ET
ET readers are the fastest growing, diverse target group, living the wonderful and rich life signed by the happiness U-curve. Both mentally and literally. ET reaches active adult readers who have both time, money and a willingness to invest in their own well-being and that of their loved ones. ET talks to its target audience about important and interesting issues related to their very stage of life, provides peer support, entertains, hooks and attracts. Our readers are interested in the whole spectrum of life. Curiosity about the small and big things in life keeps every day interesting and the mind open to new experiences. We boldly encourage you to live a life that looks like your own, because a good life has no age limit! Please note: The back cover ad size has changed as of August 1, 2026. The new size is 230 × 267 mm (previously 230 × 272 mm).
Issues per year
24 issues per year
Magazine website
Magazine in Social Media
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 31.12.2025 | 5.12.2025 | 9.12.2025 | Everything you need to know about breathing. Thinning hair & balding. Cultural holidays in Finland. |
| 2 | 14.1.2026 | 17.12.2025 | 19.12.2025 | Moving into a new home. Easy meals with an air fryer. Tips for treating dry eyes. |
| 3 | 28.1.2026 | 7.1.2026 | 9.1.2026 | Heart health. Working while retired. Heart-friendly dessert recipes. |
| 4 | 11.2.2026 | 21.1.2026 | 23.1.2026 | Guide to inheritance planning. Skincare precision tips. Dream vacation: a cruise. |
| 5 | 25.2.2026 | 4.2.2026 | 6.2.2026 | Get your blood sugar under control. Good care for houseplants. Renovation & restoration. |
| 6 | 11.3.2026 | 18.2.2026 | 20.2.2026 | Garden special. Retiring at a different time than your spouse. Health benefits of sauna. Arranging a funeral. |
| 7 | 25.3.2026 | 4.3.2026 | 6.3.2026 | More healthy years – stay fit. Going to therapy. |
| 8 | 15.4.2026 | 23.3.2026 | 25.3.2026 | Divorce in later life. Plant productive herbs & save money. |
| 9 | 29.4.2026 | 8.4.2026 | 10.4.2026 | Health special. Ideas & tips for domestic summer travel. Party on a small budget. |
| 10 | 13.5.2026 | 21.4.2026 | 23.4.2026 | Caregiver's guide. Recycled garden. Beautiful into summer. |
| 11 | 27.5.2026 | 5.5.2026 | 7.5.2026 | Breaking free from addiction. Relaxed summer cottage food. |
| 12 | 17.6.2026 | 27.5.2026 | 29.5.2026 | The value of old items – spot a treasure. Dry wild plants. |
| 13 | 1.7.2026 | 9.6.2026 | 11.6.2026 | New about memory. Interesting domestic travel destinations. Allotment garden for cottage-goers. |
| 14 | 22.7.2026 | 26.6.2026 | 30.6.2026 | Guide for new retirees. Water garden – take the tips. Harvest season foods. |
| 15 | 5.8.2026 | 15.7.2026 | 17.7.2026 | Brain health. Mini holiday in Finland. |
| 16 | 19.8.2026 | 29.7.2026 | 31.7.2026 | Book special. Guaranteed flavor: the loveliest vegetarian dishes. Hip osteoarthritis. |
| 17 | 2.9.2026 | 12.8.2026 | 14.8.2026 | TV special. Greenhouse gardener’s harvest. |
| 18 | 16.9.2026 | 26.8.2026 | 28.8.2026 | New medications. A new relationship & big age gap. Let’s care for beauty. |
| 19 | 30.9.2026 | 9.9.2026 | 11.9.2026 | Legal special. Empathy heals. |
| 20 | 14.10.2026 | 23.9.2026 | 25.9.2026 | Health special. Lovely autumn wreaths. |
| 21 | 28.10.2026 | 7.10.2026 | 9.10.2026 | Age & mind. Autumn craft special. |
| 22 | 11.11.2026 | 21.10.2026 | 23.10.2026 | Financial special. Beauty: pamper & care. |
| 23 | 25.11.2026 | 4.11.2026 | 6.11.2026 | Everything about vitamins. Everyday money tips. |
| 24 | 9.12.2026 | 18.11.2026 | 20.11.2026 | Aging & attitude. |
| 1 /2027 | 30.12.2026 | 7.12.2026 | 9.12.2026 |
Ei aikatauluja vuodelle 2027.
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) | Info |
|---|---|---|---|---|---|
| 2/1 monikanavainen landscape | Not specified | 460 x 297 mm | 5 mm | 15 461 € | In addition to print ad, 42.000 digital impressions on etlehti.fi. |
| 2/1 monikanavainen landscape | First spread | 460 x 297 mm | 5 mm | 17 784 € | In addition to print ad, 42.000 digital impressions on etlehti.fi. |
| 1/1 monikanavainen portrait | Not specified | 230 x 297 mm | 5 mm | 7 889 € | In addition to print ad, 42.000 digital impressions on etlehti.fi. |
| 1/1 monikanavainen portrait | 2. Cover | 230 x 297 mm | 5 mm | 8 841 € | In addition to print ad, 42.000 digital impressions on etlehti.fi. |
| 1/1 monikanavainen portrait | 3. Cover | 230 x 297 mm | 5 mm | 8 841 € | In addition to print ad, 42.000 digital impressions on etlehti.fi. |
| 1/1 portrait | Back cover | 230 x 267 mm | 5 mm | 7 718 € | |
| 1/2 portrait | Not specified | 112 x 297 mm | 5 mm | 5 268 € | |
| 1/2 landscape | Not specified | 230 x 146 mm | 5 mm | 5 268 € | |
| 1/4 portrait | Not specified | 60 x 297 mm | 5 mm | 3 805 € | |
| 1/4 landscape | Not specified | 230 x 74 mm | 5 mm | 3 805 € | |
| 1/4 square | Not specified | 112 x 146 mm | 5 mm | 3 805 € | *) size without marginal Prices valid until 31.12.2026 |
Size
230 x 297 mm
Printing method
Offset
Binding
Stitching
Printer
PunaMusta Oy
Delivery of ad material and instructions
Aineisto toimitetaan varauksen vahvistamisen jälkeen lähetettävän aineistolinkin kautta. Ilmoitusvaraukseen nimetty aineistontoimittaja saa aineistolinkin sähköpostiinsa. Aineiston jättöaika on aineistopäivänä klo 12 mennessä.
ICC profile
Technical information
The material provider will receive a link via email for submitting the material. The link is sent once the booking has been confirmed. The deadline for submitting the material is 12 noon on the material deadline date. The final material is a PDF file that contains all the elements included in the ad: text, images, graphics, and fonts. The final material is not edited in the magazine, but is published as such. The size of the material must be the same as the ad size; in full-page ads, the final trimmed size. Bleed of 5 mm on all edges of the ad. Crop marks must be included in the final page file. Avoid cutting texts when you do not place texts or other essential elements (e.g. logos) 5 mm closer to the trim edge.
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Placement | Size | Bleed | Price (tax 0%) | Info | *) size without marginal Prices valid until 31.12.2027 |
|---|
Size
230 x 297 mm
Printing method
Offset
Binding
Stiftaus
Printer
PunaMusta Oy
Delivery of ad material and instructions
Aineisto toimitetaan varauksen vahvistamisen jälkeen lähetettävän aineistolinkin kautta. Ilmoitusvaraukseen nimetty aineistontoimittaja saa aineistolinkin sähköpostiinsa. Aineiston jättöaika on aineistopäivänä klo 12 mennessä.
ICC profile
Technical information
The material provider will receive a link via email for submitting the material. The link is sent once the booking has been confirmed. The deadline for submitting the material is 12 noon on the material deadline date. The final material is a PDF file that contains all the elements included in the ad: text, images, graphics, and fonts. The final material is not edited in the magazine, but is published as such. The size of the material must be the same as the ad size; in full-page ads, the final trimmed size. Bleed of 5 mm on all edges of the ad. Crop marks must be included in the final page file. Avoid cutting texts when you do not place texts or other essential elements (e.g. logos) 5 mm closer to the trim edge."
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Description | Placement | Size | Price (tax 0%)  |
|---|---|---|---|---|
| Desktop | 980x400 px | 45 € / CPM (Cost per thousand) | ||
| Desktop | 468x400 px | 9 € / CPM (Cost per thousand) | ||
| Desktop | 1600x1200/400 px | 59 € / CPM (Cost per thousand) | ||
| Desktop | 980x552 px | 59 € / CPM (Cost per thousand) | ||
| Mobile | 600x500 px | 22 € / CPM (Cost per thousand) | ||
| Mobile | 600x600 px | 27 € / CPM (Cost per thousand) | ||
| Desktop | 1600x1200 px | 59 € / CPM (Cost per thousand) | Prices valid until 31.12.2026 |
| Ad | Description | Size | Price (tax 0%) |
Prices valid until 31.12.2027 |
|---|
Readers
Readers
230 700
Total reach
251 300
How many times read
1,8
Minutes of reading
93 min
Source: NRS 2026
Gender
Source: NRS 2026
Audience in digital and print
Source: NRS 2026
Age
Source: NRS 2026
Municipality type
Source: NRS 2026
Education
Source: NRS 2026
Gross household income, daily purchases
Source: NRS 2026
NRS Facts
Print readers include only those who read the printed magazine.
