Easiness of reading | Easiness of searching | Easiness of skipping ad | Easiness of sharing | Easiness of saving | Level of engagement | Frequency of visiting discussion forums | |
Age | 0.101 | −0.360*** | −0.020 | −0.008 | 0.016 | −0.195** | −0.006 |
Education | −.574*** | −0.066 | −0.316*** | −0.139 | −0.606*** | −0.326*** | −0.101 |
Household income | −0.141* | −0.257*** | 0.039 | −0.198** | −0.023 | −0.387*** | 0.175** |
Ethnicity (Caucasian = 1, Others = 2) | 0.262*** | −0.035 | 0.140 | −0.119 | −0007 | −0.001 | 0.339*** |
Marital Status (Single = 1, Married = 2) | 0.021 | −0.005 | −0.097 | −0.392*** | −0.181*** | 0.225*** | 0.098 |
Months of reading online magazines | −0.056 | −0.122 | 0.340*** | 0.147* | 0.153* | 0.092 | 0.267*** |
R2 (%) | 36.8 | 17.7 | 26.5 | 18.8 | 40.3 | 53.5 | 25.0 |