We recently conducted a user survey across several publisher apps to better understand how readers use and experience their digital products. The survey covered a wide range of topics, including personalization, push notifications, archives and general usage patterns.
While there were several interesting findings, one result stood out more than any other.
When asked why they open the app, 86% of respondents answered that they do so out of habit.
At first glance, the finding may seem unsurprising. After all, newspapers have always been closely linked to daily routines. What makes it interesting is the reminder that, despite all the technological changes our industry has gone through, some of the fundamental drivers of reader behaviour remain remarkably consistent.
Readers return because they have built a habit around the product.
That observation is particularly relevant at a time when much of the industry's attention is focused on acquisition, conversion and audience growth. These are, of course, important priorities. However, the survey highlights that long-term success often depends on what happens after a reader has subscribed.
Do they come back tomorrow?
And the day after that?
The strongest digital products are rarely defined by a single feature or piece of content. Instead, they become part of a reader's daily routine. They create familiarity, consistency and value over time.
Many of the initiatives currently shaping digital publishing can be viewed through that lens. Whether publishers are investing in newsletters, personalization, audio, games, push notifications or improved user experiences, the objective is often the same: strengthening the relationship with the reader and creating more reasons to return.
The survey also revealed that users have clear opinions about how they want to engage with digital products. Many value archives, many have a cautious relationship with notifications, and opinions on personalization are far from unanimous. Yet despite these differences, the importance of habit emerged as a common theme across the responses.
For publishers, this offers an important perspective.
Technology will continue to evolve. New channels, formats and opportunities will emerge. But the challenge remains largely unchanged: creating products that readers genuinely want to return to.
Because while acquisition creates opportunities, lasting reader habits are what turn those opportunities into sustainable growth.