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.