An average of 83% of visitors to the websites of 23 large-circulation monthly magazines access those magazines’ content solely online, according to a new, jointly launched single-source database from Nielsen/NetRatings and Mediamark Research Inc. (MRI).
The database, named Net/MRI will measure consumers’ offline and online media usage, providing a net audience estimate for print media that have complementary websites; it will provide demographic, psychographic and product usage information for users of both platforms, the companies said.
Also according to the newly released magazine website data:
- Among individual magazine titles, the web-only percentages range from 65% to 96%.
- Male visitors to online magazine sites were more likely than female visitors to read only the online version.
- However, there was little difference between older and younger visitors to these sites in their propensity to read the printed magazines affiliated with those sites.
The companies plan to publish Net/MRI data monthly, shortly after the release of Nielsen/NetRatings’ monthly NetView data.
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