Apu
Apu tours the country and tells what is really going on in Finland. Apu is well-known by everyone and offers good reading material, discussion topics and useful information every week. In addition to the topical articles, the magazine’s regular themes include health and travelling. Each issue ends with an enchanting nature story and three times a year the readers get a rich section full of fascinating stories and pictures from the Finnish nature. The reader: Finnish men and women who build wellbeing and value their health and environment.
Issues per year
52 issues per year
Magazine website
Magazine in Social Media
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 3.1.2025 | 16.12.2024 | January Special Issue: Golden Year 1995 - Finland joined the EU, the recession ended, women joined the army, and we won Ice Hockey World Championship gold! Food: Baking. Health: Ask nutritionist Reijo Laatikainen about health. | |
| 2 | 9.1.2025 | 17.12.2024 | Food: Light and healthy. Health: Ask Dr. Pippa Laukka about health. | |
| 3 | 16.1.2025 | 30.12.2024 | Travel Special: Best Leisure Holidays of the Year - including Greek beach and city tourism and charming Croatia. Food: Special Diet. Health: Ask Dr. Pippa Laukka about health. | |
| 4 | 23.1.2025 | 9.1.2025 | Spring Book Recommendations. Food: Easy and Quick. Health: Ask nutritionist Reijo Laatikainen about health. | |
| 5 | 30.1.2025 | 16.1.2025 | February Main Issue. Food: Baking. Health: Ask Dr. Pippa Laukka about health. | |
| 6 | 6.2.2025 | 23.1.2025 | Food: Light and healthy. Health: Ask Dr. Pippa Laukka about health. | |
| 7 | 13.2.2025 | 30.1.2025 | Health Extra: Secret to Good Sleep. Survival Story. Health Myths. Health: Ask Dr. Pippa Laukka about health. Food: Special Diet. | |
| 8 | 20.2.2025 | 6.2.2025 | Food: Easy and Quick. Health: Ask nutritionist Reijo Laatikainen about health. | |
| 9 | 27.2.2025 | 13.2.2025 | March's Big edition. Food: Baking. Health: Ask Dr. Pippa Laukka about health. | |
| 10 | 6.3.2025 | 20.2.2025 | Food: Light and healthy. Health: Ask Dr. Pippa Laukka about health. | |
| 11 | 13.3.2025 | 27.2.2025 | Nature Special, Theme: Borderlands. Food: Special Diet. Health: Ask Dr. Pippa Laukka about health. | |
| 12 | 20.3.2025 | 6.3.2025 | Travel Special: Fun City Destinations - Lovely European cities and short trips, including best new spots in Stockholm. Food: Easy and Quick. Health: Ask nutritionist Reijo Laatikainen about health. | |
| 13 | 27.3.2025 | 13.3.2025 | April' Big edition. Food: Baking. Health: Ask Dr. Pippa Laukka about health. | |
| 14 | 3.4.2025 | 20.3.2025 | Food: Light and healthy. Health: Ask Dr. Pippa Laukka about health. | |
| 15 | 10.4.2025 | 27.3.2025 | Food: Easter Menu. Health: Ask Dr. Pippa Laukka about health. | |
| 16 - 17 | 16.4.2025 | 2.4.2025 | Easter Double Issue Health Extra: Personalized Ideal Weight. Survival Story. Health Myths. Health: Ask nutritionist Reijo Laatikainen about health. Food: Special Diet. | |
| 18 | 30.4.2025 | 14.4.2025 | May's Big edition. Mother's Day Book Recommendations. Food: Easy and Quick. Health: Ask Dr. Pippa Laukka about health. | |
| 19 | 8.5.2025 | 23.4.2025 | Food: Baking. Health: Ask Dr. Pippa Laukka about health. | |
| 20 | 15.5.2025 | 30.4.2025 | Special Issue: Lovely Summer Finland (Travel Special) - Special Domestic Travel Issue, featuring fresh city tips, nature spots, and charming finds from around Finland. Food: Light and healthy. Health: Ask Dr. Pippa Laukka about health. | |
| 21 | 22.5.2025 | 8.5.2025 | Food: Special Diet. Health: Ask nutritionist Reijo Laatikainen about health. | |
| 22 | 28.5.2025 | 14.5.2025 | Food: Easy and Quick. Health: Ask Dr. Pippa Laukka about health. | |
| 23 | 5.6.2025 | 21.5.2025 | June's Big edition. Food: Baking. Health: Ask Dr. Pippa Laukka about health. | |
| 24 | 12.6.2025 | 28.5.2025 | Travel Special: Affordable Destinations and Flight-Free Vacations - budget travel tips, train and ferry trips, including a wallet-friendly holiday in Estonia. Food: Midsummer Menu. Health: Ask Dr. Pippa Laukka about health. | |
| 25 - 26 | 18.6.2025 | 4.6.2025 | Midsummer Double Issue. Mystery Special: Summer Mystery Series Begins. Interview with a Mystery Writer. Mystery Reviews and Recommendations. Food: Baking. Health: Ask nutritionist Reijo Laatikainen about health. | |
| 27 | 3.7.2025 | 18.6.2025 | July's Big edition. Food: Light and healthy. Health: Ask Dr. Pippa Laukka about health. | |
| 28 | 10.7.2025 | 26.6.2025 | Nature Special, Theme: National Parks. Food: Easy and Quick. Health: Ask Dr. Pippa Laukka about health. | |
| 29 | 17.7.2025 | 3.7.2025 | Health Extra: Open Up Shoulder Knots. Survival Story. Health Myths. Food: Easy and Quick. Health: Ask Dr. Pippa Laukka about health. | |
| 30 | 24.7.2025 | 10.7.2025 | Food: Baking. Health: Ask nutritionist Reijo Laatikainen about health. | |
| 31 | 31.7.2025 | 17.7.2025 | August's Big edition. Food: Light and healthy. Health: Ask Dr. Pippa Laukka about health. | |
| 32 | 7.8.2025 | 24.7.2025 | Food: Special Diet. Health: Ask Dr. Pippa Laukka about health. | |
| 33 | 14.8.2025 | 31.7.2025 | Health Extra: Functional Digestive System. Survival Story. Health Myths. Health: Ask Dr. Pippa Laukka about health. Food: Easy and Quick. | |
| 34 | 21.8.2025 | 7.8.2025 | Food: Baking. Health: Ask nutritionist Reijo Laatikainen about health. | |
| 35 | 28.8.2025 | 14.8.2025 | Food: Light and healthy. Health: Ask Dr. Pippa Laukka about health. | |
| 36 | 4.9.2025 | 21.8.2025 | September's Big edition. Food: Special Diet. Health: Ask Dr. Pippa Laukka about health. | |
| 37 | 11.9.2025 | 28.8.2025 | Autumn Book Recommendations. Food: Easy and Quick. Health: Ask Dr. Pippa Laukka about health. | |
| 38 | 18.9.2025 | 4.9.2025 | Travel Special: Wonderful Sun Vacations - Easy family destinations and exotic far-flung trips, also including the ever-popular Spain. Food: Baking. Health: Ask nutritionist Reijo Laatikainen about health. | |
| 39 | 25.9.2025 | 11.9.2025 | Nature Special, Theme: Storms. Food: Light and healthy. Health: Ask Dr. Pippa Laukka about health. | |
| 40 | 2.10.2025 | 18.9.2025 | October's Big edition. Food: Special Diet. Health: Ask Dr. Pippa Laukka about health. | |
| 41 | 9.10.2025 | 25.9.2025 | Food: Easy and Quick. Health: Ask Dr. Pippa Laukka about health. | |
| 42 | 16.10.2025 | 2.10.2025 | Health Extra: Take Care of Your Muscles. Survival Story. Health Myths. Health: Ask nutritionist Reijo Laatikainen about health. Food: Baking. | |
| 43 | 23.10.2025 | 9.10.2025 | Food: Light and healthy. Health: Ask Dr. Pippa Laukka about health. | |
| 44 | 30.10.2025 | 16.10.2025 | Father's Day Book Recommendations. Food: Special Diet. Health: Ask Dr. Pippa Laukka about health. | |
| 45 | 6.11.2025 | 23.10.2025 | November's Big edition. Food: Easy and Quick. Health: Ask Dr. Pippa Laukka about health. | |
| 46 | 13.11.2025 | 30.10.2025 | Food: Baking. Health: Ask nutritionist Reijo Laatikainen about health. | |
| 47 | 20.11.2025 | 6.11.2025 | Travel Special: Winter Joy from Snow Holidays - convenient winter destinations in Finland and Europe, including cities, ski resorts, and easy leisure. Food: Light and healthy. Health: Ask Dr. Pippa Laukka about health. | |
| 48 | 27.11.2025 | 13.11.2025 | Food: Special Diet. Health: Ask Dr. Pippa Laukka about health. | |
| 49 | 4.12.2025 | 20.11.2025 | December's Big Issue. Food: Easy and Quick. Health: Ask Dr. Pippa Laukka about health. | |
| 50 | 11.12.2025 | 27.11.2025 | Christmas Book Recommendations. Food: Christmas Menu. Health: Ask nutritionist Reijo Laatikainen about health. | |
| 51 - 52 | 18.12.2025 | 4.12.2025 | Christmas Double Issue Health Extra: Is Prediabetes a Threat? Survival Story. Health Myths. Health: Ask Dr. Pippa Laukka about health. Food: Baking. |
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 31.12.2025 | 12.12.2025 | January Apu+. THEME ISSUE: Turning points of 1986. Forty years ago, several significant upheavals occurred: Urho Kekkonen died, the Chernobyl disaster, Dingo disbanded, Olof Palme’s murder... Now Apu revisits them. Health: Ask about health from doctor Pippa Laukka. | |
| 2 | 8.1.2026 | 17.12.2025 | Health: Ask about health from doctor Pippa Laukka. | |
| 3 | 15.1.2026 | 30.12.2025 | Travel extra: The year’s best indulgent holidays: includes Tenerife, active vacations in Finns’ favorite destinations. Health: Ask about health from nutritionist Reijo Laatikainen. | |
| 4 | 22.1.2026 | 8.1.2026 | Winter book tips. Health: Ask about health from doctor Pippa Laukka. | |
| 5 | 29.1.2026 | 15.1.2026 | Health: Ask about health from doctor Pippa Laukka. | |
| 6 | 5.2.2026 | 22.1.2026 | February Apu+. Health: Ask about health from doctor Pippa Laukka. | |
| 7 | 12.2.2026 | 29.1.2026 | Health: Ask about health from nutritionist Reijo Laatikainen. | |
| 8 | 19.2.2026 | 5.2.2026 | Health extra: Strange symptoms of thyroid disorders. Survival story. Health: Ask about health from doctor Pippa Laukka. | |
| 9 | 26.2.2026 | 12.2.2026 | Health: Ask about health from doctor Pippa Laukka. | |
| 10 | 5.3.2026 | 19.2.2026 | March Apu+: Health: Ask about health from doctor Pippa Laukka. | |
| 11 | 12.3.2026 | 26.2.2026 | Health: Ask about health from nutritionist Reijo Laatikainen. | |
| 12 | 19.3.2026 | 5.3.2026 | Travel extra: Fun city destinations: Europe’s lovely cities and nearby getaways, including Stockholm’s best new highlights. Health: Ask about health from doctor Pippa Laukka. | |
| 13 | 26.3.2026 | 12.3.2026 | Health: Ask about health from doctor Pippa Laukka. | |
