Koti ja keittiö
Koti ja keittiö is Finland’s most versatile interior and decor magazine. In every issue you find newest trends, useful ideas of the season, beloved price comparison and the most beautiful Finnish homes – warm-hearted stories. You can find an article on gardening or interior landscape design in every issue, as well as our popular “Ask about old items” column. Our readers love decorating their homes and newest trends but also good food and gardening. Koti ja keittiö reaches a large audience also in Instagram as well as through Facebook and kotijakeittio.fi website.
Issues per year
12 issues per year
Magazine website
Magazine in Social Media
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 2.1.2025 | 9.12.2024 | Serene home: living room textiles. Organize home easily. Fireplace in home garden. Best plants and season’s fruits in kitchen. | |
| 2 | 5.2.2025 | 16.1.2025 | Finnish design classics and interesting novelties. Find old treasures and take care of them. Enjoy gluten-free baking. Garden season starts! | |
| 3 | 5.3.2025 | 13.2.2025 | Kitchen storage facilities: pantries and sculleries. Cupboards with character. Functional recycling. Delicious everyday meals. Cold-resistant plantings. | |
| 4 | 2.4.2025 | 13.3.2025 | Spring fresh: Easter textiles, dishes and bouquets. Season’s wines and asparagus treats. Decorate with art. Grow your own citrus. | |
| 5 | 30.4.2025 | 8.4.2025 | Ready for summer! Romantic summer room made of recycles. Summer kitchen and terrace as living room. Spring’s best cake buffet. Turn waste land into flower meadow. | |
| 6 | 28.5.2025 | 8.5.2025 | Modern sauna cabin and sauna in yard. Easy Scandinavian delicacies for Midsummer. Charming perennials. | |
| 7 | 2.7.2025 | 10.6.2025 | Marine and fresh decoration style. Oulu housing fair: top attractions and ideas. Domestic fish meals. Landscape designer’s best garden tips. | |
| 8 | 6.8.2025 | 17.7.2025 | Traditional harvest seasons’ colours and designs. Stylish and functional home for pets. Local food. | |
| 9 | 3.9.2025 | 14.8.2025 | It’s Habitare time! Autumn trends and furniture. DIY lovely flower art. | |
| 10 | 1.10.2025 | 11.9.2025 | Small bathroom, many users: fix storage and lighting. Bathtubs for small space. Travel tips for fall vacation. Japanese kitchen. | |
| 11 | 29.10.2025 | 9.10.2025 | Create a space for rest and recovery. Festive season’s lights and lanterns. Christmas party treats and sparkling wines. | |
| 12 | 19.11.2025 | 30.10.2025 | Christmas special: beautiul homes, sustainable gift and decoration ideas and treats. |
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 7.1.2026 | 9.12.2025 | A welcoming home. Stunning wallpaper trends. Glowing colours in interior design. Stylish fitness equipment as part of the home. | |
| 2 | 4.2.2026 | 15.1.2026 | Kitchen extra. Interesting colours, materials and solutions for a personal kitchen. Beautiful small appliances. The gardening season begins! | |
| 3 | 4.3.2026 | 12.2.2026 | Easter special issue. Elegant festive menu, seasonal wines and a personal table setting. A bathroom for indulgence. Spring flowers bring joy to home. | |
| 4 | 8.4.2026 | 17.3.2026 | Ready for summer! Decorate a cozy & lush balcony and patio. Small garden solutions. Go on a garden trip! | |
| 5 | 6.5.2026 | 15.4.2026 | Summer home extra. Fresh atmosphere and clever ideas for beloved second homes. Easy treats for a big group. A stylish yard ready for summer. | |
| 6 | 3.6.2026 | 13.5.2026 | Summer special issue. Versatile furniture and materials for the summer home. Sauna invites you to relax. Easy and tempting midsummer menu. A charming garden in an old yard setting. | |
| 7 | 1.7.2026 | 11.6.2026 | Housing fair extra. Highlights and surprises from Lempäälä housing fair: what ideas to bring into your own home? An inspiring kitchen garden on an island. | |
| 8 | 5.8.2026 | 16.7.2026 | Compact homes. Best ideas for small homes: adaptable furniture and smart storage. Create atmosphere on the terrace. Effortless everyday cooking. | |
| 9 | 2.9.2026 | 13.8.2026 | A celebration of interior design. Exciting new releases from the Habitare fair. Gorgeous autumn textiles for the home. Pickle and enjoy! | |
| 10 | 30.9.2026 | 10.9.2026 | GRAND 30TH ANNIVERSARY ISSUE. Charming homes. Style your home with classic lighting. Festive menu with seasonal ingredients, celebration wines and a stunning table setting. | |
| 11 | 28.10.2026 | 8.10.2026 | Lovely sleep. Cozy bedroom decor. What makes a bed comfortable? Decorate your home for Christmas. | |
| 12 | 25.11.2026 | 5.11.2026 | Christmas special issue. Beautiful Christmas homes. Stylish decorations & most wished-for gifts for interior lovers. Christmas is baked in the kitchen. |
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 440 x 285 mm *) | 9 050 € | |
| 2/1 landscape | first spread | 440 x 285 mm *) | 9 850 € | |
| 1/1 portrait | Not specified | 220 x 285 mm *) | 4 980 € | |
| 1/1 portrait | 3. Cover | 220 x 285 mm *) | 5 480 € | |
| 1/1 portrait | Back cover | 220 x 285 mm *) | 5 780 € | |
| 1/2 portrait | Not specified | 105 x 285 mm *) | 3 550 € | |
| 1/2 landscape | Not specified | 220 x 137 mm *) | 3 550 € | |
| 1/4 portrait | Not specified | 52 x 285 mm *) | 2 150 € | |
| 1/4 landscape | Not specified | 220 x 67 mm *) | 2 150 € | *) size without marginal Prices valid until 31.12.2025 |
Size
220 x 285 mm
Printing method
Offset
Binding
Liimasidonta
Printer
Poligrafijas grupa Mukusala
Delivery of ad material and instructions
aineistot.kotijakeittio@fokusmedia.fi
ICC profile
Technical information
Advertising materials: aineistot.kotijakeittio@fokusmedia.fi
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 440 x 285 mm *) | 5 850 € | |
| 2/1 landscape | first spread | 440 x 285 mm *) | 6 350 € | |
| 1/1 portrait | Not specified | 220 x 285 mm *) | 3 250 € | |
| 1/1 portrait | 3. Cover | 220 x 285 mm *) | 3 550 € | |
| 1/1 portrait | Back cover | 220 x 285 mm *) | 3 750 € | |
| 1/2 portrait | Not specified | 105 x 285 mm *) | 2 350 € | |
| 1/2 landscape | Not specified | 220 x 137 mm *) | 2 350 € | |
| 1/4 portrait | Not specified | 52 x 285 mm *) | 1 450 € | |
| 1/4 landscape | Not specified | 220 x 67 mm *) | 1 450 € | *) size without marginal Prices valid until 31.12.2026 |
Size
220 x 285 mm
Printing method
Offset
Binding
Liimasidonta
Printer
Poligrafijas grupa Mukusala
Delivery of ad material and instructions
aineistot.kotijakeittio@fokusmedia.fi
ICC profile
Technical information
Advertising materials: aineistot.kotijakeittio@fokusmedia.fi "
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Description | Placement | Size | Price (tax 0%)  |
|---|---|---|---|---|
| Desktop | 980x400 px | 31 € / CPM (Cost per thousand) | ||
| Desktop | 300x300 px | 8 € / CPM (Cost per thousand) | ||
| Desktop | 468x400-600 px | 10 € / CPM (Cost per thousand) | ||
| Desktop | 140-160x600 px | 7 € / CPM (Cost per thousand) | ||
| Desktop | 980x120 px | 11 € / CPM (Cost per thousand) | ||
| Mobile | 300x150-300 px | 23 € / CPM (Cost per thousand) | Prices valid until 31.12.2025 |
| Ad | Description | Size | Price (tax 0%) |
|---|---|---|---|
| Desktop | 980x400 px | 31 € / CPM (Cost per thousand) | |
| Desktop | 300x300 px | 8 € / CPM (Cost per thousand) | |
| Desktop | 468x400-600 px | 10 € / CPM (Cost per thousand) | |
| Desktop | 140-160x600 px | 7 € / CPM (Cost per thousand) | |
| Desktop | 980x120 px | 11 € / CPM (Cost per thousand) | |
| Mobile | 300x150-300 px | 23 € / CPM (Cost per thousand) | Prices valid until 31.12.2026 |
Readers
Readers
95 900
Total reach
126 000
How many times read
2,4
Minutes of reading
65 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 95 900
Minutes of reading65 min
How many times read2,4
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 85 | 81 500 |
| Men | 49 | 15 | 14 400 | |
| Native language | Finnish | 95 | 97 | 93 000 |
| Swedish | 5 | 3 | 2 900 | |
| Age | 15-24 y | 13 | 3 | 2 900 |
| 25-34 y | 14 | 4 | 3 800 | |
| 35-44 y | 14 | 8 | 7 700 | |
| 45-54 y | 14 | 19 | 18 200 | |
| 55-64 y | 15 | 24 | 23 000 | |
| 65+ y | 30 | 43 | 41 200 | |
| Gender + age | Female 15-29 years | 9 | 2 | 1 900 |
| Female 30-49 years | 14 | 17 | 16 300 | |
| Female 50+ years | 28 | 67 | 64 300 | |
