GfK survey to include digital magazine metrics from next year

GfK MRI is set to change its magazine survey to include digital consumption on all platforms, including the web, digital editions received via email, smartphone apps, e-readers and tablets.

The US-based survey will be changed to include both print and digital questions next year, following a year of testing.

“Now is the time to transition our in-home surveys to deliver comprehensive multi-platform measurement of print brands,” Julian Baim, GfK’s chief research officer said.  “This represents a significant change in the way our survey questionnaire is worded, and the result will be a much clearer picture of how consumers are reading magazines today and well into the future.”

GfK’s survey will also start to measure digital readership for national newspapers next year.

The report will provide publishers will demographic, attitudinal and behavioural data for all kinds of digital reading, not just visits to the URLs, Baim said.