Previous Female Current Male Previous Male Current

-14 15 - 24 25 - 34 35 - 44 45 - 54 55 - 80 81 -

previous year current year

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Issues read by age (y/y trend)

Volume of issues opened by people in each age group.

Ages 35+ still account for the majority of all reading. All age groups show healthy growth.

Our comment:

World Sweden Germany Great Britain

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Operating systems/type of device

74%

27%

80%

20%

65%

35%

73%

27%

89%

11%

87%

14%

90%

10%

90%

10%

Germany is the country where Apple dominates the least with "only" a 65% share of usage. Mobile usage hovers around 10% per market but is expected to increase as Readly’s new mobile format is rolled out during Q2 2017. Our comment:

% of total issues opened.

iOS

Android

Tablet

Mobile

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Most popular titles

# Sweden +/-

1 Hänt i Veckan 0

2 Hänt Extra new

3 Svensk Damtidning 3

4 Klick! 1

5 Leva & Bo −2

6 Extra −4

7 Expressen Söndag −3

8 Aftonbladet Söndag −1

9 Veckans NU −1

10 Hänt Bild 0

# Great Britain +/-

1 OK! 2

2 HELLO! 0

3 Closer UK −2

4 Woman Magazine International 3

5 Autocar 1

6 Heat −1

7 Bella −3

8 Woman's Own Magazine International −1

9 Now Magazine International 0

10 New! −2

# Germany +/-

1 inTouch - DE 0

2 Closer - DE 0

3 COMPUTER BILD 1

4 auto motor und sport 1

5 kicker new

6 Die Aktuelle −3

7 BILD der FRAU −1

8 Bravo −1

9 selbst ist der Mann 1

10 Auto Zeitung −1

Woman’s interest/Celebrity-titles are strong everywhere both due to strong interest and to higher frequency in general. Our comment:

Titles ranked by number of read issues, change in rank from previous year.

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Most popular titles by gender Sweden

# Female Male

1 Hänt i Veckan Vi Bilägare

2 Svensk Damtidning Hänt i Veckan

3 Hänt Extra Hänt Extra

4 Leva & Bo M3

5 Extra Klick!

6 Expressen Söndag Expressen Söndag

7 Allas Råd & Rön

8 Veckans NU Aftonbladet Söndag

9 Allers Extra

10 Hänt Bild Leva & Bo

# Female Male

1 OK! Autocar

2 Closer UK T3

3 HELLO! Stuff

4 Woman Magazine International What Car?

5 Bella MCN

6 Heat Gadget

7 Woman's Own Magazine International

What Hi-Fi? Sound and Vision

8 Now Magazine International

Amateur Photographer Magazine

9 Best - UK Top Gear

10 New! Classic Car Weekly

Great Britain

# Female Male

1 inTouch - DE COMPUTER BILD

2 Closer - DE auto motor und sport

3 COMPUTER BILD kicker

4 auto motor und sport Auto Zeitung

5 kicker inTouch - DE

6 Die Aktuelle SPORT BILD

7 BILD der FRAU selbst ist der Mann

8 Bravo Bravo

9 selbst ist der Mann AUTOStraßenverkehr

10 Auto Zeitung Playboy

Germany

Most read titles, by gender, by country of user. Profile based.

Male and Female Readly users do have different interests...

Our comment:

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Most favourited titles, by gender

Titles ”favorited” the most by gender and country of user.

