Kotiliesi
An expert in good everyday life Kotiliesi invites readers to enjoy good everyday life. The magazine features over 7,000 tested recipes as well as the most interesting tips for crafts, gardening, and interior design. Kotiliesi offers topics that especially touch women, reliable health articles, and in-depth interviews with well-known Finns. Each issue of Kotiliesi includes an extensive crossword section for those who enjoy mental challenges. Finland’s oldest magazine brand may evoke nostalgic memories, but it effectively reaches different generations in print, on its website, and through active social media channels. The subscription includes membership in Kotiliesi Club, which brings monthly extra content, book benefits, and experiential events such as movie nights and author meetings. Members also receive digital editions of Deko, Maalla, and Kotiliesi Käsityö free of charge. Kotiliesi is published 25 times a year, including anticipated special issues such as the great gardening issue and the atmospheric Christmas editions. Toukola, Kotiliesi’s award-winning short video service especially inspires a younger target group on TikTok, Instagram, and elsewhere online. This concept, focused on short videos, offers inspiring content about cooking, interior design, gardening, DIY, and crafts. For advertisers, it is easy to join in with ready-made video concepts.
Issues per year
25 issues per year
Magazine website
Magazine in Social Media
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 31.12.2025 | 3.12.2025 | 8.12.2025 | Make familiar home dishes lighter. Relief for dry eyes. Most coveted vintage treasures. |
| 2 | 14.1.2026 | 15.12.2025 | 18.12.2025 | Rolls for every taste. Tame an upset stomach. Sauna stove maintenance guide. |
| 3 | 28.1.2026 | 2.1.2026 | 8.1.2026 | Women's health special issue: how to make lasting lifestyle changes and feel better. |
| 4 | 11.2.2026 | 19.1.2026 | 22.1.2026 | Best seasonal buns. Pet food and health services. |
| 5 | 25.2.2026 | 2.2.2026 | 5.2.2026 | Houseplants in a new way: tips and varieties. Tapas night with friends. Take care of your joints. |
| 6 | 18.3.2026 | 23.2.2026 | 26.2.2026 | Easter celebration at home: delicious dishes, cute crafts and table setting tips. |
| 7 | 25.3.2026 | 2.3.2026 | 5.3.2026 | Garden extra: garden dreams, new tools for gardeners and great climbing plant tips. |
| 8 | 8.4.2026 | 12.3.2026 | 17.3.2026 | Easy and quick pasta dishes. Keep your gut in balance. Spring maintenance for the cottage. |
| 9 | 22.4.2026 | 26.3.2026 | 31.3.2026 | Relaxed and festive May Day picnic. Savory pies. Sparkling wines for the celebration. |
| 10 | 6.5.2026 | 10.4.2026 | 15.4.2026 | Cakes for spring parties. Gift ideas for mothers and graduates. Take care of your heart. |
| 11 | 27.5.2026 | 30.4.2026 | 6.5.2026 | Grilling special. Stand out with summer knits. Take care of your memory. |
| 12 | 10.6.2026 | 18.5.2026 | 21.5.2026 | Pizza party with friends. Crochet and knit the loveliest summer accessories. |
| 13 | 24.6.2026 | 29.5.2026 | 3.6.2026 | Cheesecake and other delicious strawberry treats. Maintain your fluid balance. Tips for composting bio-waste. |
| 14 | 8.7.2026 | 12.6.2026 | 17.6.2026 | Summer snacks in grandma’s style. Relief for swollen feet. |
| 15 | 29.7.2026 | 6.7.2026 | 9.7.2026 | Nature special: experiences and strength from nature. Best bakes with currants. |
| 16 | 12.8.2026 | 20.7.2026 | 23.7.2026 | Get inspired by beautiful table settings and pick up ideas to turn your own tea moment into a celebration. The most beautiful summer flower ideas: hydrangeas and growing cut flowers. |
| 17 | 26.8.2026 | 3.8.2026 | 6.8.2026 | Treat your friends to apple pie. Autumn’s most anticipated new books. Vitamins to support wellbeing. |
| 18 | 9.9.2026 | 17.8.2026 | 20.8.2026 | Bright lingonberry treats. Vintage: decorate with second-hand. Nutrients to boost exercise. |
| 19 | 23.9.2026 | 31.8.2026 | 3.9.2026 | Cook popular Mexican dishes. Take care of your bones. Tips for home organization and storage. |
| 20 | 7.10.2026 | 14.9.2026 | 17.9.2026 | Spookily good for Halloween parties. Take care of oral health. Pet insurance comparison. |
| 21 | 21.10.2026 | 28.9.2026 | 1.10.2026 | Christmas at Toukola: bake, cook, knit and craft a cozy Christmas. |
| 22 | 4.11.2026 | 12.10.2026 | 15.10.2026 | Hearty pasta bakes. Enthusiasm and efficiency for cleaning. New help for sleep problems. |
| 23 | 18.11.2026 | 26.10.2026 | 29.10.2026 | Craft adorable small gifts. Easy treats for guests with puff pastry and pie dough. |
| 24 | 2.12.2026 | 9.11.2026 | 12.11.2026 | Christmas food special. Stunning table offerings and favorite gift wines. Thrive after menopause. |
| 25 | 16.12.2026 | 23.11.2026 | 26.11.2026 | Tastiest treats and atmospheric foods perfect for New Year’s celebrations. Keep your stomach healthy during the festive season. |
Ei aikatauluja vuodelle 2027.
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 460 x 297 mm | 5 mm | 11 480 € |
| 2/1 landscape | 1. Spread | 460 x 297 mm | 5 mm | 12 640 € |
| 2/1 landscape | 2. Spread | 460 x 297 mm | 5 mm | 12 640 € |
| 1/1 portrait | Not specified | 230 x 297 mm | 5 mm | 6 380 € |
| 1/1 portrait | 2. Cover | 230 x 297 mm | 5 mm | 7 010 € |
| Takakansi portrait | Back cover | 230 x 267 mm | 5 mm | 7 010 € |
| 1/2 portrait | Not specified | 111 x 297 mm | 5 mm | 4 340 € |
| 1/2 landscape | Not specified | 230 x 146 mm | 5 mm | 4 340 € |
| 1/4 portrait | Not specified | 61 x 297 mm | 5 mm | 3 190 € |
| 1/4 landscape | Not specified | 230 x 70 mm | 5 mm | 3 190 € |
| 1/4 square | Not specified | 111 x 146 mm | 5 mm | 3 190 € | *) size without marginal Prices valid until 31.12.2026 |
Size
230 x 297 mm
Printing method
Offset
Binding
Perfect Binding
Printer
PunaMusta Oy
Delivery of ad material and instructions
Varauksen yhteydessä mainostajalle/aineiston toimittajalle lähtee sähköposti sisältäen linkin aineistontoimitusta varten. Linkkiin sisältyy kaikki kampanjaan/varaukseen liittyvät mediat.
ICC profile
Technical information
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Placement | Size | Bleed | Price (tax 0%) | *) size without marginal Prices valid until 31.12.2027 |
|---|
Size
230 x 297 mm
Printing method
Offset
Binding
Liimasidonta
Printer
PunaMusta Oy
Delivery of ad material and instructions
Varauksen yhteydessä mainostajalle/aineiston toimittajalle lähtee sähköposti sisältäen linkin aineistontoimitusta varten. Linkkiin sisältyy kaikki kampanjaan/varaukseen liittyvät mediat.