| Male 15-29 years | 10 | 2 | 1 900 | |
| Male 30-49 years | 15 | 3 | 2 900 | |
| Male 50+ years | 24 | 10 | 9 600 | |
| Household position | Lives at home with parents | 7 | 2 | 1 900 |
| Lives alone | 29 | 24 | 23 000 | |
| Lives with spouse | 36 | 45 | 43 200 | |
| Lives with spouse and children | 24 | 23 | 22 100 | |
| Single parent | 2 | 3 | 2 900 | |
| Other | 3 | 2 | 1 900 | |
| Grandchildren under 18 years of age | Yes | 20 | 28 | 26 900 |
| No | 39 | 58 | 55 600 | |
| No answer (under 45 year olds) | 41 | 14 | 13 400 | |
| Education | Elementary school | 4 | 5 | 4 800 |
| Secondary school | 6 | 7 | 6 700 | |
| Vocational | 27 | 26 | 24 900 | |
| High school | 13 | 9 | 8 600 | |
| University of Applied Sciences | 20 | 17 | 16 300 | |
| University | 28 | 34 | 32 600 | |
| Something else | 2 | 3 | 2 900 | |
| Decision-maker in grocery purchases | Yes | 93 | 96 | 92 100 |
| No | 6 | 4 | 3 800 | |
| Can not say | 1 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 83 | 79 600 |
| No | 32 | 17 | 16 300 | |
| Size of the household | 1 pers | 28 | 24 | 23 000 |
| 2 pers | 38 | 48 | 46 000 | |
| 3 pers | 14 | 12 | 11 500 | |
| 4 pers | 12 | 11 | 10 500 | |
| 5+ pers | 7 | 6 | 5 800 | |
| Household income (gross) | Below 20 000 € /y | 10 | 4 | 3 800 |
| 20 000 - 35 000 € /y | 17 | 17 | 16 300 | |
| 35 001 - 50 000 € /y | 18 | 20 | 19 200 | |
| 50 001 - 85 000 € /y | 21 | 23 | 22 100 | |
| 85 001 - 100 000 € /y | 8 | 9 | 8 600 | |
| Over 100 000 € /y | 10 | 12 | 11 500 | |
| Dont want to tell | 5 | 7 | 6 700 | |
| Cant say / No answer | 10 | 7 | 6 700 | |
| Family with kids | Yes | 32 | 28 | 26 900 |
| No | 68 | 72 | 69 000 | |
| Number of children in the household (5th grade) | 1 child | 13 | 11 | 10 500 |
| 2 children | 13 | 11 | 10 500 | |
| 3 children | 5 | 4 | 3 800 | |
| 4 children | 1 | 1 | 1 000 | |
| 5+ children | 1 | 1 | 1 000 | |
| There are no children | 67 | 72 | 69 000 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 14 | 13 400 |
| Dog | 26 | 25 | 24 000 | |
| Some other pet | 5 | 5 | 4 800 | |
| No pets | 61 | 63 | 60 400 | |
| Health services used in the household | Public health services | 85 | 86 | 82 500 |
| Employer - funded health care services | 50 | 47 | 45 100 | |
| Private, self-funded healthcare services | 39 | 47 | 45 100 | |
| Private health insurance services | 26 | 24 | 23 000 | |
| No health care | 1 | 1 | 1 000 | |
| Can not say | 1 | 1 | 1 000 | |
| Housing | Apartment | 32 | 27 | 25 900 |
| Row house or semi-detached house | 17 | 19 | 18 200 | |
| Detached house | 46 | 50 | 48 000 | |
| Farm | 4 | 4 | 3 800 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 88 | 84 400 |
| Rented residence | 20 | 9 | 8 600 | |
| Right of residence apartment | 2 | 1 | 1 000 | |
| Something else | 1 | 1 | 1 000 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 53 | 50 800 |
| No | 58 | 47 | 45 100 | |
| Can not say | 1 | 1 | 1 000 | |
| Number of cars in household | One car | 45 | 47 | 45 100 |
| Two cars | 30 | 34 | 32 600 | |
| Three or more cars | 10 | 8 | 7 700 | |
| No car | 14 | 11 | 10 500 | |
| Type of car, if buying now | New | 21 | 25 | 24 000 |
| Used | 70 | 65 | 62 300 | |
| Company car | 5 | 2 | 1 900 | |
| Leasing (personal) | 9 | 9 | 8 600 | |
| Shared car | 3 | 5 | 4 800 | |
| Doesn't use a car | 8 | 10 | 9 600 | |
| Can not say | 5 | 4 | 3 800 | |
| Advertising ban at the door / mailbox | Yes | 27 | 23 | 22 100 |
| No | 72 | 76 | 72 900 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 8 | 7 700 |
| No | 76 | 87 | 83 400 | |
| Can not say | 5 | 5 | 4 800 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 22 | 21 100 |
| Turku or Tampere | 8 | 7 | 6 700 | |
| Oulu | 4 | 2 | 1 900 | |
| 70 000 - 150 000 inhabitants town | 14 | 15 | 14 400 | |
| Urban municipality | 25 | 26 | 24 900 | |
| Conurbation | 16 | 16 | 15 300 | |
| Countryside | 13 | 11 | 10 500 | 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 | 25 900 |
| 5-6 days a week | 4 | 7 | 6 700 | |
| 1-4 days a week | 24 | 37 | 35 500 | |
| Monthly | 25 | 21 | 20 100 | |
| Rarely | 26 | 7 | 6 700 | |
| Never | 8 | 1 | 1 000 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 24 | 23 000 |
| 5-6 days a week | 5 | 7 | 6 700 | |
| 1-4 days a week | 20 | 16 | 15 300 | |
| Monthly | 15 | 14 | 13 400 | |
| Rarely | 23 | 25 | 24 000 | |
| Never | 13 | 13 | 12 500 | |
| Can not say | 1 | 1 | 1 000 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 47 | 45 100 |
| 5-6 days a week | 5 | 5 | 4 800 | |
| 1-4 days a week | 23 | 22 | 21 100 | |
| Monthly | 15 | 11 | 10 500 | |
| Rarely | 24 | 11 | 10 500 | |
| Never | 8 | 3 | 2 900 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 61 | 58 500 |
| 5-6 days a week | 9 | 8 | 7 700 | |
| 1-4 days a week | 17 | 11 | 10 500 | |
| Monthly | 6 | 6 | 5 800 | |
| Rarely | 8 | 8 | 7 700 | |
| Never | 5 | 5 | 4 800 | |
| Can not say | 0 | 1 | 1 000 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 5 | 4 800 |
| 5-6 days a week | 4 | 5 | 4 800 | |
| 1-4 days a week | 41 | 50 | 48 000 | |
| Monthly | 18 | 14 | 13 400 | |
| Rarely | 23 | 19 | 18 200 | |
| Never | 9 | 5 | 4 800 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Free online TV services | Daily | 17 | 17 | 16 300 |
| 5-6 days a week | 10 | 13 | 12 500 | |
| 1-4 days a week | 30 | 30 | 28 800 | |
| Monthly | 21 | 17 | 16 300 | |
| Rarely | 15 | 17 | 16 300 | |
| Never | 6 | 5 | 4 800 | |
| Can not say | 1 | 1 | 1 000 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 14 | 13 400 |
| 5-6 days a week | 10 | 8 | 7 700 | |
| 1-4 days a week | 22 | 17 | 16 300 | |
| Monthly | 9 | 9 | 8 600 | |
| Rarely | 13 | 13 | 12 500 | |
| Never | 30 | 39 | 37 400 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 58 | 55 600 |
| 5-6 days a week | 10 | 13 | 12 500 | |
| 1-4 days a week | 19 | 15 | 14 400 | |
| Monthly | 12 | 7 | 6 700 | |
| Rarely | 12 | 6 | 5 800 | |
| Never | 3 | 1 | 1 000 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 40 | 38 400 |
| 5-6 days a week | 12 | 15 | 14 400 | |
| 1-4 days a week | 22 | 23 | 22 100 | |
| Monthly | 12 | 8 | 7 700 | |
| Rarely | 13 | 8 | 7 700 | |
| Never | 8 | 5 | 4 800 | |
| Can not say | 0 | 1 | 1 000 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 28 | 26 900 |
| 5-6 days a week | 6 | 6 | 5 800 | |
| 1-4 days a week | 16 | 16 | 15 300 | |
| Monthly | 13 | 11 | 10 500 | |
| Rarely | 27 | 27 | 25 900 | |
| Never | 15 | 11 | 10 500 | |
| Can not say | 1 | 1 | 1 000 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 18 | 17 300 |
| 5-6 days a week | 9 | 7 | 6 700 | |
| 1-4 days a week | 21 | 22 | 21 100 | |
| Monthly | 14 | 12 | 11 500 | |
| Rarely | 23 | 24 | 23 000 | |
| Never | 16 | 16 | 15 300 | |
| Can not say | 1 | 1 | 1 000 | |
| The frequency of listening: Podcasts | Daily | 6 | 2 | 1 900 |
| 5-6 days a week | 3 | 3 | 2 900 | |
| 1-4 days a week | 11 | 7 | 6 700 | |
| Monthly | 14 | 11 | 10 500 | |
| Rarely | 27 | 31 | 29 700 | |
| Never | 36 | 44 | 42 200 | |
| Can not say | 2 | 2 | 1 900 | |
| User frequency and following: Social media | Daily | 59 | 59 | 56 600 |
| 5-6 days a week | 8 | 7 | 6 700 | |
| 1-4 days a week | 8 | 7 | 6 700 | |
| Monthly | 3 | 2 | 1 900 | |
| Rarely | 6 | 7 | 6 700 | |
| Never | 16 | 19 | 18 200 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 8 | 7 700 |
| 5-6 days a week | 6 | 2 | 1 900 | |
| 1-4 days a week | 13 | 8 | 7 700 | |
| Monthly | 8 | 8 | 7 700 | |
| Rarely | 20 | 20 | 19 200 | |
| Never | 38 | 52 | 49 900 | |
| Can not say | 1 | 1 | 1 000 | |
| User frequency: Instant messaging | Daily | 69 | 68 | 65 200 |
| 5-6 days a week | 11 | 10 | 9 600 | |
| 1-4 days a week | 9 | 9 | 8 600 | |
| Monthly | 3 | 3 | 2 900 | |
| Rarely | 2 | 2 | 1 900 | |
| Never | 6 | 7 | 6 700 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: Printed books | Daily | 16 | 24 | 23 000 |
| 5-6 days a week | 6 | 7 | 6 700 | |
| 1-4 days a week | 14 | 14 | 13 400 | |
| Monthly | 22 | 23 | 22 100 | |
| Rarely | 34 | 27 | 25 900 | |
| Never | 7 | 5 | 4 800 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 2 900 |
| 5-6 days a week | 1 | 2 | 1 900 | |
| 1-4 days a week | 4 | 5 | 4 800 | |
| Monthly | 7 | 5 | 4 800 | |
| Rarely | 30 | 27 | 25 900 | |
| Never | 53 | 57 | 54 700 | |
