The firm announced in late 2010 that the survey, which has been running since 1979, would be changing this year to cover both formats. Respondents were quizzed between March and October this year, and the results showed that digital-only readership accounted for 11% of total magazine audience.

Julian Baim, the firm’s chief research officer, said: “This is the first time that we have released data showing magazine readership across the board – for print and all digital devices. We can now quantify the percentage of the gross magazine audience that were exposed to magazine-branded content only via digital platforms versus the printed product. With the spring 2012 GfK MRI data release, we will have two waves of title-specific data that will put digital reading in a fuller perspective.”