ICC profile
Technical information
"
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Description | Placement | Size | Price (tax 0%)  |
|---|---|---|---|---|
| Desktop | 980×400 px | 30 € / CPM (Cost per thousand) | ||
| Desktop | 980×120 px | 12 € / CPM (Cost per thousand) | ||
| Desktop | 300×250 px | 8 € / CPM (Cost per thousand) | ||
| Desktop | 300×500 px | 12 € / CPM (Cost per thousand) | ||
| Desktop | 300×750 px | 16 € / CPM (Cost per thousand) | ||
| Desktop | 468×400 px | 10 € / CPM (Cost per thousand) | ||
| Desktop | 560×400 px | 14 € / CPM (Cost per thousand) | ||
| Desktop | 160×600 px | 8 € / CPM (Cost per thousand) | ||
| Desktop | px | 18 € / CPM (Cost per thousand) | ||
| Mobile | 300×300 px | 18 € / CPM (Cost per thousand) | ||
| Mobile | 300×150 px | 12 € / CPM (Cost per thousand) | ||
| Mobile | px | 18 € / CPM (Cost per thousand) | ||
| Desktop | 980x552 px | 40 € / CPM (Cost per thousand) | Prices valid until 31.12.2026 |
| Ad | Description | Size | Price (tax 0%) |
Prices valid until 31.12.2027 |
|---|
Readers
Readers
192 200
Total reach
641 500
How many times read
1,8
Minutes of reading
76 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 192 200
Minutes of reading76 min
How many times read1,8
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 87 | 167 200 |
| Men | 49 | 13 | 25 000 | |
| Native language | Finnish | 95 | 97 | 186 400 |
| Swedish | 5 | 3 | 5 800 | |
| Age | 15-24 y | 13 | 5 | 9 600 |
| 25-34 y | 14 | 5 | 9 600 | |
| 35-44 y | 14 | 7 | 13 500 | |
| 45-54 y | 14 | 10 | 19 200 | |
| 55-64 y | 15 | 15 | 28 800 | |
| 65+ y | 30 | 57 | 109 600 | |
| Gender + age | Female 15-29 years | 9 | 5 | 9 600 |
| Female 30-49 years | 14 | 13 | 25 000 | |
| Female 50+ years | 28 | 69 | 132 600 | |
| Male 15-29 years | 10 | 2 | 3 800 | |
| Male 30-49 years | 15 | 2 | 3 800 | |
| Male 50+ years | 24 | 9 | 17 300 | |
| Household position | Lives at home with parents | 7 | 3 | 5 800 |
| Lives alone | 29 | 35 | 67 300 | |
| Lives with spouse | 36 | 42 | 80 700 | |
| Lives with spouse and children | 23 | 16 | 30 800 | |
| Single parent | 2 | 2 | 3 800 | |
| Other | 2 | 2 | 3 800 | |
| Grandchildren under 18 years of age | Yes | 20 | 31 | 59 600 |
| No | 39 | 51 | 98 000 | |
| No answer (under 45 year olds) | 41 | 18 | 34 600 | |
| Education | Elementary school | 4 | 6 | 11 500 |
| Secondary school | 6 | 7 | 13 500 | |
| Vocational | 26 | 26 | 50 000 | |
| High school | 13 | 12 | 23 100 | |
| University of Applied Sciences | 19 | 15 | 28 800 | |
| University | 30 | 32 | 61 500 | |
| Something else | 2 | 2 | 3 800 | |
| Decision-maker in grocery purchases | Yes | 93 | 96 | 184 500 |
| No | 7 | 4 | 7 700 | |
| Can not say | 0 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 82 | 157 600 |
| No | 32 | 18 | 34 600 | |
| Size of the household | 1 pers | 28 | 36 | 69 200 |
| 2 pers | 38 | 44 | 84 600 | |
| 3 pers | 14 | 9 | 17 300 | |
| 4 pers | 12 | 7 | 13 500 | |
| 5+ pers | 7 | 4 | 7 700 | |
| Household income (gross) | Below 20 000 € /y | 10 | 8 | 15 400 |
| 20 000 - 35 000 € /y | 15 | 23 | 44 200 | |
| 35 001 - 50 000 € /y | 18 | 21 | 40 400 | |
| 50 001 - 85 000 € /y | 21 | 19 | 36 500 | |
| 85 001 - 100 000 € /y | 8 | 7 | 13 500 | |
| Over 100 000 € /y | 12 | 8 | 15 400 | |
| Dont want to tell | 7 | 9 | 17 300 | |
| Cant say / No answer | 9 | 5 | 9 600 | |
| Family with kids | Yes | 33 | 20 | 38 400 |
| No | 67 | 80 | 153 800 | |
| Number of children in the household (5th grade) | 1 child | 13 | 9 | 17 300 |
| 2 children | 12 | 7 | 13 500 | |
| 3 children | 5 | 3 | 5 800 | |
| 4 children | 1 | 1 | 1 900 | |
| 5+ children | 1 | 1 | 1 900 | |
| There are no children | 67 | 80 | 153 800 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 13 | 25 000 |
| Dog | 24 | 20 | 38 400 | |
| Some other pet | 5 | 5 | 9 600 | |
| No pets | 62 | 68 | 130 700 | |
| Health services used in the household | Public health services | 85 | 89 | 171 100 |
| Employer - funded health care services | 51 | 34 | 65 300 | |
| Private, self-funded healthcare services | 39 | 50 | 96 100 | |
| Private health insurance services | 27 | 20 | 38 400 | |
| No health care | 1 | 1 | 1 900 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 33 | 34 | 65 300 |
| Row house or semi-detached house | 17 | 18 | 34 600 | |
| Detached house | 45 | 45 | 86 500 | |
| Farm | 4 | 3 | 5 800 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 81 | 155 700 |
| Rented residence | 22 | 16 | 30 800 | |
| Right of residence apartment | 2 | 2 | 3 800 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 43 | 82 600 |
| No | 58 | 56 | 107 600 | |
| Can not say | 1 | 1 | 1 900 | |
| Number of cars in household | One car | 46 | 51 | 98 000 |
| Two cars | 29 | 26 | 50 000 | |
| Three or more cars | 10 | 7 | 13 500 | |
| No car | 15 | 16 | 30 800 | |
| Type of car, if buying now | New | 18 | 21 | 40 400 |
| Used | 71 | 62 | 119 200 | |
| Company car | 5 | 2 | 3 800 | |
| Leasing (personal) | 9 | 7 | 13 500 | |
| Shared car | 2 | 2 | 3 800 | |
| Doesn't use a car | 8 | 12 | 23 100 | |
| Can not say | 5 | 7 | 13 500 | |
| Advertising ban at the door / mailbox | Yes | 29 | 22 | 42 300 |
| No | 70 | 78 | 149 900 | |
| Can not say | 1 | 1 | 1 900 | |
| Using AdBlocker or similar application | Yes | 19 | 9 | 17 300 |
| No | 75 | 84 | 161 400 | |
| Can not say | 5 | 8 | 15 400 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 17 | 32 700 |
| Turku or Tampere | 8 | 7 | 13 500 | |
| Oulu | 4 | 5 | 9 600 | |
| 70 000 - 150 000 inhabitants town | 14 | 15 | 28 800 | |
| Urban municipality | 24 | 26 | 50 000 | |
| Conurbation | 17 | 17 | 32 700 | |
