Survey: Magazine Web Site Visitors Prefer Accessing Content Solely Online
More than 80 percent of people who visit the Web sites of major monthly U.S. magazines say they don’t subscribe or purchase the print edition, a recent survey conducted by Nielsen//NetRatings, a service of the Nielsen Company and Mediamark Research Inc., says.
The survey, which looked at 23 high-circulation monthly magazines and the traffic to their Web sites, found also that male visitors (90 percent) were slightly more likely than women (83 percent) to read a magazine’s content only online. Among the individual titles studied, the amount of web-only users ranged between 65 and 83 percent.
Nielsen//NetRatings uses metering technology and a representative panel to collect and report consumer Internet usage, including reach, frequency and time spent metrics, a statement says. The Nielsen Company and MRI plan to publish the survey results monthly starting after the release of Nielsen//NetRatings’ monthly data from NetView, an Internet audience measurement service.