| 14 - 15 | 1.4.2026 | 18.3.2026 | April Apu+. EASTER DOUBLE ISSUE. Health: Ask about health from doctor Pippa Laukka. | |
| 16 | 16.4.2026 | 31.3.2026 | Health: Ask about health from nutritionist Reijo Laatikainen. | |
| 17 | 23.4.2026 | 9.4.2026 | Health extra: Intimate wellness. Survival story. Health: Ask about health from doctor Pippa Laukka. | |
| 18 | 30.4.2026 | 16.4.2026 | Book tips for Mother’s Day. Health: Ask about health from doctor Pippa Laukka. | |
| 19 | 7.5.2026 | 22.4.2026 | May Apu+. Health: Ask about health from doctor Pippa Laukka. Mother’s Day May 7. | |
| 20 | 13.5.2026 | 28.4.2026 | Travel extra THEME ISSUE: Wonderful Summer Finland – Fresh city tips, nature destinations, atmospheric finds. Includes an extensive story on Oulu, the European Capital of Culture for 2026. Health: Ask about health from nutritionist Reijo Laatikainen. | |
| 21 | 21.5.2026 | 6.5.2026 | Health: Ask about health from doctor Pippa Laukka. | |
| 22 | 28.5.2026 | 13.5.2026 | Health: Ask about health from doctor Pippa Laukka. | |
| 23 | 4.6.2026 | 21.5.2026 | June Apu+. Health: Ask about health from doctor Pippa Laukka. | |
| 24 | 11.6.2026 | 28.5.2026 | Travel extra: Affordable destinations and flight-free holidays – budget traveler’s finds, train and ferry trips, including a wallet-friendly holiday in Estonia and Sweden’s beloved Gotland. Health: Ask about health from nutritionist Reijo Laatikainen. | |
| 25 - 26 | 17.6.2026 | 3.6.2026 | MIDSUMMER DOUBLE ISSUE Crime fiction extra: Summer crime series begins. Interview with a summer mystery author. Crime book reviews and recommendations. Health: Ask about health from doctor Pippa Laukka. | |
| 27 | 2.7.2026 | 17.6.2026 | July Apu+. Health: Ask about health from doctor Pippa Laukka. | |
| 28 | 9.7.2026 | 25.6.2026 | Health: Ask about health from doctor Pippa Laukka. | |
| 29 | 16.7.2026 | 2.7.2026 | Health extra: Good proteins. Survival story. Ask about health from nutritionist Reijo Laatikainen. | |
| 30 | 23.7.2026 | 9.7.2026 | Health: Ask about health from doctor Pippa Laukka. | |
| 31 | 30.7.2026 | 16.7.2026 | Health: Ask about health from doctor Pippa Laukka. | |
| 32 | 6.8.2026 | 23.7.2026 | August Apu+. Health: Ask about health from doctor Pippa Laukka. | |
| 33 | 13.8.2026 | 30.7.2026 | Health: Ask about health from nutritionist Reijo Laatikainen. | |
| 34 | 20.8.2026 | 6.8.2026 | Health extra: Lower blood pressure naturally. Survival story. Health: Ask about health from doctor Pippa Laukka. | |
| 35 | 27.8.2026 | 13.8.2026 | Health: Ask about health from doctor Pippa Laukka. | |
| 36 | 3.9.2026 | 20.8.2026 | September Apu+. Health: Ask about health from doctor Pippa Laukka. | |
| 37 | 10.9.2026 | 27.8.2026 | Autumn book tips. Health: Ask about health from nutritionist Reijo Laatikainen. | |
| 38 | 17.9.2026 | 3.9.2026 | Travel extra: Lovely sun holidays – Easy family destinations and exotic long-haul trips, including all-time favorite Italy. Health: Ask about health from doctor Pippa Laukka. | |
| 39 | 24.9.2026 | 10.9.2026 | Health: Ask about health from doctor Pippa Laukka. | |
| 40 | 1.10.2026 | 17.9.2026 | October Apu+. Health: Ask about health from doctor Pippa Laukka. | |
| 41 | 8.10.2026 | 24.9.2026 | Health: Ask about health from nutritionist Reijo Laatikainen. | |
| 42 | 15.10.2026 | 1.10.2026 | Health extra: Zinc, vitamins and other flu fighters. Survival story. Ask about health from doctor Pippa Laukka. | |
| 43 | 22.10.2026 | 8.10.2026 | Health: Ask about health from doctor Pippa Laukka. | |
| 44 | 29.10.2026 | 15.10.2026 | Father’s Day book tips. Health: Ask about health from doctor Pippa Laukka. | |
| 45 | 5.11.2026 | 22.10.2026 | November Apu+. Health: Ask about health from nutritionist Reijo Laatikainen. Father’s Day November 8. | |
| 46 | 12.11.2026 | 29.10.2026 | Health: Ask about health from doctor Pippa Laukka. | |
| 47 | 19.11.2026 | 5.11.2026 | Travel extra: Joy for winter from snowy holidays – Convenient winter destinations in Finland and elsewhere in Europe, including cities, ski resorts, and easy leisure. Health: Ask about health from doctor Pippa Laukka. | |
| 48 | 26.11.2026 | 12.11.2026 | Health: Ask about health from doctor Pippa Laukka. | |
| 49 | 3.12.2026 | 19.11.2026 | December Apu+. Health: Ask about health from nutritionist Reijo Laatikainen. | |
| 50 | 10.12.2026 | 26.11.2026 | Christmas book tips. Health: Ask about health from doctor Pippa Laukka. | |
| 51 - 52 | 17.12.2026 | 3.12.2026 | CHRISTMAS DOUBLE ISSUE Health extra: Get rid of stress. Survival story. Health: Ask about health from doctor Pippa Laukka. |
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 410 x 280 mm | 5 mm | 14 172 € |
| 2/1 landscape | First spread | 410 x 280 mm | 5 mm | 15 466 € |
| 1/1 portrait | Not specified | 205 x 280 mm | 5 mm | 8 028 € |
| 1/1 portrait | 2. Cover | 205 x 280 mm | 5 mm | 8 801 € |
| 1/1 portrait | 3. Cover | 205 x 280 mm | 5 mm | 8 801 € |
| 1/1 takakansi portrait | Back cover | 205 x 250 mm | 5 mm | 8 801 € |
| 1/2 portrait | Not specified | 100 x 280 mm | 5 mm | 5 613 € |
| 1/2 landscape | Not specified | 205 x 137 mm | 5 mm | 5 613 € |
| 1/3 landscape | Not specified | 205 x 93 mm | 5 mm | 4 840 € |
| 1/3 portrait | Not specified | 68 x 280 mm | 5 mm | 4 840 € |
| 1/4 portrait | Not specified | 51 x 280 mm | 5 mm | 4 250 € |
| 1/4 landscape | Not specified | 205 x 70 mm | 5 mm | 4 250 € |
| 1/4 square | Not specified | 83 x 120 mm | 5 mm | 4 250 € | *) size without marginal Prices valid until 31.12.2025 |
Size
205 x 280 mm
Printing method
Offset
Binding
Stiftaus
Printer
PunaMusta Oy
Delivery of ad material and instructions
ICC profile
Technical information
Total ink coverage max 300%. In case the ink coverage is more, we will fix the material automatically.
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 410 x 280 mm | 5 mm | 14 172 € |
| 2/1 landscape | First spread | 410 x 280 mm | 5 mm | 15 466 € |
| 1/1 portrait | Not specified | 205 x 280 mm | 5 mm | 8 028 € |
| 1/1 portrait | 2. Cover | 205 x 280 mm | 5 mm | 8 801 € |
| 1/1 portrait | 3. Cover | 205 x 280 mm | 5 mm | 8 801 € |
| 1/1 takakansi portrait | Back cover | 205 x 250 mm | 5 mm | 8 801 € |
| 1/2 portrait | Not specified | 100 x 280 mm | 5 mm | 5 613 € |
| 1/2 landscape | Not specified | 205 x 137 mm | 5 mm | 5 613 € |
| 1/3 landscape | Not specified | 205 x 93 mm | 5 mm | 4 840 € |
| 1/3 portrait | Not specified | 68 x 280 mm | 5 mm | 4 840 € |
| 1/4 portrait | Not specified | 51 x 280 mm | 5 mm | 4 250 € |
| 1/4 landscape | Not specified | 205 x 70 mm | 5 mm | 4 250 € |
| 1/4 square | Not specified | 83 x 120 mm | 5 mm | 4 250 € | *) size without marginal Prices valid until 31.12.2026 |
Size
205 x 280 mm
Printing method
Offset
Binding
Stiftaus
Printer
PunaMusta Oy
Delivery of ad material and instructions
ICC profile
Technical information
Total ink coverage max 300%. In case the ink coverage is more, we will fix the material automatically."
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Description | Placement | Size | Price (tax 0%)  |
|---|---|---|---|---|
| Desktop | 300x250 px | 8 € / CPM (Cost per thousand) | ||
| Mobile | 300x250 px | 8 € / CPM (Cost per thousand) | ||
| Desktop | 468x400 px | 9 € / CPM (Cost per thousand) | ||
| Desktop | 140x350 px | 10 € / CPM (Cost per thousand) | ||
| Desktop | 160x600 px | 10 € / CPM (Cost per thousand) | ||
| Desktop | 200x900 px | 11 € / CPM (Cost per thousand) | ||
| Desktop | 600x500 px | 12 € / CPM (Cost per thousand) | ||
| Desktop | 980x120 px | 12 € / CPM (Cost per thousand) | ||
| Mobile | 300x300 px | 13 € / CPM (Cost per thousand) | ||
| Desktop | 980x400, 300x300 px | 23 € / CPM (Cost per thousand) | ||
| Desktop | 300x600 px | 23 € / CPM (Cost per thousand) | ||
| Desktop | 2048x1152, 750x1334 px | 23 € / CPM (Cost per thousand) | ||
| Desktop | Banner | 220 x 100 px | 30 € / CPM (Cost per thousand) | |
| Desktop | 980x400 px | 34 € / CPM (Cost per thousand) | ||
| Desktop | Paraati + tapetti | 980x400 px | 42 € / CPM (Cost per thousand) | |
| Desktop | Interstitiaali | 1200x1600 px | 50 € / CPM (Cost per thousand) | Prices valid until 31.12.2025 |
| Ad | Description | Size | Price (tax 0%) |
|---|---|---|---|
| Desktop | 300x250 px | 8 € / CPM (Cost per thousand) | |
| Mobile | 300x250 px | 8 € / CPM (Cost per thousand) | |
| Desktop | 468x400 px | 9 € / CPM (Cost per thousand) | |
| Desktop | 140x350 px | 10 € / CPM (Cost per thousand) | |
| Desktop | 160x600 px | 10 € / CPM (Cost per thousand) | |
| Desktop | 200x900 px | 11 € / CPM (Cost per thousand) | |
| Desktop | 600x500 px | 12 € / CPM (Cost per thousand) | |
| Desktop | 980x120 px | 12 € / CPM (Cost per thousand) | |
| Mobile | 300x300 px | 13 € / CPM (Cost per thousand) | |
| Desktop | 980x400, 300x300 px | 23 € / CPM (Cost per thousand) | |
| Desktop | 300x600 px | 23 € / CPM (Cost per thousand) | |
| Desktop | 2048x1152, 750x1334 px | 23 € / CPM (Cost per thousand) | |
| Desktop | Banner | 220 x 100 px | 30 € / CPM (Cost per thousand) |
| Desktop | 980x400 px | 34 € / CPM (Cost per thousand) | |
| Desktop | Paraati + tapetti | 980x400 px | 42 € / CPM (Cost per thousand) |
| Desktop | Interstitiaali | 1200x1600 px | 50 € / CPM (Cost per thousand) | Prices valid until 31.12.2026 |
Readers
Readers
214 900
Total reach
492 900
How many times read
2,3
Minutes of reading
84 min
Source: NRS 2025
Gender
Source: NRS 2025
Audience in digital and print
Source: NRS 2025
Age
Source: NRS 2025
Municipality type
Source: NRS 2025
Education
Source: NRS 2025
Gross household income, daily purchases
Source: NRS 2025
NRS Facts
Print readers include only those who read the printed magazine.