| Countryside | 12 | 12 | 23 100 | 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 | 55 700 |
| 5-6 days a week | 4 | 8 | 15 400 | |
| 1-4 days a week | 23 | 31 | 59 600 | |
| Monthly | 25 | 20 | 38 400 | |
| Rarely | 27 | 10 | 19 200 | |
| Never | 9 | 2 | 3 800 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 24 | 46 100 |
| 5-6 days a week | 5 | 5 | 9 600 | |
| 1-4 days a week | 18 | 18 | 34 600 | |
| Monthly | 16 | 13 | 25 000 | |
| Rarely | 24 | 24 | 46 100 | |
| Never | 13 | 16 | 30 800 | |
| Can not say | 1 | 1 | 1 900 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 47 | 90 300 |
| 5-6 days a week | 4 | 7 | 13 500 | |
| 1-4 days a week | 22 | 22 | 42 300 | |
| Monthly | 16 | 10 | 19 200 | |
| Rarely | 25 | 12 | 23 100 | |
| Never | 9 | 3 | 5 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 57 | 109 600 |
| 5-6 days a week | 9 | 9 | 17 300 | |
| 1-4 days a week | 16 | 14 | 26 900 | |
| Monthly | 7 | 4 | 7 700 | |
| Rarely | 8 | 7 | 13 500 | |
| Never | 5 | 8 | 15 400 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 6 | 11 500 |
| 5-6 days a week | 3 | 5 | 9 600 | |
| 1-4 days a week | 38 | 47 | 90 300 | |
| Monthly | 20 | 17 | 32 700 | |
| Rarely | 24 | 18 | 34 600 | |
| Never | 10 | 6 | 11 500 | |
| Can not say | 1 | 1 | 1 900 | |
| The frequency of watching: Free online TV services | Daily | 19 | 23 | 44 200 |
| 5-6 days a week | 10 | 11 | 21 100 | |
| 1-4 days a week | 29 | 27 | 51 900 | |
| Monthly | 20 | 15 | 28 800 | |
| Rarely | 15 | 12 | 23 100 | |
| Never | 6 | 11 | 21 100 | |
| Can not say | 1 | 1 | 1 900 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 13 | 25 000 |
| 5-6 days a week | 10 | 7 | 13 500 | |
| 1-4 days a week | 22 | 16 | 30 800 | |
| Monthly | 9 | 8 | 15 400 | |
| Rarely | 12 | 10 | 19 200 | |
| Never | 29 | 45 | 86 500 | |
| Can not say | 1 | 1 | 1 900 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 60 | 115 300 |
| 5-6 days a week | 10 | 8 | 15 400 | |
| 1-4 days a week | 19 | 15 | 28 800 | |
| Monthly | 12 | 7 | 13 500 | |
| Rarely | 13 | 6 | 11 500 | |
| Never | 4 | 2 | 3 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 46 | 88 400 |
| 5-6 days a week | 11 | 11 | 21 100 | |
| 1-4 days a week | 20 | 16 | 30 800 | |
| Monthly | 12 | 8 | 15 400 | |
| Rarely | 14 | 10 | 19 200 | |
| Never | 9 | 8 | 15 400 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 37 | 71 100 |
| 5-6 days a week | 5 | 5 | 9 600 | |
| 1-4 days a week | 15 | 14 | 26 900 | |
| Monthly | 13 | 9 | 17 300 | |
| Rarely | 27 | 23 | 44 200 | |
| Never | 16 | 11 | 21 100 | |
| Can not say | 1 | 1 | 1 900 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 16 | 30 800 |
| 5-6 days a week | 9 | 6 | 11 500 | |
| 1-4 days a week | 19 | 16 | 30 800 | |
| Monthly | 14 | 10 | 19 200 | |
| Rarely | 23 | 25 | 48 000 | |
| Never | 17 | 25 | 48 000 | |
| Can not say | 1 | 1 | 1 900 | |
| The frequency of listening: Podcasts | Daily | 7 | 5 | 9 600 |
| 5-6 days a week | 4 | 3 | 5 800 | |
| 1-4 days a week | 12 | 8 | 15 400 | |
| Monthly | 14 | 12 | 23 100 | |
| Rarely | 26 | 26 | 50 000 | |
| Never | 35 | 44 | 84 600 | |
| Can not say | 2 | 3 | 5 800 | |
| User frequency and following: Social media | Daily | 62 | 59 | 113 400 |
| 5-6 days a week | 7 | 6 | 11 500 | |
| 1-4 days a week | 7 | 7 | 13 500 | |
| Monthly | 3 | 2 | 3 800 | |
| Rarely | 6 | 5 | 9 600 | |
| Never | 15 | 20 | 38 400 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 11 | 21 100 |
| 5-6 days a week | 5 | 3 | 5 800 | |
| 1-4 days a week | 13 | 9 | 17 300 | |
| Monthly | 8 | 7 | 13 500 | |
| Rarely | 20 | 22 | 42 300 | |
| Never | 36 | 46 | 88 400 | |
| Can not say | 1 | 2 | 3 800 | |
| Reading frequency: Printed books | Daily | 17 | 27 | 51 900 |
| 5-6 days a week | 6 | 8 | 15 400 | |
| 1-4 days a week | 15 | 14 | 26 900 | |
| Monthly | 22 | 21 | 40 400 | |
| Rarely | 34 | 25 | 48 000 | |
| Never | 7 | 4 | 7 700 | |
| Can not say | 0 | 1 | 1 900 | |
| Reading frequency: E-books | Daily | 3 | 4 | 7 700 |
| 5-6 days a week | 2 | 1 | 1 900 | |
| 1-4 days a week | 4 | 3 | 5 800 | |
| Monthly | 6 | 5 | 9 600 | |
| Rarely | 30 | 26 | 50 000 | |
| Never | 54 | 60 | 115 300 | |
| Can not say | 1 | 1 | 1 900 | |
| Listening frequency: Audiobooks | Daily | 8 | 9 | 17 300 |
| 5-6 days a week | 3 | 2 | 3 800 | |
| 1-4 days a week | 6 | 5 | 9 600 | |
| Monthly | 8 | 6 | 11 500 | |
| Rarely | 23 | 18 | 34 600 | |
| Never | 52 | 60 | 115 300 | |
| Can not say | 1 | 0 | 0 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 10 | 19 200 |
| 5-6 days a week | 9 | 5 | 9 600 | |
| 1-4 days a week | 20 | 17 | 32 700 | |
| Monthly | 20 | 22 | 42 300 | |
| Rarely | 19 | 24 | 46 100 | |
| Never | 10 | 22 | 42 300 | |
| Can not say | 0 | 1 | 1 900 | |
| Usage/following: LinkedIn | Daily | 6 | 3 | 5 800 |
| 5-6 days a week | 2 | 1 | 1 900 | |
| 1-4 days a week | 7 | 5 | 9 600 | |
| Monthly | 8 | 6 | 11 500 | |
| Rarely | 13 | 10 | 19 200 | |
| Never | 52 | 60 | 115 300 | |
| Cant say / No answer | 11 | 15 | 28 800 | |
| Usage/following: Facebook | Daily | 40 | 47 | 90 300 |
| 5-6 days a week | 6 | 6 | 11 500 | |
| 1-4 days a week | 11 | 8 | 15 400 | |
| Monthly | 5 | 4 | 7 700 | |
| Rarely | 10 | 6 | 11 500 | |
| Never | 17 | 15 | 28 800 | |
| Cant say / No answer | 10 | 14 | 26 900 | |
| Usage/Following: Instagram | Daily | 37 | 32 | 61 500 |
| 5-6 days a week | 6 | 6 | 11 500 | |
| 1-4 days a week | 9 | 9 | 17 300 | |
| Monthly | 5 | 3 | 5 800 | |
| Rarely | 8 | 9 | 17 300 | |
| Never | 25 | 27 | 51 900 | |
| Cant say / No answer | 10 | 14 | 26 900 | |
| Usage/following rate: Snapchat | Daily | 16 | 8 | 15 400 |