| Can not say | 1 | 1 | 1 000 | |
| Listening frequency: Audiobooks | Daily | 6 | 6 | 5 800 |
| 5-6 days a week | 3 | 3 | 2 900 | |
| 1-4 days a week | 6 | 5 | 4 800 | |
| Monthly | 8 | 8 | 7 700 | |
| Rarely | 23 | 21 | 20 100 | |
| Never | 54 | 55 | 52 700 | |
| Can not say | 1 | 0 | 0 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 7 | 6 700 |
| 5-6 days a week | 9 | 5 | 4 800 | |
| 1-4 days a week | 23 | 19 | 18 200 | |
| Monthly | 21 | 23 | 22 100 | |
| Rarely | 17 | 26 | 24 900 | |
| Never | 10 | 19 | 18 200 | |
| Can not say | 0 | 1 | 1 000 | |
| Usage/following: Linkedl | Daily | 4 | 4 | 3 800 |
| 5-6 days a week | 2 | 2 | 1 900 | |
| 1-4 days a week | 8 | 8 | 7 700 | |
| Monthly | 8 | 7 | 6 700 | |
| Rarely | 12 | 10 | 9 600 | |
| Never | 59 | 62 | 59 500 | |
| Cant say / No answer | 6 | 7 | 6 700 | |
| Usage/following: Facebook | Daily | 39 | 48 | 46 000 |
| 5-6 days a week | 8 | 7 | 6 700 | |
| 1-4 days a week | 11 | 10 | 9 600 | |
| Monthly | 6 | 4 | 3 800 | |
| Rarely | 9 | 5 | 4 800 | |
| Never | 22 | 19 | 18 200 | |
| Cant say / No answer | 4 | 6 | 5 800 | |
| Usage/Following: Instagram | Daily | 32 | 31 | 29 700 |
| 5-6 days a week | 7 | 6 | 5 800 | |
| 1-4 days a week | 9 | 9 | 8 600 | |
| Monthly | 5 | 4 | 3 800 | |
| Rarely | 9 | 10 | 9 600 | |
| Never | 33 | 34 | 32 600 | |
| Cant say / No answer | 5 | 6 | 5 800 | |
| Usage/following rate: Snapchat | Daily | 15 | 5 | 4 800 |
| 5-6 days a week | 2 | 2 | 1 900 | |
| 1-4 days a week | 3 | 1 | 1 000 | |
| Monthly | 2 | 1 | 1 000 | |
| Rarely | 5 | 5 | 4 800 | |
| Never | 69 | 78 | 74 800 | |
| Cant say / No answer | 5 | 7 | 6 700 | |
| Usage/Following: Twitter | Daily | 5 | 3 | 2 900 |
| 5-6 days a week | 2 | 1 | 1 000 | |
| 1-4 days a week | 4 | 2 | 1 900 | |
| Monthly | 5 | 3 | 2 900 | |
| Rarely | 11 | 8 | 7 700 | |
| Never | 68 | 77 | 73 800 | |
| Cant say / No answer | 5 | 7 | 6 700 | |
| Usage/Following: TikTok | Daily | 10 | 3 | 2 900 |
| 5-6 days a week | 3 | 2 | 1 900 | |
| 1-4 days a week | 4 | 4 | 3 800 | |
| Monthly | 3 | 2 | 1 900 | |
| Rarely | 8 | 9 | 8 600 | |
| Never | 68 | 73 | 70 000 | |
| Cant say / No answer | 4 | 6 | 5 800 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 15 | 14 400 |
| Partially agree | 43 | 40 | 38 400 | |
| Partially disagree | 30 | 31 | 29 700 | |
| Completely disagree | 10 | 11 | 10 500 | |
| Can not say | 3 | 4 | 3 800 | |
| I prefer domestic products | Completely agree | 33 | 33 | 31 600 |
| Partially agree | 55 | 59 | 56 600 | |
| Partially disagree | 9 | 7 | 6 700 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 2 | 1 | 1 000 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 19 | 18 200 |
| Partially agree | 54 | 64 | 61 400 | |
| Partially disagree | 18 | 13 | 12 500 | |
| Completely disagree | 4 | 2 | 1 900 | |
| Can not say | 3 | 2 | 1 900 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 22 | 21 100 |
| Partially agree | 58 | 61 | 58 500 | |
| Partially disagree | 15 | 14 | 13 400 | |
| Completely disagree | 1 | 1 | 1 000 | |
| Can not say | 2 | 2 | 1 900 | |
| I usually choose the cheapest option | Completely agree | 12 | 11 | 10 500 |
| Partially agree | 48 | 45 | 43 200 | |
| Partially disagree | 33 | 37 | 35 500 | |
| Completely disagree | 5 | 6 | 5 800 | |
| Can not say | 2 | 1 | 1 000 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 38 | 36 400 |
| Partially agree | 50 | 50 | 48 000 | |
| Partially disagree | 9 | 9 | 8 600 | |
| Completely disagree | 2 | 2 | 1 900 | |
| Can not say | 1 | 1 | 1 000 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 5 | 4 800 |
| Partially agree | 24 | 23 | 22 100 | |
| Partially disagree | 38 | 39 | 37 400 | |
| Completely disagree | 24 | 21 | 20 100 | |
| Can not say | 9 | 11 | 10 500 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 3 800 |
| Partially agree | 36 | 39 | 37 400 | |
| Partially disagree | 45 | 45 | 43 200 | |
| Completely disagree | 11 | 9 | 8 600 | |
| Can not say | 4 | 2 | 1 900 | |
| I prefer local shops and services | Completely agree | 27 | 32 | 30 700 |
| Partially agree | 58 | 57 | 54 700 | |
| Partially disagree | 11 | 9 | 8 600 | |
| Completely disagree | 1 | 1 | 1 000 | |
| Can not say | 2 | 1 | 1 000 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 5 | 4 800 |
| Partially agree | 28 | 27 | 25 900 | |
| Partially disagree | 29 | 28 | 26 900 | |
| Completely disagree | 32 | 32 | 30 700 | |
| Can not say | 7 | 8 | 7 700 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 8 | 7 700 |
| Partially agree | 32 | 34 | 32 600 | |
| Partially disagree | 37 | 38 | 36 400 | |
| Completely disagree | 20 | 18 | 17 300 | |
| Can not say | 2 | 2 | 1 900 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 19 | 18 200 |
| Partially agree | 50 | 56 | 53 700 | |
| Partially disagree | 24 | 20 | 19 200 | |
| Completely disagree | 6 | 3 | 2 900 | |
| Can not say | 4 | 2 | 1 900 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 19 | 18 200 |
| Partially agree | 51 | 58 | 55 600 | |
| Partially disagree | 22 | 18 | 17 300 | |
| Completely disagree | 6 | 3 | 2 900 | |
| Can not say | 3 | 3 | 2 900 | |
| I prefer well-known brands | Completely agree | 12 | 12 | 11 500 |
| Partially agree | 58 | 58 | 55 600 | |
| Partially disagree | 21 | 22 | 21 100 | |
| Completely disagree | 5 | 5 | 4 800 | |
| Can not say | 3 | 3 | 2 900 | |
| I prefer used products in my purchases | Completely agree | 14 | 15 | 14 400 |
| Partially agree | 41 | 38 | 36 400 | |
| Partially disagree | 31 | 32 | 30 700 | |
| Completely disagree | 12 | 13 | 12 500 | |
| Can not say | 3 | 2 | 1 900 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 17 | 16 300 |
| Quite positively | 61 | 62 | 59 500 | |
| Quite negatively | 16 | 13 | 12 500 | |
| Very negative | 4 | 2 | 1 900 | |
| Can not say | 6 | 6 | 5 800 | |
| Magazines | Very positive | 13 | 17 | 16 300 |
| Quite positively | 60 | 60 | 57 500 | |
| Quite negatively | 17 | 16 | 15 300 | |
| Very negative | 4 | 2 | 1 900 | |
| Can not say | 6 | 5 | 4 800 | |
| Free and local newspapers | Very positive | 24 | 33 | 31 600 |
| Quite positively | 56 | 50 | 48 000 | |
| Quite negatively | 11 | 9 | 8 600 | |
| Very negative | 4 | 2 | 1 900 | |
| Can not say | 6 | 6 | 5 800 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 8 | 7 700 |
| Quite positively | 45 | 44 | 42 200 | |
| Quite negatively | 30 | 27 | 25 900 | |
| Very negative | 10 | 8 | 7 700 | |
| Can not say | 8 | 13 | 12 500 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 6 | 5 800 |
| Quite positively | 33 | 31 | 29 700 | |
| Quite negatively | 32 | 31 | 29 700 | |
| Very negative | 17 | 15 | 14 400 | |
| Can not say | 12 | 17 | 16 300 | |
| Blogs | Very positive | 4 | 4 | 3 800 |
| Quite positively | 25 | 20 | 19 200 | |
| Quite negatively | 29 | 26 | 24 900 | |
| Very negative | 16 | 14 | 13 400 | |
| Can not say | 26 | 37 | 35 500 | |
| Newsletters to email | Very positive | 2 | 3 | 2 900 |
| Quite positively | 17 | 18 | 17 300 | |
| Quite negatively | 34 | 35 | 33 600 | |
| Very negative | 43 | 40 | 38 400 | |
| Can not say | 4 | 4 | 3 800 | |
| Other websites | Very positive | 3 | 3 | 2 900 |
| Quite positively | 38 | 35 | 33 600 | |
| Quite negatively | 34 | 31 | 29 700 | |
| Very negative | 14 | 11 | 10 500 | |
| Can not say | 11 | 19 | 18 200 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 9 | 8 600 |
| Quite positively | 46 | 47 | 45 100 | |
| Quite negatively | 29 | 30 | 28 800 | |
| Very negative | 13 | 10 | 9 600 | |
| Can not say | 4 | 4 | 3 800 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 5 | 4 800 |
| Quite positively | 35 | 35 | 33 600 | |
| Quite negatively | 33 | 33 | 31 600 | |
| Very negative | 20 | 19 | 18 200 | |
| Can not say | 7 | 9 | 8 600 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 26 | 24 900 |
| Quite positively | 46 | 44 | 42 200 | |
| Quite negatively | 17 | 14 | 13 400 | |
| Very negative | 14 | 11 | 10 500 | |
| Can not say | 5 | 5 | 4 800 | |
| Out-of-home advertising | Very positive | 11 | 12 | 11 500 |
| Quite positively | 52 | 49 | 47 000 | |
| Quite negatively | 21 | 19 | 18 200 | |
| Very negative | 9 | 8 | 7 700 | |
| Can not say | 8 | 13 | 12 500 | 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 | 23 | 22 100 |
| Partially agree | 60 | 63 | 60 400 | |