|
Readers 214 900
Minutes of reading84 min
How many times read2,3
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 62 | 133 200 |
| Men | 49 | 38 | 81 700 | |
| Native language | Finnish | 95 | 98 | 210 600 |
| Swedish | 5 | 2 | 4 300 | |
| Age | 15-24 y | 13 | 2 | 4 300 |
| 25-34 y | 14 | 4 | 8 600 | |
| 35-44 y | 14 | 3 | 6 400 | |
| 45-54 y | 14 | 9 | 19 300 | |
| 55-64 y | 15 | 14 | 30 100 | |
| 65+ y | 30 | 68 | 146 100 | |
| Gender + age | Female 15-29 years | 9 | 2 | 4 300 |
| Female 30-49 years | 14 | 5 | 10 700 | |
| Female 50+ years | 28 | 55 | 118 200 | |
| Male 15-29 years | 10 | 2 | 4 300 | |
| Male 30-49 years | 15 | 5 | 10 700 | |
| Male 50+ years | 24 | 32 | 68 800 | |
| Household position | Lives at home with parents | 7 | 1 | 2 100 |
| Lives alone | 29 | 33 | 70 900 | |
| Lives with spouse | 36 | 51 | 109 600 | |
| Lives with spouse and children | 24 | 11 | 23 600 | |
| Single parent | 2 | 1 | 2 100 | |
| Other | 3 | 3 | 6 400 | |
| Grandchildren under 18 years of age | Yes | 20 | 33 | 70 900 |
| No | 39 | 57 | 122 500 | |
| No answer (under 45 year olds) | 41 | 9 | 19 300 | |
| Education | Elementary school | 4 | 9 | 19 300 |
| Secondary school | 6 | 8 | 17 200 | |
| Vocational | 27 | 33 | 70 900 | |
| High school | 13 | 10 | 21 500 | |
| University of Applied Sciences | 20 | 13 | 27 900 | |
| University | 28 | 22 | 47 300 | |
| Something else | 2 | 5 | 10 700 | |
| Decision-maker in grocery purchases | Yes | 93 | 94 | 202 000 |
| No | 6 | 5 | 10 700 | |
| Can not say | 1 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 84 | 180 500 |
| No | 32 | 16 | 34 400 | |
| Size of the household | 1 pers | 28 | 35 | 75 200 |
| 2 pers | 38 | 52 | 111 700 | |
| 3 pers | 14 | 7 | 15 000 | |
| 4 pers | 12 | 4 | 8 600 | |
| 5+ pers | 7 | 2 | 4 300 | |
| Household income (gross) | Below 20 000 € /y | 10 | 8 | 17 200 |
| 20 000 - 35 000 € /y | 17 | 27 | 58 000 | |
| 35 001 - 50 000 € /y | 18 | 25 | 53 700 | |
| 50 001 - 85 000 € /y | 21 | 18 | 38 700 | |
| 85 001 - 100 000 € /y | 8 | 5 | 10 700 | |
| Over 100 000 € /y | 10 | 6 | 12 900 | |
| Dont want to tell | 5 | 5 | 10 700 | |
| Cant say / No answer | 10 | 4 | 8 600 | |
| Family with kids | Yes | 32 | 13 | 27 900 |
| No | 68 | 87 | 187 000 | |
| Number of children in the household (5th grade) | 1 child | 13 | 7 | 15 000 |
| 2 children | 13 | 4 | 8 600 | |
| 3 children | 5 | 1 | 2 100 | |
| 4 children | 1 | 0 | 0 | |
| 5+ children | 1 | 0 | 0 | |
| There are no children | 67 | 87 | 187 000 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 13 | 27 900 |
| Dog | 26 | 18 | 38 700 | |
| Some other pet | 5 | 3 | 6 400 | |
| No pets | 61 | 70 | 150 400 | |
| Health services used in the household | Public health services | 85 | 90 | 193 400 |
| Employer - funded health care services | 50 | 27 | 58 000 | |
| Private, self-funded healthcare services | 39 | 50 | 107 400 | |
| Private health insurance services | 26 | 16 | 34 400 | |
| No health care | 1 | 1 | 2 100 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 32 | 28 | 60 200 |
| Row house or semi-detached house | 17 | 18 | 38 700 | |
| Detached house | 46 | 47 | 101 000 | |
| Farm | 4 | 6 | 12 900 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 86 | 184 800 |
| Rented residence | 20 | 12 | 25 800 | |
| Right of residence apartment | 2 | 1 | 2 100 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 45 | 96 700 |
| No | 58 | 54 | 116 000 | |
| Can not say | 1 | 0 | 0 | |
| Number of cars in household | One car | 45 | 55 | 118 200 |
| Two cars | 30 | 26 | 55 900 | |
| Three or more cars | 10 | 7 | 15 000 | |
| No car | 14 | 12 | 25 800 | |
| Type of car, if buying now | New | 21 | 27 | 58 000 |
| Used | 70 | 61 | 131 100 | |
| Company car | 5 | 1 | 2 100 | |
| Leasing (personal) | 9 | 8 | 17 200 | |
| Shared car | 3 | 2 | 4 300 | |
| Doesn't use a car | 8 | 10 | 21 500 | |
| Can not say | 5 | 6 | 12 900 | |
| Advertising ban at the door / mailbox | Yes | 27 | 16 | 34 400 |
| No | 72 | 83 | 178 400 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 8 | 17 200 |
| No | 76 | 84 | 180 500 | |
| Can not say | 5 | 8 | 17 200 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 11 | 23 600 |
| Turku or Tampere | 8 | 7 | 15 000 | |
| Oulu | 4 | 3 | 6 400 | |
| 70 000 - 150 000 inhabitants town | 14 | 16 | 34 400 | |
| Urban municipality | 25 | 25 | 53 700 | |
| Conurbation | 16 | 18 | 38 700 | |
| Countryside | 13 | 19 | 40 800 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 27 | 58 000 |
| 5-6 days a week | 4 | 9 | 19 300 | |
| 1-4 days a week | 24 | 45 | 96 700 | |
| Monthly | 25 | 11 | 23 600 | |
| Rarely | 26 | 5 | 10 700 | |
| Never | 8 | 2 | 4 300 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 25 | 53 700 |
| 5-6 days a week | 5 | 3 | 6 400 | |
| 1-4 days a week | 20 | 16 | 34 400 | |
| Monthly | 15 | 9 | 19 300 | |
| Rarely | 23 | 21 | 45 100 | |
| Never | 13 | 24 | 51 600 | |
| Can not say | 1 | 1 | 2 100 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 49 | 105 300 |
| 5-6 days a week | 5 | 6 | 12 900 | |
| 1-4 days a week | 23 | 26 | 55 900 | |
| Monthly | 15 | 8 | 17 200 | |
| Rarely | 24 | 10 | 21 500 | |
| Never | 8 | 2 | 4 300 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 51 | 109 600 |
| 5-6 days a week | 9 | 8 | 17 200 | |
| 1-4 days a week | 17 | 15 | 32 200 | |
| Monthly | 6 | 3 | 6 400 | |
| Rarely | 8 | 10 | 21 500 | |
| Never | 5 | 10 | 21 500 | |
| Can not say | 0 | 1 | 2 100 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 6 | 12 900 |
| 5-6 days a week | 4 | 5 | 10 700 | |
| 1-4 days a week | 41 | 55 | 118 200 | |
| Monthly | 18 | 13 | 27 900 | |
| Rarely | 23 | 15 | 32 200 | |
| Never | 9 | 5 | 10 700 | |
| Can not say | 1 | 1 | 2 100 | |
| The frequency of watching: Free online TV services | Daily | 17 | 20 | 43 000 |
| 5-6 days a week | 10 | 11 | 23 600 | |
| 1-4 days a week | 30 | 25 | 53 700 | |
| Monthly | 21 | 18 | 38 700 | |
| Rarely | 15 | 15 | 32 200 | |
| Never | 6 | 10 | 21 500 | |
| Can not say | 1 | 1 | 2 100 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 9 | 19 300 |
| 5-6 days a week | 10 | 6 | 12 900 | |
| 1-4 days a week | 22 | 14 | 30 100 | |
| Monthly | 9 | 7 | 15 000 | |
| Rarely | 13 | 12 | 25 800 | |
| Never | 30 | 51 | 109 600 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 69 | 148 300 |
| 5-6 days a week | 10 | 9 | 19 300 | |
| 1-4 days a week | 19 | 11 | 23 600 | |
| Monthly | 12 | 5 | 10 700 | |
| Rarely | 12 | 5 | 10 700 | |
| Never | 3 | 1 | 2 100 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 53 | 113 900 |
| 5-6 days a week | 12 | 11 | 23 600 | |
| 1-4 days a week | 22 | 15 | 32 200 | |
| Monthly | 12 | 5 | 10 700 | |
| Rarely | 13 | 7 | 15 000 | |
| Never | 8 | 9 | 19 300 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 37 | 79 500 |
| 5-6 days a week | 6 | 8 | 17 200 | |
| 1-4 days a week | 16 | 16 | 34 400 | |
| Monthly | 13 | 11 | 23 600 | |
| Rarely | 27 | 19 | 40 800 | |
| Never | 15 | 9 | 19 300 | |
| Can not say | 1 | 1 | 2 100 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 14 | 30 100 |
| 5-6 days a week | 9 | 8 | 17 200 | |
| 1-4 days a week | 21 | 19 | 40 800 | |
| Monthly | 14 | 11 | 23 600 | |
| Rarely | 23 | 26 | 55 900 | |
| Never | 16 | 21 | 45 100 | |
| Can not say | 1 | 1 | 2 100 | |
| The frequency of listening: Podcasts | Daily | 6 | 3 | 6 400 |
| 5-6 days a week | 3 | 1 | 2 100 | |
| 1-4 days a week | 11 | 7 | 15 000 | |
| Monthly | 14 | 7 | 15 000 | |
| Rarely | 27 | 28 | 60 200 | |
| Never | 36 | 50 | 107 400 | |
| Can not say | 2 | 4 | 8 600 | |
| User frequency and following: Social media | Daily | 59 | 50 | 107 400 |
| 5-6 days a week | 8 | 7 | 15 000 | |
| 1-4 days a week | 8 | 8 | 17 200 | |
| Monthly | 3 | 2 | 4 300 | |
| Rarely | 6 | 7 | 15 000 | |
| Never | 16 | 25 | 53 700 | |
| Can not say | 0 | 1 | 2 100 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 6 | 12 900 |
| 5-6 days a week | 6 | 3 | 6 400 | |
| 1-4 days a week | 13 | 9 | 19 300 | |
| Monthly | 8 | 5 | 10 700 | |
| Rarely | 20 | 22 | 47 300 | |
| Never | 38 | 54 | 116 000 | |
| Can not say | 1 | 2 | 4 300 | |
| User frequency: Instant messaging | Daily | 69 | 55 | 118 200 |
| 5-6 days a week | 11 | 13 | 27 900 | |
| 1-4 days a week | 9 | 14 | 30 100 | |
| Monthly | 3 | 5 | 10 700 | |
| Rarely | 2 | 3 | 6 400 | |
| Never | 6 | 9 | 19 300 | |
| Can not say | 0 | 1 | 2 100 | |
| Reading frequency: Printed books | Daily | 16 | 25 | 53 700 |
| 5-6 days a week | 6 | 6 | 12 900 | |
| 1-4 days a week | 14 | 14 | 30 100 | |
| Monthly | 22 | 21 | 45 100 | |
| Rarely | 34 | 29 | 62 300 | |
| Never | 7 | 4 | 8 600 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 2 | 4 300 |
| 5-6 days a week | 1 | 1 | 2 100 | |
| 1-4 days a week | 4 | 3 | 6 400 | |
| Monthly | 7 | 5 | 10 700 | |
| Rarely | 30 | 23 | 49 400 | |
| Never | 53 | 64 | 137 500 | |
| Can not say | 1 | 1 | 2 100 | |
| Listening frequency: Audiobooks | Daily | 6 | 4 | 8 600 |
| 5-6 days a week | 3 | 2 | 4 300 | |
| 1-4 days a week | 6 | 4 | 8 600 | |
| Monthly | 8 | 5 | 10 700 | |
| Rarely | 23 | 16 | 34 400 | |
| Never | 54 | 69 | 148 300 | |
| Can not say | 1 | 1 | 2 100 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 10 | 21 500 |
| 5-6 days a week | 9 | 6 | 12 900 | |
| 1-4 days a week | 23 | 19 | 40 800 | |
| Monthly | 21 | 21 | 45 100 | |
| Rarely | 17 | 21 | 45 100 | |
| Never | 10 | 23 | 49 400 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: Linkedl | Daily | 4 | 2 | 4 300 |
| 5-6 days a week | 2 | 1 | 2 100 | |
| 1-4 days a week | 8 | 4 | 8 600 | |
| Monthly | 8 | 4 | 8 600 | |
| Rarely | 12 | 11 | 23 600 | |
| Never | 59 | 69 | 148 300 | |
| Cant say / No answer | 6 | 10 | 21 500 | |
| Usage/following: Facebook | Daily | 39 | 42 | 90 300 |
| 5-6 days a week | 8 | 7 | 15 000 | |
| 1-4 days a week | 11 | 8 | 17 200 | |
| Monthly | 6 | 4 | 8 600 | |
| Rarely | 9 | 7 | 15 000 | |
| Never | 22 | 25 | 53 700 | |
| Cant say / No answer | 4 | 8 | 17 200 | |
| Usage/Following: Instagram | Daily | 32 | 19 | 40 800 |
| 5-6 days a week | 7 | 5 | 10 700 | |
| 1-4 days a week | 9 | 9 | 19 300 | |
| Monthly | 5 | 5 | 10 700 | |
| Rarely | 9 | 11 | 23 600 | |
| Never | 33 | 44 | 94 600 | |
| Cant say / No answer | 5 | 8 | 17 200 | |
| Usage/following rate: Snapchat | Daily | 15 | 4 | 8 600 |