| 5-6 days a week | 2 | 1 | 1 900 | |
| 1-4 days a week | 2 | 1 | 1 900 | |
| Monthly | 2 | 1 | 1 900 | |
| Rarely | 5 | 4 | 7 700 | |
| Never | 62 | 70 | 134 500 | |
| Cant say / No answer | 11 | 15 | 28 800 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 2 | 3 800 |
| 5-6 days a week | 2 | 1 | 1 900 | |
| 1-4 days a week | 4 | 2 | 3 800 | |
| Monthly | 3 | 2 | 3 800 | |
| Rarely | 11 | 8 | 15 400 | |
| Never | 66 | 70 | 134 500 | |
| Cant say / No answer | 10 | 15 | 28 800 | |
| Usage/Following: TikTok | Daily | 13 | 6 | 11 500 |
| 5-6 days a week | 2 | 1 | 1 900 | |
| 1-4 days a week | 4 | 3 | 5 800 | |
| Monthly | 3 | 2 | 3 800 | |
| Rarely | 8 | 8 | 15 400 | |
| Never | 62 | 65 | 124 900 | |
| Cant say / No answer | 10 | 15 | 28 800 | |
| Usage/following frequency: Jodel | Daily | 3 | 1 | 1 900 |
| 5-6 days a week | 1 | 0 | 0 | |
| 1-4 days a week | 2 | 1 | 1 900 | |
| Monthly | 3 | 1 | 1 900 | |
| Rarely | 6 | 3 | 5 800 | |
| Never | 71 | 72 | 138 400 | |
| Cant say / No answer | 15 | 20 | 38 400 | |
| Usage/following frequency: Threads | Daily | 3 | 3 | 5 800 |
| 5-6 days a week | 1 | 1 | 1 900 | |
| 1-4 days a week | 4 | 2 | 3 800 | |
| Monthly | 3 | 2 | 3 800 | |
| Rarely | 5 | 4 | 7 700 | |
| Never | 69 | 68 | 130 700 | |
| Cant say / No answer | 15 | 20 | 38 400 | |
| Usage/following frequency: Bluesky | Daily | 0 | 0 | 0 |
| 5-6 days a week | 0 | 0 | 0 | |
| 1-4 days a week | 1 | 1 | 1 900 | |
| Monthly | 1 | 1 | 1 900 | |
| Rarely | 3 | 2 | 3 800 | |
| Never | 80 | 76 | 146 100 | |
| Cant say / No answer | 15 | 20 | 38 400 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 14 | 26 900 |
| Partially agree | 42 | 42 | 80 700 | |
| Partially disagree | 29 | 29 | 55 700 | |
| Completely disagree | 10 | 11 | 21 100 | |
| Can not say | 3 | 4 | 7 700 | |
| I prefer domestic products | Completely agree | 33 | 36 | 69 200 |
| Partially agree | 55 | 55 | 105 700 | |
| Partially disagree | 9 | 7 | 13 500 | |
| Completely disagree | 1 | 1 | 1 900 | |
| Can not say | 2 | 1 | 1 900 | |
| I consciously make responsible choices in my consumption | Completely agree | 21 | 24 | 46 100 |
| Partially agree | 54 | 59 | 113 400 | |
| Partially disagree | 18 | 13 | 25 000 | |
| Completely disagree | 4 | 2 | 3 800 | |
| Can not say | 4 | 3 | 5 800 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 25 | 48 000 |
| Partially agree | 58 | 60 | 115 300 | |
| Partially disagree | 14 | 12 | 23 100 | |
| Completely disagree | 1 | 1 | 1 900 | |
| Can not say | 3 | 2 | 3 800 | |
| I usually choose the cheapest option | Completely agree | 13 | 12 | 23 100 |
| Partially agree | 48 | 49 | 94 200 | |
| Partially disagree | 32 | 32 | 61 500 | |
| Completely disagree | 5 | 5 | 9 600 | |
| Can not say | 2 | 2 | 3 800 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 38 | 73 000 |
| Partially agree | 49 | 52 | 99 900 | |
| Partially disagree | 9 | 8 | 15 400 | |
| Completely disagree | 2 | 1 | 1 900 | |
| Can not say | 1 | 1 | 1 900 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 5 | 4 | 7 700 |
| Partially agree | 23 | 23 | 44 200 | |
| Partially disagree | 38 | 37 | 71 100 | |
| Completely disagree | 24 | 25 | 48 000 | |
| Can not say | 10 | 11 | 21 100 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 7 700 |
| Partially agree | 37 | 34 | 65 300 | |
| Partially disagree | 43 | 45 | 86 500 | |
| Completely disagree | 10 | 12 | 23 100 | |
| Can not say | 4 | 4 | 7 700 | |
| I prefer local shops and services | Completely agree | 28 | 34 | 65 300 |
| Partially agree | 58 | 57 | 109 600 | |
| Partially disagree | 11 | 7 | 13 500 | |
| Completely disagree | 1 | 1 | 1 900 | |
| Can not say | 2 | 1 | 1 900 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 4 | 7 700 |
| Partially agree | 27 | 25 | 48 000 | |
| Partially disagree | 28 | 28 | 53 800 | |
| Completely disagree | 33 | 35 | 67 300 | |
| Can not say | 7 | 9 | 17 300 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 17 300 |
| Partially agree | 32 | 34 | 65 300 | |
| Partially disagree | 36 | 36 | 69 200 | |
| Completely disagree | 20 | 18 | 34 600 | |
| Can not say | 3 | 3 | 5 800 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 19 | 36 500 |
| Partially agree | 49 | 57 | 109 600 | |
| Partially disagree | 23 | 16 | 30 800 | |
| Completely disagree | 7 | 4 | 7 700 | |
| Can not say | 5 | 4 | 7 700 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 23 | 44 200 |
| Partially agree | 50 | 55 | 105 700 | |
| Partially disagree | 23 | 16 | 30 800 | |
| Completely disagree | 6 | 3 | 5 800 | |
| Can not say | 4 | 3 | 5 800 | |
| I prefer well-known brands | Completely agree | 13 | 11 | 21 100 |
| Partially agree | 59 | 61 | 117 200 | |
| Partially disagree | 20 | 19 | 36 500 | |
| Completely disagree | 5 | 5 | 9 600 | |
| Can not say | 3 | 4 | 7 700 | |
| I prefer used products in my purchases | Completely agree | 15 | 12 | 23 100 |
| Partially agree | 39 | 39 | 75 000 | |
| Partially disagree | 31 | 31 | 59 600 | |
| Completely disagree | 11 | 13 | 25 000 | |
| Can not say | 3 | 4 | 7 700 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 15 | 28 800 |
| Quite positively | 61 | 62 | 119 200 | |
| Quite negatively | 16 | 15 | 28 800 | |
| Very negative | 4 | 2 | 3 800 | |
| Can not say | 6 | 5 | 9 600 | |
| Magazines | Very positive | 12 | 14 | 26 900 |
| Quite positively | 60 | 62 | 119 200 | |
| Quite negatively | 18 | 17 | 32 700 | |
| Very negative | 4 | 2 | 3 800 | |
| Can not say | 7 | 5 | 9 600 | |
| Free and local newspapers | Very positive | 22 | 26 | 50 000 |
| Quite positively | 56 | 57 | 109 600 | |