|
Readers 230 700
Minutes of reading93 min
How many times read1,8
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 76 | 175 300 |
| Men | 49 | 24 | 55 400 | |
| Native language | Finnish | 95 | 98 | 226 100 |
| Swedish | 5 | 2 | 4 600 | |
| Age | 15-24 y | 13 | 2 | 4 600 |
| 25-34 y | 14 | 1 | 2 300 | |
| 35-44 y | 14 | 1 | 2 300 | |
| 45-54 y | 14 | 5 | 11 500 | |
| 55-64 y | 15 | 12 | 27 700 | |
| 65+ y | 30 | 79 | 182 300 | |
| Gender + age | Female 15-29 years | 9 | 1 | 2 300 |
| Female 30-49 years | 14 | 3 | 6 900 | |
| Female 50+ years | 28 | 73 | 168 400 | |
| Male 15-29 years | 10 | 2 | 4 600 | |
| Male 30-49 years | 15 | 1 | 2 300 | |
| Male 50+ years | 24 | 21 | 48 400 | |
| Household position | Lives at home with parents | 7 | 2 | 4 600 |
| Lives alone | 29 | 39 | 90 000 | |
| Lives with spouse | 36 | 50 | 115 400 | |
| Lives with spouse and children | 23 | 7 | 16 100 | |
| Single parent | 2 | 1 | 2 300 | |
| Other | 2 | 2 | 4 600 | |
| Grandchildren under 18 years of age | Yes | 20 | 38 | 87 700 |
| No | 39 | 58 | 133 800 | |
| No answer (under 45 year olds) | 41 | 4 | 9 200 | |
| Education | Elementary school | 4 | 10 | 23 100 |
| Secondary school | 6 | 10 | 23 100 | |
| Vocational | 26 | 29 | 66 900 | |
| High school | 13 | 9 | 20 800 | |
| University of Applied Sciences | 19 | 13 | 30 000 | |
| University | 30 | 27 | 62 300 | |
| Something else | 2 | 3 | 6 900 | |
| Decision-maker in grocery purchases | Yes | 93 | 96 | 221 500 |
| No | 7 | 4 | 9 200 | |
| Can not say | 0 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 88 | 203 000 |
| No | 32 | 12 | 27 700 | |
| Size of the household | 1 pers | 28 | 39 | 90 000 |
| 2 pers | 38 | 52 | 120 000 | |
| 3 pers | 14 | 6 | 13 800 | |
| 4 pers | 12 | 2 | 4 600 | |
| 5+ pers | 7 | 2 | 4 600 | |
| Household income (gross) | Below 20 000 € /y | 10 | 9 | 20 800 |
| 20 000 - 35 000 € /y | 15 | 29 | 66 900 | |
| 35 001 - 50 000 € /y | 18 | 25 | 57 700 | |
| 50 001 - 85 000 € /y | 21 | 18 | 41 500 | |
| 85 001 - 100 000 € /y | 8 | 6 | 13 800 | |
| Over 100 000 € /y | 12 | 4 | 9 200 | |
| Dont want to tell | 7 | 7 | 16 100 | |
| Cant say / No answer | 9 | 3 | 6 900 | |
| Family with kids | Yes | 33 | 9 | 20 800 |
| No | 67 | 91 | 209 900 | |
| Number of children in the household (5th grade) | 1 child | 13 | 5 | 11 500 |
| 2 children | 12 | 2 | 4 600 | |
| 3 children | 5 | 1 | 2 300 | |
| 4 children | 1 | 0 | 0 | |
| 5+ children | 1 | 0 | 0 | |
| There are no children | 67 | 91 | 209 900 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 11 | 25 400 |
| Dog | 24 | 17 | 39 200 | |
| Some other pet | 5 | 3 | 6 900 | |
| No pets | 62 | 73 | 168 400 | |
| Health services used in the household | Public health services | 85 | 92 | 212 200 |
| Employer - funded health care services | 51 | 18 | 41 500 | |
| Private, self-funded healthcare services | 39 | 51 | 117 700 | |
| Private health insurance services | 27 | 13 | 30 000 | |
| No health care | 1 | 1 | 2 300 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 33 | 34 | 78 400 |
| Row house or semi-detached house | 17 | 17 | 39 200 | |
| Detached house | 45 | 44 | 101 500 | |
| Farm | 4 | 4 | 9 200 | |
| Something else | 1 | 1 | 2 300 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 84 | 193 800 |
| Rented residence | 22 | 13 | 30 000 | |
| Right of residence apartment | 2 | 2 | 4 600 | |
| Something else | 1 | 1 | 2 300 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 47 | 108 400 |
| No | 58 | 52 | 120 000 | |
| Can not say | 1 | 1 | 2 300 | |
| Number of cars in household | One car | 46 | 57 | 131 500 |
| Two cars | 29 | 21 | 48 400 | |
| Three or more cars | 10 | 5 | 11 500 | |
| No car | 15 | 16 | 36 900 | |
| Type of car, if buying now | New | 18 | 25 | 57 700 |
| Used | 71 | 57 | 131 500 | |
| Company car | 5 | 1 | 2 300 | |
| Leasing (personal) | 9 | 7 | 16 100 | |
| Shared car | 2 | 2 | 4 600 | |
| Doesn't use a car | 8 | 13 | 30 000 | |
| Can not say | 5 | 8 | 18 500 | |
| Advertising ban at the door / mailbox | Yes | 29 | 18 | 41 500 |
| No | 70 | 81 | 186 900 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 6 | 13 800 |
| No | 75 | 86 | 198 400 | |
| Can not say | 5 | 8 | 18 500 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 17 | 39 200 |
| Turku or Tampere | 8 | 6 | 13 800 | |
| Oulu | 4 | 4 | 9 200 | |
| 70 000 - 150 000 inhabitants town | 14 | 15 | 34 600 | |
| Urban municipality | 24 | 28 | 64 600 | |
| Conurbation | 17 | 18 | 41 500 | |
| Countryside | 12 | 13 | 30 000 | Source: NRS 2026 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 31 | 71 500 |
| 5-6 days a week | 4 | 9 | 20 800 | |
| 1-4 days a week | 23 | 33 | 76 100 | |
| Monthly | 25 | 17 | 39 200 | |
| Rarely | 27 | 8 | 18 500 | |
| Never | 9 | 2 | 4 600 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 23 | 53 100 |
| 5-6 days a week | 5 | 4 | 9 200 | |
| 1-4 days a week | 18 | 17 | 39 200 | |
| Monthly | 16 | 11 | 25 400 | |
| Rarely | 24 | 22 | 50 800 | |
| Never | 13 | 22 | 50 800 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 55 | 126 900 |
| 5-6 days a week | 4 | 6 | 13 800 | |
| 1-4 days a week | 22 | 21 | 48 400 | |
| Monthly | 16 | 7 | 16 100 | |
| Rarely | 25 | 8 | 18 500 | |
| Never | 9 | 3 | 6 900 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 57 | 131 500 |
| 5-6 days a week | 9 | 8 | 18 500 | |
| 1-4 days a week | 16 | 12 | 27 700 | |
| Monthly | 7 | 3 | 6 900 | |
| Rarely | 8 | 8 | 18 500 | |
| Never | 5 | 11 | 25 400 | |
| Can not say | 0 | 1 | 2 300 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 6 | 13 800 |
| 5-6 days a week | 3 | 5 | 11 500 | |
| 1-4 days a week | 38 | 54 | 124 600 | |
| Monthly | 20 | 15 | 34 600 | |
| Rarely | 24 | 16 | 36 900 | |
| Never | 10 | 4 | 9 200 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of watching: Free online TV services | Daily | 19 | 23 | 53 100 |
| 5-6 days a week | 10 | 10 | 23 100 | |
| 1-4 days a week | 29 | 25 | 57 700 | |
| Monthly | 20 | 14 | 32 300 | |
| Rarely | 15 | 13 | 30 000 | |
| Never | 6 | 14 | 32 300 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 9 | 20 800 |
| 5-6 days a week | 10 | 5 | 11 500 | |
| 1-4 days a week | 22 | 15 | 34 600 | |
| Monthly | 9 | 6 | 13 800 | |
| Rarely | 12 | 9 | 20 800 | |
| Never | 29 | 55 | 126 900 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 72 | 166 100 |
| 5-6 days a week | 10 | 9 | 20 800 | |
| 1-4 days a week | 19 | 9 | 20 800 | |
| Monthly | 12 | 4 | 9 200 | |
| Rarely | 13 | 3 | 6 900 | |
| Never | 4 | 2 | 4 600 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 53 | 122 300 |
| 5-6 days a week | 11 | 12 | 27 700 | |
| 1-4 days a week | 20 | 13 | 30 000 | |
| Monthly | 12 | 5 | 11 500 | |
| Rarely | 14 | 5 | 11 500 | |
| Never | 9 | 11 | 25 400 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 44 | 101 500 |
| 5-6 days a week | 5 | 6 | 13 800 | |
| 1-4 days a week | 15 | 16 | 36 900 | |
| Monthly | 13 | 7 | 16 100 | |
| Rarely | 27 | 18 | 41 500 | |
| Never | 16 | 9 | 20 800 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 14 | 32 300 |
| 5-6 days a week | 9 | 6 | 13 800 | |
| 1-4 days a week | 19 | 14 | 32 300 | |
| Monthly | 14 | 8 | 18 500 | |
| Rarely | 23 | 28 | 64 600 | |
| Never | 17 | 29 | 66 900 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of listening: Podcasts | Daily | 7 | 3 | 6 900 |
| 5-6 days a week | 4 | 2 | 4 600 | |
| 1-4 days a week | 12 | 5 | 11 500 | |
| Monthly | 14 | 9 | 20 800 | |
| Rarely | 26 | 25 | 57 700 | |
| Never | 35 | 51 | 117 700 | |
| Can not say | 2 | 4 | 9 200 | |
| User frequency and following: Social media | Daily | 62 | 50 | 115 400 |
| 5-6 days a week | 7 | 6 | 13 800 | |
| 1-4 days a week | 7 | 9 | 20 800 | |
| Monthly | 3 | 2 | 4 600 | |
| Rarely | 6 | 7 | 16 100 | |
| Never | 15 | 25 | 57 700 | |
| Can not say | 0 | 1 | 2 300 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 6 | 13 800 |
| 5-6 days a week | 5 | 1 | 2 300 | |
| 1-4 days a week | 13 | 6 | 13 800 | |
| Monthly | 8 | 4 | 9 200 | |
| Rarely | 20 | 21 | 48 400 | |
| Never | 36 | 59 | 136 100 | |