| 5-6 days a week | 2 | 1 | 2 100 | |
| 1-4 days a week | 3 | 1 | 2 100 | |
| Monthly | 2 | 1 | 2 100 | |
| Rarely | 5 | 3 | 6 400 | |
| Never | 69 | 82 | 176 200 | |
| Cant say / No answer | 5 | 8 | 17 200 | |
| Usage/Following: Twitter | Daily | 5 | 3 | 6 400 |
| 5-6 days a week | 2 | 1 | 2 100 | |
| 1-4 days a week | 4 | 2 | 4 300 | |
| Monthly | 5 | 3 | 6 400 | |
| Rarely | 11 | 7 | 15 000 | |
| Never | 68 | 75 | 161 200 | |
| Cant say / No answer | 5 | 9 | 19 300 | |
| Usage/Following: TikTok | Daily | 10 | 3 | 6 400 |
| 5-6 days a week | 3 | 1 | 2 100 | |
| 1-4 days a week | 4 | 3 | 6 400 | |
| Monthly | 3 | 2 | 4 300 | |
| Rarely | 8 | 8 | 17 200 | |
| Never | 68 | 75 | 161 200 | |
| Cant say / No answer | 4 | 8 | 17 200 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 10 | 21 500 |
| Partially agree | 43 | 40 | 86 000 | |
| Partially disagree | 30 | 35 | 75 200 | |
| Completely disagree | 10 | 12 | 25 800 | |
| Can not say | 3 | 3 | 6 400 | |
| I prefer domestic products | Completely agree | 33 | 41 | 88 100 |
| Partially agree | 55 | 51 | 109 600 | |
| Partially disagree | 9 | 6 | 12 900 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 2 | 1 | 2 100 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 24 | 51 600 |
| Partially agree | 54 | 57 | 122 500 | |
| Partially disagree | 18 | 14 | 30 100 | |
| Completely disagree | 4 | 3 | 6 400 | |
| Can not say | 3 | 2 | 4 300 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 25 | 53 700 |
| Partially agree | 58 | 61 | 131 100 | |
| Partially disagree | 15 | 11 | 23 600 | |
| Completely disagree | 1 | 1 | 2 100 | |
| Can not say | 2 | 2 | 4 300 | |
| I usually choose the cheapest option | Completely agree | 12 | 10 | 21 500 |
| Partially agree | 48 | 49 | 105 300 | |
| Partially disagree | 33 | 34 | 73 100 | |
| Completely disagree | 5 | 5 | 10 700 | |
| Can not say | 2 | 2 | 4 300 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 34 | 73 100 |
| Partially agree | 50 | 53 | 113 900 | |
| Partially disagree | 9 | 9 | 19 300 | |
| Completely disagree | 2 | 2 | 4 300 | |
| Can not say | 1 | 1 | 2 100 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 4 | 8 600 |
| Partially agree | 24 | 20 | 43 000 | |
| Partially disagree | 38 | 41 | 88 100 | |
| Completely disagree | 24 | 25 | 53 700 | |
| Can not say | 9 | 10 | 21 500 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 8 600 |
| Partially agree | 36 | 36 | 77 400 | |
| Partially disagree | 45 | 46 | 98 900 | |
| Completely disagree | 11 | 12 | 25 800 | |
| Can not say | 4 | 3 | 6 400 | |
| I prefer local shops and services | Completely agree | 27 | 38 | 81 700 |
| Partially agree | 58 | 54 | 116 000 | |
| Partially disagree | 11 | 6 | 12 900 | |
| Completely disagree | 1 | 1 | 2 100 | |
| Can not say | 2 | 1 | 2 100 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 2 | 4 300 |
| Partially agree | 28 | 25 | 53 700 | |
| Partially disagree | 29 | 28 | 60 200 | |
| Completely disagree | 32 | 36 | 77 400 | |
| Can not say | 7 | 8 | 17 200 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 19 300 |
| Partially agree | 32 | 33 | 70 900 | |
| Partially disagree | 37 | 37 | 79 500 | |
| Completely disagree | 20 | 18 | 38 700 | |
| Can not say | 2 | 3 | 6 400 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 19 | 40 800 |
| Partially agree | 50 | 53 | 113 900 | |
| Partially disagree | 24 | 21 | 45 100 | |
| Completely disagree | 6 | 5 | 10 700 | |
| Can not say | 4 | 2 | 4 300 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 19 | 40 800 |
| Partially agree | 51 | 54 | 116 000 | |
| Partially disagree | 22 | 20 | 43 000 | |
| Completely disagree | 6 | 4 | 8 600 | |
| Can not say | 3 | 3 | 6 400 | |
| I prefer well-known brands | Completely agree | 12 | 11 | 23 600 |
| Partially agree | 58 | 60 | 128 900 | |
| Partially disagree | 21 | 20 | 43 000 | |
| Completely disagree | 5 | 5 | 10 700 | |
| Can not say | 3 | 3 | 6 400 | |
| I prefer used products in my purchases | Completely agree | 14 | 10 | 21 500 |
| Partially agree | 41 | 42 | 90 300 | |
| Partially disagree | 31 | 31 | 66 600 | |
| Completely disagree | 12 | 14 | 30 100 | |
| Can not say | 3 | 3 | 6 400 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 14 | 30 100 |
| Quite positively | 61 | 63 | 135 400 | |
| Quite negatively | 16 | 14 | 30 100 | |
| Very negative | 4 | 3 | 6 400 | |
| Can not say | 6 | 5 | 10 700 | |
| Magazines | Very positive | 13 | 13 | 27 900 |
| Quite positively | 60 | 60 | 128 900 | |
| Quite negatively | 17 | 18 | 38 700 | |
| Very negative | 4 | 3 | 6 400 | |
| Can not say | 6 | 6 | 12 900 | |
| Free and local newspapers | Very positive | 24 | 25 | 53 700 |
| Quite positively | 56 | 58 | 124 600 | |
| Quite negatively | 11 | 10 | 21 500 | |
| Very negative | 4 | 2 | 4 300 | |
| Can not say | 6 | 5 | 10 700 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 8 | 17 200 |
| Quite positively | 45 | 42 | 90 300 | |
| Quite negatively | 30 | 28 | 60 200 | |
| Very negative | 10 | 8 | 17 200 | |
| Can not say | 8 | 15 | 32 200 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 4 | 8 600 |
| Quite positively | 33 | 29 | 62 300 | |
| Quite negatively | 32 | 32 | 68 800 | |
| Very negative | 17 | 14 | 30 100 | |
| Can not say | 12 | 21 | 45 100 | |
| Blogs | Very positive | 4 | 2 | 4 300 |
| Quite positively | 25 | 17 | 36 500 | |
| Quite negatively | 29 | 27 | 58 000 | |
| Very negative | 16 | 16 | 34 400 | |
| Can not say | 26 | 38 | 81 700 | |
| Newsletters to email | Very positive | 2 | 1 | 2 100 |
| Quite positively | 17 | 18 | 38 700 | |
| Quite negatively | 34 | 38 | 81 700 | |
| Very negative | 43 | 38 | 81 700 | |
| Can not say | 4 | 4 | 8 600 | |
| Other websites | Very positive | 3 | 2 | 4 300 |
| Quite positively | 38 | 32 | 68 800 | |
| Quite negatively | 34 | 35 | 75 200 | |
| Very negative | 14 | 13 | 27 900 | |
| Can not say | 11 | 17 | 36 500 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 6 | 12 900 |
| Quite positively | 46 | 45 | 96 700 | |
| Quite negatively | 29 | 33 | 70 900 | |
| Very negative | 13 | 11 | 23 600 | |
| Can not say | 4 | 5 | 10 700 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 3 | 6 400 |
| Quite positively | 35 | 33 | 70 900 | |
| Quite negatively | 33 | 34 | 73 100 | |
| Very negative | 20 | 21 | 45 100 | |
| Can not say | 7 | 9 | 19 300 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 21 | 45 100 |
| Quite positively | 46 | 50 | 107 400 | |
| Quite negatively | 17 | 15 | 32 200 | |
| Very negative | 14 | 9 | 19 300 | |
| Can not say | 5 | 4 | 8 600 | |
| Out-of-home advertising | Very positive | 11 | 9 | 19 300 |
| Quite positively | 52 | 49 | 105 300 | |
| Quite negatively | 21 | 25 | 53 700 | |
| Very negative | 9 | 7 | 15 000 | |
| Can not say | 8 | 9 | 19 300 | Source: NRS 2025 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 17 | 19 | 40 800 |
| Partially agree | 60 | 65 | 139 700 | |
| Partially disagree | 11 | 9 | 19 300 | |
| Completely disagree | 3 | 2 | 4 300 | |
| Can not say | 9 | 5 | 10 700 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 17 | 36 500 |
| Partially agree | 57 | 63 | 135 400 | |
| Partially disagree | 14 | 12 | 25 800 | |
| Completely disagree | 5 | 4 | 8 600 | |
| Can not say | 8 | 5 | 10 700 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 22 | 47 300 |
| Partially agree | 46 | 43 | 92 400 | |
| Partially disagree | 12 | 10 | 21 500 | |
| Completely disagree | 5 | 5 | 10 700 | |
| Can not say | 15 | 20 | 43 000 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 32 | 68 800 |
| Partially agree | 49 | 50 | 107 400 | |
| Partially disagree | 7 | 6 | 12 900 | |
| Completely disagree | 2 | 2 | 4 300 | |
| Can not say | 10 | 10 | 21 500 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 17 | 36 500 |
| Partially agree | 51 | 53 | 113 900 | |
| Partially disagree | 14 | 16 | 34 400 | |
| Completely disagree | 3 | 2 | 4 300 | |
| Can not say | 16 | 13 | 27 900 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 11 | 23 600 |
| Partially agree | 52 | 54 | 116 000 | |
| Partially disagree | 18 | 19 | 40 800 | |
| Completely disagree | 3 | 2 | 4 300 | |
| Can not say | 17 | 14 | 30 100 | |
| Finnish magazines are of high quality | Completely agree | 23 | 27 | 58 000 |
| Partially agree | 58 | 59 | 126 800 | |
| Partially disagree | 9 | 7 | 15 000 | |
| Completely disagree | 1 | 1 | 2 100 | |
| Can not say | 9 | 5 | 10 700 | |
| I follow important magazines on social media | Completely agree | 7 | 6 | 12 900 |
| Partially agree | 25 | 28 | 60 200 | |
| Partially disagree | 23 | 22 | 47 300 | |
| Completely disagree | 36 | 34 | 73 100 | |
| Can not say | 10 | 11 | 23 600 | |
| I read important magazines from cover to cover | Completely agree | 16 | 22 | 47 300 |
| Partially agree | 33 | 40 | 86 000 | |
| Partially disagree | 29 | 25 | 53 700 | |
| Completely disagree | 17 | 10 | 21 500 | |
| Can not say | 5 | 2 | 4 300 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 10 | 21 500 |
| Partially agree | 45 | 47 | 101 000 | |
| Partially disagree | 28 | 27 | 58 000 | |
| Completely disagree | 10 | 10 | 21 500 | |
| Can not say | 10 | 6 | 12 900 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 11 | 23 600 |
| Partially agree | 35 | 34 | 73 100 | |
| Partially disagree | 23 | 24 | 51 600 | |
| Completely disagree | 23 | 23 | 49 400 | |
| Can not say | 9 | 8 | 17 200 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 10 | 21 500 |
| Partially agree | 33 | 34 | 73 100 | |
| Partially disagree | 27 | 29 | 62 300 | |
| Completely disagree | 24 | 22 | 47 300 | |
| Can not say | 8 | 5 | 10 700 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 13 | 27 900 |
| Partially agree | 50 | 52 | 111 700 | |
| Partially disagree | 19 | 20 | 43 000 | |
| Completely disagree | 13 | 12 | 25 800 | |
| Can not say | 5 | 3 | 6 400 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 8 | 17 200 |
| Partially agree | 29 | 34 | 73 100 | |
| Partially disagree | 27 | 27 | 58 000 | |
| Completely disagree | 29 | 27 | 58 000 | |
| Can not say | 7 | 5 | 10 700 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 1 | 2 100 |
| Partially agree | 18 | 10 | 21 500 | |
| Partially disagree | 33 | 31 | 66 600 | |
| Completely disagree | 38 | 43 | 92 400 | |