| Partially disagree | 11 | 8 | 7 700 | |
| Completely disagree | 3 | 2 | 1 900 | |
| Can not say | 9 | 5 | 4 800 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 22 | 21 100 |
| Partially agree | 57 | 60 | 57 500 | |
| Partially disagree | 14 | 10 | 9 600 | |
| Completely disagree | 5 | 4 | 3 800 | |
| Can not say | 8 | 4 | 3 800 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 25 | 24 000 |
| Partially agree | 46 | 45 | 43 200 | |
| Partially disagree | 12 | 9 | 8 600 | |
| Completely disagree | 5 | 5 | 4 800 | |
| Can not say | 15 | 17 | 16 300 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 32 | 30 700 |
| Partially agree | 49 | 51 | 48 900 | |
| Partially disagree | 7 | 5 | 4 800 | |
| Completely disagree | 2 | 2 | 1 900 | |
| Can not say | 10 | 10 | 9 600 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 19 | 18 200 |
| Partially agree | 51 | 53 | 50 800 | |
| Partially disagree | 14 | 10 | 9 600 | |
| Completely disagree | 3 | 2 | 1 900 | |
| Can not say | 16 | 17 | 16 300 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 14 | 13 400 |
| Partially agree | 52 | 53 | 50 800 | |
| Partially disagree | 18 | 13 | 12 500 | |
| Completely disagree | 3 | 2 | 1 900 | |
| Can not say | 17 | 17 | 16 300 | |
| Finnish magazines are of high quality | Completely agree | 23 | 30 | 28 800 |
| Partially agree | 58 | 56 | 53 700 | |
| Partially disagree | 9 | 7 | 6 700 | |
| Completely disagree | 1 | 1 | 1 000 | |
| Can not say | 9 | 5 | 4 800 | |
| I follow important magazines on social media | Completely agree | 7 | 8 | 7 700 |
| Partially agree | 25 | 27 | 25 900 | |
| Partially disagree | 23 | 22 | 21 100 | |
| Completely disagree | 36 | 33 | 31 600 | |
| Can not say | 10 | 10 | 9 600 | |
| I read important magazines from cover to cover | Completely agree | 16 | 25 | 24 000 |
| Partially agree | 33 | 40 | 38 400 | |
| Partially disagree | 29 | 21 | 20 100 | |
| Completely disagree | 17 | 11 | 10 500 | |
| Can not say | 5 | 3 | 2 900 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 13 | 12 500 |
| Partially agree | 45 | 48 | 46 000 | |
| Partially disagree | 28 | 22 | 21 100 | |
| Completely disagree | 10 | 9 | 8 600 | |
| Can not say | 10 | 7 | 6 700 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 13 | 12 500 |
| Partially agree | 35 | 37 | 35 500 | |
| Partially disagree | 23 | 21 | 20 100 | |
| Completely disagree | 23 | 22 | 21 100 | |
| Can not say | 9 | 6 | 5 800 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 13 | 12 500 |
| Partially agree | 33 | 38 | 36 400 | |
| Partially disagree | 27 | 23 | 22 100 | |
| Completely disagree | 24 | 20 | 19 200 | |
| Can not say | 8 | 6 | 5 800 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 21 | 20 100 |
| Partially agree | 50 | 54 | 51 800 | |
| Partially disagree | 19 | 13 | 12 500 | |
| Completely disagree | 13 | 9 | 8 600 | |
| Can not say | 5 | 3 | 2 900 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 14 | 13 400 |
| Partially agree | 29 | 38 | 36 400 | |
| Partially disagree | 27 | 23 | 22 100 | |
| Completely disagree | 29 | 22 | 21 100 | |
| Can not say | 7 | 4 | 3 800 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 2 | 1 900 |
| Partially agree | 18 | 16 | 15 300 | |
| Partially disagree | 33 | 32 | 30 700 | |
| Completely disagree | 38 | 39 | 37 400 | |
| Can not say | 10 | 11 | 10 500 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 24 | 23 000 |
| Partially agree | 41 | 44 | 42 200 | |
| Partially disagree | 23 | 20 | 19 200 | |
| Completely disagree | 12 | 7 | 6 700 | |
| Can not say | 8 | 4 | 3 800 | 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 | 12 500 |
| Newspapers | 12 | 15 | 14 400 | |
| Magazine websites | 7 | 5 | 4 800 | |
| Newspaper websites | 8 | 7 | 6 700 | |
| Blogs | 3 | 1 | 1 000 | |
| Social media | 16 | 10 | 9 600 | |
| Other websites | 44 | 36 | 34 500 | |
| Television | 11 | 12 | 11 500 | |
| Radio | 2 | 1 | 1 000 | |
| Direct mail | 10 | 14 | 13 400 | |
| None of these | 39 | 45 | 43 200 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 20 | 19 200 |
| Newspapers | 15 | 22 | 21 100 | |
| Magazine websites | 9 | 8 | 7 700 | |
| Newspaper websites | 11 | 10 | 9 600 | |
| Blogs | 6 | 3 | 2 900 | |
| Social media | 28 | 17 | 16 300 | |
| Other websites | 50 | 45 | 43 200 | |
| Television | 19 | 22 | 21 100 | |
| Radio | 3 | 4 | 3 800 | |
| Direct mail | 35 | 44 | 42 200 | |
| None of these | 16 | 18 | 17 300 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 36 | 34 500 |
| Newspapers | 8 | 13 | 12 500 | |
| Magazine websites | 10 | 14 | 13 400 | |
| Newspaper websites | 7 | 8 | 7 700 | |
| Blogs | 7 | 6 | 5 800 | |
| Social media | 31 | 31 | 29 700 | |
| Other websites | 17 | 19 | 18 200 | |
| Television | 14 | 19 | 18 200 | |
| Radio | 2 | 2 | 1 900 | |
| Direct mail | 17 | 27 | 25 900 | |
| None of these | 43 | 32 | 30 700 | |
| Information sources, travel | Print magazines | 16 | 26 | 24 900 |
| Newspapers | 15 | 22 | 21 100 | |
| Magazine websites | 10 | 12 | 11 500 | |
| Newspaper websites | 11 | 12 | 11 500 | |
| Blogs | 12 | 9 | 8 600 | |
| Social media | 38 | 33 | 31 600 | |
| Other websites | 49 | 52 | 49 900 | |
| Television | 17 | 22 | 21 100 | |
| Radio | 3 | 4 | 3 800 | |
| Direct mail | 9 | 13 | 12 500 | |
| None of these | 25 | 19 | 18 200 | |
| Information sources, style and fashion | Print magazines | 22 | 42 | 40 300 |
| Newspapers | 11 | 18 | 17 300 | |
| Magazine websites | 12 | 17 | 16 300 | |
| Newspaper websites | 8 | 10 | 9 600 | |
| Blogs | 9 | 7 | 6 700 | |
| Social media | 37 | 35 | 33 600 | |
| Other websites | 34 | 37 | 35 500 | |
| Television | 18 | 24 | 23 000 | |
| Radio | 2 | 2 | 1 900 | |
| Direct mail | 25 | 36 | 34 500 | |
| None of these | 28 | 18 | 17 300 | |
| Information sources, building and renovating | Print magazines | 17 | 26 | 24 900 |
| Newspapers | 13 | 19 | 18 200 | |
| Magazine websites | 9 | 10 | 9 600 | |
| Newspaper websites | 9 | 10 | 9 600 | |
| Blogs | 7 | 5 | 4 800 | |
| Social media | 26 | 23 | 22 100 | |
| Other websites | 33 | 31 | 29 700 | |
| Television | 18 | 21 | 20 100 | |
| Radio | 2 | 2 | 1 900 | |
| Direct mail | 27 | 37 | 35 500 | |
| None of these | 31 | 29 | 27 800 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 53 | 50 800 |
| Newspapers | 25 | 35 | 33 600 | |
| Magazine websites | 21 | 25 | 24 000 | |
| Newspaper websites | 23 | 24 | 23 000 | |
| Blogs | 14 | 11 | 10 500 | |
| Social media | 45 | 39 | 37 400 | |
| Other websites | 32 | 31 | 29 700 | |
| Television | 29 | 34 | 32 600 | |
| Radio | 7 | 7 | 6 700 | |
| Direct mail | 26 | 35 | 33 600 | |
| None of these | 11 | 6 | 5 800 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 11 | 10 500 |
| Newspapers | 10 | 13 | 12 500 | |
| Magazine websites | 3 | 3 | 2 900 | |
| Newspaper websites | 5 | 6 | 5 800 | |
| Blogs | 1 | 1 | 1 000 | |
| Social media | 12 | 10 | 9 600 | |
| Other websites | 27 | 27 | 25 900 | |
| Television | 12 | 16 | 15 300 | |
| Radio | 2 | 2 | 1 900 | |
| Direct mail | 16 | 21 | 20 100 | |
| None of these | 52 | 48 | 46 000 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 41 | 39 300 |
| Newspapers | 14 | 20 | 19 200 | |
| Magazine websites | 11 | 15 | 14 400 | |
| Newspaper websites | 9 | 9 | 8 600 | |
| Blogs | 7 | 6 | 5 800 | |
| Social media | 31 | 28 | 26 900 | |
| Other websites | 31 | 29 | 27 800 | |
| Television | 19 | 22 | 21 100 | |
| Radio | 2 | 1 | 1 000 | |
| Direct mail | 31 | 41 | 39 300 | |
| None of these | 24 | 17 | 16 300 | |
| Information sources, saving and investing | Print magazines | 9 | 10 | 9 600 |
| Newspapers | 11 | 12 | 11 500 | |
| Magazine websites | 6 | 5 | 4 800 | |
| Newspaper websites | 11 | 9 | 8 600 | |
| Blogs | 7 | 4 | 3 800 | |
| Social media | 22 | 13 | 12 500 | |
| Other websites | 32 | 27 | 25 900 | |
| Television | 8 | 7 | 6 700 | |
| Radio | 3 | 2 | 1 900 | |
| Direct mail | 4 | 4 | 3 800 | |
| None of these | 44 | 52 | 49 900 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 25 | 24 000 |
| Newspapers | 13 | 20 | 19 200 | |
| Magazine websites | 8 | 10 | 9 600 | |
| Newspaper websites | 9 | 13 | 12 500 | |
| Blogs | 5 | 4 | 3 800 | |
| Social media | 26 | 21 | 20 100 | |
| Other websites | 39 | 40 | 38 400 | |