| Quite negatively | 11 | 10 | 19 200 | |
| Very negative | 4 | 2 | 3 800 | |
| Can not say | 6 | 5 | 9 600 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 6 | 11 500 |
| Quite positively | 43 | 42 | 80 700 | |
| Quite negatively | 33 | 31 | 59 600 | |
| Very negative | 11 | 8 | 15 400 | |
| Can not say | 8 | 12 | 23 100 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 4 | 7 700 |
| Quite positively | 30 | 28 | 53 800 | |
| Quite negatively | 35 | 36 | 69 200 | |
| Very negative | 19 | 14 | 26 900 | |
| Can not say | 11 | 17 | 32 700 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 3 | 5 800 |
| Quite positively | 25 | 22 | 42 300 | |
| Quite negatively | 35 | 36 | 69 200 | |
| Very negative | 23 | 21 | 40 400 | |
| Can not say | 13 | 17 | 32 700 | |
| Newsletters to email | Very positive | 2 | 2 | 3 800 |
| Quite positively | 16 | 16 | 30 800 | |
| Quite negatively | 35 | 38 | 73 000 | |
| Very negative | 45 | 41 | 78 800 | |
| Can not say | 3 | 5 | 9 600 | |
| Other websites | Very positive | 2 | 2 | 3 800 |
| Quite positively | 32 | 28 | 53 800 | |
| Quite negatively | 39 | 39 | 75 000 | |
| Very negative | 15 | 13 | 25 000 | |
| Can not say | 12 | 18 | 34 600 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 5 | 9 600 |
| Quite positively | 44 | 44 | 84 600 | |
| Quite negatively | 31 | 33 | 63 400 | |
| Very negative | 14 | 12 | 23 100 | |
| Can not say | 4 | 5 | 9 600 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 3 | 5 800 |
| Quite positively | 33 | 29 | 55 700 | |
| Quite negatively | 35 | 37 | 71 100 | |
| Very negative | 21 | 22 | 42 300 | |
| Can not say | 7 | 8 | 15 400 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 17 | 32 700 |
| Quite positively | 44 | 51 | 98 000 | |
| Quite negatively | 21 | 17 | 32 700 | |
| Very negative | 15 | 10 | 19 200 | |
| Can not say | 5 | 6 | 11 500 | |
| Out-of-home advertising | Very positive | 11 | 9 | 17 300 |
| Quite positively | 51 | 48 | 92 300 | |
| Quite negatively | 22 | 25 | 48 000 | |
| Very negative | 9 | 8 | 15 400 | |
| Can not say | 8 | 10 | 19 200 | 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 | 22 | 42 300 |
| Partially agree | 59 | 63 | 121 100 | |
| Partially disagree | 10 | 7 | 13 500 | |
| Completely disagree | 3 | 2 | 3 800 | |
| Can not say | 11 | 6 | 11 500 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 20 | 38 400 |
| Partially agree | 56 | 62 | 119 200 | |
| Partially disagree | 14 | 10 | 19 200 | |
| Completely disagree | 4 | 3 | 5 800 | |
| Can not say | 10 | 6 | 11 500 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 41 | 78 800 |
| Partially agree | 39 | 38 | 73 000 | |
| Partially disagree | 17 | 14 | 26 900 | |
| Completely disagree | 4 | 2 | 3 800 | |
| Can not say | 8 | 5 | 9 600 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 22 | 42 300 |
| Partially agree | 44 | 42 | 80 700 | |
| Partially disagree | 11 | 10 | 19 200 | |
| Completely disagree | 5 | 5 | 9 600 | |
| Can not say | 18 | 22 | 42 300 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 33 | 63 400 |
| Partially agree | 47 | 46 | 88 400 | |
| Partially disagree | 7 | 6 | 11 500 | |
| Completely disagree | 3 | 2 | 3 800 | |
| Can not say | 12 | 12 | 23 100 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 17 | 32 700 |
| Partially agree | 51 | 54 | 103 800 | |
| Partially disagree | 13 | 11 | 21 100 | |
| Completely disagree | 3 | 2 | 3 800 | |
| Can not say | 18 | 16 | 30 800 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 12 | 23 100 |
| Partially agree | 50 | 53 | 101 900 | |
| Partially disagree | 17 | 16 | 30 800 | |
| Completely disagree | 3 | 2 | 3 800 | |
| Can not say | 20 | 17 | 32 700 | |
| Finnish magazines are of high quality | Completely agree | 22 | 28 | 53 800 |
| Partially agree | 57 | 57 | 109 600 | |
| Partially disagree | 9 | 7 | 13 500 | |
| Completely disagree | 1 | 1 | 1 900 | |
| Can not say | 10 | 7 | 13 500 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 14 | 26 900 |
| Partially agree | 48 | 50 | 96 100 | |
| Partially disagree | 22 | 21 | 40 400 | |
| Completely disagree | 7 | 7 | 13 500 | |
| Can not say | 13 | 9 | 17 300 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 13 | 25 000 |
| Partially agree | 33 | 33 | 63 400 | |
| Partially disagree | 22 | 22 | 42 300 | |
| Completely disagree | 22 | 24 | 46 100 | |
| Can not say | 11 | 8 | 15 400 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 11 | 21 100 |
| Partially agree | 31 | 34 | 65 300 | |
| Partially disagree | 26 | 25 | 48 000 | |
| Completely disagree | 24 | 22 | 42 300 | |
| Can not say | 10 | 7 | 13 500 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 20 | 38 400 |
| Partially agree | 48 | 54 | 103 800 | |
| Partially disagree | 20 | 15 | 28 800 | |
| Completely disagree | 12 | 7 | 13 500 | |
| Can not say | 7 | 4 | 7 700 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 12 | 23 100 |
| Partially agree | 28 | 36 | 69 200 | |
| Partially disagree | 27 | 24 | 46 100 | |
| Completely disagree | 28 | 21 | 40 400 | |
| Can not say | 10 | 7 | 13 500 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 4 | 7 700 |
| Partially agree | 36 | 38 | 73 000 | |
| Partially disagree | 35 | 35 | 67 300 | |
| Completely disagree | 9 | 8 | 15 400 | |
| Can not say | 16 | 15 | 28 800 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 26 | 50 000 |
| Partially agree | 39 | 43 | 82 600 | |
| Partially disagree | 23 | 18 | 34 600 | |
| Completely disagree | 12 | 7 | 13 500 | |
| Can not say | 10 | 6 | 11 500 | |
| I follow one or more magazines on social media | Completely agree | 7 | 8 | 15 400 |