| Can not say | 10 | 14 | 30 100 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 21 | 45 100 |
| Partially agree | 41 | 46 | 98 900 | |
| Partially disagree | 23 | 19 | 40 800 | |
| Completely disagree | 12 | 8 | 17 200 | |
| Can not say | 8 | 5 | 10 700 | Source: NRS 2025 |
| Use of information sources during the purchase process | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Information sources, cars and car purchase | Print magazines | 11 | 15 | 32 200 |
| Newspapers | 12 | 19 | 40 800 | |
| Magazine websites | 7 | 6 | 12 900 | |
| Newspaper websites | 8 | 7 | 15 000 | |
| Blogs | 3 | 1 | 2 100 | |
| Social media | 16 | 8 | 17 200 | |
| Other websites | 44 | 34 | 73 100 | |
| Television | 11 | 11 | 23 600 | |
| Radio | 2 | 1 | 2 100 | |
| Direct mail | 10 | 15 | 32 200 | |
| None of these | 39 | 44 | 94 600 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 19 | 40 800 |
| Newspapers | 15 | 26 | 55 900 | |
| Magazine websites | 9 | 8 | 17 200 | |
| Newspaper websites | 11 | 10 | 21 500 | |
| Blogs | 6 | 2 | 4 300 | |
| Social media | 28 | 15 | 32 200 | |
| Other websites | 50 | 35 | 75 200 | |
| Television | 19 | 22 | 47 300 | |
| Radio | 3 | 3 | 6 400 | |
| Direct mail | 35 | 48 | 103 200 | |
| None of these | 16 | 18 | 38 700 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 27 | 58 000 |
| Newspapers | 8 | 13 | 27 900 | |
| Magazine websites | 10 | 9 | 19 300 | |
| Newspaper websites | 7 | 6 | 12 900 | |
| Blogs | 7 | 2 | 4 300 | |
| Social media | 31 | 17 | 36 500 | |
| Other websites | 17 | 13 | 27 900 | |
| Television | 14 | 21 | 45 100 | |
| Radio | 2 | 3 | 6 400 | |
| Direct mail | 17 | 27 | 58 000 | |
| None of these | 43 | 41 | 88 100 | |
| Information sources, travel | Print magazines | 16 | 22 | 47 300 |
| Newspapers | 15 | 25 | 53 700 | |
| Magazine websites | 10 | 7 | 15 000 | |
| Newspaper websites | 11 | 9 | 19 300 | |
| Blogs | 12 | 5 | 10 700 | |
| Social media | 38 | 22 | 47 300 | |
| Other websites | 49 | 42 | 90 300 | |
| Television | 17 | 18 | 38 700 | |
| Radio | 3 | 2 | 4 300 | |
| Direct mail | 9 | 16 | 34 400 | |
| None of these | 25 | 28 | 60 200 | |
| Information sources, style and fashion | Print magazines | 22 | 32 | 68 800 |
| Newspapers | 11 | 18 | 38 700 | |
| Magazine websites | 12 | 10 | 21 500 | |
| Newspaper websites | 8 | 7 | 15 000 | |
| Blogs | 9 | 3 | 6 400 | |
| Social media | 37 | 20 | 43 000 | |
| Other websites | 34 | 27 | 58 000 | |
| Television | 18 | 24 | 51 600 | |
| Radio | 2 | 2 | 4 300 | |
| Direct mail | 25 | 37 | 79 500 | |
| None of these | 28 | 28 | 60 200 | |
| Information sources, building and renovating | Print magazines | 17 | 23 | 49 400 |
| Newspapers | 13 | 21 | 45 100 | |
| Magazine websites | 9 | 7 | 15 000 | |
| Newspaper websites | 9 | 8 | 17 200 | |
| Blogs | 7 | 3 | 6 400 | |
| Social media | 26 | 13 | 27 900 | |
| Other websites | 33 | 26 | 55 900 | |
| Television | 18 | 21 | 45 100 | |
| Radio | 2 | 2 | 4 300 | |
| Direct mail | 27 | 38 | 81 700 | |
| None of these | 31 | 32 | 68 800 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 46 | 98 900 |
| Newspapers | 25 | 37 | 79 500 | |
| Magazine websites | 21 | 18 | 38 700 | |
| Newspaper websites | 23 | 18 | 38 700 | |
| Blogs | 14 | 6 | 12 900 | |
| Social media | 45 | 28 | 60 200 | |
| Other websites | 32 | 24 | 51 600 | |
| Television | 29 | 35 | 75 200 | |
| Radio | 7 | 8 | 17 200 | |
| Direct mail | 26 | 38 | 81 700 | |
| None of these | 11 | 10 | 21 500 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 12 | 25 800 |
| Newspapers | 10 | 18 | 38 700 | |
| Magazine websites | 3 | 3 | 6 400 | |
| Newspaper websites | 5 | 5 | 10 700 | |
| Blogs | 1 | 1 | 2 100 | |
| Social media | 12 | 7 | 15 000 | |
| Other websites | 27 | 23 | 49 400 | |
| Television | 12 | 15 | 32 200 | |
| Radio | 2 | 1 | 2 100 | |
| Direct mail | 16 | 25 | 53 700 | |
| None of these | 52 | 47 | 101 000 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 31 | 66 600 |
| Newspapers | 14 | 21 | 45 100 | |
| Magazine websites | 11 | 9 | 19 300 | |
| Newspaper websites | 9 | 8 | 17 200 | |
| Blogs | 7 | 3 | 6 400 | |
| Social media | 31 | 16 | 34 400 | |
| Other websites | 31 | 21 | 45 100 | |
| Television | 19 | 21 | 45 100 | |
| Radio | 2 | 2 | 4 300 | |
| Direct mail | 31 | 42 | 90 300 | |
| None of these | 24 | 26 | 55 900 | |
| Information sources, saving and investing | Print magazines | 9 | 11 | 23 600 |
| Newspapers | 11 | 14 | 30 100 | |
| Magazine websites | 6 | 5 | 10 700 | |
| Newspaper websites | 11 | 7 | 15 000 | |
| Blogs | 7 | 2 | 4 300 | |
| Social media | 22 | 9 | 19 300 | |
| Other websites | 32 | 22 | 47 300 | |
| Television | 8 | 10 | 21 500 | |
| Radio | 3 | 2 | 4 300 | |
| Direct mail | 4 | 7 | 15 000 | |
| None of these | 44 | 54 | 116 000 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 19 | 40 800 |
| Newspapers | 13 | 21 | 45 100 | |
| Magazine websites | 8 | 6 | 12 900 | |
| Newspaper websites | 9 | 9 | 19 300 | |
| Blogs | 5 | 2 | 4 300 | |
| Social media | 26 | 16 | 34 400 | |
| Other websites | 39 | 33 | 70 900 | |
| Television | 13 | 15 | 32 200 | |
| Radio | 3 | 2 | 4 300 | |
| Direct mail | 15 | 23 | 49 400 | |
| None of these | 36 | 35 | 75 200 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 17 | 36 500 |
| Newspapers | 16 | 24 | 51 600 | |
| Magazine websites | 7 | 5 | 10 700 | |
| Newspaper websites | 9 | 10 | 21 500 | |
| Blogs | 5 | 3 | 6 400 | |
| Social media | 26 | 12 | 25 800 | |
| Other websites | 42 | 32 | 68 800 | |
| Television | 14 | 16 | 34 400 | |
| Radio | 2 | 2 | 4 300 | |
| Direct mail | 30 | 42 | 90 300 | |
| None of these | 28 | 28 | 60 200 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 20 | 43 000 |
| Well-being and health | 50 | 57 | 122 500 | |
| Charity work | 13 | 14 | 30 100 | |
| Self development | 32 | 23 | 49 400 | |
| Celebrities | 14 | 17 | 36 500 | |
| Fishing | 16 | 13 | 27 900 | |
| Beauty care and cosmetics | 16 | 15 | 32 200 | |
| Literature | 27 | 34 | 73 100 | |
| Domestic and foreign news | 52 | 55 | 118 200 | |
| Domestic travel | 32 | 35 | 75 200 | |
| Culture | 33 | 31 | 66 600 | |
| Crafts | 25 | 30 | 64 500 | |
| Nature and going outdoor | 52 | 50 | 107 400 | |
| Hunting | 10 | 5 | 10 700 | |
| Style and fashion | 20 | 17 | 36 500 | |
| Music and concerts | 36 | 37 | 79 500 | |
| Going on summer cottage | 29 | 27 | 58 000 | |
| Local affairs | 55 | 65 | 139 700 | |
| Computer/console/mobile playing | 17 | 7 | 15 000 | |
| Politics | 42 | 40 | 86 000 | |
| Gardening and plants | 30 | 38 | 81 700 | |
| Building and renovating | 34 | 32 | 68 800 | |
| Food and drink | 38 | 33 | 70 900 | |
| Cooking, baking, recipes | 38 | 42 | 90 300 | |
| Investment | 23 | 19 | 40 800 | |
| Decorating | 28 | 25 | 53 700 | |
| Economic and finances | 35 | 30 | 64 500 | |
| Science | 35 | 22 | 47 300 | |
| Travelling abroad | 34 | 25 | 53 700 | |
| Sports, exercising | 45 | 36 | 77 400 | |
| Sailing, boating | 10 | 6 | 12 900 | |
| Consumer electronics and information technology | 21 | 13 | 27 900 | |
| Environmental matters | 31 | 25 | 53 700 | |
| None of the above | 0 | 0 | 0 | |
| Purchases made and planned | ||||
| Planned acquisitions in the househould over the next 2 years | Building a house | 2 | 1 | 2 100 |
| Buying an apartment | 11 | 6 | 12 900 | |
| Home renovation | 27 | 22 | 47 300 | |
| Buying a car | 27 | 21 | 45 100 | |
| Buying a boat | 3 | 2 | 4 300 | |
| None of these | 51 | 59 | 126 800 | |
| Purchases in the last 12 months | Furniture and furnishings | 44 | 33 | 70 900 |
| Repair and construction products | 39 | 36 | 77 400 | |
| Domestic appliances | 38 | 39 | 83 800 | |
| Electronics or IT products | 49 | 38 | 81 700 | |
| Cars | 19 | 16 | 34 400 | |
| Clothing and footwear | 84 | 80 | 171 900 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 35 | 75 200 | |
| Sports clothing, footwear or equipment | 58 | 43 | 92 400 | |
| Saving or investing products or services | 29 | 26 | 55 900 | |
| Cosmetics and beauty products | 49 | 45 | 96 700 | |
| Mobile phones | 29 | 27 | 58 000 | |
| Travels | 50 | 42 | 90 300 | |
| Products and services for health and well-being | 61 | 62 | 133 200 | |
| None of the above | 1 | 2 | 4 300 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 30 | 19 | 40 800 |
| Repair and construction products | 33 | 30 | 64 500 | |
| Domestic appliances | 18 | 16 | 34 400 | |
| Electronics or IT products | 27 | 16 | 34 400 | |
| Cars | 14 | 10 | 21 500 | |
| Clothing and footwear | 67 | 62 | 133 200 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 30 | 64 500 | |
| Sports clothing, footwear or equipment | 44 | 30 | 64 500 | |
| Saving or investing products or services | 24 | 19 | 40 800 | |
| Cosmetics and beauty products | 38 | 35 | 75 200 | |
| Mobile phones | 16 | 12 | 25 800 | |
| Travels | 46 | 40 | 86 000 | |
| Products and services for health and well-being | 49 | 51 | 109 600 | |
| None of the above | 6 | 7 | 15 000 | |
| Will consider switching over the next 12 months | Bank | 7 | 5 | 10 700 |
| Insurance company | 11 | 8 | 17 200 | |
| electric company | 17 | 16 | 34 400 | |
| Internet Connection | 10 | 9 | 19 300 | |
| Phone-subscription | 14 | 11 | 23 600 | |
| None of the above | 48 | 54 | 116 000 | |
| Can not say | 18 | 17 | 36 500 | |
| Uses of extra money | Magazines, books, movies | 16 | 17 | 36 500 |
| Eating, drinking, partying in a restaurant | 35 | 22 | 47 300 | |
| Exercise hobbies and equipment | 28 | 19 | 40 800 | |
| Cultural events (e.g. concerts, theater, festivals) | 36 | 35 | 75 200 | |
| Renovation, decoration | 23 | 23 | 49 400 | |
| Health services and one's own well-being | 22 | 29 | 62 300 | |
| Travelling | 44 | 40 | 86 000 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 9 | 19 300 | |
| Clothes, shoes and bags | 22 | 16 | 34 400 | |
| Home services (cleaning and other housekeeping services) | 5 | 10 | 21 500 | |
| Car, boat, motorcycle | 11 | 9 | 19 300 | |
| Cosmetics and beauty care | 12 | 9 | 19 300 | |
| Saving, investing | 49 | 43 | 92 400 | |
| Other | 8 | 9 | 19 300 | |
| There is no extra money after mandatory expenses | 8 | 8 | 17 200 | |
| Can not say | 3 | 5 | 10 700 | Source: NRS 2025 |
The total audience includes those who read printed and digital magazines.
