For those who still doubt that magazine content has a place in the digital world, new data proves magazines’ growing digital prowess. According to GfK MRI, adults who read magazines only on digital platforms (including desktop/laptop computers, tablets, e-readers and smartphones) make up 11 percent of the gross magazine audience.

Out of 1.6 billion magazine readers, digital-only consumers total 166 million. The print-only audience still comprises the largest sector of magazine readers, at 1.278 billion.

While many publishers are choosing to bundle digital and print products in one subscription, readers who read on virtual and paper platforms represent the smallest division of the overall magazine audience. Only 135 million access content from both.

Magazine’s digital audience is heavily male (63 percent are men), with 42 percent of digital readers holding at least a Bachelor’s degree. Millenials make up the largest slice of digital readers, generation-wise, representing 54 percent.

The baby boomer generation is the lowest percentage of age groups measured in GfK MRI’s data (which included aforementioned millenials, the boomers and GenXers), with only 20 percent consuming digital content.

This data was gathered in two six-month periods, with the digital-only data gathered from March to October 2011.

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