The business implications of consumers’ behavioural patterns on a magazine website

Ellonen, Hanna-Kaisa, Johansson, Anette, & Wikstrom, Patrik (2015) The business implications of consumers’ behavioural patterns on a magazine website. In European Media Management Association Annual Conference : Development and Sustainability in Media Business, 28-29 May 2015, Hamburg, Germany. (Unpublished)


This paper explores consumer behavioural patterns on a magazine website. By using a unique dataset of real-life click stream data from 295 magazine website visitors, individual sessions are grouped according to the different sections visited on the websites. Interesting behavioural patterns are noted: most importantly, 86 % of all sessions only visit the blogs. This means that the visitors are not exposed to any editorial content at all, and choose to avoid also commercial contents. Sessions visiting editorial content, commercial content or social media links are very few in numbers (each 1 per cent or less of the sessions), thus giving only very limited support to the magazine business model. We noted that consumer behaviour on the magazine website seems to be very goal-oriented and instrumental, rather than exploratory and ritualized. This paper contributes to the current knowledge of media management by shedding light on consumer behaviour on media websites, and opening up the challenges with current media business models. From a more practical perspective, our data questions the general assumption of online platforms as supporter of the print business.

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ID Code: 89225
Item Type: Conference Paper
Refereed: Yes
Additional URLs:
Keywords: Consumer online behaviour, magazine, business models
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300)
Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100) > Communication Technology and Digital Media Studies (200102)
Divisions: Current > Research Centres > Digital Media Research Centre
Current > QUT Faculties and Divisions > Creative Industries Faculty
Current > Schools > School of Media, Entertainment & Creative Arts
Copyright Owner: Copyright 2015 The Author(s)
Deposited On: 19 Oct 2015 05:24
Last Modified: 19 Oct 2015 23:34

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