| Can not say | 1 | 2 | 4 600 | |
| Reading frequency: Printed books | Daily | 17 | 30 | 69 200 |
| 5-6 days a week | 6 | 8 | 18 500 | |
| 1-4 days a week | 15 | 14 | 32 300 | |
| Monthly | 22 | 18 | 41 500 | |
| Rarely | 34 | 26 | 60 000 | |
| Never | 7 | 4 | 9 200 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 6 900 |
| 5-6 days a week | 2 | 1 | 2 300 | |
| 1-4 days a week | 4 | 3 | 6 900 | |
| Monthly | 6 | 5 | 11 500 | |
| Rarely | 30 | 21 | 48 400 | |
| Never | 54 | 66 | 152 300 | |
| Can not say | 1 | 1 | 2 300 | |
| Listening frequency: Audiobooks | Daily | 8 | 8 | 18 500 |
| 5-6 days a week | 3 | 2 | 4 600 | |
| 1-4 days a week | 6 | 4 | 9 200 | |
| Monthly | 8 | 5 | 11 500 | |
| Rarely | 23 | 15 | 34 600 | |
| Never | 52 | 66 | 152 300 | |
| Can not say | 1 | 1 | 2 300 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 10 | 23 100 |
| 5-6 days a week | 9 | 4 | 9 200 | |
| 1-4 days a week | 20 | 16 | 36 900 | |
| Monthly | 20 | 16 | 36 900 | |
| Rarely | 19 | 27 | 62 300 | |
| Never | 10 | 26 | 60 000 | |
| Can not say | 0 | 1 | 2 300 | |
| Usage/following: LinkedIn | Daily | 6 | 2 | 4 600 |
| 5-6 days a week | 2 | 1 | 2 300 | |
| 1-4 days a week | 7 | 3 | 6 900 | |
| Monthly | 8 | 3 | 6 900 | |
| Rarely | 13 | 8 | 18 500 | |
| Never | 52 | 65 | 150 000 | |
| Cant say / No answer | 11 | 19 | 43 800 | |
| Usage/following: Facebook | Daily | 40 | 43 | 99 200 |
| 5-6 days a week | 6 | 7 | 16 100 | |
| 1-4 days a week | 11 | 9 | 20 800 | |
| Monthly | 5 | 3 | 6 900 | |
| Rarely | 10 | 5 | 11 500 | |
| Never | 17 | 15 | 34 600 | |
| Cant say / No answer | 10 | 18 | 41 500 | |
| Usage/Following: Instagram | Daily | 37 | 21 | 48 400 |
| 5-6 days a week | 6 | 4 | 9 200 | |
| 1-4 days a week | 9 | 7 | 16 100 | |
| Monthly | 5 | 3 | 6 900 | |
| Rarely | 8 | 11 | 25 400 | |
| Never | 25 | 35 | 80 700 | |
| Cant say / No answer | 10 | 19 | 43 800 | |
| Usage/following rate: Snapchat | Daily | 16 | 2 | 4 600 |
| 5-6 days a week | 2 | 1 | 2 300 | |
| 1-4 days a week | 2 | 1 | 2 300 | |
| Monthly | 2 | 0 | 0 | |
| Rarely | 5 | 4 | 9 200 | |
| Never | 62 | 73 | 168 400 | |
| Cant say / No answer | 11 | 19 | 43 800 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 2 | 4 600 |
| 5-6 days a week | 2 | 1 | 2 300 | |
| 1-4 days a week | 4 | 2 | 4 600 | |
| Monthly | 3 | 2 | 4 600 | |
| Rarely | 11 | 7 | 16 100 | |
| Never | 66 | 67 | 154 600 | |
| Cant say / No answer | 10 | 19 | 43 800 | |
| Usage/Following: TikTok | Daily | 13 | 2 | 4 600 |
| 5-6 days a week | 2 | 1 | 2 300 | |
| 1-4 days a week | 4 | 2 | 4 600 | |
| Monthly | 3 | 2 | 4 600 | |
| Rarely | 8 | 8 | 18 500 | |
| Never | 62 | 67 | 154 600 | |
| Cant say / No answer | 10 | 19 | 43 800 | |
| Usage/following frequency: Jodel | Daily | 3 | 0 | 0 |
| 5-6 days a week | 1 | 0 | 0 | |
| 1-4 days a week | 2 | 1 | 2 300 | |
| Monthly | 3 | 0 | 0 | |
| Rarely | 6 | 2 | 4 600 | |
| Never | 71 | 71 | 163 800 | |
| Cant say / No answer | 15 | 25 | 57 700 | |
| Usage/following frequency: Threads | Daily | 3 | 2 | 4 600 |
| 5-6 days a week | 1 | 1 | 2 300 | |
| 1-4 days a week | 4 | 3 | 6 900 | |
| Monthly | 3 | 1 | 2 300 | |
| Rarely | 5 | 2 | 4 600 | |
| Never | 69 | 67 | 154 600 | |
| Cant say / No answer | 15 | 25 | 57 700 | |
| Usage/following frequency: Bluesky | Daily | 0 | 0 | 0 |
| 5-6 days a week | 0 | 0 | 0 | |
| 1-4 days a week | 1 | 1 | 2 300 | |
| Monthly | 1 | 0 | 0 | |
| Rarely | 3 | 2 | 4 600 | |
| Never | 80 | 72 | 166 100 | |
| Cant say / No answer | 15 | 25 | 57 700 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 9 | 20 800 |
| Partially agree | 42 | 39 | 90 000 | |
| Partially disagree | 29 | 33 | 76 100 | |
| Completely disagree | 10 | 14 | 32 300 | |
| Can not say | 3 | 5 | 11 500 | |
| I prefer domestic products | Completely agree | 33 | 37 | 85 400 |
| Partially agree | 55 | 56 | 129 200 | |
| Partially disagree | 9 | 5 | 11 500 | |
| Completely disagree | 1 | 1 | 2 300 | |
| Can not say | 2 | 1 | 2 300 | |
| I consciously make responsible choices in my consumption | Completely agree | 21 | 25 | 57 700 |
| Partially agree | 54 | 58 | 133 800 | |
| Partially disagree | 18 | 12 | 27 700 | |
| Completely disagree | 4 | 2 | 4 600 | |
| Can not say | 4 | 3 | 6 900 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 24 | 55 400 |
| Partially agree | 58 | 62 | 143 000 | |
| Partially disagree | 14 | 11 | 25 400 | |
| Completely disagree | 1 | 1 | 2 300 | |
| Can not say | 3 | 2 | 4 600 | |
| I usually choose the cheapest option | Completely agree | 13 | 11 | 25 400 |
| Partially agree | 48 | 51 | 117 700 | |
| Partially disagree | 32 | 32 | 73 800 | |
| Completely disagree | 5 | 4 | 9 200 | |
| Can not say | 2 | 2 | 4 600 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 35 | 80 700 |
| Partially agree | 49 | 54 | 124 600 | |
| Partially disagree | 9 | 9 | 20 800 | |
| Completely disagree | 2 | 2 | 4 600 | |
| Can not say | 1 | 1 | 2 300 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 5 | 4 | 9 200 |
| Partially agree | 23 | 22 | 50 800 | |
| Partially disagree | 38 | 37 | 85 400 | |
| Completely disagree | 24 | 26 | 60 000 | |
| Can not say | 10 | 12 | 27 700 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 9 200 |
| Partially agree | 37 | 35 | 80 700 | |
| Partially disagree | 43 | 46 | 106 100 | |
| Completely disagree | 10 | 11 | 25 400 | |
| Can not say | 4 | 4 | 9 200 | |
| I prefer local shops and services | Completely agree | 28 | 35 | 80 700 |
| Partially agree | 58 | 58 | 133 800 | |
| Partially disagree | 11 | 5 | 11 500 | |
| Completely disagree | 1 | 1 | 2 300 | |
| Can not say | 2 | 1 | 2 300 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 2 | 4 600 |
| Partially agree | 27 | 21 | 48 400 | |
| Partially disagree | 28 | 29 | 66 900 | |
| Completely disagree | 33 | 38 | 87 700 | |
| Can not say | 7 | 11 | 25 400 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 7 | 16 100 |
| Partially agree | 32 | 35 | 80 700 | |
| Partially disagree | 36 | 37 | 85 400 | |
| Completely disagree | 20 | 18 | 41 500 | |
| Can not say | 3 | 3 | 6 900 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 18 | 41 500 |
| Partially agree | 49 | 57 | 131 500 | |
| Partially disagree | 23 | 17 | 39 200 | |
| Completely disagree | 7 | 4 | 9 200 | |
| Can not say | 5 | 4 | 9 200 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 21 | 48 400 |
| Partially agree | 50 | 57 | 131 500 | |
| Partially disagree | 23 | 17 | 39 200 | |
| Completely disagree | 6 | 3 | 6 900 | |
| Can not say | 4 | 3 | 6 900 | |
| I prefer well-known brands | Completely agree | 13 | 9 | 20 800 |
| Partially agree | 59 | 59 | 136 100 | |
| Partially disagree | 20 | 22 | 50 800 | |
| Completely disagree | 5 | 6 | 13 800 | |
| Can not say | 3 | 3 | 6 900 | |
| I prefer used products in my purchases | Completely agree | 15 | 9 | 20 800 |
| Partially agree | 39 | 39 | 90 000 | |
| Partially disagree | 31 | 33 | 76 100 | |
| Completely disagree | 11 | 15 | 34 600 | |
| Can not say | 3 | 4 | 9 200 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 12 | 27 700 |
| Quite positively | 61 | 63 | 145 300 | |
| Quite negatively | 16 | 17 | 39 200 | |
| Very negative | 4 | 3 | 6 900 | |
| Can not say | 6 | 5 | 11 500 | |
| Magazines | Very positive | 12 | 11 | 25 400 |
| Quite positively | 60 | 61 | 140 700 | |
| Quite negatively | 18 | 20 | 46 100 | |
| Very negative | 4 | 3 | 6 900 | |
| Can not say | 7 | 6 | 13 800 | |
| Free and local newspapers | Very positive | 22 | 22 | 50 800 |
| Quite positively | 56 | 59 | 136 100 | |
| Quite negatively | 11 | 12 | 27 700 | |
| Very negative | 4 | 2 | 4 600 | |
| Can not say | 6 | 6 | 13 800 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 5 | 11 500 |
| Quite positively | 43 | 38 | 87 700 | |
| Quite negatively | 33 | 32 | 73 800 | |
| Very negative | 11 | 11 | 25 400 | |
| Can not say | 8 | 15 | 34 600 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 2 | 4 600 |
| Quite positively | 30 | 24 | 55 400 | |
| Quite negatively | 35 | 36 | 83 100 | |
| Very negative | 19 | 17 | 39 200 | |
