Good News/Bad News: Mag, Newspaper Apps Equal In Popularity
GfK MRI says Millennials make up 57.3 percent of mag app readership.
Readership of magazine and newspaper apps by adults are about equal, according to data from GfK MRI. Four percent of adults over the age of 18 said they read a newspaper via a mobile app within the last month, while 3.7 percent of adults said they read a magazine on an app.The data is based on an active base of adult print app users of 9.2 million (for newspapers) and 8.4 million (for magazines).
However, Millennials (those born between 1977 and 1994) made up 57.3 percent of the adults who used a magazine app in the last 30 days. Just 18.4 percent of Baby Boomers used a magazine app in the last month.
More males (60 percent) than females (40 percent) used a magazine app in the last month. Adults who read a magazine app within the last 30 days are 53 percent more likely to live in households with incomes greater than $100,000.