According to a recent survey, by GfK MRI, adults who read magazines on digital platforms (including desktop/laptop computers, tablets, e-readers and smartphones) make up 11 percent of gross magazine audience impressions.
Interviews with 26,000 American adults on their media habits revealed that out of 1.6 billion magazine impressions, digital-only consumers contribute 166 million. It turns out that the print-only audience still supplies the largest sector of magazine reader exposures, at 1.278 billion.
The survey reveals that although publishers include digital and print products in subscriptions, readers who read virtually represent the smallest division of the overall magazine audience.
The magazine digital audience is heavily male (63 percent are men), with 42 percent of digital readers holding at least a Bachelor’s degree. Millenials (born 1977-1994 and aged 17-34 years) make up the largest slice of digital readers, generation-wise, representing 54 percent.
The baby boomer generation (nee 1946-1964, and ages 47-64) is the lowest percentage of age groups represented in GfK MRI’s data (which included millenials, boomers and GenXers, those born from 1965-1976). Only 20 percent of boomers surveyed consume digital mag content.
The data was gathered in two six-month periods, with the digital-only data gathered from March to October 2011.
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