| Can not say | 11 | 22 | 50 800 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 1 | 2 300 |
| Quite positively | 25 | 15 | 34 600 | |
| Quite negatively | 35 | 39 | 90 000 | |
| Very negative | 23 | 22 | 50 800 | |
| Can not say | 13 | 23 | 53 100 | |
| Newsletters to email | Very positive | 2 | 1 | 2 300 |
| Quite positively | 16 | 13 | 30 000 | |
| Quite negatively | 35 | 39 | 90 000 | |
| Very negative | 45 | 42 | 96 900 | |
| Can not say | 3 | 5 | 11 500 | |
| Other websites | Very positive | 2 | 1 | 2 300 |
| Quite positively | 32 | 22 | 50 800 | |
| Quite negatively | 39 | 42 | 96 900 | |
| Very negative | 15 | 16 | 36 900 | |
| Can not say | 12 | 19 | 43 800 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 4 | 9 200 |
| Quite positively | 44 | 39 | 90 000 | |
| Quite negatively | 31 | 38 | 87 700 | |
| Very negative | 14 | 13 | 30 000 | |
| Can not say | 4 | 6 | 13 800 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 2 | 4 600 |
| Quite positively | 33 | 24 | 55 400 | |
| Quite negatively | 35 | 39 | 90 000 | |
| Very negative | 21 | 24 | 55 400 | |
| Can not say | 7 | 11 | 25 400 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 15 | 34 600 |
| Quite positively | 44 | 50 | 115 400 | |
| Quite negatively | 21 | 19 | 43 800 | |
| Very negative | 15 | 9 | 20 800 | |
| Can not say | 5 | 6 | 13 800 | |
| Out-of-home advertising | Very positive | 11 | 6 | 13 800 |
| Quite positively | 51 | 45 | 103 800 | |
| Quite negatively | 22 | 28 | 64 600 | |
| Very negative | 9 | 9 | 20 800 | |
| Can not say | 8 | 12 | 27 700 | Source: NRS 2026 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 16 | 19 | 43 800 |
| Partially agree | 59 | 64 | 147 600 | |
| Partially disagree | 10 | 7 | 16 100 | |
| Completely disagree | 3 | 3 | 6 900 | |
| Can not say | 11 | 7 | 16 100 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 16 | 36 900 |
| Partially agree | 56 | 63 | 145 300 | |
| Partially disagree | 14 | 11 | 25 400 | |
| Completely disagree | 4 | 3 | 6 900 | |
| Can not say | 10 | 7 | 16 100 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 44 | 101 500 |
| Partially agree | 39 | 36 | 83 100 | |
| Partially disagree | 17 | 12 | 27 700 | |
| Completely disagree | 4 | 2 | 4 600 | |
| Can not say | 8 | 6 | 13 800 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 20 | 46 100 |
| Partially agree | 44 | 41 | 94 600 | |
| Partially disagree | 11 | 8 | 18 500 | |
| Completely disagree | 5 | 5 | 11 500 | |
| Can not say | 18 | 26 | 60 000 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 30 | 69 200 |
| Partially agree | 47 | 47 | 108 400 | |
| Partially disagree | 7 | 5 | 11 500 | |
| Completely disagree | 3 | 2 | 4 600 | |
| Can not say | 12 | 14 | 32 300 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 15 | 34 600 |
| Partially agree | 51 | 55 | 126 900 | |
| Partially disagree | 13 | 11 | 25 400 | |
| Completely disagree | 3 | 1 | 2 300 | |
| Can not say | 18 | 18 | 41 500 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 10 | 23 100 |
| Partially agree | 50 | 53 | 122 300 | |
| Partially disagree | 17 | 17 | 39 200 | |
| Completely disagree | 3 | 2 | 4 600 | |
| Can not say | 20 | 19 | 43 800 | |
| Finnish magazines are of high quality | Completely agree | 22 | 25 | 57 700 |
| Partially agree | 57 | 60 | 138 400 | |
| Partially disagree | 9 | 8 | 18 500 | |
| Completely disagree | 1 | 1 | 2 300 | |
| Can not say | 10 | 6 | 13 800 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 11 | 25 400 |
| Partially agree | 48 | 49 | 113 000 | |
| Partially disagree | 22 | 21 | 48 400 | |
| Completely disagree | 7 | 8 | 18 500 | |
| Can not say | 13 | 11 | 25 400 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 11 | 25 400 |
| Partially agree | 33 | 32 | 73 800 | |
| Partially disagree | 22 | 22 | 50 800 | |
| Completely disagree | 22 | 26 | 60 000 | |
| Can not say | 11 | 9 | 20 800 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 10 | 23 100 |
| Partially agree | 31 | 30 | 69 200 | |
| Partially disagree | 26 | 28 | 64 600 | |
| Completely disagree | 24 | 26 | 60 000 | |
| Can not say | 10 | 7 | 16 100 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 15 | 34 600 |
| Partially agree | 48 | 53 | 122 300 | |
| Partially disagree | 20 | 18 | 41 500 | |
| Completely disagree | 12 | 10 | 23 100 | |
| Can not say | 7 | 4 | 9 200 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 8 | 18 500 |
| Partially agree | 28 | 34 | 78 400 | |
| Partially disagree | 27 | 26 | 60 000 | |
| Completely disagree | 28 | 24 | 55 400 | |
| Can not say | 10 | 7 | 16 100 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 3 | 6 900 |
| Partially agree | 36 | 34 | 78 400 | |
| Partially disagree | 35 | 39 | 90 000 | |
| Completely disagree | 9 | 9 | 20 800 | |
| Can not say | 16 | 16 | 36 900 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 24 | 55 400 |
| Partially agree | 39 | 47 | 108 400 | |
| Partially disagree | 23 | 16 | 36 900 | |
| Completely disagree | 12 | 7 | 16 100 | |
| Can not say | 10 | 7 | 16 100 | |
| I follow one or more magazines on social media | Completely agree | 7 | 6 | 13 800 |
| Partially agree | 20 | 18 | 41 500 | |
| Partially disagree | 23 | 23 | 53 100 | |
| Completely disagree | 42 | 47 | 108 400 | |
| Can not say | 7 | 7 | 16 100 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 27 | 62 300 |
| Partially agree | 27 | 26 | 60 000 | |
| Partially disagree | 11 | 14 | 32 300 | |
| Completely disagree | 14 | 29 | 66 900 | |
| Can not say | 2 | 3 | 6 900 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 27 | 62 300 |
| Partially agree | 39 | 40 | 92 300 | |
| Partially disagree | 13 | 11 | 25 400 | |
| Completely disagree | 10 | 17 | 39 200 | |
| Can not say | 3 | 4 | 9 200 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 10 | 23 100 |
| Partially agree | 33 | 29 | 66 900 | |
| Partially disagree | 21 | 21 | 48 400 | |
| Completely disagree | 24 | 32 | 73 800 | |
| Can not say | 4 | 8 | 18 500 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 12 | 27 700 |
| Partially agree | 33 | 30 | 69 200 | |
| Partially disagree | 25 | 24 | 55 400 | |
| Completely disagree | 21 | 30 | 69 200 | |
| Can not say | 3 | 4 | 9 200 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 21 | 48 400 |
| Partially agree | 21 | 21 | 48 400 | |
| Partially disagree | 17 | 12 | 27 700 | |
| Completely disagree | 37 | 39 | 90 000 | |
| Can not say | 8 | 6 | 13 800 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 25 | 57 700 |
| Partially agree | 52 | 50 | 115 400 | |
| Partially disagree | 12 | 11 | 25 400 | |
| Completely disagree | 4 | 5 | 11 500 | |
| Can not say | 8 | 9 | 20 800 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 70 | 161 500 |
| Partially agree | 16 | 16 | 36 900 | |
| Partially disagree | 3 | 4 | 9 200 | |
| Completely disagree | 2 | 2 | 4 600 | |
| Can not say | 5 | 8 | 18 500 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 34 | 78 400 |
| Partially agree | 39 | 41 | 94 600 | |
| Partially disagree | 15 | 11 | 25 400 | |
| Completely disagree | 8 | 6 | 13 800 | |
| Can not say | 7 | 8 | 18 500 | Source: NRS 2026 |
| Ideas and inspiration from magazines | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| From which topics do you get ideas and inspiration from print magazines? | Food and cooking | 52 | 60 | 138 400 |
| Cosmetics and beauty care | 16 | 22 | 50 800 | |
| Interior design and furniture | 26 | 28 | 64 600 | |
| Renovation and building | 24 | 21 | 48 400 | |
| Domestic appliances | 10 | 12 | 27 700 | |
| Consumer electronics and IT equipment | 13 | 9 | 20 800 | |
| Saving and investing | 14 | 13 | 30 000 | |
| Style and fashion | 21 | 28 | 64 600 | |
| Cars | 14 | 7 | 16 100 | |
| Travelling | 23 | 26 | 60 000 | |
| Sports clothing, footwear or equipment | 14 | 13 | 30 000 | |
| Health and wellness products/services | 19 | 33 | 76 100 | |
| None of these | 16 | 11 | 25 400 | |
| Can not say | 10 | 10 | 23 100 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 41 | 94 600 |
