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Report: Mobile Media Consumption Dominating Desktop

MPA’s 360° report for first half of 2016 shows rise of mobile media consumption and multiplatform strategy

The Association of Magazine Media (MPA) released its Top 10 magazine brands for the first half of 2016 on July 28, along with its most current audience data taken from those six months. The findings, compiled by MPA metrics arm Magazine Media 360°, continue to show strong growth while also marking major shifts in mobile media consumption.

The Audience Report charted a 6.2% year-over-year increase in site visits, while a third of digital magazines grew audience by more than 10%. Nearly a fifth grew by 25%. The niche publishers seeing the most growth included Travel (14.9%), Women’s Fashion & Beauty (14.9%), and Business & Finance (14.1%), the MPA reported.

But the biggest news from the latest MPA report? Mobile media consumption’s skyrocketing reach and the sheer dominance of multiplatform publishing. Mobile has been steadily climbing, but now it’s surging.

“Over the last 11 months, we have seen an almost uninterrupted trend in the magazine media audience mix by platform,” said Linda Thomas Brooks, president and CEO, MPA – The Association of Magazine Media.

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“While web access on laptop and desktop is down slightly, video and mobile web audiences are growing by substantial double digits. For every one desktop/laptop unique visitor that was lost, nine new mobile unique users were added. And with new MRI data released in June, print audiences grew 1.5 percent compared to last year.”

Magazine Media 360° measures multiplatform publishing data from 137 magazine brands from 34 companies, representing 95% of total readers. Here’s how Magazine Media 360° defines the measurements:

Print+Digital: The unduplicated estimate of average issue readers, in thousands

Desktop/Laptop: The number of uniques, in thousands, that have visited a website on a desktop or laptop at least once in the specified reporting period

Mobile: The number of uniques, in thousands, that have visited a website via mobile device – including iOS and Android – at least one time during the reporting period

Video: Unique viewers, in thousands, who watched a video at least once during the reporting period via a player owned/operated by the publisher – regardless of where that video was viewed – and/or, if reported, through a separate, clearly branded channel.

The MPA cites sources including GfK MRI’s Survey of the American Consumer and TeenMark; comScore’s Media Metrix, Mobile Media Metrix, and Video Metrix; and Nielsen’s NetView, Mobile NetView, and VideoCensus.

Here are the top publishing companies and titles so far this year, according to the MPA …

Top 10 Magazine Brands, First Half of 2016

Overall Audience

1. ESPN the Magazine

2. People

3. WebMD Magazines

4. Forbes

5. AllRecipes

6. Better Homes and Gardens

7. AARP

8. Time

9. Sports Illustrated

10. Bloomberg Businessweek

Top 10 Magazines Brands, First Half of 2016

Audience Growth (Y-o-Y)

1. domino

2. Esquire

3. Harper’s Bazaar

4. Fit Pregnancy & Baby

5. The New Yorker

6. GQ

7. Teen Vogue

8. Fortune

9. The Atlantic

10. Conde Nast Traveler

Have you noticed a major spike in your mobile media consumption? Tell us about it in the comments!

To read more about mobile media consumption and other data from Magazine Media 360°’s Audience Report, visit the MPA.

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