NRS PADD: Gap between magazine print and mobile audiences narrowing

01 Mar 2017  |  Ellen Hammett 
NRS PADD: Gap between magazine print and mobile audiences narrowing

While the majority of magazines are still enjoyed in their printed form, mobile continues to play a growing role in readership, according to the latest NRS PADD results for the January to December 2016 period.

Seven of the 12 surveyed magazine brands have a bigger print audience than PC or mobile - some much greater than others - however, mobile audiences are generally either steady or growing across all titles.

Hello currently records a combined print and digital audience of a little less than 4 million, with 2.5 million of those coming from print and 1.4 million coming from mobile.

Similarly, 1.6 million of Heat’s 2.2 million-strong audience prefer to pick up a printed copy, while 620,000 access the online edition on their mobile or tablet.

For film lovers’ favourite Empire, which has a total readership of 1.1 million, 708,000 are from print and 362,000 on mobile.

Both Hello and Heat, however, have seen their print audience decline and mobile readership grow since the last reported period.

For other print-dominated titles OK, Elle, Glamour and Top Gear, the split is less significant - with most titles’ print and mobile split now almost even.

BBC Good Food and Time Out continue to benefit the most from digital, with almost 6.2 million of BBC Good Food’s 8.8 million-strong audience coming from mobile and 2.3 million from PC.

For Time Out’s readership of 5.1 million, mobile accounts for 3.4 million while PC brings in 1.4 million.

Interestingly, BBC Good Food and Time Out are the only magazine brands which have bigger PC audiences than print.

The Radio Times and NME’s readerships are also dominated by mobile, followed by print, with PC playing a small but still notable role for both brands.

NRS PADD (Jan-Dec 16 integrated with comScore Nov2016)
Net Print/PC and Mobile Total Total Print Total PC Total Mobile
000s 000s 000s 000s
OK! / ok.co.uk 6,061 3,010 734 2,989
Hello! / hellomagazine.com 3,973 2,545 249 1,417
Heat / Heatworld - Lifestyle.One 2,204 1,617 79 620
BBC Good Food / bbcgoodfood.com 8,764 1,447 2,264 6,155
Cosmopolitan / cosmopolitan.co.uk 3,085 1,303 306 1,834
Glamour / glamourmagazine.co.uk 1,568 893 168 641
Elle / elleuk.com 1,255 699 96 619
Radio Times / radiotimes.com 6,908 2,749 1,183 3,591
Time Out / timeout.com 5,142 1,072 1,392 3,447
NME / nme.com 2,087 661 435 1,196
BBC Top Gear / topgear.com 2,170 1,140 248 956
Empire / empireonline.com 1,124 708 161 362
Source:NRS
NRS PADD (Jan-Dec 16 integrated with comScore Nov2016)
Net Print & PC Total Net Print & Mobile Total Net PC & Mobile Total Print Only (and not PC or Mobile) PC Only (and not Print or Mobile) Mobile Only (and not Print or PC) Increase PC & Mobile adds to Print Increase Mobile adds to Print & PC
000s 000s 000s 000s 000s 000s % %
OK! / ok.co.uk 3,682 5,549 3,553 2,508 512 2,379 101.4 64.6
Hello! / hellomagazine.com 2,769 3,799 1,614 2,359 175 1,204 56.1 43.5
Heat / Heatworld - Lifestyle.One 1,693 2,144 683 1,522 60 511 36.3 30.2
BBC Good Food / bbcgoodfood.com 3,565 7,174 7,829 935 1,590 5,199 505.6 145.8
Cosmopolitan / cosmopolitan.co.uk 1,590 2,867 2,071 1,014 219 1,496 136.7 94.1
Glamour / glamourmagazine.co.uk 1,053 1,450 763 805 118 515 75.6 48.9
Elle / elleuk.com 782 1,190 690 565 65 473 79.6 60.5
Radio Times / radiotimes.com 3,844 6,103 4,456 2,453 805 3,064 151.3 79.7
Time Out / timeout.com 2,341 4,145 4,505 637 996 2,801 379.7 119.6
NME / nme.com 1,081 1,741 1,551 536 346 1,006 215.9 93.1
BBC Top Gear / topgear.com 1,382 1,981 1,148 1,022 189 789 90.5 57.1
Empire / empireonline.com 865 992 497 627 132 259 58.8 30.0
Source:NRS
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