| Cosmetics and beauty care | 17 | 15 | 34 600 | |
| Interior design and furniture | 21 | 16 | 36 900 | |
| Renovation and building | 21 | 13 | 30 000 | |
| Domestic appliances | 10 | 7 | 16 100 | |
| Consumer electronics and IT equipment | 17 | 7 | 16 100 | |
| Saving and investing | 13 | 7 | 16 100 | |
| Style and fashion | 19 | 16 | 36 900 | |
| Cars | 13 | 6 | 13 800 | |
| Travelling | 23 | 20 | 46 100 | |
| Sports clothing, footwear or equipment | 16 | 10 | 23 100 | |
| Health and wellness products/services | 18 | 17 | 39 200 | |
| None of these | 21 | 29 | 66 900 | |
| Can not say | 12 | 16 | 36 900 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 12 | 27 700 |
| Well-being and health | 50 | 65 | 150 000 | |
| Charity work | 14 | 16 | 36 900 | |
| Self development | 32 | 26 | 60 000 | |
| Celebrities | 13 | 15 | 34 600 | |
| Fishing | 15 | 10 | 23 100 | |
| Beauty care and cosmetics | 16 | 14 | 32 300 | |
| Literature | 29 | 44 | 101 500 | |
| Domestic and foreign news | 51 | 55 | 126 900 | |
| Domestic travel | 33 | 33 | 76 100 | |
| Culture | 34 | 45 | 103 800 | |
| Crafts | 25 | 38 | 87 700 | |
| Nature and going outdoor | 52 | 57 | 131 500 | |
| Hunting | 9 | 3 | 6 900 | |
| Style and fashion | 20 | 22 | 50 800 | |
| Music and concerts | 37 | 37 | 85 400 | |
| Going on summer cottage | 29 | 28 | 64 600 | |
| Local affairs | 56 | 68 | 156 900 | |
| Computer/console/mobile playing | 17 | 6 | 13 800 | |
| Politics | 43 | 47 | 108 400 | |
| Gardening and plants | 29 | 44 | 101 500 | |
| Online gambling or betting | 5 | 2 | 4 600 | |
| Building and renovating | 34 | 28 | 64 600 | |
| Food and drink | 38 | 32 | 73 800 | |
| Cooking, baking, recipes | 38 | 44 | 101 500 | |
| Investment | 24 | 19 | 43 800 | |
| Decorating | 28 | 35 | 80 700 | |
| Economic and finances | 36 | 32 | 73 800 | |
| Science | 37 | 23 | 53 100 | |
| Travelling abroad | 34 | 28 | 64 600 | |
| Sports, exercising | 45 | 31 | 71 500 | |
| Sailing, boating | 9 | 6 | 13 800 | |
| Consumer electronics and information technology | 20 | 8 | 18 500 | |
| Environmental matters | 31 | 34 | 78 400 | |
| 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 | 2 300 |
| Buying an apartment | 11 | 5 | 11 500 | |
| Home renovation | 27 | 21 | 48 400 | |
| Buying a car | 27 | 16 | 36 900 | |
| Buying a boat | 3 | 2 | 4 600 | |
| None of these | 51 | 65 | 150 000 | |
| Purchases in the last 12 months | Furniture and furnishings | 43 | 31 | 71 500 |
| Repair and construction products | 38 | 30 | 69 200 | |
| Domestic appliances | 37 | 34 | 78 400 | |
| Electronics or IT products | 49 | 35 | 80 700 | |
| Cars | 19 | 13 | 30 000 | |
| Clothing and footwear | 84 | 82 | 189 200 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 37 | 85 400 | |
| Sports clothing, footwear or equipment | 57 | 39 | 90 000 | |
| Saving or investing products or services | 32 | 25 | 57 700 | |
| Cosmetics and beauty products | 49 | 54 | 124 600 | |
| Mobile phones | 29 | 24 | 55 400 | |
| Travels | 50 | 44 | 101 500 | |
| Products and services for health and well-being | 61 | 67 | 154 600 | |
| None of the above | 1 | 1 | 2 300 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 29 | 16 | 36 900 |
| Repair and construction products | 33 | 26 | 60 000 | |
| Domestic appliances | 17 | 14 | 32 300 | |
| Electronics or IT products | 27 | 13 | 30 000 | |
| Cars | 14 | 8 | 18 500 | |
| Clothing and footwear | 68 | 61 | 140 700 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 28 | 64 600 | |
| Sports clothing, footwear or equipment | 43 | 26 | 60 000 | |
| Saving or investing products or services | 27 | 20 | 46 100 | |
| Cosmetics and beauty products | 39 | 39 | 90 000 | |
| Mobile phones | 15 | 11 | 25 400 | |
| Travels | 46 | 41 | 94 600 | |
| Products and services for health and well-being | 50 | 54 | 124 600 | |
| None of the above | 6 | 7 | 16 100 | |
| Will consider switching over the next 12 months | Bank | 7 | 5 | 11 500 |
| Insurance company | 11 | 6 | 13 800 | |
| electric company | 15 | 11 | 25 400 | |
| Internet Connection | 10 | 7 | 16 100 | |
| Phone-subscription | 17 | 12 | 27 700 | |
| None of the above | 48 | 55 | 126 900 | |
| Can not say | 17 | 18 | 41 500 | |
| Uses of extra money | Travelling | 43 | 41 | 94 600 |
| Exercise hobbies and equipment | 28 | 16 | 36 900 | |
| Cultural events (e.g. concerts, theatre, festivals, cinema) | 39 | 40 | 92 300 | |
| Eating, drinking, partying in a restaurant | 38 | 22 | 50 800 | |
| Health services and one's own well-being | 22 | 32 | 73 800 | |
| Renovation, decoration | 23 | 20 | 46 100 | |
| Home services (cleaning and other housekeeping services) | 6 | 12 | 27 700 | |
| Pet services and supplies | 11 | 8 | 18 500 | |
| Car, boat, motorcycle | 13 | 6 | 13 800 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 5 | 11 500 | |
| Streaming services and channel packages (music, series, films, sports) | 17 | 7 | 16 100 | |
| Magazine/newspaper subscriptions (print or digital) | 9 | 15 | 34 600 | |
| Books (print, e-books, audiobooks) | 18 | 22 | 50 800 | |
| Clothes, shoes and bags | 24 | 19 | 43 800 | |
| Cosmetics and beauty care | 13 | 9 | 20 800 | |
| Saving, investing | 50 | 43 | 99 200 | |
| Other | 7 | 7 | 16 100 | |
| There is no extra money after mandatory expenses | 8 | 9 | 20 800 | |
| Can not say | 3 | 5 | 11 500 | Source: NRS 2026 |
The total audience includes those who read printed and digital magazines.
|
Total reach 251 300
Only print 228 700
Only print 20 100
Print and online 2 500
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 76 | 175 300 |
| Men | 49 | 24 | 55 400 | |
| Native language | Finnish | 95 | 98 | 226 100 |
| Swedish | 5 | 2 | 4 600 | |
| Age | 15-24 y | 13 | 2 | 4 600 |
| 25-34 y | 14 | 2 | 2 300 | |
| 35-44 y | 14 | 2 | 2 300 | |
| 45-54 y | 14 | 6 | 11 500 | |
| 55-64 y | 15 | 13 | 27 700 | |
| 65+ y | 30 | 76 | 182 300 | |
| Gender + age | Female 15-29 years | 9 | 1 | 2 300 |
| Female 30-49 years | 14 | 4 | 6 900 | |
| Female 50+ years | 28 | 71 | 168 400 | |
| Male 15-29 years | 10 | 2 | 4 600 | |
| Male 30-49 years | 15 | 2 | 2 300 | |
| Male 50+ years | 24 | 21 | 48 400 | |
| Household position | Lives at home with parents | 7 | 2 | 4 600 |
| Lives alone | 29 | 38 | 90 000 | |
| Lives with spouse | 36 | 49 | 115 400 | |
| Lives with spouse and children | 23 | 8 | 16 100 | |
| Single parent | 2 | 1 | 2 300 | |
| Other | 2 | 2 | 4 600 | |
| Grandchildren under 18 years of age | Yes | 20 | 37 | 87 700 |
| No | 39 | 57 | 133 800 | |
| No answer (under 45 year olds) | 41 | 6 | 9 200 | |
| Education | Elementary school | 4 | 9 | 23 100 |
| Secondary school | 6 | 9 | 23 100 | |
| Vocational | 26 | 29 | 66 900 | |
| High school | 13 | 10 | 20 800 | |
| University of Applied Sciences | 19 | 13 | 30 000 | |
| University | 30 | 28 | 62 300 | |
| Something else | 2 | 3 | 6 900 | |
| Decision-maker in grocery purchases | Yes | 93 | 96 | 221 500 |
| No | 7 | 4 | 9 200 | |
| Can not say | 0 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 87 | 203 000 |
| No | 32 | 13 | 27 700 | |
| Size of the household | 1 pers | 28 | 38 | 90 000 |
| 2 pers | 38 | 51 | 120 000 | |
| 3 pers | 14 | 7 | 13 800 | |
| 4 pers | 12 | 3 | 4 600 | |
| 5+ pers | 7 | 2 | 4 600 | |
| Household income (gross) | Below 20 000 € /y | 10 | 9 | 20 800 |
| 20 000 - 35 000 € /y | 15 | 28 | 66 900 | |
| 35 001 - 50 000 € /y | 18 | 24 | 57 700 | |
| 50 001 - 85 000 € /y | 21 | 18 | 41 500 | |
| 85 001 - 100 000 € /y | 8 | 6 | 13 800 | |
| Over 100 000 € /y | 12 | 5 | 9 200 | |
| Dont want to tell | 7 | 7 | 16 100 | |
| Cant say / No answer | 9 | 4 | 6 900 | |
| Family with kids | Yes | 33 | 11 | 20 800 |
| No | 67 | 89 | 209 900 | |
| Number of children in the household (5th grade) | 1 child | 13 | 6 | 11 500 |
| 2 children | 12 | 3 | 4 600 | |
| 3 children | 5 | 1 | 2 300 | |
| 4 children | 1 | 0 | 0 | |
| 5+ children | 1 | 1 | 0 | |
| There are no children | 67 | 89 | 209 900 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 12 | 25 400 |
| Dog | 24 | 17 | 39 200 | |
| Some other pet | 5 | 3 | 6 900 | |
