Digital-Only Magazine Reading is 11% of Total Gross Audience
GfK MRI Releases First Wave of Audience Estimates for All Forms of Magazine Reading
New York, NY, November 17, 2011 - Adults who read magazines only on digital platforms represent 11% of the total gross magazine audience, according to the first wave of GfK MRI data that measures both print and digital magazine readership.
From March through October 2011, the total gross magazine audience--defined as the number of consumer exposures to magazine-branded content on any platform, including magazines printed on paper--was approximately 1.6 billion; 11% were exposures only on desktop or laptop computers, Tablets, eReaders or smart phones and did not involve printed content.
"This is the first time that we have released data showing magazine readership across the board--for print and all digital devices," said Dr. Julian Baim, EVP and Chief Research Officer at GfK MRI. "We can now quantify the percentage of the gross magazine audience that was exposed to magazine-branded content only via digital platforms versus the printed product. With the Spring 2012 GfK MRI data release, we will have two waves of title-specific data that will put digital reading in a fuller perspective."
A profile of digital-only magazine readers shows they are more likely to be well-educated, affluent young men, a demographic group much sought after by marketers.
Distribution of the new data to GfK MRI's clients coincides with the company's Fall 2011 release of its in-home magazine audience survey, which is the industry currency for how magazines are measured in the United States. Each data release represents two six-month survey periods, or waves. The digital-only readership data are contained only in Wave 65, which was in the field from March through October of 2011.
Beginning in the spring of 2012, GfK MRI will release two survey waves showing magazine readership across both printed and digital platforms.
About GfK MRI
GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers--who they are, what they buy, how they think, and the best ways to reach them. Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers' behavior and motivations.
When conducting its national Survey of the American Consumer™, GfK MRI interviews approximately 26,000 U.S. adults in their homes each year, asking about their use of media, their consumption of more than 6,000 products in 550 categories, their lifestyles and their attitudes. Because these interviews are structured as an area probability study, the results are projectable to the entire U.S. adult population. The Survey also serves as a foundation for an array of innovative GfK MRI research products that answer the market's need for granular cross-media and consumer-focused information.
GfK MRI is part of The GfK Group, based in Nuremberg, Germany. The GfK Group offers the fundamental knowledge that industry, retailers, service companies and the media need to make market decisions. It delivers a comprehensive range of information and consultancy services in the three business sectors Custom Research, Retail and Technology and Media. The No. 5 market research organization worldwide operates in more than 100 countries and employs over 11,000 staff. In 2010, the GfK Group's sales amounted to EUR 1.29 billion.