| Television | 13 | 15 | 14 400 | |
| Radio | 3 | 2 | 1 900 | |
| Direct mail | 15 | 25 | 24 000 | |
| None of these | 36 | 28 | 26 900 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 19 | 18 200 |
| Newspapers | 16 | 21 | 20 100 | |
| Magazine websites | 7 | 8 | 7 700 | |
| Newspaper websites | 9 | 11 | 10 500 | |
| Blogs | 5 | 3 | 2 900 | |
| Social media | 26 | 19 | 18 200 | |
| Other websites | 42 | 39 | 37 400 | |
| Television | 14 | 18 | 17 300 | |
| Radio | 2 | 2 | 1 900 | |
| Direct mail | 30 | 39 | 37 400 | |
| None of these | 28 | 25 | 24 000 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 14 | 13 400 |
| Well-being and health | 50 | 64 | 61 400 | |
| Charity work | 13 | 13 | 12 500 | |
| Self development | 32 | 35 | 33 600 | |
| Celebrities | 14 | 13 | 12 500 | |
| Fishing | 16 | 6 | 5 800 | |
| Beauty care and cosmetics | 16 | 28 | 26 900 | |
| Literature | 27 | 42 | 40 300 | |
| Domestic and foreign news | 52 | 60 | 57 500 | |
| Domestic travel | 32 | 37 | 35 500 | |
| Culture | 33 | 49 | 47 000 | |
| Crafts | 25 | 39 | 37 400 | |
| Nature and going outdoor | 52 | 53 | 50 800 | |
| Hunting | 10 | 4 | 3 800 | |
| Style and fashion | 20 | 39 | 37 400 | |
| Music and concerts | 36 | 40 | 38 400 | |
| Going on summer cottage | 29 | 38 | 36 400 | |
| Local affairs | 55 | 65 | 62 300 | |
| Computer/console/mobile playing | 17 | 4 | 3 800 | |
| Politics | 42 | 43 | 41 200 | |
| Gardening and plants | 30 | 62 | 59 500 | |
| Building and renovating | 34 | 47 | 45 100 | |
| Food and drink | 38 | 43 | 41 200 | |
| Cooking, baking, recipes | 38 | 55 | 52 700 | |
| Investment | 23 | 19 | 18 200 | |
| Decorating | 28 | 73 | 70 000 | |
| Economic and finances | 35 | 38 | 36 400 | |
| Science | 35 | 24 | 23 000 | |
| Travelling abroad | 34 | 40 | 38 400 | |
| Sports, exercising | 45 | 37 | 35 500 | |
| Sailing, boating | 10 | 6 | 5 800 | |
| Consumer electronics and information technology | 21 | 8 | 7 700 | |
| Environmental matters | 31 | 36 | 34 500 | |
| 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 | 1 000 |
| Buying an apartment | 11 | 9 | 8 600 | |
| Home renovation | 27 | 28 | 26 900 | |
| Buying a car | 27 | 22 | 21 100 | |
| Buying a boat | 3 | 3 | 2 900 | |
| None of these | 51 | 54 | 51 800 | |
| Purchases in the last 12 months | Furniture and furnishings | 44 | 43 | 41 200 |
| Repair and construction products | 39 | 40 | 38 400 | |
| Domestic appliances | 38 | 42 | 40 300 | |
| Electronics or IT products | 49 | 39 | 37 400 | |
| Cars | 19 | 17 | 16 300 | |
| Clothing and footwear | 84 | 86 | 82 500 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 42 | 40 300 | |
| Sports clothing, footwear or equipment | 58 | 60 | 57 500 | |
| Saving or investing products or services | 29 | 28 | 26 900 | |
| Cosmetics and beauty products | 49 | 66 | 63 300 | |
| Mobile phones | 29 | 26 | 24 900 | |
| Travels | 50 | 56 | 53 700 | |
| Products and services for health and well-being | 61 | 69 | 66 200 | |
| None of the above | 1 | 1 | 1 000 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 30 | 29 | 27 800 |
| Repair and construction products | 33 | 36 | 34 500 | |
| Domestic appliances | 18 | 17 | 16 300 | |
| Electronics or IT products | 27 | 14 | 13 400 | |
| Cars | 14 | 9 | 8 600 | |
| Clothing and footwear | 67 | 70 | 67 100 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 28 | 26 900 | |
| Sports clothing, footwear or equipment | 44 | 42 | 40 300 | |
| Saving or investing products or services | 24 | 25 | 24 000 | |
| Cosmetics and beauty products | 38 | 54 | 51 800 | |
| Mobile phones | 16 | 13 | 12 500 | |
| Travels | 46 | 52 | 49 900 | |
| Products and services for health and well-being | 49 | 56 | 53 700 | |
| None of the above | 6 | 5 | 4 800 | |
| Will consider switching over the next 12 months | Bank | 7 | 7 | 6 700 |
| Insurance company | 11 | 9 | 8 600 | |
| electric company | 17 | 14 | 13 400 | |
| Internet Connection | 10 | 6 | 5 800 | |
| Phone-subscription | 14 | 10 | 9 600 | |
| None of the above | 48 | 52 | 49 900 | |
| Can not say | 18 | 20 | 19 200 | |
| Uses of extra money | Magazines, books, movies | 16 | 21 | 20 100 |
| Eating, drinking, partying in a restaurant | 35 | 31 | 29 700 | |
| Exercise hobbies and equipment | 28 | 25 | 24 000 | |
| Cultural events (e.g. concerts, theater, festivals) | 36 | 44 | 42 200 | |
| Renovation, decoration | 23 | 26 | 24 900 | |
| Health services and one's own well-being | 22 | 26 | 24 900 | |
| Travelling | 44 | 51 | 48 900 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 7 | 6 700 | |
| Clothes, shoes and bags | 22 | 20 | 19 200 | |
| Home services (cleaning and other housekeeping services) | 5 | 8 | 7 700 | |
| Car, boat, motorcycle | 11 | 7 | 6 700 | |
| Cosmetics and beauty care | 12 | 16 | 15 300 | |
| Saving, investing | 49 | 45 | 43 200 | |
| Other | 8 | 7 | 6 700 | |
| There is no extra money after mandatory expenses | 8 | 6 | 5 800 | |
| Can not say | 3 | 3 | 2 900 | Source: NRS 2025 |
The total audience includes those who read printed and digital magazines.
|
Total reach 126 000
Only print
Only print
Print and online
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 82 | 81 500 |
| Men | 49 | 18 | 14 400 | |
| Native language | Finnish | 95 | 97 | 93 000 |
| Swedish | 5 | 3 | 2 900 | |
| Age | 15-24 y | 13 | 4 | 2 900 |
| 25-34 y | 14 | 6 | 3 800 | |
| 35-44 y | 14 | 9 | 7 700 | |
| 45-54 y | 14 | 19 | 18 200 | |
| 55-64 y | 15 | 23 | 23 000 | |
| 65+ y | 30 | 38 | 41 200 | |
| Gender + age | Female 15-29 years | 9 | 3 | 1 900 |
| Female 30-49 years | 14 | 19 | 16 300 | |
| Female 50+ years | 28 | 61 | 64 300 | |
| Male 15-29 years | 10 | 3 | 1 900 | |
| Male 30-49 years | 15 | 4 | 2 900 | |
| Male 50+ years | 24 | 11 | 9 600 | |
| Household position | Lives at home with parents | 7 | 3 | 1 900 |
| Lives alone | 29 | 25 | 23 000 | |
| Lives with spouse | 36 | 43 | 43 200 | |
| Lives with spouse and children | 24 | 24 | 22 100 | |
| Single parent | 2 | 3 | 2 900 | |
| Other | 3 | 2 | 1 900 | |
| Grandchildren under 18 years of age | Yes | 20 | 27 | 26 900 |
| No | 39 | 54 | 55 600 | |
| No answer (under 45 year olds) | 41 | 19 | 13 400 | |
| Education | Elementary school | 4 | 4 | 4 800 |
| Secondary school | 6 | 6 | 6 700 | |
| Vocational | 27 | 26 | 24 900 | |
| High school | 13 | 10 | 8 600 | |
| University of Applied Sciences | 20 | 18 | 16 300 | |
| University | 28 | 33 | 32 600 | |
| Something else | 2 | 3 | 2 900 | |
| Decision-maker in grocery purchases | Yes | 93 | 95 | 92 100 |
| No | 6 | 4 | 3 800 | |
| Can not say | 1 | 1 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 80 | 79 600 |
| No | 32 | 20 | 16 300 | |
| Size of the household | 1 pers | 28 | 25 | 23 000 |
| 2 pers | 38 | 44 | 46 000 | |
| 3 pers | 14 | 13 | 11 500 | |
| 4 pers | 12 | 11 | 10 500 | |
| 5+ pers | 7 | 6 | 5 800 | |
| Household income (gross) | Below 20 000 € /y | 10 | 5 | 3 800 |
| 20 000 - 35 000 € /y | 17 | 17 | 16 300 | |
| 35 001 - 50 000 € /y | 18 | 20 | 19 200 | |
| 50 001 - 85 000 € /y | 21 | 23 | 22 100 | |
| 85 001 - 100 000 € /y | 8 | 9 | 8 600 | |
| Over 100 000 € /y | 10 | 12 | 11 500 | |
| Dont want to tell | 5 | 7 | 6 700 | |
| Cant say / No answer | 10 | 7 | 6 700 | |
| Family with kids | Yes | 32 | 29 | 26 900 |
| No | 68 | 71 | 69 000 | |
| Number of children in the household (5th grade) | 1 child | 13 | 11 | 10 500 |
| 2 children | 13 | 12 | 10 500 | |
| 3 children | 5 | 4 | 3 800 | |
| 4 children | 1 | 1 | 1 000 | |
| 5+ children | 1 | 1 | 1 000 | |
| There are no children | 67 | 70 | 69 000 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 15 | 13 400 |
| Dog | 26 | 26 | 24 000 | |
| Some other pet | 5 | 6 | 4 800 | |
| No pets | 61 | 61 | 60 400 | |
| Health services used in the household | Public health services | 85 | 86 | 82 500 |
| Employer - funded health care services | 50 | 50 | 45 100 | |
| Private, self-funded healthcare services | 39 | 45 | 45 100 | |
| Private health insurance services | 26 | 27 | 23 000 | |
| No health care | 1 | 0 | 1 000 | |
| Can not say | 1 | 1 | 1 000 | |
| Housing | Apartment | 32 | 27 | 25 900 |
| Row house or semi-detached house | 17 | 20 | 18 200 | |
| Detached house | 46 | 49 | 48 000 | |
| Farm | 4 | 4 | 3 800 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 86 | 84 400 |