| No pets | 62 | 72 | 168 400 | |
| Health services used in the household | Public health services | 85 | 92 | 212 200 |
| Employer - funded health care services | 51 | 20 | 41 500 | |
| Private, self-funded healthcare services | 39 | 50 | 117 700 | |
| Private health insurance services | 27 | 14 | 30 000 | |
| No health care | 1 | 1 | 2 300 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 33 | 34 | 78 400 |
| Row house or semi-detached house | 17 | 17 | 39 200 | |
| Detached house | 45 | 44 | 101 500 | |
| Farm | 4 | 4 | 9 200 | |
| Something else | 1 | 1 | 2 300 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 84 | 193 800 |
| Rented residence | 22 | 13 | 30 000 | |
| Right of residence apartment | 2 | 2 | 4 600 | |
| Something else | 1 | 1 | 2 300 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 47 | 108 400 |
| No | 58 | 53 | 120 000 | |
| Can not say | 1 | 1 | 2 300 | |
| Number of cars in household | One car | 46 | 57 | 131 500 |
| Two cars | 29 | 22 | 48 400 | |
| Three or more cars | 10 | 5 | 11 500 | |
| No car | 15 | 16 | 36 900 | |
| Type of car, if buying now | New | 18 | 24 | 57 700 |
| Used | 71 | 58 | 131 500 | |
| Company car | 5 | 1 | 2 300 | |
| Leasing (personal) | 9 | 7 | 16 100 | |
| Shared car | 2 | 2 | 4 600 | |
| Doesn't use a car | 8 | 13 | 30 000 | |
| Can not say | 5 | 8 | 18 500 | |
| Advertising ban at the door / mailbox | Yes | 29 | 19 | 41 500 |
| No | 70 | 80 | 186 900 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 7 | 13 800 |
| No | 75 | 85 | 198 400 | |
| Can not say | 5 | 8 | 18 500 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 18 | 39 200 |
| Turku or Tampere | 8 | 6 | 13 800 | |
| Oulu | 4 | 4 | 9 200 | |
| 70 000 - 150 000 inhabitants town | 14 | 15 | 34 600 | |
| Urban municipality | 24 | 28 | 64 600 | |
| Conurbation | 17 | 17 | 41 500 | |
| Countryside | 12 | 13 | 30 000 | Source: NRS 2026 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 29 | 71 500 |
| 5-6 days a week | 4 | 8 | 20 800 | |
| 1-4 days a week | 23 | 32 | 76 100 | |
| Monthly | 25 | 18 | 39 200 | |
| Rarely | 27 | 9 | 18 500 | |
| Never | 9 | 2 | 4 600 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 24 | 53 100 |
| 5-6 days a week | 5 | 5 | 9 200 | |
| 1-4 days a week | 18 | 18 | 39 200 | |
| Monthly | 16 | 11 | 25 400 | |
| Rarely | 24 | 21 | 50 800 | |
| Never | 13 | 20 | 50 800 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 52 | 126 900 |
| 5-6 days a week | 4 | 6 | 13 800 | |
| 1-4 days a week | 22 | 21 | 48 400 | |
| Monthly | 16 | 8 | 16 100 | |
| Rarely | 25 | 10 | 18 500 | |
| Never | 9 | 3 | 6 900 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 58 | 131 500 |
| 5-6 days a week | 9 | 8 | 18 500 | |
| 1-4 days a week | 16 | 12 | 27 700 | |
| Monthly | 7 | 3 | 6 900 | |
| Rarely | 8 | 8 | 18 500 | |
| Never | 5 | 10 | 25 400 | |
| Can not say | 0 | 1 | 2 300 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 6 | 13 800 |
| 5-6 days a week | 3 | 5 | 11 500 | |
| 1-4 days a week | 38 | 53 | 124 600 | |
| Monthly | 20 | 15 | 34 600 | |
| Rarely | 24 | 16 | 36 900 | |
| Never | 10 | 4 | 9 200 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of watching: Free online TV services | Daily | 19 | 24 | 53 100 |
| 5-6 days a week | 10 | 10 | 23 100 | |
| 1-4 days a week | 29 | 25 | 57 700 | |
| Monthly | 20 | 14 | 32 300 | |
| Rarely | 15 | 13 | 30 000 | |
| Never | 6 | 14 | 32 300 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 10 | 20 800 |
| 5-6 days a week | 10 | 5 | 11 500 | |
| 1-4 days a week | 22 | 15 | 34 600 | |
| Monthly | 9 | 6 | 13 800 | |
| Rarely | 12 | 9 | 20 800 | |
| Never | 29 | 53 | 126 900 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 70 | 166 100 |
| 5-6 days a week | 10 | 9 | 20 800 | |
| 1-4 days a week | 19 | 10 | 20 800 | |
| Monthly | 12 | 5 | 9 200 | |
| Rarely | 13 | 4 | 6 900 | |
| Never | 4 | 2 | 4 600 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 51 | 122 300 |
| 5-6 days a week | 11 | 12 | 27 700 | |
| 1-4 days a week | 20 | 14 | 30 000 | |
| Monthly | 12 | 6 | 11 500 | |
| Rarely | 14 | 6 | 11 500 | |
| Never | 9 | 10 | 25 400 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 43 | 101 500 |
| 5-6 days a week | 5 | 6 | 13 800 | |
| 1-4 days a week | 15 | 16 | 36 900 | |
| Monthly | 13 | 7 | 16 100 | |
| Rarely | 27 | 19 | 41 500 | |
| Never | 16 | 9 | 20 800 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 14 | 32 300 |
| 5-6 days a week | 9 | 6 | 13 800 | |
| 1-4 days a week | 19 | 14 | 32 300 | |
| Monthly | 14 | 9 | 18 500 | |
| Rarely | 23 | 28 | 64 600 | |
| Never | 17 | 28 | 66 900 | |
| Can not say | 1 | 1 | 2 300 | |
| The frequency of listening: Podcasts | Daily | 7 | 4 | 6 900 |
| 5-6 days a week | 4 | 2 | 4 600 | |
| 1-4 days a week | 12 | 6 | 11 500 | |
| Monthly | 14 | 9 | 20 800 | |
| Rarely | 26 | 25 | 57 700 | |
| Never | 35 | 50 | 117 700 | |
| Can not say | 2 | 4 | 9 200 | |
| User frequency and following: Social media | Daily | 62 | 51 | 115 400 |
| 5-6 days a week | 7 | 6 | 13 800 | |
| 1-4 days a week | 7 | 8 | 20 800 | |
| Monthly | 3 | 2 | 4 600 | |
| Rarely | 6 | 6 | 16 100 | |
| Never | 15 | 24 | 57 700 | |
| Can not say | 0 | 1 | 2 300 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 6 | 13 800 |
| 5-6 days a week | 5 | 1 | 2 300 | |
| 1-4 days a week | 13 | 7 | 13 800 | |
| Monthly | 8 | 5 | 9 200 | |
| Rarely | 20 | 21 | 48 400 | |
| Never | 36 | 57 | 136 100 | |
| Can not say | 1 | 2 | 4 600 | |
| Reading frequency: Printed books | Daily | 17 | 29 | 69 200 |
| 5-6 days a week | 6 | 8 | 18 500 | |
| 1-4 days a week | 15 | 14 | 32 300 | |
| Monthly | 22 | 19 | 41 500 | |
| Rarely | 34 | 26 | 60 000 | |
| Never | 7 | 4 | 9 200 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 6 900 |
| 5-6 days a week | 2 | 1 | 2 300 | |
| 1-4 days a week | 4 | 3 | 6 900 | |
| Monthly | 6 | 5 | 11 500 | |
| Rarely | 30 | 22 | 48 400 | |
| Never | 54 | 65 | 152 300 | |
| Can not say | 1 | 1 | 2 300 | |
| Listening frequency: Audiobooks | Daily | 8 | 8 | 18 500 |
| 5-6 days a week | 3 | 2 | 4 600 | |
| 1-4 days a week | 6 | 4 | 9 200 | |
| Monthly | 8 | 6 | 11 500 | |
| Rarely | 23 | 16 | 34 600 | |
| Never | 52 | 65 | 152 300 | |
| Can not say | 1 | 1 | 2 300 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 10 | 23 100 |
| 5-6 days a week | 9 | 4 | 9 200 | |
| 1-4 days a week | 20 | 16 | 36 900 | |
| Monthly | 20 | 17 | 36 900 | |
| Rarely | 19 | 26 | 62 300 | |
| Never | 10 | 25 | 60 000 | |
| Can not say | 0 | 1 | 2 300 | |
| Usage/following: LinkedIn | Daily | 6 | 2 | 4 600 |
| 5-6 days a week | 2 | 1 | 2 300 | |
| 1-4 days a week | 7 | 3 | 6 900 | |
| Monthly | 8 | 3 | 6 900 | |
| Rarely | 13 | 9 | 18 500 | |
| Never | 52 | 63 | 150 000 | |
| Cant say / No answer | 11 | 18 | 43 800 | |
| Usage/following: Facebook | Daily | 40 | 43 | 99 200 |
| 5-6 days a week | 6 | 7 | 16 100 | |
| 1-4 days a week | 11 | 9 | 20 800 | |
| Monthly | 5 | 3 | 6 900 | |
| Rarely | 10 | 6 | 11 500 | |
| Never | 17 | 15 | 34 600 | |
| Cant say / No answer | 10 | 17 | 41 500 | |
| Usage/Following: Instagram | Daily | 37 | 22 | 48 400 |
| 5-6 days a week | 6 | 4 | 9 200 | |
| 1-4 days a week | 9 | 7 | 16 100 | |
| Monthly | 5 | 4 | 6 900 | |
| Rarely | 8 | 10 | 25 400 | |
| Never | 25 | 35 | 80 700 | |
| Cant say / No answer | 10 | 18 | 43 800 | |
| Usage/following rate: Snapchat | Daily | 16 | 3 | 4 600 |
| 5-6 days a week | 2 | 1 | 2 300 | |
| 1-4 days a week | 2 | 1 | 2 300 | |
| Monthly | 2 | 1 | 0 | |
| Rarely | 5 | 4 | 9 200 | |
| Never | 62 | 72 | 168 400 | |
| Cant say / No answer | 11 | 19 | 43 800 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 2 | 4 600 |
| 5-6 days a week | 2 | 1 | 2 300 | |
| 1-4 days a week | 4 | 2 | 4 600 | |
| Monthly | 3 | 2 | 4 600 | |
| Rarely | 11 | 7 | 16 100 | |
| Never | 66 | 67 | 154 600 | |
| Cant say / No answer | 10 | 18 | 43 800 | |
| Usage/Following: TikTok | Daily | 13 | 2 | 4 600 |
| 5-6 days a week | 2 | 1 | 2 300 | |
| 1-4 days a week | 4 | 3 | 4 600 | |
| Monthly | 3 | 2 | 4 600 | |
