Print Magazines Still Dominate Overall Magazine Engagement
November 17, 2011 - In its annual Survey of the American Consumer, media and consumer research firm Gfk MRI interviewed approximately 26,000 American adults on their media consumption habits. Results of it's latest print and digital magazine readership survey
- 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.
- Out of this 1.6 billion magazine impressions, digital-only consumers made up 166 million exposures (11%) while the print-only audience still supplies the largest sector of magazine reader exposures, at 1.278 billion.
|Total Gross Magazine Audience||1.580 Billion|
|Total Gross Print-Only Audience||1.278 Billion|
|Total Gross Both Digital & Print Audience||135 Million|
|Total Gross Digital-Only Audience||166 Million|
- Though many publishers are bundling digital and print products in one subscription, readers who read on digital and paper platforms represent the smallest of the overall magazine audience with only 135 million impressions come from users who access magazine content on both platforms.
- An examination of the digital-only magazine demographics shows they are more likely to be well-educated, affluent, and young men.
Source: Gfk MRI Survey of the American Consumer™, March-October 2011
About: 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.
Sources: Gfk Mri press release, Digital-Only Magazine Reading is 11% of Total Gross Audience, November 17, 2011 and Folio, Print-Only Impressions Still Dominate Overall Magazine Audience Engagement, November 18, 2011.