| Rented residence | 20 | 10 | 8 600 | |
| Right of residence apartment | 2 | 2 | 1 000 | |
| Something else | 1 | 1 | 1 000 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 51 | 50 800 |
| No | 58 | 48 | 45 100 | |
| Can not say | 1 | 1 | 1 000 | |
| Number of cars in household | One car | 45 | 45 | 45 100 |
| Two cars | 30 | 35 | 32 600 | |
| Three or more cars | 10 | 9 | 7 700 | |
| No car | 14 | 12 | 10 500 | |
| Type of car, if buying now | New | 21 | 24 | 24 000 |
| Used | 70 | 67 | 62 300 | |
| Company car | 5 | 3 | 1 900 | |
| Leasing (personal) | 9 | 10 | 8 600 | |
| Shared car | 3 | 4 | 4 800 | |
| Doesn't use a car | 8 | 9 | 9 600 | |
| Can not say | 5 | 4 | 3 800 | |
| Advertising ban at the door / mailbox | Yes | 27 | 24 | 22 100 |
| No | 72 | 76 | 72 900 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 10 | 7 700 |
| No | 76 | 85 | 83 400 | |
| Can not say | 5 | 5 | 4 800 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 21 | 21 100 |
| Turku or Tampere | 8 | 7 | 6 700 | |
| Oulu | 4 | 3 | 1 900 | |
| 70 000 - 150 000 inhabitants town | 14 | 15 | 14 400 | |
| Urban municipality | 25 | 26 | 24 900 | |
| Conurbation | 16 | 16 | 15 300 | |
| Countryside | 13 | 12 | 10 500 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 23 | 25 900 |
| 5-6 days a week | 4 | 6 | 6 700 | |
| 1-4 days a week | 24 | 35 | 35 500 | |
| Monthly | 25 | 23 | 20 100 | |
| Rarely | 26 | 11 | 6 700 | |
| Never | 8 | 1 | 1 000 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 27 | 23 000 |
| 5-6 days a week | 5 | 7 | 6 700 | |
| 1-4 days a week | 20 | 19 | 15 300 | |
| Monthly | 15 | 15 | 13 400 | |
| Rarely | 23 | 21 | 24 000 | |
| Never | 13 | 11 | 12 500 | |
| Can not say | 1 | 1 | 1 000 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 41 | 45 100 |
| 5-6 days a week | 5 | 5 | 4 800 | |
| 1-4 days a week | 23 | 24 | 21 100 | |
| Monthly | 15 | 13 | 10 500 | |
| Rarely | 24 | 15 | 10 500 | |
| Never | 8 | 3 | 2 900 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 63 | 58 500 |
| 5-6 days a week | 9 | 8 | 7 700 | |
| 1-4 days a week | 17 | 11 | 10 500 | |
| Monthly | 6 | 5 | 5 800 | |
| Rarely | 8 | 7 | 7 700 | |
| Never | 5 | 4 | 4 800 | |
| Can not say | 0 | 1 | 1 000 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 5 | 4 800 |
| 5-6 days a week | 4 | 6 | 4 800 | |
| 1-4 days a week | 41 | 48 | 48 000 | |
| Monthly | 18 | 14 | 13 400 | |
| Rarely | 23 | 20 | 18 200 | |
| Never | 9 | 6 | 4 800 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Free online TV services | Daily | 17 | 18 | 16 300 |
| 5-6 days a week | 10 | 13 | 12 500 | |
| 1-4 days a week | 30 | 30 | 28 800 | |
| Monthly | 21 | 18 | 16 300 | |
| Rarely | 15 | 17 | 16 300 | |
| Never | 6 | 5 | 4 800 | |
| Can not say | 1 | 1 | 1 000 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 14 | 13 400 |
| 5-6 days a week | 10 | 9 | 7 700 | |
| 1-4 days a week | 22 | 19 | 16 300 | |
| Monthly | 9 | 9 | 8 600 | |
| Rarely | 13 | 12 | 12 500 | |
| Never | 30 | 37 | 37 400 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 55 | 55 600 |
| 5-6 days a week | 10 | 13 | 12 500 | |
| 1-4 days a week | 19 | 16 | 14 400 | |
| Monthly | 12 | 8 | 6 700 | |
| Rarely | 12 | 6 | 5 800 | |
| Never | 3 | 1 | 1 000 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 39 | 38 400 |
| 5-6 days a week | 12 | 14 | 14 400 | |
| 1-4 days a week | 22 | 23 | 22 100 | |
| Monthly | 12 | 8 | 7 700 | |
| Rarely | 13 | 9 | 7 700 | |
| Never | 8 | 6 | 4 800 | |
| Can not say | 0 | 1 | 1 000 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 26 | 26 900 |
| 5-6 days a week | 6 | 6 | 5 800 | |
| 1-4 days a week | 16 | 17 | 15 300 | |
| Monthly | 13 | 11 | 10 500 | |
| Rarely | 27 | 27 | 25 900 | |
| Never | 15 | 12 | 10 500 | |
| Can not say | 1 | 1 | 1 000 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 18 | 17 300 |
| 5-6 days a week | 9 | 8 | 6 700 | |
| 1-4 days a week | 21 | 22 | 21 100 | |
| Monthly | 14 | 12 | 11 500 | |
| Rarely | 23 | 24 | 23 000 | |
| Never | 16 | 16 | 15 300 | |
| Can not say | 1 | 1 | 1 000 | |
| The frequency of listening: Podcasts | Daily | 6 | 2 | 1 900 |
| 5-6 days a week | 3 | 3 | 2 900 | |
| 1-4 days a week | 11 | 9 | 6 700 | |
| Monthly | 14 | 12 | 10 500 | |
| Rarely | 27 | 30 | 29 700 | |
| Never | 36 | 42 | 42 200 | |
| Can not say | 2 | 2 | 1 900 | |
| User frequency and following: Social media | Daily | 59 | 61 | 56 600 |
| 5-6 days a week | 8 | 7 | 6 700 | |
| 1-4 days a week | 8 | 7 | 6 700 | |
| Monthly | 3 | 2 | 1 900 | |
| Rarely | 6 | 6 | 6 700 | |
| Never | 16 | 18 | 18 200 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 10 | 7 700 |
| 5-6 days a week | 6 | 3 | 1 900 | |
| 1-4 days a week | 13 | 10 | 7 700 | |
| Monthly | 8 | 8 | 7 700 | |
| Rarely | 20 | 20 | 19 200 | |
| Never | 38 | 48 | 49 900 | |
| Can not say | 1 | 1 | 1 000 | |
| User frequency: Instant messaging | Daily | 69 | 70 | 65 200 |
| 5-6 days a week | 11 | 10 | 9 600 | |
| 1-4 days a week | 9 | 9 | 8 600 | |
| Monthly | 3 | 2 | 2 900 | |
| Rarely | 2 | 2 | 1 900 | |
| Never | 6 | 6 | 6 700 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: Printed books | Daily | 16 | 22 | 23 000 |
| 5-6 days a week | 6 | 7 | 6 700 | |
| 1-4 days a week | 14 | 14 | 13 400 | |
| Monthly | 22 | 23 | 22 100 | |
| Rarely | 34 | 29 | 25 900 | |
| Never | 7 | 5 | 4 800 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 2 900 |
| 5-6 days a week | 1 | 2 | 1 900 | |
| 1-4 days a week | 4 | 4 | 4 800 | |
| Monthly | 7 | 6 | 4 800 | |
| Rarely | 30 | 28 | 25 900 | |
| Never | 53 | 56 | 54 700 | |
| Can not say | 1 | 1 | 1 000 | |
| Listening frequency: Audiobooks | Daily | 6 | 7 | 5 800 |
| 5-6 days a week | 3 | 3 | 2 900 | |
| 1-4 days a week | 6 | 5 | 4 800 | |
| Monthly | 8 | 8 | 7 700 | |
| Rarely | 23 | 21 | 20 100 | |
| Never | 54 | 55 | 52 700 | |
| Can not say | 1 | 1 | 0 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 9 | 6 700 |
| 5-6 days a week | 9 | 6 | 4 800 | |
| 1-4 days a week | 23 | 20 | 18 200 | |
| Monthly | 21 | 23 | 22 100 | |
| Rarely | 17 | 25 | 24 900 | |
| Never | 10 | 16 | 18 200 | |
| Can not say | 0 | 1 | 1 000 | |
| Usage/following: Linkedl | Daily | 4 | 4 | 3 800 |
| 5-6 days a week | 2 | 2 | 1 900 | |
| 1-4 days a week | 8 | 9 | 7 700 | |
| Monthly | 8 | 8 | 6 700 | |
| Rarely | 12 | 11 | 9 600 | |
| Never | 59 | 61 | 59 500 | |
| Cant say / No answer | 6 | 6 | 6 700 | |
| Usage/following: Facebook | Daily | 39 | 49 | 46 000 |
| 5-6 days a week | 8 | 7 | 6 700 | |
| 1-4 days a week | 11 | 10 | 9 600 | |
| Monthly | 6 | 4 | 3 800 | |
| Rarely | 9 | 5 | 4 800 | |
| Never | 22 | 19 | 18 200 | |
| Cant say / No answer | 4 | 5 | 5 800 | |
| Usage/Following: Instagram | Daily | 32 | 33 | 29 700 |
| 5-6 days a week | 7 | 6 | 5 800 | |
| 1-4 days a week | 9 | 9 | 8 600 | |
| Monthly | 5 | 4 | 3 800 | |
| Rarely | 9 | 10 | 9 600 | |
| Never | 33 | 32 | 32 600 | |
| Cant say / No answer | 5 | 5 | 5 800 | |
| Usage/following rate: Snapchat | Daily | 15 | 7 | 4 800 |
| 5-6 days a week | 2 | 2 | 1 900 | |
| 1-4 days a week | 3 | 2 | 1 000 | |
| Monthly | 2 | 2 | 1 000 | |
| Rarely | 5 | 5 | 4 800 | |
| Never | 69 | 76 | 74 800 | |
| Cant say / No answer | 5 | 6 | 6 700 | |
| Usage/Following: Twitter | Daily | 5 | 3 | 2 900 |
| 5-6 days a week | 2 | 1 | 1 000 | |
| 1-4 days a week | 4 | 3 | 1 900 | |
| Monthly | 5 | 3 | 2 900 | |
| Rarely | 11 | 8 | 7 700 | |
| Never | 68 | 76 | 73 800 | |
| Cant say / No answer | 5 | 5 | 6 700 | |
| Usage/Following: TikTok | Daily | 10 | 4 | 2 900 |
| 5-6 days a week | 3 | 2 | 1 900 | |
| 1-4 days a week | 4 | 5 | 3 800 | |
| Monthly | 3 | 3 | 1 900 | |
| Rarely | 8 | 9 | 8 600 | |
| Never | 68 | 72 | 70 000 | |
| Cant say / No answer | 4 | 5 | 5 800 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 15 | 14 400 |
| Partially agree | 43 | 41 | 38 400 | |
| Partially disagree | 30 | 31 | 29 700 | |
| Completely disagree | 10 | 10 | 10 500 | |
| Can not say | 3 | 4 | 3 800 | |
| I prefer domestic products | Completely agree | 33 | 34 | 31 600 |
| Partially agree | 55 | 58 | 56 600 | |
| Partially disagree | 9 | 7 | 6 700 | |
| Completely disagree | 1 | 0 | 0 | |
| Can not say | 2 | 1 | 1 000 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 19 | 18 200 |