| Rarely | 8 | 8 | 18 500 | |
| Never | 62 | 66 | 154 600 | |
| Cant say / No answer | 10 | 18 | 43 800 | |
| Usage/following frequency: Jodel | Daily | 3 | 0 | 0 |
| 5-6 days a week | 1 | 0 | 0 | |
| 1-4 days a week | 2 | 1 | 2 300 | |
| Monthly | 3 | 0 | 0 | |
| Rarely | 6 | 3 | 4 600 | |
| Never | 71 | 71 | 163 800 | |
| Cant say / No answer | 15 | 24 | 57 700 | |
| Usage/following frequency: Threads | Daily | 3 | 2 | 4 600 |
| 5-6 days a week | 1 | 1 | 2 300 | |
| 1-4 days a week | 4 | 3 | 6 900 | |
| Monthly | 3 | 1 | 2 300 | |
| Rarely | 5 | 2 | 4 600 | |
| Never | 69 | 66 | 154 600 | |
| Cant say / No answer | 15 | 24 | 57 700 | |
| Usage/following frequency: Bluesky | Daily | 0 | 0 | 0 |
| 5-6 days a week | 0 | 0 | 0 | |
| 1-4 days a week | 1 | 1 | 2 300 | |
| Monthly | 1 | 1 | 0 | |
| Rarely | 3 | 2 | 4 600 | |
| Never | 80 | 72 | 166 100 | |
| Cant say / No answer | 15 | 24 | 57 700 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 9 | 20 800 |
| Partially agree | 42 | 40 | 90 000 | |
| Partially disagree | 29 | 33 | 76 100 | |
| Completely disagree | 10 | 13 | 32 300 | |
| Can not say | 3 | 4 | 11 500 | |
| I prefer domestic products | Completely agree | 33 | 37 | 85 400 |
| Partially agree | 55 | 56 | 129 200 | |
| Partially disagree | 9 | 6 | 11 500 | |
| Completely disagree | 1 | 1 | 2 300 | |
| Can not say | 2 | 1 | 2 300 | |
| I consciously make responsible choices in my consumption | Completely agree | 21 | 25 | 57 700 |
| Partially agree | 54 | 58 | 133 800 | |
| Partially disagree | 18 | 12 | 27 700 | |
| Completely disagree | 4 | 2 | 4 600 | |
| Can not say | 4 | 3 | 6 900 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 24 | 55 400 |
| Partially agree | 58 | 62 | 143 000 | |
| Partially disagree | 14 | 11 | 25 400 | |
| Completely disagree | 1 | 1 | 2 300 | |
| Can not say | 3 | 2 | 4 600 | |
| I usually choose the cheapest option | Completely agree | 13 | 11 | 25 400 |
| Partially agree | 48 | 51 | 117 700 | |
| Partially disagree | 32 | 32 | 73 800 | |
| Completely disagree | 5 | 4 | 9 200 | |
| Can not say | 2 | 2 | 4 600 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 35 | 80 700 |
| Partially agree | 49 | 53 | 124 600 | |
| Partially disagree | 9 | 9 | 20 800 | |
| Completely disagree | 2 | 2 | 4 600 | |
| Can not say | 1 | 1 | 2 300 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 5 | 4 | 9 200 |
| Partially agree | 23 | 22 | 50 800 | |
| Partially disagree | 38 | 36 | 85 400 | |
| Completely disagree | 24 | 26 | 60 000 | |
| Can not say | 10 | 12 | 27 700 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 9 200 |
| Partially agree | 37 | 35 | 80 700 | |
| Partially disagree | 43 | 46 | 106 100 | |
| Completely disagree | 10 | 11 | 25 400 | |
| Can not say | 4 | 4 | 9 200 | |
| I prefer local shops and services | Completely agree | 28 | 35 | 80 700 |
| Partially agree | 58 | 58 | 133 800 | |
| Partially disagree | 11 | 6 | 11 500 | |
| Completely disagree | 1 | 1 | 2 300 | |
| Can not say | 2 | 1 | 2 300 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 2 | 4 600 |
| Partially agree | 27 | 21 | 48 400 | |
| Partially disagree | 28 | 29 | 66 900 | |
| Completely disagree | 33 | 38 | 87 700 | |
| Can not say | 7 | 10 | 25 400 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 7 | 16 100 |
| Partially agree | 32 | 35 | 80 700 | |
| Partially disagree | 36 | 37 | 85 400 | |
| Completely disagree | 20 | 18 | 41 500 | |
| Can not say | 3 | 3 | 6 900 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 18 | 41 500 |
| Partially agree | 49 | 57 | 131 500 | |
| Partially disagree | 23 | 17 | 39 200 | |
| Completely disagree | 7 | 4 | 9 200 | |
| Can not say | 5 | 4 | 9 200 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 21 | 48 400 |
| Partially agree | 50 | 57 | 131 500 | |
| Partially disagree | 23 | 17 | 39 200 | |
| Completely disagree | 6 | 3 | 6 900 | |
| Can not say | 4 | 3 | 6 900 | |
| I prefer well-known brands | Completely agree | 13 | 10 | 20 800 |
| Partially agree | 59 | 59 | 136 100 | |
| Partially disagree | 20 | 22 | 50 800 | |
| Completely disagree | 5 | 6 | 13 800 | |
| Can not say | 3 | 3 | 6 900 | |
| I prefer used products in my purchases | Completely agree | 15 | 10 | 20 800 |
| Partially agree | 39 | 39 | 90 000 | |
| Partially disagree | 31 | 33 | 76 100 | |
| Completely disagree | 11 | 15 | 34 600 | |
| Can not say | 3 | 4 | 9 200 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 12 | 27 700 |
| Quite positively | 61 | 63 | 145 300 | |
| Quite negatively | 16 | 17 | 39 200 | |
| Very negative | 4 | 3 | 6 900 | |
| Can not say | 6 | 5 | 11 500 | |
| Magazines | Very positive | 12 | 11 | 25 400 |
| Quite positively | 60 | 61 | 140 700 | |
| Quite negatively | 18 | 20 | 46 100 | |
| Very negative | 4 | 3 | 6 900 | |
| Can not say | 7 | 6 | 13 800 | |
| Free and local newspapers | Very positive | 22 | 22 | 50 800 |
| Quite positively | 56 | 59 | 136 100 | |
| Quite negatively | 11 | 12 | 27 700 | |
| Very negative | 4 | 2 | 4 600 | |
| Can not say | 6 | 6 | 13 800 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 5 | 11 500 |
| Quite positively | 43 | 38 | 87 700 | |
| Quite negatively | 33 | 33 | 73 800 | |
| Very negative | 11 | 11 | 25 400 | |
| Can not say | 8 | 14 | 34 600 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 2 | 4 600 |
| Quite positively | 30 | 24 | 55 400 | |
| Quite negatively | 35 | 36 | 83 100 | |
| Very negative | 19 | 17 | 39 200 | |
| Can not say | 11 | 21 | 50 800 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 1 | 2 300 |
| Quite positively | 25 | 16 | 34 600 | |
| Quite negatively | 35 | 39 | 90 000 | |
| Very negative | 23 | 22 | 50 800 | |
| Can not say | 13 | 22 | 53 100 | |
| Newsletters to email | Very positive | 2 | 1 | 2 300 |
| Quite positively | 16 | 13 | 30 000 | |
| Quite negatively | 35 | 39 | 90 000 | |
| Very negative | 45 | 42 | 96 900 | |
| Can not say | 3 | 5 | 11 500 | |
| Other websites | Very positive | 2 | 1 | 2 300 |
| Quite positively | 32 | 23 | 50 800 | |
| Quite negatively | 39 | 41 | 96 900 | |
| Very negative | 15 | 16 | 36 900 | |
| Can not say | 12 | 19 | 43 800 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 4 | 9 200 |
| Quite positively | 44 | 40 | 90 000 | |
| Quite negatively | 31 | 37 | 87 700 | |
| Very negative | 14 | 13 | 30 000 | |
| Can not say | 4 | 6 | 13 800 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 2 | 4 600 |
| Quite positively | 33 | 25 | 55 400 | |
| Quite negatively | 35 | 38 | 90 000 | |
| Very negative | 21 | 24 | 55 400 | |
| Can not say | 7 | 10 | 25 400 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 15 | 34 600 |
| Quite positively | 44 | 50 | 115 400 | |
| Quite negatively | 21 | 19 | 43 800 | |
| Very negative | 15 | 10 | 20 800 | |
| Can not say | 5 | 6 | 13 800 | |
| Out-of-home advertising | Very positive | 11 | 6 | 13 800 |
| Quite positively | 51 | 46 | 103 800 | |
| Quite negatively | 22 | 28 | 64 600 | |
| Very negative | 9 | 9 | 20 800 | |
| Can not say | 8 | 12 | 27 700 | Source: NRS 2026 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 16 | 19 | 43 800 |
| Partially agree | 59 | 64 | 147 600 | |
| Partially disagree | 10 | 7 | 16 100 | |
| Completely disagree | 3 | 3 | 6 900 | |
| Can not say | 11 | 7 | 16 100 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 17 | 36 900 |
| Partially agree | 56 | 62 | 145 300 | |
| Partially disagree | 14 | 11 | 25 400 | |
| Completely disagree | 4 | 4 | 6 900 | |
| Can not say | 10 | 7 | 16 100 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 43 | 101 500 |
| Partially agree | 39 | 37 | 83 100 | |
| Partially disagree | 17 | 12 | 27 700 | |
| Completely disagree | 4 | 2 | 4 600 | |
| Can not say | 8 | 6 | 13 800 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 20 | 46 100 |
| Partially agree | 44 | 41 | 94 600 | |
| Partially disagree | 11 | 8 | 18 500 | |
| Completely disagree | 5 | 5 | 11 500 | |
| Can not say | 18 | 25 | 60 000 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 31 | 69 200 |
| Partially agree | 47 | 47 | 108 400 | |
