According to a survey by GfK MRI, 11% of U.S. adults' exposure to magazines is exclusively via digital platforms, reports paidContent. And with the proliferation of digital newsstands (Apple, Amazon etc.) the number is likely to grow.
Between March and October 2011, GfK MRI estimates that the total U.S. gross magazine audience (the number of consumer exposures to magazine-branded content on any platform, including print) was 1.58 billion. Of those, 135 million exposures were print + digital, and 166 million were digital-only. That digital-only group is made primarily of men (63 percent), and they’re more likely to be young, affluent and well-educated. The sample size for this survey was 12,546 people, and GfK MRI extrapolates its results to the entire U.S. adult population.