| Partially agree | 54 | 63 | 61 400 | |
| Partially disagree | 18 | 14 | 12 500 | |
| Completely disagree | 4 | 2 | 1 900 | |
| Can not say | 3 | 2 | 1 900 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 22 | 21 100 |
| Partially agree | 58 | 60 | 58 500 | |
| Partially disagree | 15 | 15 | 13 400 | |
| Completely disagree | 1 | 1 | 1 000 | |
| Can not say | 2 | 2 | 1 900 | |
| I usually choose the cheapest option | Completely agree | 12 | 12 | 10 500 |
| Partially agree | 48 | 46 | 43 200 | |
| Partially disagree | 33 | 36 | 35 500 | |
| Completely disagree | 5 | 6 | 5 800 | |
| Can not say | 2 | 1 | 1 000 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 39 | 36 400 |
| Partially agree | 50 | 50 | 48 000 | |
| Partially disagree | 9 | 9 | 8 600 | |
| Completely disagree | 2 | 2 | 1 900 | |
| Can not say | 1 | 1 | 1 000 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 5 | 4 800 |
| Partially agree | 24 | 24 | 22 100 | |
| Partially disagree | 38 | 39 | 37 400 | |
| Completely disagree | 24 | 22 | 20 100 | |
| Can not say | 9 | 11 | 10 500 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 3 800 |
| Partially agree | 36 | 39 | 37 400 | |
| Partially disagree | 45 | 45 | 43 200 | |
| Completely disagree | 11 | 10 | 8 600 | |
| Can not say | 4 | 2 | 1 900 | |
| I prefer local shops and services | Completely agree | 27 | 31 | 30 700 |
| Partially agree | 58 | 57 | 54 700 | |
| Partially disagree | 11 | 10 | 8 600 | |
| Completely disagree | 1 | 1 | 1 000 | |
| Can not say | 2 | 1 | 1 000 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 5 | 4 800 |
| Partially agree | 28 | 29 | 25 900 | |
| Partially disagree | 29 | 28 | 26 900 | |
| Completely disagree | 32 | 31 | 30 700 | |
| Can not say | 7 | 7 | 7 700 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 8 | 7 700 |
| Partially agree | 32 | 34 | 32 600 | |
| Partially disagree | 37 | 37 | 36 400 | |
| Completely disagree | 20 | 18 | 17 300 | |
| Can not say | 2 | 2 | 1 900 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 19 | 18 200 |
| Partially agree | 50 | 54 | 53 700 | |
| Partially disagree | 24 | 21 | 19 200 | |
| Completely disagree | 6 | 3 | 2 900 | |
| Can not say | 4 | 2 | 1 900 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 19 | 18 200 |
| Partially agree | 51 | 57 | 55 600 | |
| Partially disagree | 22 | 19 | 17 300 | |
| Completely disagree | 6 | 3 | 2 900 | |
| Can not say | 3 | 2 | 2 900 | |
| I prefer well-known brands | Completely agree | 12 | 12 | 11 500 |
| Partially agree | 58 | 58 | 55 600 | |
| Partially disagree | 21 | 23 | 21 100 | |
| Completely disagree | 5 | 5 | 4 800 | |
| Can not say | 3 | 3 | 2 900 | |
| I prefer used products in my purchases | Completely agree | 14 | 15 | 14 400 |
| Partially agree | 41 | 38 | 36 400 | |
| Partially disagree | 31 | 32 | 30 700 | |
| Completely disagree | 12 | 13 | 12 500 | |
| Can not say | 3 | 2 | 1 900 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 17 | 16 300 |
| Quite positively | 61 | 62 | 59 500 | |
| Quite negatively | 16 | 13 | 12 500 | |
| Very negative | 4 | 3 | 1 900 | |
| Can not say | 6 | 5 | 5 800 | |
| Magazines | Very positive | 13 | 16 | 16 300 |
| Quite positively | 60 | 60 | 57 500 | |
| Quite negatively | 17 | 16 | 15 300 | |
| Very negative | 4 | 3 | 1 900 | |
| Can not say | 6 | 5 | 4 800 | |
| Free and local newspapers | Very positive | 24 | 32 | 31 600 |
| Quite positively | 56 | 51 | 48 000 | |
| Quite negatively | 11 | 9 | 8 600 | |
| Very negative | 4 | 2 | 1 900 | |
| Can not say | 6 | 5 | 5 800 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 8 | 7 700 |
| Quite positively | 45 | 44 | 42 200 | |
| Quite negatively | 30 | 28 | 25 900 | |
| Very negative | 10 | 9 | 7 700 | |
| Can not say | 8 | 11 | 12 500 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 6 | 5 800 |
| Quite positively | 33 | 33 | 29 700 | |
| Quite negatively | 32 | 32 | 29 700 | |
| Very negative | 17 | 15 | 14 400 | |
| Can not say | 12 | 15 | 16 300 | |
| Blogs | Very positive | 4 | 4 | 3 800 |
| Quite positively | 25 | 21 | 19 200 | |
| Quite negatively | 29 | 27 | 24 900 | |
| Very negative | 16 | 15 | 13 400 | |
| Can not say | 26 | 34 | 35 500 | |
| Newsletters to email | Very positive | 2 | 3 | 2 900 |
| Quite positively | 17 | 18 | 17 300 | |
| Quite negatively | 34 | 35 | 33 600 | |
| Very negative | 43 | 41 | 38 400 | |
| Can not say | 4 | 4 | 3 800 | |
| Other websites | Very positive | 3 | 3 | 2 900 |
| Quite positively | 38 | 36 | 33 600 | |
| Quite negatively | 34 | 31 | 29 700 | |
| Very negative | 14 | 12 | 10 500 | |
| Can not say | 11 | 18 | 18 200 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 9 | 8 600 |
| Quite positively | 46 | 47 | 45 100 | |
| Quite negatively | 29 | 29 | 28 800 | |
| Very negative | 13 | 11 | 9 600 | |
| Can not say | 4 | 4 | 3 800 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 5 | 4 800 |
| Quite positively | 35 | 35 | 33 600 | |
| Quite negatively | 33 | 32 | 31 600 | |
| Very negative | 20 | 20 | 18 200 | |
| Can not say | 7 | 8 | 8 600 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 25 | 24 900 |
| Quite positively | 46 | 45 | 42 200 | |
| Quite negatively | 17 | 14 | 13 400 | |
| Very negative | 14 | 11 | 10 500 | |
| Can not say | 5 | 5 | 4 800 | |
| Out-of-home advertising | Very positive | 11 | 12 | 11 500 |
| Quite positively | 52 | 51 | 47 000 | |
| Quite negatively | 21 | 19 | 18 200 | |
| Very negative | 9 | 8 | 7 700 | |
| Can not say | 8 | 11 | 12 500 | 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 | 23 | 22 100 |
| Partially agree | 60 | 62 | 60 400 | |
| Partially disagree | 11 | 8 | 7 700 | |
| Completely disagree | 3 | 2 | 1 900 | |
| Can not say | 9 | 5 | 4 800 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 22 | 21 100 |
| Partially agree | 57 | 60 | 57 500 | |
| Partially disagree | 14 | 10 | 9 600 | |
| Completely disagree | 5 | 4 | 3 800 | |
| Can not say | 8 | 5 | 3 800 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 25 | 24 000 |
| Partially agree | 46 | 45 | 43 200 | |
| Partially disagree | 12 | 9 | 8 600 | |
| Completely disagree | 5 | 4 | 4 800 | |
| Can not say | 15 | 16 | 16 300 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 33 | 30 700 |
| Partially agree | 49 | 50 | 48 900 | |
| Partially disagree | 7 | 5 | 4 800 | |
| Completely disagree | 2 | 2 | 1 900 | |
| Can not say | 10 | 9 | 9 600 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 19 | 18 200 |
| Partially agree | 51 | 52 | 50 800 | |
| Partially disagree | 14 | 10 | 9 600 | |
| Completely disagree | 3 | 2 | 1 900 | |
| Can not say | 16 | 17 | 16 300 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 14 | 13 400 |
| Partially agree | 52 | 54 | 50 800 | |
| Partially disagree | 18 | 13 | 12 500 | |
| Completely disagree | 3 | 2 | 1 900 | |
| Can not say | 17 | 17 | 16 300 | |
| Finnish magazines are of high quality | Completely agree | 23 | 30 | 28 800 |
| Partially agree | 58 | 56 | 53 700 | |
| Partially disagree | 9 | 7 | 6 700 | |
| Completely disagree | 1 | 1 | 1 000 | |
| Can not say | 9 | 6 | 4 800 | |
| I follow important magazines on social media | Completely agree | 7 | 8 | 7 700 |
| Partially agree | 25 | 28 | 25 900 | |
| Partially disagree | 23 | 22 | 21 100 | |
| Completely disagree | 36 | 32 | 31 600 | |
| Can not say | 10 | 10 | 9 600 | |
| I read important magazines from cover to cover | Completely agree | 16 | 23 | 24 000 |
| Partially agree | 33 | 39 | 38 400 | |
| Partially disagree | 29 | 22 | 20 100 | |
| Completely disagree | 17 | 13 | 10 500 | |
| Can not say | 5 | 3 | 2 900 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 12 | 12 500 |
| Partially agree | 45 | 48 | 46 000 | |
| Partially disagree | 28 | 23 | 21 100 | |
| Completely disagree | 10 | 9 | 8 600 | |
| Can not say | 10 | 8 | 6 700 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 13 | 12 500 |
| Partially agree | 35 | 36 | 35 500 | |
| Partially disagree | 23 | 22 | 20 100 | |
| Completely disagree | 23 | 22 | 21 100 | |
| Can not say | 9 | 7 | 5 800 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 13 | 12 500 |
| Partially agree | 33 | 37 | 36 400 | |
| Partially disagree | 27 | 24 | 22 100 | |
| Completely disagree | 24 | 20 | 19 200 | |
