return Home

MPA data shows mobile audiences are three times greater than web audiences

Data from MPA's monthly brand audience report shows a quarter of brands surveyed say mobile audiences are three times or greater than their web audiences. In October 2015, the report showed the mobile web platform had a 29 per cent share of total audience, whereas in October 2016, its share has increased to 32 per cent.

Other data in the report shows print, including digital editions, is "essentially flat" with +1.3 per cent growth, while the web audience continues to shift from viewing on desktops and laptops to mobile devices: desktop/laptop web audience is down -9 per cent with mobile web viewing up +12.2 per cent. At the same time, audiences on the video platform continue to grow at a significant rate of +30.8 per cent. Overall, the total magazine media 360° audience is up +3.6 per cent vs a year ago.

MPA brand audience report logo ()

Several editorial content categories exhibited above average growth among magazine brands this month in total magazine media 360° audience: women’s fashion and beauty, travel, and science and technology.

It is worth noting that this period reflects the weeks leading up to the presidential election, which is always a peculiar media month, exceptionally so this year. Audiences spend a lot of time online following the news of the election but not necessarily visiting their usual magazine media sites.

Finally, the GfK MRI Fall 2016 release just came out, and the results are favourable when compared to year ago. GfK MRI measured a total of 168 magazines, of which 120 are Brand Audience Report participants. The total universe of all measured publications increased their print and digital audience by 6.1 per cent over the Fall 2015 survey, while the Brand Audience Report participants increased their Print+Digital audience by 6.6 per cent over the Fall 2015 survey, with more than one third (44) of them seeing a double-digit increase year over year. These positive results will start being reflected in next month’s brand audience report.

MPA is a member of FIPP.

More like this

MPA data shows magazine media audience growth

MPA data shows mobile is key driver of audience growth

  • Building the future of journalism: analyse, atomise, amplify, archive

    Content is a collection of data, an array of information and a bundle of details. As such content is flexible, it does not care on which platform it’s published or when it’s shared across social media and certainly content does not prefer one reader over the other.

    15th Mar 2017 Opinion
  • How to develop your chatbot strategy

    If you have Alexa, Amazon’s intelligent personal assistant, then you probably start your morning with a conversation with a chatbot. Because let’s admit it: chatbots are already everywhere. On the one hand, we love to hate them because they are, well, not human. On the other, we love to love them because they create an interactive and personalised experience. Brands have been quick to adopt this technology. Too many media companies lag behind experimenting in this field.

    16th Mar 2017 Insight News
  • Video strategies for a visual world - with AJ+ and AwesomenessTV Unsurprisingly, a hot topic for many of the speakers at this year’s Digital Innovators’ Summit is audience engagement via video. On day one of the conference, Alan Saura, audience development strategist at AJ+, focused his talk on how to maximise audience engagement using video and social media. Meanwhile, chief digital officer at AwesomenessTV, Kelly Day, explained how the company harnesses the unique attributes of Generation-Z (those aged between two and 21 at present) to create content that really speaks to this young but powerful audience. 20th Mar 2017 MagWorld
  • John Wilpers showcases top trends included in new FIPP Innovation World Report Messaging apps and chatbots are two of the main developments media should be paying a lot more attention to than is already the case, John Wilpers, Innovation Media Consulting senior US director and author of FIPP’s annual Innovation World Report, said at Digital Innovators’ Summit in Berlin today as he shared top media innovations from around the world. 20th Mar 2017 MagWorld
  • Platforms as mass media, magazine media as niche and ‘why you should not outsource your future’ Published content drives daily news consumption and engagement on platforms all over the world. They (platforms) have become the new mass media. Magazine media are now in the niche media business, according to Grzegorz (Greg) Piechota, research associate at Harvard Business School and 2016 Nieman Fellow, presenting at Digital Innovators’ Summit yesterday in Berlin. 21st Mar 2017 MagWorld


FIPP newsletters allow you to keep up with industry trends, research, training and events across the world



Get global coverage of your launches, company news and innovations


Upcoming @ FIPP

What’s happening now, what’s coming next

Go to Full Site