| Partially agree | 20 | 20 | 38 400 | |
| Partially disagree | 23 | 22 | 42 300 | |
| Completely disagree | 42 | 44 | 84 600 | |
| Can not say | 7 | 6 | 11 500 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 38 | 73 000 |
| Partially agree | 27 | 25 | 48 000 | |
| Partially disagree | 11 | 12 | 23 100 | |
| Completely disagree | 14 | 22 | 42 300 | |
| Can not say | 2 | 3 | 5 800 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 32 | 61 500 |
| Partially agree | 39 | 38 | 73 000 | |
| Partially disagree | 13 | 12 | 23 100 | |
| Completely disagree | 10 | 14 | 26 900 | |
| Can not say | 3 | 4 | 7 700 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 15 | 28 800 |
| Partially agree | 33 | 32 | 61 500 | |
| Partially disagree | 21 | 20 | 38 400 | |
| Completely disagree | 24 | 27 | 51 900 | |
| Can not say | 4 | 6 | 11 500 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 15 | 28 800 |
| Partially agree | 33 | 30 | 57 700 | |
| Partially disagree | 25 | 25 | 48 000 | |
| Completely disagree | 21 | 27 | 51 900 | |
| Can not say | 3 | 3 | 5 800 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 20 | 38 400 |
| Partially agree | 21 | 21 | 40 400 | |
| Partially disagree | 17 | 14 | 26 900 | |
| Completely disagree | 37 | 38 | 73 000 | |
| Can not say | 8 | 6 | 11 500 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 29 | 55 700 |
| Partially agree | 52 | 48 | 92 300 | |
| Partially disagree | 12 | 11 | 21 100 | |
| Completely disagree | 4 | 4 | 7 700 | |
| Can not say | 8 | 8 | 15 400 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 74 | 142 200 |
| Partially agree | 16 | 16 | 30 800 | |
| Partially disagree | 3 | 3 | 5 800 | |
| Completely disagree | 2 | 2 | 3 800 | |
| Can not say | 5 | 6 | 11 500 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 35 | 67 300 |
| Partially agree | 39 | 40 | 76 900 | |
| Partially disagree | 15 | 11 | 21 100 | |
| Completely disagree | 8 | 6 | 11 500 | |
| Can not say | 7 | 8 | 15 400 | 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 | 66 | 126 900 |
| Cosmetics and beauty care | 16 | 27 | 51 900 | |
| Interior design and furniture | 26 | 34 | 65 300 | |
| Renovation and building | 24 | 23 | 44 200 | |
| Domestic appliances | 10 | 12 | 23 100 | |
| Consumer electronics and IT equipment | 13 | 8 | 15 400 | |
| Saving and investing | 14 | 13 | 25 000 | |
| Style and fashion | 21 | 34 | 65 300 | |
| Cars | 14 | 6 | 11 500 | |
| Travelling | 23 | 27 | 51 900 | |
| Sports clothing, footwear or equipment | 14 | 15 | 28 800 | |
| Health and wellness products/services | 19 | 32 | 61 500 | |
| None of these | 16 | 10 | 19 200 | |
| Can not say | 10 | 8 | 15 400 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 52 | 99 900 |
| Cosmetics and beauty care | 17 | 23 | 44 200 | |
| Interior design and furniture | 21 | 23 | 44 200 | |
| Renovation and building | 21 | 16 | 30 800 | |
| Domestic appliances | 10 | 7 | 13 500 | |
| Consumer electronics and IT equipment | 17 | 8 | 15 400 | |
| Saving and investing | 13 | 10 | 19 200 | |
| Style and fashion | 19 | 25 | 48 000 | |
| Cars | 13 | 6 | 11 500 | |
| Travelling | 23 | 24 | 46 100 | |
| Sports clothing, footwear or equipment | 16 | 14 | 26 900 | |
| Health and wellness products/services | 18 | 23 | 44 200 | |
| None of these | 21 | 23 | 44 200 | |
| Can not say | 12 | 13 | 25 000 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 9 | 17 300 |
| Well-being and health | 50 | 67 | 128 800 | |
| Charity work | 14 | 18 | 34 600 | |
| Self development | 32 | 32 | 61 500 | |
| Celebrities | 13 | 16 | 30 800 | |
| Fishing | 15 | 8 | 15 400 | |
| Beauty care and cosmetics | 16 | 21 | 40 400 | |
| Literature | 29 | 45 | 86 500 | |
| Domestic and foreign news | 51 | 56 | 107 600 | |
| Domestic travel | 33 | 38 | 73 000 | |
| Culture | 34 | 47 | 90 300 | |
| Crafts | 25 | 43 | 82 600 | |
| Nature and going outdoor | 52 | 58 | 111 500 | |
| Hunting | 9 | 4 | 7 700 | |
| Style and fashion | 20 | 32 | 61 500 | |
| Music and concerts | 37 | 41 | 78 800 | |
| Going on summer cottage | 29 | 30 | 57 700 | |
| Local affairs | 56 | 68 | 130 700 | |
| Computer/console/mobile playing | 17 | 5 | 9 600 | |
| Politics | 43 | 46 | 88 400 | |
| Gardening and plants | 29 | 52 | 99 900 | |
| Online gambling or betting | 5 | 2 | 3 800 | |
| Building and renovating | 34 | 29 | 55 700 | |
| Food and drink | 38 | 42 | 80 700 | |
| Cooking, baking, recipes | 38 | 60 | 115 300 | |
| Investment | 24 | 17 | 32 700 | |
| Decorating | 28 | 48 | 92 300 | |
| Economic and finances | 36 | 29 | 55 700 | |
| Science | 37 | 26 | 50 000 | |
| Travelling abroad | 34 | 31 | 59 600 | |
| Sports, exercising | 45 | 36 | 69 200 | |
| Sailing, boating | 9 | 6 | 11 500 | |
| Consumer electronics and information technology | 20 | 7 | 13 500 | |
| Environmental matters | 31 | 35 | 67 300 | |
| 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 | 1 900 |
| Buying an apartment | 11 | 7 | 13 500 | |
| Home renovation | 27 | 26 | 50 000 | |
| Buying a car | 27 | 20 | 38 400 | |
| Buying a boat | 3 | 2 | 3 800 | |
| None of these | 51 | 58 | 111 500 | |
| Purchases in the last 12 months | Furniture and furnishings | 43 | 41 | 78 800 |
| Repair and construction products | 38 | 32 | 61 500 | |
| Domestic appliances | 37 | 36 | 69 200 | |
| Electronics or IT products | 49 | 37 | 71 100 | |
| Cars | 19 | 14 | 26 900 | |
| Clothing and footwear | 84 | 86 | 165 300 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 39 | 75 000 | |
| Sports clothing, footwear or equipment | 57 | 48 | 92 300 | |
| Saving or investing products or services | 32 | 27 | 51 900 | |