| Partially disagree | 7 | 6 | 11 500 | |
| Completely disagree | 3 | 2 | 4 600 | |
| Can not say | 12 | 14 | 32 300 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 15 | 34 600 |
| Partially agree | 51 | 54 | 126 900 | |
| Partially disagree | 13 | 11 | 25 400 | |
| Completely disagree | 3 | 1 | 2 300 | |
| Can not say | 18 | 18 | 41 500 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 10 | 23 100 |
| Partially agree | 50 | 53 | 122 300 | |
| Partially disagree | 17 | 17 | 39 200 | |
| Completely disagree | 3 | 2 | 4 600 | |
| Can not say | 20 | 19 | 43 800 | |
| Finnish magazines are of high quality | Completely agree | 22 | 25 | 57 700 |
| Partially agree | 57 | 60 | 138 400 | |
| Partially disagree | 9 | 8 | 18 500 | |
| Completely disagree | 1 | 1 | 2 300 | |
| Can not say | 10 | 6 | 13 800 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 11 | 25 400 |
| Partially agree | 48 | 49 | 113 000 | |
| Partially disagree | 22 | 22 | 48 400 | |
| Completely disagree | 7 | 8 | 18 500 | |
| Can not say | 13 | 11 | 25 400 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 12 | 25 400 |
| Partially agree | 33 | 32 | 73 800 | |
| Partially disagree | 22 | 22 | 50 800 | |
| Completely disagree | 22 | 26 | 60 000 | |
| Can not say | 11 | 9 | 20 800 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 10 | 23 100 |
| Partially agree | 31 | 30 | 69 200 | |
| Partially disagree | 26 | 28 | 64 600 | |
| Completely disagree | 24 | 25 | 60 000 | |
| Can not say | 10 | 7 | 16 100 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 15 | 34 600 |
| Partially agree | 48 | 53 | 122 300 | |
| Partially disagree | 20 | 18 | 41 500 | |
| Completely disagree | 12 | 10 | 23 100 | |
| Can not say | 7 | 4 | 9 200 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 8 | 18 500 |
| Partially agree | 28 | 34 | 78 400 | |
| Partially disagree | 27 | 26 | 60 000 | |
| Completely disagree | 28 | 24 | 55 400 | |
| Can not say | 10 | 8 | 16 100 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 3 | 6 900 |
| Partially agree | 36 | 34 | 78 400 | |
| Partially disagree | 35 | 39 | 90 000 | |
| Completely disagree | 9 | 9 | 20 800 | |
| Can not say | 16 | 16 | 36 900 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 24 | 55 400 |
| Partially agree | 39 | 46 | 108 400 | |
| Partially disagree | 23 | 16 | 36 900 | |
| Completely disagree | 12 | 7 | 16 100 | |
| Can not say | 10 | 7 | 16 100 | |
| I follow one or more magazines on social media | Completely agree | 7 | 6 | 13 800 |
| Partially agree | 20 | 18 | 41 500 | |
| Partially disagree | 23 | 23 | 53 100 | |
| Completely disagree | 42 | 46 | 108 400 | |
| Can not say | 7 | 7 | 16 100 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 29 | 62 300 |
| Partially agree | 27 | 26 | 60 000 | |
| Partially disagree | 11 | 14 | 32 300 | |
| Completely disagree | 14 | 28 | 66 900 | |
| Can not say | 2 | 3 | 6 900 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 28 | 62 300 |
| Partially agree | 39 | 40 | 92 300 | |
| Partially disagree | 13 | 11 | 25 400 | |
| Completely disagree | 10 | 16 | 39 200 | |
| Can not say | 3 | 4 | 9 200 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 11 | 23 100 |
| Partially agree | 33 | 29 | 66 900 | |
| Partially disagree | 21 | 21 | 48 400 | |
| Completely disagree | 24 | 31 | 73 800 | |
| Can not say | 4 | 7 | 18 500 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 13 | 27 700 |
| Partially agree | 33 | 31 | 69 200 | |
| Partially disagree | 25 | 24 | 55 400 | |
| Completely disagree | 21 | 28 | 69 200 | |
| Can not say | 3 | 4 | 9 200 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 21 | 48 400 |
| Partially agree | 21 | 21 | 48 400 | |
| Partially disagree | 17 | 13 | 27 700 | |
| Completely disagree | 37 | 39 | 90 000 | |
| Can not say | 8 | 6 | 13 800 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 25 | 57 700 |
| Partially agree | 52 | 51 | 115 400 | |
| Partially disagree | 12 | 11 | 25 400 | |
| Completely disagree | 4 | 5 | 11 500 | |
| Can not say | 8 | 9 | 20 800 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 70 | 161 500 |
| Partially agree | 16 | 16 | 36 900 | |
| Partially disagree | 3 | 4 | 9 200 | |
| Completely disagree | 2 | 2 | 4 600 | |
| Can not say | 5 | 7 | 18 500 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 34 | 78 400 |
| Partially agree | 39 | 41 | 94 600 | |
| Partially disagree | 15 | 11 | 25 400 | |
| Completely disagree | 8 | 6 | 13 800 | |
| Can not say | 7 | 8 | 18 500 | Source: NRS 2026 |
| Ideas and inspiration from magazines | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| From which topics do you get ideas and inspiration from print magazines? | Food and cooking | 52 | 60 | 138 400 |
| Cosmetics and beauty care | 16 | 22 | 50 800 | |
| Interior design and furniture | 26 | 29 | 64 600 | |
| Renovation and building | 24 | 21 | 48 400 | |
| Domestic appliances | 10 | 12 | 27 700 | |
| Consumer electronics and IT equipment | 13 | 9 | 20 800 | |
| Saving and investing | 14 | 14 | 30 000 | |
| Style and fashion | 21 | 28 | 64 600 | |
| Cars | 14 | 8 | 16 100 | |
| Travelling | 23 | 26 | 60 000 | |
| Sports clothing, footwear or equipment | 14 | 13 | 30 000 | |
| Health and wellness products/services | 19 | 32 | 76 100 | |
| None of these | 16 | 11 | 25 400 | |
| Can not say | 10 | 10 | 23 100 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 43 | 94 600 |
| Cosmetics and beauty care | 17 | 16 | 34 600 | |
| Interior design and furniture | 21 | 17 | 36 900 | |
| Renovation and building | 21 | 14 | 30 000 | |
| Domestic appliances | 10 | 7 | 16 100 | |
| Consumer electronics and IT equipment | 17 | 8 | 16 100 | |
| Saving and investing | 13 | 8 | 16 100 | |
| Style and fashion | 19 | 17 | 36 900 | |
| Cars | 13 | 7 | 13 800 | |
| Travelling | 23 | 21 | 46 100 | |
| Sports clothing, footwear or equipment | 16 | 11 | 23 100 | |
| Health and wellness products/services | 18 | 18 | 39 200 | |
| None of these | 21 | 28 | 66 900 | |
| Can not say | 12 | 15 | 36 900 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 13 | 27 700 |
| Well-being and health | 50 | 65 | 150 000 | |
| Charity work | 14 | 17 | 36 900 | |
| Self development | 32 | 27 | 60 000 | |
| Celebrities | 13 | 16 | 34 600 | |
| Fishing | 15 | 10 | 23 100 | |
| Beauty care and cosmetics | 16 | 14 | 32 300 | |
| Literature | 29 | 44 | 101 500 | |
| Domestic and foreign news | 51 | 56 | 126 900 | |
| Domestic travel | 33 | 34 | 76 100 | |
| Culture | 34 | 46 | 103 800 | |
| Crafts | 25 | 38 | 87 700 | |
| Nature and going outdoor | 52 | 57 | 131 500 | |
| Hunting | 9 | 4 | 6 900 | |
| Style and fashion | 20 | 22 | 50 800 | |
| Music and concerts | 37 | 38 | 85 400 | |
| Going on summer cottage | 29 | 28 | 64 600 | |
| Local affairs | 56 | 67 | 156 900 | |
| Computer/console/mobile playing | 17 | 6 | 13 800 | |
| Politics | 43 | 47 | 108 400 | |
| Gardening and plants | 29 | 44 | 101 500 | |
| Online gambling or betting | 5 | 3 | 4 600 | |
| Building and renovating | 34 | 29 | 64 600 | |
| Food and drink | 38 | 33 | 73 800 | |
| Cooking, baking, recipes | 38 | 44 | 101 500 | |
| Investment | 24 | 19 | 43 800 | |
| Decorating | 28 | 35 | 80 700 | |
| Economic and finances | 36 | 33 | 73 800 | |
| Science | 37 | 25 | 53 100 | |
| Travelling abroad | 34 | 28 | 64 600 | |
| Sports, exercising | 45 | 32 | 71 500 | |
| Sailing, boating | 9 | 6 | 13 800 | |
| Consumer electronics and information technology | 20 | 8 | 18 500 | |
| Environmental matters | 31 | 35 | 78 400 | |
| None of the above | 0 | 0 | 0 | Source: NRS 2026 |
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 2026
Contact info
Media sales
- Sanoma Media Finland Oy
- yrityspalvelu@sanoma.fi
- www.sanoma.fi
- Mediamyynti Sanoma B2B
- yrityspalvelu@sanoma.fi
Media
Publisher
- Sanoma Media Finland Oy
Publisher
- Sanoma Media Finland Oy
Vastaava päätoimittaja
- Minna McGill
Address
- Töölönlahdenkatu 2
- 00100 Helsinki
Postal address
- PL 25
- 00089 Sanoma
Phone
- +358 9 1201
- et-lehti@sanoma.com