| Can not say | 8 | 6 | 5 800 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 21 | 20 100 |
| Partially agree | 50 | 53 | 51 800 | |
| Partially disagree | 19 | 15 | 12 500 | |
| Completely disagree | 13 | 9 | 8 600 | |
| Can not say | 5 | 3 | 2 900 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 13 | 13 400 |
| Partially agree | 29 | 37 | 36 400 | |
| Partially disagree | 27 | 23 | 22 100 | |
| Completely disagree | 29 | 22 | 21 100 | |
| Can not say | 7 | 5 | 3 800 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 2 | 1 900 |
| Partially agree | 18 | 16 | 15 300 | |
| Partially disagree | 33 | 34 | 30 700 | |
| Completely disagree | 38 | 38 | 37 400 | |
| Can not say | 10 | 11 | 10 500 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 23 | 23 000 |
| Partially agree | 41 | 43 | 42 200 | |
| Partially disagree | 23 | 21 | 19 200 | |
| Completely disagree | 12 | 8 | 6 700 | |
| Can not say | 8 | 5 | 3 800 | 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 | 12 | 12 500 |
| Newspapers | 12 | 14 | 14 400 | |
| Magazine websites | 7 | 6 | 4 800 | |
| Newspaper websites | 8 | 8 | 6 700 | |
| Blogs | 3 | 2 | 1 000 | |
| Social media | 16 | 12 | 9 600 | |
| Other websites | 44 | 38 | 34 500 | |
| Television | 11 | 11 | 11 500 | |
| Radio | 2 | 2 | 1 000 | |
| Direct mail | 10 | 13 | 13 400 | |
| None of these | 39 | 44 | 43 200 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 18 | 19 200 |
| Newspapers | 15 | 20 | 21 100 | |
| Magazine websites | 9 | 9 | 7 700 | |
| Newspaper websites | 11 | 11 | 9 600 | |
| Blogs | 6 | 4 | 2 900 | |
| Social media | 28 | 20 | 16 300 | |
| Other websites | 50 | 46 | 43 200 | |
| Television | 19 | 21 | 21 100 | |
| Radio | 3 | 3 | 3 800 | |
| Direct mail | 35 | 43 | 42 200 | |
| None of these | 16 | 18 | 17 300 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 33 | 34 500 |
| Newspapers | 8 | 12 | 12 500 | |
| Magazine websites | 10 | 15 | 13 400 | |
| Newspaper websites | 7 | 9 | 7 700 | |
| Blogs | 7 | 7 | 5 800 | |
| Social media | 31 | 34 | 29 700 | |
| Other websites | 17 | 19 | 18 200 | |
| Television | 14 | 19 | 18 200 | |
| Radio | 2 | 3 | 1 900 | |
| Direct mail | 17 | 26 | 25 900 | |
| None of these | 43 | 32 | 30 700 | |
| Information sources, travel | Print magazines | 16 | 25 | 24 900 |
| Newspapers | 15 | 20 | 21 100 | |
| Magazine websites | 10 | 14 | 11 500 | |
| Newspaper websites | 11 | 13 | 11 500 | |
| Blogs | 12 | 11 | 8 600 | |
| Social media | 38 | 36 | 31 600 | |
| Other websites | 49 | 53 | 49 900 | |
| Television | 17 | 22 | 21 100 | |
| Radio | 3 | 4 | 3 800 | |
| Direct mail | 9 | 12 | 12 500 | |
| None of these | 25 | 19 | 18 200 | |
| Information sources, style and fashion | Print magazines | 22 | 39 | 40 300 |
| Newspapers | 11 | 16 | 17 300 | |
| Magazine websites | 12 | 19 | 16 300 | |
| Newspaper websites | 8 | 10 | 9 600 | |
| Blogs | 9 | 8 | 6 700 | |
| Social media | 37 | 37 | 33 600 | |
| Other websites | 34 | 37 | 35 500 | |
| Television | 18 | 24 | 23 000 | |
| Radio | 2 | 2 | 1 900 | |
| Direct mail | 25 | 34 | 34 500 | |
| None of these | 28 | 18 | 17 300 | |
| Information sources, building and renovating | Print magazines | 17 | 25 | 24 900 |
| Newspapers | 13 | 18 | 18 200 | |
| Magazine websites | 9 | 12 | 9 600 | |
| Newspaper websites | 9 | 10 | 9 600 | |
| Blogs | 7 | 7 | 4 800 | |
| Social media | 26 | 25 | 22 100 | |
| Other websites | 33 | 32 | 29 700 | |
| Television | 18 | 22 | 20 100 | |
| Radio | 2 | 2 | 1 900 | |
| Direct mail | 27 | 35 | 35 500 | |
| None of these | 31 | 29 | 27 800 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 51 | 50 800 |
| Newspapers | 25 | 32 | 33 600 | |
| Magazine websites | 21 | 26 | 24 000 | |
| Newspaper websites | 23 | 26 | 23 000 | |
| Blogs | 14 | 13 | 10 500 | |
| Social media | 45 | 42 | 37 400 | |
| Other websites | 32 | 32 | 29 700 | |
| Television | 29 | 33 | 32 600 | |
| Radio | 7 | 7 | 6 700 | |
| Direct mail | 26 | 34 | 33 600 | |
| None of these | 11 | 6 | 5 800 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 10 | 10 500 |
| Newspapers | 10 | 12 | 12 500 | |
| Magazine websites | 3 | 4 | 2 900 | |
| Newspaper websites | 5 | 6 | 5 800 | |
| Blogs | 1 | 2 | 1 000 | |
| Social media | 12 | 12 | 9 600 | |
| Other websites | 27 | 28 | 25 900 | |
| Television | 12 | 16 | 15 300 | |
| Radio | 2 | 2 | 1 900 | |
| Direct mail | 16 | 20 | 20 100 | |
| None of these | 52 | 48 | 46 000 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 38 | 39 300 |
| Newspapers | 14 | 18 | 19 200 | |
| Magazine websites | 11 | 16 | 14 400 | |
| Newspaper websites | 9 | 10 | 8 600 | |
| Blogs | 7 | 7 | 5 800 | |
| Social media | 31 | 31 | 26 900 | |
| Other websites | 31 | 30 | 27 800 | |
| Television | 19 | 22 | 21 100 | |
| Radio | 2 | 2 | 1 000 | |
| Direct mail | 31 | 40 | 39 300 | |
| None of these | 24 | 17 | 16 300 | |
| Information sources, saving and investing | Print magazines | 9 | 10 | 9 600 |
| Newspapers | 11 | 12 | 11 500 | |
| Magazine websites | 6 | 6 | 4 800 | |
| Newspaper websites | 11 | 10 | 8 600 | |
| Blogs | 7 | 5 | 3 800 | |
| Social media | 22 | 16 | 12 500 | |
| Other websites | 32 | 28 | 25 900 | |
| Television | 8 | 8 | 6 700 | |
| Radio | 3 | 2 | 1 900 | |
| Direct mail | 4 | 5 | 3 800 | |
| None of these | 44 | 50 | 49 900 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 23 | 24 000 |
| Newspapers | 13 | 18 | 19 200 | |
| Magazine websites | 8 | 11 | 9 600 | |
| Newspaper websites | 9 | 12 | 12 500 | |
| Blogs | 5 | 5 | 3 800 | |
| Social media | 26 | 24 | 20 100 | |
| Other websites | 39 | 40 | 38 400 | |
| Television | 13 | 15 | 14 400 | |
| Radio | 3 | 3 | 1 900 | |
| Direct mail | 15 | 24 | 24 000 | |
| None of these | 36 | 28 | 26 900 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 18 | 18 200 |
| Newspapers | 16 | 20 | 20 100 | |
| Magazine websites | 7 | 9 | 7 700 | |
| Newspaper websites | 9 | 11 | 10 500 | |
| Blogs | 5 | 4 | 2 900 | |
| Social media | 26 | 21 | 18 200 | |
| Other websites | 42 | 41 | 37 400 | |
| Television | 14 | 18 | 17 300 | |
| Radio | 2 | 2 | 1 900 | |
| Direct mail | 30 | 39 | 37 400 | |
| None of these | 28 | 24 | 24 000 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 15 | 13 400 |
| Well-being and health | 50 | 65 | 61 400 | |
| Charity work | 13 | 15 | 12 500 | |
| Self development | 32 | 38 | 33 600 | |
| Celebrities | 14 | 14 | 12 500 | |
| Fishing | 16 | 9 | 5 800 | |
| Beauty care and cosmetics | 16 | 28 | 26 900 | |
| Literature | 27 | 41 | 40 300 | |
| Domestic and foreign news | 52 | 60 | 57 500 | |
| Domestic travel | 32 | 39 | 35 500 | |
| Culture | 33 | 49 | 47 000 | |
| Crafts | 25 | 38 | 37 400 | |
| Nature and going outdoor | 52 | 54 | 50 800 | |
| Hunting | 10 | 5 | 3 800 | |
| Style and fashion | 20 | 37 | 37 400 | |
| Music and concerts | 36 | 42 | 38 400 | |
| Going on summer cottage | 29 | 40 | 36 400 | |
| Local affairs | 55 | 65 | 62 300 | |
| Computer/console/mobile playing | 17 | 6 | 3 800 | |
| Politics | 42 | 43 | 41 200 | |
| Gardening and plants | 30 | 60 | 59 500 | |
| Building and renovating | 34 | 47 | 45 100 | |
| Food and drink | 38 | 46 | 41 200 | |
| Cooking, baking, recipes | 38 | 55 | 52 700 | |
| Investment | 23 | 21 | 18 200 | |
| Decorating | 28 | 69 | 70 000 | |
| Economic and finances | 35 | 37 | 36 400 | |
| Science | 35 | 28 | 23 000 | |
| Travelling abroad | 34 | 41 | 38 400 | |
| Sports, exercising | 45 | 38 | 35 500 | |
| Sailing, boating | 10 | 7 | 5 800 | |
| Consumer electronics and information technology | 21 | 10 | 7 700 | |
| Environmental matters | 31 | 36 | 34 500 | |
| None of the above | 0 | 0 | 0 | Source: NRS 2025 |
Online & social media
Magazine website
Magazine in Social Media
Some channels and Followers August 2025
Contact info
Media sales
- Fokus Media Finland Oy
- Hämeentie 135 A
- 00560 Helsinki
- www.fokusmedia.fi
Myyntipäällikkö
- Heli Pyhäluoto
- +358 50 308 1659
- heli.pyhaluoto@fokusmedia.fi
Kaupallinen johtaja
- Ilmari Piela
- +358 400 571 608
- ilmari.piela@fokusmedia.fi
Media
Publisher
- Fokus Media Finland Oy
Publisher
- Fokus Media Finland Oy
Päätoimittaja
- Jaana Kivipelto-Tulkki
Address
- Hämeentie 135 A
- 00560 Helsinki
Postal address
- Hämeentie 135 A
- 00560 Helsinki