|
Total reach 492 900
Only print
Only print
Print and online
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 60 | 133 200 |
| Men | 49 | 40 | 81 700 | |
| Native language | Finnish | 95 | 98 | 210 600 |
| Swedish | 5 | 2 | 4 300 | |
| Age | 15-24 y | 13 | 5 | 4 300 |
| 25-34 y | 14 | 10 | 8 600 | |
| 35-44 y | 14 | 13 | 6 400 | |
| 45-54 y | 14 | 16 | 19 300 | |
| 55-64 y | 15 | 16 | 30 100 | |
| 65+ y | 30 | 40 | 146 100 | |
| Gender + age | Female 15-29 years | 9 | 5 | 4 300 |
| Female 30-49 years | 14 | 17 | 10 700 | |
| Female 50+ years | 28 | 38 | 118 200 | |
| Male 15-29 years | 10 | 4 | 4 300 | |
| Male 30-49 years | 15 | 11 | 10 700 | |
| Male 50+ years | 24 | 25 | 68 800 | |
| Household position | Lives at home with parents | 7 | 3 | 2 100 |
| Lives alone | 29 | 29 | 70 900 | |
| Lives with spouse | 36 | 39 | 109 600 | |
| Lives with spouse and children | 24 | 24 | 23 600 | |
| Single parent | 2 | 3 | 2 100 | |
| Other | 3 | 2 | 6 400 | |
| Grandchildren under 18 years of age | Yes | 20 | 23 | 70 900 |
| No | 39 | 48 | 122 500 | |
| No answer (under 45 year olds) | 41 | 29 | 19 300 | |
| Education | Elementary school | 4 | 5 | 19 300 |
| Secondary school | 6 | 6 | 17 200 | |
| Vocational | 27 | 27 | 70 900 | |
| High school | 13 | 11 | 21 500 | |
| University of Applied Sciences | 20 | 19 | 27 900 | |
| University | 28 | 29 | 47 300 | |
| Something else | 2 | 3 | 10 700 | |
| Decision-maker in grocery purchases | Yes | 93 | 95 | 202 000 |
| No | 6 | 5 | 10 700 | |
| Can not say | 1 | 1 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 75 | 180 500 |
| No | 32 | 25 | 34 400 | |
| Size of the household | 1 pers | 28 | 30 | 75 200 |
| 2 pers | 38 | 40 | 111 700 | |
| 3 pers | 14 | 12 | 15 000 | |
| 4 pers | 12 | 11 | 8 600 | |
| 5+ pers | 7 | 6 | 4 300 | |
| Household income (gross) | Below 20 000 € /y | 10 | 9 | 17 200 |
| 20 000 - 35 000 € /y | 17 | 19 | 58 000 | |
| 35 001 - 50 000 € /y | 18 | 21 | 53 700 | |
| 50 001 - 85 000 € /y | 21 | 21 | 38 700 | |
| 85 001 - 100 000 € /y | 8 | 8 | 10 700 | |
| Over 100 000 € /y | 10 | 11 | 12 900 | |
| Dont want to tell | 5 | 4 | 10 700 | |
| Cant say / No answer | 10 | 7 | 8 600 | |
| Family with kids | Yes | 32 | 29 | 27 900 |
| No | 68 | 71 | 187 000 | |
| Number of children in the household (5th grade) | 1 child | 13 | 12 | 15 000 |
| 2 children | 13 | 12 | 8 600 | |
| 3 children | 5 | 4 | 2 100 | |
| 4 children | 1 | 1 | 0 | |
| 5+ children | 1 | 1 | 0 | |
| There are no children | 67 | 71 | 187 000 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 16 | 27 900 |
| Dog | 26 | 24 | 38 700 | |
| Some other pet | 5 | 5 | 6 400 | |
| No pets | 61 | 62 | 150 400 | |
| Health services used in the household | Public health services | 85 | 87 | 193 400 |
| Employer - funded health care services | 50 | 48 | 58 000 | |
| Private, self-funded healthcare services | 39 | 44 | 107 400 | |
| Private health insurance services | 26 | 24 | 34 400 | |
| No health care | 1 | 1 | 2 100 | |
| Can not say | 1 | 1 | 0 | |
| Housing | Apartment | 32 | 30 | 60 200 |
| Row house or semi-detached house | 17 | 18 | 38 700 | |
| Detached house | 46 | 47 | 101 000 | |
| Farm | 4 | 5 | 12 900 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 81 | 184 800 |
| Rented residence | 20 | 16 | 25 800 | |
| Right of residence apartment | 2 | 2 | 2 100 | |
| Something else | 1 | 1 | 0 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 44 | 96 700 |
| No | 58 | 55 | 116 000 | |
| Can not say | 1 | 1 | 0 | |
| Number of cars in household | One car | 45 | 48 | 118 200 |
| Two cars | 30 | 30 | 55 900 | |
| Three or more cars | 10 | 9 | 15 000 | |
| No car | 14 | 13 | 25 800 | |
| Type of car, if buying now | New | 21 | 22 | 58 000 |
| Used | 70 | 67 | 131 100 | |
| Company car | 5 | 4 | 2 100 | |
| Leasing (personal) | 9 | 10 | 17 200 | |
| Shared car | 3 | 3 | 4 300 | |
| Doesn't use a car | 8 | 9 | 21 500 | |
| Can not say | 5 | 5 | 12 900 | |
| Advertising ban at the door / mailbox | Yes | 27 | 23 | 34 400 |
| No | 72 | 77 | 178 400 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 14 | 17 200 |
| No | 76 | 80 | 180 500 | |
| Can not say | 5 | 6 | 17 200 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 17 | 23 600 |
| Turku or Tampere | 8 | 9 | 15 000 | |
| Oulu | 4 | 3 | 6 400 | |
| 70 000 - 150 000 inhabitants town | 14 | 15 | 34 400 | |
| Urban municipality | 25 | 25 | 53 700 | |
| Conurbation | 16 | 16 | 38 700 | |
| Countryside | 13 | 14 | 40 800 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 17 | 58 000 |
| 5-6 days a week | 4 | 6 | 19 300 | |
| 1-4 days a week | 24 | 34 | 96 700 | |
| Monthly | 25 | 24 | 23 600 | |
| Rarely | 26 | 16 | 10 700 | |
| Never | 8 | 3 | 4 300 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 29 | 53 700 |
| 5-6 days a week | 5 | 7 | 6 400 | |
| 1-4 days a week | 20 | 26 | 34 400 | |
| Monthly | 15 | 12 | 19 300 | |
| Rarely | 23 | 15 | 45 100 | |
| Never | 13 | 11 | 51 600 | |
| Can not say | 1 | 1 | 2 100 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 33 | 105 300 |
| 5-6 days a week | 5 | 5 | 12 900 | |
| 1-4 days a week | 23 | 26 | 55 900 | |
| Monthly | 15 | 15 | 17 200 | |
| Rarely | 24 | 17 | 21 500 | |
| Never | 8 | 3 | 4 300 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 62 | 109 600 |
| 5-6 days a week | 9 | 10 | 17 200 | |
| 1-4 days a week | 17 | 13 | 32 200 | |
| Monthly | 6 | 3 | 6 400 | |
| Rarely | 8 | 6 | 21 500 | |
| Never | 5 | 5 | 21 500 | |
| Can not say | 0 | 1 | 2 100 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 5 | 12 900 |
| 5-6 days a week | 4 | 4 | 10 700 | |
| 1-4 days a week | 41 | 47 | 118 200 | |
| Monthly | 18 | 17 | 27 900 | |
| Rarely | 23 | 20 | 32 200 | |
| Never | 9 | 7 | 10 700 | |
| Can not say | 1 | 1 | 2 100 | |
| The frequency of watching: Free online TV services | Daily | 17 | 19 | 43 000 |
| 5-6 days a week | 10 | 12 | 23 600 | |
| 1-4 days a week | 30 | 29 | 53 700 | |
| Monthly | 21 | 20 | 38 700 | |
| Rarely | 15 | 14 | 32 200 | |
| Never | 6 | 6 | 21 500 | |
| Can not say | 1 | 1 | 2 100 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 14 | 19 300 |
| 5-6 days a week | 10 | 9 | 12 900 | |
| 1-4 days a week | 22 | 20 | 30 100 | |
| Monthly | 9 | 9 | 15 000 | |
| Rarely | 13 | 13 | 25 800 | |
| Never | 30 | 35 | 109 600 | |
| Can not say | 1 | 1 | 0 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 53 | 148 300 |
| 5-6 days a week | 10 | 12 | 19 300 | |
| 1-4 days a week | 19 | 16 | 23 600 | |
| Monthly | 12 | 9 | 10 700 | |
| Rarely | 12 | 8 | 10 700 | |
| Never | 3 | 2 | 2 100 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 40 | 113 900 |
| 5-6 days a week | 12 | 12 | 23 600 | |
| 1-4 days a week | 22 | 20 | 32 200 | |
| Monthly | 12 | 10 | 10 700 | |
| Rarely | 13 | 10 | 15 000 | |
| Never | 8 | 7 | 19 300 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 27 | 79 500 |
| 5-6 days a week | 6 | 7 | 17 200 | |
| 1-4 days a week | 16 | 17 | 34 400 | |
| Monthly | 13 | 13 | 23 600 | |
| Rarely | 27 | 24 | 40 800 | |
| Never | 15 | 12 | 19 300 | |
| Can not say | 1 | 1 | 2 100 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 15 | 30 100 |
| 5-6 days a week | 9 | 10 | 17 200 | |
| 1-4 days a week | 21 | 22 | 40 800 | |
| Monthly | 14 | 13 | 23 600 | |
| Rarely | 23 | 24 | 55 900 | |
| Never | 16 | 16 | 45 100 | |
| Can not say | 1 | 1 | 2 100 | |
| The frequency of listening: Podcasts | Daily | 6 | 5 | 6 400 |
| 5-6 days a week | 3 | 3 | 2 100 | |
| 1-4 days a week | 11 | 10 | 15 000 | |
| Monthly | 14 | 13 | 15 000 | |
| Rarely | 27 | 28 | 60 200 | |
| Never | 36 | 39 | 107 400 | |
| Can not say | 2 | 2 | 8 600 | |
| User frequency and following: Social media | Daily | 59 | 58 | 107 400 |
| 5-6 days a week | 8 | 8 | 15 000 | |
| 1-4 days a week | 8 | 8 | 17 200 | |
| Monthly | 3 | 3 | 4 300 | |
| Rarely | 6 | 6 | 15 000 | |
| Never | 16 | 17 | 53 700 | |
| Can not say | 0 | 1 | 2 100 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 11 | 12 900 |
| 5-6 days a week | 6 | 4 | 6 400 | |
| 1-4 days a week | 13 | 11 | 19 300 | |
| Monthly | 8 | 9 | 10 700 | |
| Rarely | 20 | 22 | 47 300 | |
| Never | 38 | 41 | 116 000 | |
| Can not say | 1 | 2 | 4 300 | |
| User frequency: Instant messaging | Daily | 69 | 68 | 118 200 |
| 5-6 days a week | 11 | 11 | 27 900 | |
| 1-4 days a week | 9 | 10 | 30 100 | |
| Monthly | 3 | 3 | 10 700 | |
| Rarely | 2 | 2 | 6 400 | |
| Never | 6 | 6 | 19 300 | |
| Can not say | 0 | 0 | 2 100 | |
| Reading frequency: Printed books | Daily | 16 | 19 | 53 700 |
| 5-6 days a week | 6 | 6 | 12 900 | |
| 1-4 days a week | 14 | 16 | 30 100 | |
| Monthly | 22 | 21 | 45 100 | |
| Rarely | 34 | 32 | 62 300 | |
| Never | 7 | 5 | 8 600 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 4 300 |
| 5-6 days a week | 1 | 1 | 2 100 | |
| 1-4 days a week | 4 | 5 | 6 400 | |
| Monthly | 7 | 7 | 10 700 | |
| Rarely | 30 | 29 | 49 400 | |
| Never | 53 | 54 | 137 500 | |
| Can not say | 1 | 1 | 2 100 | |
| Listening frequency: Audiobooks | Daily | 6 | 6 | 8 600 |
| 5-6 days a week | 3 | 2 | 4 300 | |
| 1-4 days a week | 6 | 5 | 8 600 | |
| Monthly | 8 | 8 | 10 700 | |
| Rarely | 23 | 21 | 34 400 | |
| Never | 54 | 56 | 148 300 | |
| Can not say | 1 | 1 | 2 100 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 15 | 21 500 |
| 5-6 days a week | 9 | 8 | 12 900 | |
| 1-4 days a week | 23 | 22 | 40 800 | |
| Monthly | 21 | 22 | 45 100 | |
| Rarely | 17 | 19 | 45 100 | |
| Never | 10 | 13 | 49 400 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: Linkedl | Daily | 4 | 4 | 4 300 |
