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