Sweden

# Female Male

1 Leva & Bo M3

2 Hänt Extra Datormagazin

3 Svensk Damtidning Råd & Rön

4 Drömhem & Trädgård PC för Alla

5 Härligt hemma Vi Bilägare

6 Året Runt Allt om Vetenskap

7 Hemmets Veckotidning Ljud & Bild

8 Femina Bilsport

9 ELLE Mat & Vin MacGuiden

10 Må Bra Teknikens värld

# Female Male

1 Good Housekeeping - UK T3

2 HELLO! Gadget

3 BBC Good Food Stuff

4 Cosmopolitan - UK Men's Health - UK

5 Women's Health - UK What Car?

6 Woman & Home Magazine Autocar

7 Closer UK The Spectator

8 House Beautiful - UK What Hi-Fi? Sound and Vision

9 Prima - UK Total Film Magazine

10 OK! How It Works

Great Britain

# Female Male

1 mein ZauberTopf Connect

2 Lecker COMPUTER BILD

3 Laura WOHNEN Kreativ CHIP

4 D.I.Y. – das Kreativmagazin welt der wunder

5 HomeMade – Das kreative Wohnmagazin

auto motor und sport

6 inTouch - DE kicker

7 WOHNIDEE selbst ist der Mann

8 Cosmopolitan - DE iPhone & iPad

9 kochen & genießen Mac Life

10 Closer - DE DER GRILLER

Germany

The differences between genders are even bigger when looking at what users mark as "Favorites" in the app. Also, note the difference between what is marked as favorite and actual usage - many of the most favorited titles don't make the "reading top list". Our comment:

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Titles where users spend most time Sweden

# All titles Excl. puzzles

1 Lätt & Lagom Spännande Historia

2 Nybörjarkryss Historiska Ögonblick

3 Korsord AoV Tema Historia

4 Mästarkryss BBC Historia

5 Lätta kryss Aftonbladet Mord & Mysterier

6 Aftonbladet Vinterkryss Sveriges Historia

7 Sudoku Allt om Vetenskap

8 Bra Korsord Aftonbladet Palme - 30år sedan mordet

9 Sudoku för alla AoV Reportage

10 Spännande Historia Filter

# All titles Excl. puzzles

1 Woman's Weekly Fiction Special Magazine

Woman's Weekly Fiction Special Magazine

2 Conspiracy Theories Conspiracy Theories

3 Real Crime Real Crime

4 Real Crime Book Of Serial Killers

Real Crime Book Of Serial Killers

5 The People's Friend Special

The People's Friend Special

6 Real Crime Book of Unsolved Crimes

Real Crime Book of Unsolved Crimes

7 All About History Book of World War II

All About History Book of World War II

8 True Crime True Crime

9 All About History Book Of Disasters

All About History Book Of Disasters

10 The Mega Drive / SNES Book

The Mega Drive / SNES Book

Great Britain

# All titles Excl. puzzles

1 ColorFoto ColorFoto

2 Photoshop Photoshop

3 ElektroBIKE ElektroBIKE

4 Neue Welt Rätsel AUTO BILD reisemobil

5 AUTO BILD reisemobil AUTO BILD KLASSIK

6 AUTO BILD KLASSIK Reisemobil International

7 Reisemobil International welt der wunder

8 welt der wunder HÖRZU Wissen

9 HÖRZU Wissen promobil

10 promobil HALALI - Jagd, Natur und Lebensart

Germany

Ranked by average time spent per issue.

Average time spent in crosswords and puzzle-titles is significantly higher than in traditional titles. In Sweden (where crosswords are very popular) only one non-crossword title makes the top 10. Our comment:

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Crosswords & puzzles

9,20%

17,70%

50,5%

14,90%

Crossword/puzzle solvers by age

-14

15-24

25-34

35-44

45-54

55-80

81-

65,5%

34,5%

Crossword/puzzle solvers by gender

Female

Male

Crossword/puzzle solvers by country (% of total sessions)

0,00% 0,60% 1,20% 1,80% 2,40%

IE

US

GB

DE

ROW

AT

SE

Sweden is the kingdom of crossword-usage with Austria as runner up (for reasons still to be discovered). The typical puzzle solver is a 50+ female. Our comment:

Swedes solve a lot of crosswords…

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Thank you! This and future Readly reports can be found at www.readly.com/report Want to know more about Readly, have a question? Send an e-mail to info@readly.com