Instead of zeros and ones...
...they use NANAs and nanas.
Swiss boffins working at the Paul Scherrer Institute have explained a mechanism allowing magnetic bits to be switched using lasers, and have turned up an accidental nano-scale Batman logo. The boffins, as part of an international team with collaborators in Germany, the Netherlands and Japan, reckon their work could let storage …
Current record for a production drive AFAIK is Segate with 826 billion bits per square inch. I'll leave it to you to do the math for comparison, but the article says they think they can improve this technique to compete/beat existing technology so clearly it is not competitive currently.