| 5-6 days a week | 2 | 2 | 2 100 | |
| 1-4 days a week | 8 | 8 | 8 600 | |
| Monthly | 8 | 8 | 8 600 | |
| Rarely | 12 | 12 | 23 600 | |
| Never | 59 | 59 | 148 300 | |
| Cant say / No answer | 6 | 7 | 21 500 | |
| Usage/following: Facebook | Daily | 39 | 45 | 90 300 |
| 5-6 days a week | 8 | 9 | 15 000 | |
| 1-4 days a week | 11 | 10 | 17 200 | |
| Monthly | 6 | 5 | 8 600 | |
| Rarely | 9 | 7 | 15 000 | |
| Never | 22 | 20 | 53 700 | |
| Cant say / No answer | 4 | 5 | 17 200 | |
| Usage/Following: Instagram | Daily | 32 | 31 | 40 800 |
| 5-6 days a week | 7 | 6 | 10 700 | |
| 1-4 days a week | 9 | 9 | 19 300 | |
| Monthly | 5 | 5 | 10 700 | |
| Rarely | 9 | 10 | 23 600 | |
| Never | 33 | 33 | 94 600 | |
| Cant say / No answer | 5 | 5 | 17 200 | |
| Usage/following rate: Snapchat | Daily | 15 | 8 | 8 600 |
| 5-6 days a week | 2 | 1 | 2 100 | |
| 1-4 days a week | 3 | 2 | 2 100 | |
| Monthly | 2 | 2 | 2 100 | |
| Rarely | 5 | 5 | 6 400 | |
| Never | 69 | 77 | 176 200 | |
| Cant say / No answer | 5 | 5 | 17 200 | |
| Usage/Following: Twitter | Daily | 5 | 5 | 6 400 |
| 5-6 days a week | 2 | 2 | 2 100 | |
| 1-4 days a week | 4 | 4 | 4 300 | |
| Monthly | 5 | 4 | 6 400 | |
| Rarely | 11 | 10 | 15 000 | |
| Never | 68 | 70 | 161 200 | |
| Cant say / No answer | 5 | 6 | 19 300 | |
| Usage/Following: TikTok | Daily | 10 | 6 | 6 400 |
| 5-6 days a week | 3 | 2 | 2 100 | |
| 1-4 days a week | 4 | 4 | 6 400 | |
| Monthly | 3 | 3 | 4 300 | |
| Rarely | 8 | 9 | 17 200 | |
| Never | 68 | 71 | 161 200 | |
| Cant say / No answer | 4 | 5 | 17 200 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 12 | 21 500 |
| Partially agree | 43 | 44 | 86 000 | |
| Partially disagree | 30 | 32 | 75 200 | |
| Completely disagree | 10 | 10 | 25 800 | |
| Can not say | 3 | 3 | 6 400 | |
| I prefer domestic products | Completely agree | 33 | 35 | 88 100 |
| Partially agree | 55 | 55 | 109 600 | |
| Partially disagree | 9 | 8 | 12 900 | |
| Completely disagree | 1 | 1 | 0 | |
| Can not say | 2 | 1 | 2 100 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 22 | 51 600 |
| Partially agree | 54 | 56 | 122 500 | |
| Partially disagree | 18 | 16 | 30 100 | |
| Completely disagree | 4 | 4 | 6 400 | |
| Can not say | 3 | 3 | 4 300 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 23 | 53 700 |
| Partially agree | 58 | 60 | 131 100 | |
| Partially disagree | 15 | 14 | 23 600 | |
| Completely disagree | 1 | 1 | 2 100 | |
| Can not say | 2 | 2 | 4 300 | |
| I usually choose the cheapest option | Completely agree | 12 | 10 | 21 500 |
| Partially agree | 48 | 49 | 105 300 | |
| Partially disagree | 33 | 34 | 73 100 | |
| Completely disagree | 5 | 5 | 10 700 | |
| Can not say | 2 | 2 | 4 300 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 39 | 73 100 |
| Partially agree | 50 | 50 | 113 900 | |
| Partially disagree | 9 | 8 | 19 300 | |
| Completely disagree | 2 | 2 | 4 300 | |
| Can not say | 1 | 1 | 2 100 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 5 | 8 600 |
| Partially agree | 24 | 23 | 43 000 | |
| Partially disagree | 38 | 40 | 88 100 | |
| Completely disagree | 24 | 23 | 53 700 | |
| Can not say | 9 | 9 | 21 500 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 5 | 8 600 |
| Partially agree | 36 | 36 | 77 400 | |
| Partially disagree | 45 | 45 | 98 900 | |
| Completely disagree | 11 | 11 | 25 800 | |
| Can not say | 4 | 4 | 6 400 | |
| I prefer local shops and services | Completely agree | 27 | 31 | 81 700 |
| Partially agree | 58 | 58 | 116 000 | |
| Partially disagree | 11 | 9 | 12 900 | |
| Completely disagree | 1 | 1 | 2 100 | |
| Can not say | 2 | 1 | 2 100 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 3 | 4 300 |
| Partially agree | 28 | 27 | 53 700 | |
| Partially disagree | 29 | 29 | 60 200 | |
| Completely disagree | 32 | 33 | 77 400 | |
| Can not say | 7 | 7 | 17 200 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 8 | 19 300 |
| Partially agree | 32 | 33 | 70 900 | |
| Partially disagree | 37 | 38 | 79 500 | |
| Completely disagree | 20 | 18 | 38 700 | |
| Can not say | 2 | 2 | 6 400 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 17 | 40 800 |
| Partially agree | 50 | 51 | 113 900 | |
| Partially disagree | 24 | 24 | 45 100 | |
| Completely disagree | 6 | 5 | 10 700 | |
| Can not say | 4 | 3 | 4 300 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 18 | 40 800 |
| Partially agree | 51 | 53 | 116 000 | |
| Partially disagree | 22 | 21 | 43 000 | |
| Completely disagree | 6 | 5 | 8 600 | |
| Can not say | 3 | 2 | 6 400 | |
| I prefer well-known brands | Completely agree | 12 | 12 | 23 600 |
| Partially agree | 58 | 59 | 128 900 | |
| Partially disagree | 21 | 22 | 43 000 | |
| Completely disagree | 5 | 5 | 10 700 | |
| Can not say | 3 | 3 | 6 400 | |
| I prefer used products in my purchases | Completely agree | 14 | 13 | 21 500 |
| Partially agree | 41 | 40 | 90 300 | |
| Partially disagree | 31 | 33 | 66 600 | |
| Completely disagree | 12 | 11 | 30 100 | |
| Can not say | 3 | 2 | 6 400 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 14 | 30 100 |
| Quite positively | 61 | 64 | 135 400 | |
| Quite negatively | 16 | 14 | 30 100 | |
| Very negative | 4 | 3 | 6 400 | |
| Can not say | 6 | 5 | 10 700 | |
| Magazines | Very positive | 13 | 14 | 27 900 |
| Quite positively | 60 | 62 | 128 900 | |
| Quite negatively | 17 | 17 | 38 700 | |
| Very negative | 4 | 3 | 6 400 | |
| Can not say | 6 | 5 | 12 900 | |
| Free and local newspapers | Very positive | 24 | 25 | 53 700 |
| Quite positively | 56 | 58 | 124 600 | |
| Quite negatively | 11 | 10 | 21 500 | |
| Very negative | 4 | 3 | 4 300 | |
| Can not say | 6 | 5 | 10 700 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 7 | 17 200 |
| Quite positively | 45 | 46 | 90 300 | |
| Quite negatively | 30 | 30 | 60 200 | |
| Very negative | 10 | 8 | 17 200 | |
| Can not say | 8 | 9 | 32 200 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 4 | 8 600 |
| Quite positively | 33 | 33 | 62 300 | |
| Quite negatively | 32 | 33 | 68 800 | |
| Very negative | 17 | 15 | 30 100 | |
| Can not say | 12 | 14 | 45 100 | |
| Blogs | Very positive | 4 | 3 | 4 300 |
| Quite positively | 25 | 23 | 36 500 | |
| Quite negatively | 29 | 30 | 58 000 | |
| Very negative | 16 | 15 | 34 400 | |
| Can not say | 26 | 28 | 81 700 | |
| Newsletters to email | Very positive | 2 | 2 | 2 100 |
| Quite positively | 17 | 18 | 38 700 | |
| Quite negatively | 34 | 37 | 81 700 | |
| Very negative | 43 | 40 | 81 700 | |
| Can not say | 4 | 3 | 8 600 | |
| Other websites | Very positive | 3 | 2 | 4 300 |
| Quite positively | 38 | 38 | 68 800 | |
| Quite negatively | 34 | 35 | 75 200 | |
| Very negative | 14 | 12 | 27 900 | |
| Can not say | 11 | 13 | 36 500 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 6 | 12 900 |
| Quite positively | 46 | 48 | 96 700 | |
| Quite negatively | 29 | 30 | 70 900 | |
| Very negative | 13 | 12 | 23 600 | |
| Can not say | 4 | 4 | 10 700 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 4 | 6 400 |
| Quite positively | 35 | 36 | 70 900 | |
| Quite negatively | 33 | 34 | 73 100 | |
| Very negative | 20 | 19 | 45 100 | |
| Can not say | 7 | 7 | 19 300 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 20 | 45 100 |
| Quite positively | 46 | 48 | 107 400 | |
| Quite negatively | 17 | 15 | 32 200 | |
| Very negative | 14 | 12 | 19 300 | |
| Can not say | 5 | 4 | 8 600 | |
| Out-of-home advertising | Very positive | 11 | 10 | 19 300 |
| Quite positively | 52 | 53 | 105 300 | |
| Quite negatively | 21 | 22 | 53 700 | |
| Very negative | 9 | 8 | 15 000 | |
| Can not say | 8 | 7 | 19 300 | Source: NRS 2025 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 17 | 21 | 40 800 |
| Partially agree | 60 | 63 | 139 700 | |
| Partially disagree | 11 | 9 | 19 300 | |
| Completely disagree | 3 | 2 | 4 300 | |
| Can not say | 9 | 5 | 10 700 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 19 | 36 500 |
| Partially agree | 57 | 61 | 135 400 | |
| Partially disagree | 14 | 12 | 25 800 | |
| Completely disagree | 5 | 3 | 8 600 | |
| Can not say | 8 | 5 | 10 700 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 24 | 47 300 |
| Partially agree | 46 | 45 | 92 400 | |
| Partially disagree | 12 | 11 | 21 500 | |
| Completely disagree | 5 | 4 | 10 700 | |
| Can not say | 15 | 16 | 43 000 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 34 | 68 800 |
| Partially agree | 49 | 49 | 107 400 | |
| Partially disagree | 7 | 6 | 12 900 | |
| Completely disagree | 2 | 2 | 4 300 | |
| Can not say | 10 | 9 | 21 500 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 17 | 36 500 |
| Partially agree | 51 | 52 | 113 900 | |
| Partially disagree | 14 | 14 | 34 400 | |
| Completely disagree | 3 | 2 | 4 300 | |
| Can not say | 16 | 14 | 27 900 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 11 | 23 600 |
| Partially agree | 52 | 54 | 116 000 | |
| Partially disagree | 18 | 18 | 40 800 | |
| Completely disagree | 3 | 2 | 4 300 | |
| Can not say | 17 | 15 | 30 100 | |
| Finnish magazines are of high quality | Completely agree | 23 | 27 | 58 000 |
| Partially agree | 58 | 59 | 126 800 | |
| Partially disagree | 9 | 8 | 15 000 | |
| Completely disagree | 1 | 1 | 2 100 | |
| Can not say | 9 | 5 | 10 700 | |
| I follow important magazines on social media | Completely agree | 7 | 8 | 12 900 |
| Partially agree | 25 | 28 | 60 200 | |
| Partially disagree | 23 | 23 | 47 300 | |
| Completely disagree | 36 | 33 | 73 100 | |
| Can not say | 10 | 8 | 23 600 | |