| Cosmetics and beauty products | 49 | 64 | 123 000 | |
| Mobile phones | 29 | 25 | 48 000 | |
| Travels | 50 | 51 | 98 000 | |
| Products and services for health and well-being | 61 | 69 | 132 600 | |
| None of the above | 1 | 1 | 1 900 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 29 | 25 | 48 000 |
| Repair and construction products | 33 | 29 | 55 700 | |
| Domestic appliances | 17 | 16 | 30 800 | |
| Electronics or IT products | 27 | 16 | 30 800 | |
| Cars | 14 | 10 | 19 200 | |
| Clothing and footwear | 68 | 69 | 132 600 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 32 | 61 500 | |
| Sports clothing, footwear or equipment | 43 | 35 | 67 300 | |
| Saving or investing products or services | 27 | 22 | 42 300 | |
| Cosmetics and beauty products | 39 | 51 | 98 000 | |
| Mobile phones | 15 | 13 | 25 000 | |
| Travels | 46 | 46 | 88 400 | |
| Products and services for health and well-being | 50 | 58 | 111 500 | |
| None of the above | 6 | 5 | 9 600 | |
| Will consider switching over the next 12 months | Bank | 7 | 6 | 11 500 |
| Insurance company | 11 | 7 | 13 500 | |
| electric company | 15 | 11 | 21 100 | |
| Internet Connection | 10 | 7 | 13 500 | |
| Phone-subscription | 17 | 13 | 25 000 | |
| None of the above | 48 | 55 | 105 700 | |
| Can not say | 17 | 17 | 32 700 | |
| Uses of extra money | Travelling | 43 | 43 | 82 600 |
| Exercise hobbies and equipment | 28 | 20 | 38 400 | |
| Cultural events (e.g. concerts, theatre, festivals, cinema) | 39 | 44 | 84 600 | |
| Eating, drinking, partying in a restaurant | 38 | 30 | 57 700 | |
| Health services and one's own well-being | 22 | 30 | 57 700 | |
| Renovation, decoration | 23 | 23 | 44 200 | |
| Home services (cleaning and other housekeeping services) | 6 | 11 | 21 100 | |
| Pet services and supplies | 11 | 10 | 19 200 | |
| Car, boat, motorcycle | 13 | 7 | 13 500 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 5 | 9 600 | |
| Streaming services and channel packages (music, series, films, sports) | 17 | 11 | 21 100 | |
| Magazine/newspaper subscriptions (print or digital) | 9 | 13 | 25 000 | |
| Books (print, e-books, audiobooks) | 18 | 23 | 44 200 | |
| Clothes, shoes and bags | 24 | 26 | 50 000 | |
| Cosmetics and beauty care | 13 | 17 | 32 700 | |
| Saving, investing | 50 | 46 | 88 400 | |
| Other | 7 | 7 | 13 500 | |
| There is no extra money after mandatory expenses | 8 | 8 | 15 400 | |
| Can not say | 3 | 3 | 5 800 | Source: NRS 2026 |
The total audience includes those who read printed and digital magazines.
|
Total reach 641 500
Only print 154 000
Only print 449 000
Print and online 38 500
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 83 | 167 200 |
| Men | 49 | 17 | 25 000 | |
| Native language | Finnish | 95 | 98 | 186 400 |
| Swedish | 5 | 2 | 5 800 | |
| Age | 15-24 y | 13 | 10 | 9 600 |
| 25-34 y | 14 | 14 | 9 600 | |
| 35-44 y | 14 | 13 | 13 500 | |
| 45-54 y | 14 | 16 | 19 200 | |
| 55-64 y | 15 | 15 | 28 800 | |
| 65+ y | 30 | 32 | 109 600 | |
| Gender + age | Female 15-29 years | 9 | 13 | 9 600 |
| Female 30-49 years | 14 | 25 | 25 000 | |
| Female 50+ years | 28 | 45 | 132 600 | |
| Male 15-29 years | 10 | 3 | 3 800 | |
| Male 30-49 years | 15 | 5 | 3 800 | |
| Male 50+ years | 24 | 8 | 17 300 | |
| Household position | Lives at home with parents | 7 | 5 | 5 800 |
| Lives alone | 29 | 29 | 67 300 | |
| Lives with spouse | 36 | 36 | 80 700 | |
| Lives with spouse and children | 23 | 25 | 30 800 | |
| Single parent | 2 | 3 | 3 800 | |
| Other | 2 | 2 | 3 800 | |
| Grandchildren under 18 years of age | Yes | 20 | 23 | 59 600 |
| No | 39 | 39 | 98 000 | |
| No answer (under 45 year olds) | 41 | 38 | 34 600 | |
| Education | Elementary school | 4 | 3 | 11 500 |
| Secondary school | 6 | 5 | 13 500 | |
| Vocational | 26 | 22 | 50 000 | |
| High school | 13 | 13 | 23 100 | |
| University of Applied Sciences | 19 | 20 | 28 800 | |
| University | 30 | 35 | 61 500 | |
| Something else | 2 | 2 | 3 800 | |
| Decision-maker in grocery purchases | Yes | 93 | 96 | 184 500 |
| No | 7 | 4 | 7 700 | |
| Can not say | 0 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 74 | 157 600 |
| No | 32 | 26 | 34 600 | |
| Size of the household | 1 pers | 28 | 29 | 69 200 |
| 2 pers | 38 | 38 | 84 600 | |
| 3 pers | 14 | 14 | 17 300 | |
| 4 pers | 12 | 12 | 13 500 | |
| 5+ pers | 7 | 7 | 7 700 | |
| Household income (gross) | Below 20 000 € /y | 10 | 10 | 15 400 |
| 20 000 - 35 000 € /y | 15 | 16 | 44 200 | |
| 35 001 - 50 000 € /y | 18 | 19 | 40 400 | |
| 50 001 - 85 000 € /y | 21 | 20 | 36 500 | |
| 85 001 - 100 000 € /y | 8 | 8 | 13 500 | |
| Over 100 000 € /y | 12 | 12 | 15 400 | |
| Dont want to tell | 7 | 8 | 17 300 | |
| Cant say / No answer | 9 | 7 | 9 600 | |
| Family with kids | Yes | 33 | 33 | 38 400 |
| No | 67 | 67 | 153 800 | |
| Number of children in the household (5th grade) | 1 child | 13 | 13 | 17 300 |
| 2 children | 12 | 13 | 13 500 | |
| 3 children | 5 | 5 | 5 800 | |
| 4 children | 1 | 1 | 1 900 | |
| 5+ children | 1 | 1 | 1 900 | |
| There are no children | 67 | 67 | 153 800 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 16 | 25 000 |
| Dog | 24 | 25 | 38 400 | |
| Some other pet | 5 | 6 | 9 600 | |
| No pets | 62 | 61 | 130 700 | |
| Health services used in the household | Public health services | 85 | 87 | 171 100 |
| Employer - funded health care services | 51 | 51 | 65 300 | |
| Private, self-funded healthcare services | 39 | 44 | 96 100 | |
| Private health insurance services | 27 | 28 | 38 400 | |
| No health care | 1 | 1 | 1 900 | |
| Can not say | 1 | 1 | 0 | |
| Housing | Apartment | 33 | 35 | 65 300 |
