Simmons Readership Data Reveals Depth, Breadth of Magazine Readership Within U.S. HHs.

Simmons Market Research Bureau announced the release of its new 12+ Database that provides a window into the readership behavior of all persons over the age of 12 in American households. The Simmons 12+ Database is the only study that collects media behavior data from all individuals over the age of 12 within a household. Simmons’ data collection process provides a comprehensive view of magazine readership across all age groups, enabling advertisers to pinpoint the audience profile of specific magazines and genres of magazines. The 12+ Database combines the 2002 Full-Year National Consumer Study of adults 18 years old and older with the 2002 Fall Teen Study, and includes data on questions asked of both adults and teens, enabling clients to readily target the crucial 12-24 market segment.

Simmons President Chris Wilson stated, “The Simmons 12+ Database is the most powerful single-phase study of the 12+ market. It is the only national study that simultaneously measures media usage behaviors of both teens and adults within the same households, and because the data is collected in a single survey period, comparisons between adult and teen behaviors can be made with a high level of confidence. Correctly identifying the composition of a magazine’s audience is absolutely crucial to advertisers, especially in areas like tobacco and alcohol. Our 12+ Database enables advertisers and marketers to make informed decisions about which magazines are best to reach the appropriate audience.”

Simmons’ 12+ Database illuminates not only how households use magazines, but also the correlation between adult readers and teen readers within the same household. Simmons’ 12+ database allows users to easily identify appropriate targets for their products, covering both purchase influencers as well as the purchasers themselves.

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