| I read important magazines from cover to cover | Completely agree | 16 | 19 | 47 300 |
| Partially agree | 33 | 37 | 86 000 | |
| Partially disagree | 29 | 28 | 53 700 | |
| Completely disagree | 17 | 13 | 21 500 | |
| Can not say | 5 | 3 | 4 300 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 9 | 21 500 |
| Partially agree | 45 | 47 | 101 000 | |
| Partially disagree | 28 | 28 | 58 000 | |
| Completely disagree | 10 | 9 | 21 500 | |
| Can not say | 10 | 7 | 12 900 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 11 | 23 600 |
| Partially agree | 35 | 35 | 73 100 | |
| Partially disagree | 23 | 25 | 51 600 | |
| Completely disagree | 23 | 21 | 49 400 | |
| Can not say | 9 | 7 | 17 200 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 9 | 21 500 |
| Partially agree | 33 | 35 | 73 100 | |
| Partially disagree | 27 | 29 | 62 300 | |
| Completely disagree | 24 | 21 | 47 300 | |
| Can not say | 8 | 6 | 10 700 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 15 | 27 900 |
| Partially agree | 50 | 52 | 111 700 | |
| Partially disagree | 19 | 19 | 43 000 | |
| Completely disagree | 13 | 11 | 25 800 | |
| Can not say | 5 | 3 | 6 400 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 10 | 17 200 |
| Partially agree | 29 | 32 | 73 100 | |
| Partially disagree | 27 | 28 | 58 000 | |
| Completely disagree | 29 | 26 | 58 000 | |
| Can not say | 7 | 5 | 10 700 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 2 | 2 100 |
| Partially agree | 18 | 15 | 21 500 | |
| Partially disagree | 33 | 35 | 66 600 | |
| Completely disagree | 38 | 39 | 92 400 | |
| Can not say | 10 | 10 | 30 100 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 19 | 45 100 |
| Partially agree | 41 | 43 | 98 900 | |
| Partially disagree | 23 | 22 | 40 800 | |
| Completely disagree | 12 | 10 | 17 200 | |
| Can not say | 8 | 7 | 10 700 | Source: NRS 2025 |
| Use of information sources during the purchase process | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Information sources, cars and car purchase | Print magazines | 11 | 13 | 32 200 |
| Newspapers | 12 | 15 | 40 800 | |
| Magazine websites | 7 | 8 | 12 900 | |
| Newspaper websites | 8 | 9 | 15 000 | |
| Blogs | 3 | 2 | 2 100 | |
| Social media | 16 | 13 | 17 200 | |
| Other websites | 44 | 43 | 73 100 | |
| Television | 11 | 12 | 23 600 | |
| Radio | 2 | 2 | 2 100 | |
| Direct mail | 10 | 12 | 32 200 | |
| None of these | 39 | 40 | 94 600 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 16 | 40 800 |
| Newspapers | 15 | 19 | 55 900 | |
| Magazine websites | 9 | 11 | 17 200 | |
| Newspaper websites | 11 | 13 | 21 500 | |
| Blogs | 6 | 6 | 4 300 | |
| Social media | 28 | 26 | 32 200 | |
| Other websites | 50 | 48 | 75 200 | |
| Television | 19 | 20 | 47 300 | |
| Radio | 3 | 3 | 6 400 | |
| Direct mail | 35 | 42 | 103 200 | |
| None of these | 16 | 16 | 38 700 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 23 | 58 000 |
| Newspapers | 8 | 10 | 27 900 | |
| Magazine websites | 10 | 13 | 19 300 | |
| Newspaper websites | 7 | 8 | 12 900 | |
| Blogs | 7 | 7 | 4 300 | |
| Social media | 31 | 29 | 36 500 | |
| Other websites | 17 | 18 | 27 900 | |
| Television | 14 | 18 | 45 100 | |
| Radio | 2 | 3 | 6 400 | |
| Direct mail | 17 | 22 | 58 000 | |
| None of these | 43 | 39 | 88 100 | |
| Information sources, travel | Print magazines | 16 | 19 | 47 300 |
| Newspapers | 15 | 18 | 53 700 | |
| Magazine websites | 10 | 11 | 15 000 | |
| Newspaper websites | 11 | 12 | 19 300 | |
| Blogs | 12 | 12 | 10 700 | |
| Social media | 38 | 34 | 47 300 | |
| Other websites | 49 | 50 | 90 300 | |
| Television | 17 | 18 | 38 700 | |
| Radio | 3 | 3 | 4 300 | |
| Direct mail | 9 | 12 | 34 400 | |
| None of these | 25 | 23 | 60 200 | |
| Information sources, style and fashion | Print magazines | 22 | 27 | 68 800 |
| Newspapers | 11 | 14 | 38 700 | |
| Magazine websites | 12 | 14 | 21 500 | |
| Newspaper websites | 8 | 10 | 15 000 | |
| Blogs | 9 | 9 | 6 400 | |
| Social media | 37 | 34 | 43 000 | |
| Other websites | 34 | 37 | 58 000 | |
| Television | 18 | 21 | 51 600 | |
| Radio | 2 | 2 | 4 300 | |
| Direct mail | 25 | 31 | 79 500 | |
| None of these | 28 | 24 | 60 200 | |
| Information sources, building and renovating | Print magazines | 17 | 21 | 49 400 |
| Newspapers | 13 | 17 | 45 100 | |
| Magazine websites | 9 | 11 | 15 000 | |
| Newspaper websites | 9 | 11 | 17 200 | |
| Blogs | 7 | 8 | 6 400 | |
| Social media | 26 | 24 | 27 900 | |
| Other websites | 33 | 34 | 55 900 | |
| Television | 18 | 21 | 45 100 | |
| Radio | 2 | 2 | 4 300 | |
| Direct mail | 27 | 35 | 81 700 | |
| None of these | 31 | 29 | 68 800 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 42 | 98 900 |
| Newspapers | 25 | 30 | 79 500 | |
| Magazine websites | 21 | 25 | 38 700 | |
| Newspaper websites | 23 | 25 | 38 700 | |
| Blogs | 14 | 14 | 12 900 | |
| Social media | 45 | 43 | 60 200 | |
| Other websites | 32 | 31 | 51 600 | |
| Television | 29 | 32 | 75 200 | |
| Radio | 7 | 7 | 17 200 | |
| Direct mail | 26 | 32 | 81 700 | |
| None of these | 11 | 9 | 21 500 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 8 | 25 800 |
| Newspapers | 10 | 13 | 38 700 | |
| Magazine websites | 3 | 4 | 6 400 | |
| Newspaper websites | 5 | 6 | 10 700 | |
| Blogs | 1 | 2 | 2 100 | |
| Social media | 12 | 11 | 15 000 | |
| Other websites | 27 | 28 | 49 400 | |
| Television | 12 | 14 | 32 200 | |
| Radio | 2 | 2 | 2 100 | |
| Direct mail | 16 | 21 | 53 700 | |
| None of these | 52 | 48 | 101 000 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 29 | 66 600 |
| Newspapers | 14 | 17 | 45 100 | |
| Magazine websites | 11 | 14 | 19 300 | |
| Newspaper websites | 9 | 11 | 17 200 | |
| Blogs | 7 | 8 | 6 400 | |
| Social media | 31 | 28 | 34 400 | |
| Other websites | 31 | 29 | 45 100 | |
| Television | 19 | 20 | 45 100 | |
| Radio | 2 | 2 | 4 300 | |
| Direct mail | 31 | 37 | 90 300 | |
| None of these | 24 | 23 | 55 900 | |
| Information sources, saving and investing | Print magazines | 9 | 11 | 23 600 |
| Newspapers | 11 | 13 | 30 100 | |
| Magazine websites | 6 | 8 | 10 700 | |
| Newspaper websites | 11 | 11 | 15 000 | |
| Blogs | 7 | 7 | 4 300 | |
| Social media | 22 | 19 | 19 300 | |
| Other websites | 32 | 31 | 47 300 | |
| Television | 8 | 9 | 21 500 | |
| Radio | 3 | 2 | 4 300 | |
| Direct mail | 4 | 5 | 15 000 | |
| None of these | 44 | 45 | 116 000 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 16 | 40 800 |
| Newspapers | 13 | 16 | 45 100 | |
| Magazine websites | 8 | 9 | 12 900 | |
| Newspaper websites | 9 | 11 | 19 300 | |
| Blogs | 5 | 5 | 4 300 | |
| Social media | 26 | 24 | 34 400 | |
| Other websites | 39 | 40 | 70 900 | |
| Television | 13 | 13 | 32 200 | |
| Radio | 3 | 3 | 4 300 | |
| Direct mail | 15 | 20 | 49 400 | |
| None of these | 36 | 34 | 75 200 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 14 | 36 500 |
| Newspapers | 16 | 18 | 51 600 | |
| Magazine websites | 7 | 8 | 10 700 | |
| Newspaper websites | 9 | 11 | 21 500 | |
| Blogs | 5 | 5 | 6 400 | |
| Social media | 26 | 22 | 25 800 | |
| Other websites | 42 | 42 | 68 800 | |
| Television | 14 | 15 | 34 400 | |
| Radio | 2 | 2 | 4 300 | |
| Direct mail | 30 | 37 | 90 300 | |
| None of these | 28 | 26 | 60 200 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 24 | 43 000 |
| Well-being and health | 50 | 57 | 122 500 | |
| Charity work | 13 | 17 | 30 100 | |
| Self development | 32 | 32 | 49 400 | |
| Celebrities | 14 | 19 | 36 500 | |
| Fishing | 16 | 12 | 27 900 | |
| Beauty care and cosmetics | 16 | 18 | 32 200 | |
| Literature | 27 | 39 | 73 100 | |
| Domestic and foreign news | 52 | 60 | 118 200 | |
| Domestic travel | 32 | 40 | 75 200 | |
| Culture | 33 | 40 | 66 600 | |
| Crafts | 25 | 27 | 64 500 | |
| Nature and going outdoor | 52 | 54 | 107 400 | |
| Hunting | 10 | 7 | 10 700 | |
| Style and fashion | 20 | 21 | 36 500 | |
| Music and concerts | 36 | 43 | 79 500 | |
| Going on summer cottage | 29 | 30 | 58 000 | |
| Local affairs | 55 | 67 | 139 700 | |
| Computer/console/mobile playing | 17 | 12 | 15 000 | |
| Politics | 42 | 49 | 86 000 | |
| Gardening and plants | 30 | 37 | 81 700 | |
| Building and renovating | 34 | 36 | 68 800 | |
| Food and drink | 38 | 40 | 70 900 | |
| Cooking, baking, recipes | 38 | 44 | 90 300 | |
| Investment | 23 | 23 | 40 800 | |
| Decorating | 28 | 30 | 53 700 | |
| Economic and finances | 35 | 36 | 64 500 | |
| Science | 35 | 37 | 47 300 | |
| Travelling abroad | 34 | 34 | 53 700 | |
| Sports, exercising | 45 | 43 | 77 400 | |
| Sailing, boating | 10 | 8 | 12 900 | |
| Consumer electronics and information technology | 21 | 19 | 27 900 | |
| Environmental matters | 31 | 36 | 53 700 | |
| None of the above | 0 | 0 | 0 | Source: NRS 2025 |
Online & social media
Magazine website
Magazine in Social Media
Average weekly reach & weekly page views
Source: FIAM
The reach figures and the number of weekly pageviews are the averages of the weekly figures for each month. The weeks are determined as part of the numbers of the month in which the greater part of the days of that week fall. Figures for individual weeks can be seen on FIAM's public weekly list.
Some channels and Followers August 2025
Contact info
Media sales
- A-lehdet Oy
- Risto Rytin tie 33
- 00081 Helsinki
- yritysasiakkaat@a-lehdet.fi
- www.a-lehdet.fi
- Mediamyynti A-lehdet
- yritysasiakkaat@a-lehdet.fi
Media
Publisher
- A-lehdet Oy
Publisher
- A-lehdet Oy
Vastaava päätoimittaja
- Iina Artima-Kyrki
Päätoimittaja
- Samuel Savolainen
Address
- Risto Rytin tie 33
- Helsinki
Phone
- 759 61
- apu@a-lehdet.fi