| Row house or semi-detached house | 17 | 18 | 34 600 | |
| Detached house | 45 | 43 | 86 500 | |
| Farm | 4 | 3 | 5 800 | |
| Something else | 1 | 1 | 0 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 74 | 155 700 |
| Rented residence | 22 | 23 | 30 800 | |
| Right of residence apartment | 2 | 2 | 3 800 | |
| Something else | 1 | 1 | 0 | |
| Can not say | 1 | 1 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 41 | 82 600 |
| No | 58 | 59 | 107 600 | |
| Can not say | 1 | 1 | 1 900 | |
| Number of cars in household | One car | 46 | 47 | 98 000 |
| Two cars | 29 | 28 | 50 000 | |
| Three or more cars | 10 | 9 | 13 500 | |
| No car | 15 | 16 | 30 800 | |
| Type of car, if buying now | New | 18 | 18 | 40 400 |
| Used | 71 | 70 | 119 200 | |
| Company car | 5 | 4 | 3 800 | |
| Leasing (personal) | 9 | 9 | 13 500 | |
| Shared car | 2 | 2 | 3 800 | |
| Doesn't use a car | 8 | 10 | 23 100 | |
| Can not say | 5 | 6 | 13 500 | |
| Advertising ban at the door / mailbox | Yes | 29 | 30 | 42 300 |
| No | 70 | 69 | 149 900 | |
| Can not say | 1 | 0 | 1 900 | |
| Using AdBlocker or similar application | Yes | 19 | 14 | 17 300 |
| No | 75 | 80 | 161 400 | |
| Can not say | 5 | 6 | 15 400 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 21 | 32 700 |
| Turku or Tampere | 8 | 8 | 13 500 | |
| Oulu | 4 | 5 | 9 600 | |
| 70 000 - 150 000 inhabitants town | 14 | 14 | 28 800 | |
| Urban municipality | 24 | 25 | 50 000 | |
| Conurbation | 17 | 16 | 32 700 | |
| Countryside | 12 | 10 | 23 100 | Source: NRS 2026 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 15 | 55 700 |
| 5-6 days a week | 4 | 5 | 15 400 | |
| 1-4 days a week | 23 | 26 | 59 600 | |
| Monthly | 25 | 26 | 38 400 | |
| Rarely | 27 | 26 | 19 200 | |
| Never | 9 | 3 | 3 800 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 26 | 46 100 |
| 5-6 days a week | 5 | 7 | 9 600 | |
| 1-4 days a week | 18 | 26 | 34 600 | |
| Monthly | 16 | 18 | 25 000 | |
| Rarely | 24 | 16 | 46 100 | |
| Never | 13 | 7 | 30 800 | |
| Can not say | 1 | 1 | 1 900 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 26 | 90 300 |
| 5-6 days a week | 4 | 5 | 13 500 | |
| 1-4 days a week | 22 | 23 | 42 300 | |
| Monthly | 16 | 16 | 19 200 | |
| Rarely | 25 | 25 | 23 100 | |
| Never | 9 | 6 | 5 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 60 | 109 600 |
| 5-6 days a week | 9 | 11 | 17 300 | |
| 1-4 days a week | 16 | 18 | 26 900 | |
| Monthly | 7 | 4 | 7 700 | |
| Rarely | 8 | 4 | 13 500 | |
| Never | 5 | 3 | 15 400 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 4 | 11 500 |
| 5-6 days a week | 3 | 4 | 9 600 | |
| 1-4 days a week | 38 | 38 | 90 300 | |
| Monthly | 20 | 21 | 32 700 | |
| Rarely | 24 | 23 | 34 600 | |
| Never | 10 | 8 | 11 500 | |
| Can not say | 1 | 1 | 1 900 | |
| The frequency of watching: Free online TV services | Daily | 19 | 21 | 44 200 |
| 5-6 days a week | 10 | 11 | 21 100 | |
| 1-4 days a week | 29 | 30 | 51 900 | |
| Monthly | 20 | 20 | 28 800 | |
| Rarely | 15 | 13 | 23 100 | |
| Never | 6 | 6 | 21 100 | |
| Can not say | 1 | 0 | 1 900 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 17 | 25 000 |
| 5-6 days a week | 10 | 10 | 13 500 | |
| 1-4 days a week | 22 | 22 | 30 800 | |
| Monthly | 9 | 9 | 15 400 | |
| Rarely | 12 | 11 | 19 200 | |
| Never | 29 | 30 | 86 500 | |
| Can not say | 1 | 1 | 1 900 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 43 | 115 300 |
| 5-6 days a week | 10 | 9 | 15 400 | |
| 1-4 days a week | 19 | 21 | 28 800 | |
| Monthly | 12 | 13 | 13 500 | |
| Rarely | 13 | 11 | 11 500 | |
| Never | 4 | 3 | 3 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 34 | 88 400 |
| 5-6 days a week | 11 | 11 | 21 100 | |
| 1-4 days a week | 20 | 22 | 30 800 | |
| Monthly | 12 | 13 | 15 400 | |
| Rarely | 14 | 13 | 19 200 | |
| Never | 9 | 8 | 15 400 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 24 | 71 100 |
| 5-6 days a week | 5 | 6 | 9 600 | |
| 1-4 days a week | 15 | 15 | 26 900 | |
| Monthly | 13 | 12 | 17 300 | |
| Rarely | 27 | 28 | 44 200 | |
| Never | 16 | 15 | 21 100 | |
| Can not say | 1 | 1 | 1 900 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 17 | 30 800 |
| 5-6 days a week | 9 | 8 | 11 500 | |
| 1-4 days a week | 19 | 19 | 30 800 | |
| Monthly | 14 | 14 | 19 200 | |
| Rarely | 23 | 24 | 48 000 | |
| Never | 17 | 17 | 48 000 | |
| Can not say | 1 | 1 | 1 900 | |
| The frequency of listening: Podcasts | Daily | 7 | 7 | 9 600 |
| 5-6 days a week | 4 | 4 | 5 800 | |
| 1-4 days a week | 12 | 11 | 15 400 | |
| Monthly | 14 | 15 | 23 100 | |
| Rarely | 26 | 28 | 50 000 | |
| Never | 35 | 33 | 84 600 | |
| Can not say | 2 | 2 | 5 800 | |
| User frequency and following: Social media | Daily | 62 | 67 | 113 400 |
| 5-6 days a week | 7 | 6 | 11 500 | |
| 1-4 days a week | 7 | 7 | 13 500 | |
| Monthly | 3 | 2 | 3 800 | |
| Rarely | 6 | 5 | 9 600 | |
| Never | 15 | 12 | 38 400 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 17 | 21 100 |
| 5-6 days a week | 5 | 5 | 5 800 | |
| 1-4 days a week | 13 | 12 | 17 300 | |
| Monthly | 8 | 10 | 13 500 | |
| Rarely | 20 | 22 | 42 300 | |
| Never | 36 | 34 | 88 400 | |
| Can not say | 1 | 1 | 3 800 | |
| Reading frequency: Printed books | Daily | 17 | 21 | 51 900 |
| 5-6 days a week | 6 | 7 | 15 400 | |
| 1-4 days a week | 15 | 16 | 26 900 | |
| Monthly | 22 | 21 | 40 400 | |
| Rarely | 34 | 29 | 48 000 | |
| Never | 7 | 4 | 7 700 | |
| Can not say | 0 | 0 | 1 900 | |
| Reading frequency: E-books | Daily | 3 | 4 | 7 700 |
| 5-6 days a week | 2 | 2 | 1 900 | |
| 1-4 days a week | 4 | 5 | 5 800 | |
| Monthly | 6 | 7 | 9 600 | |
| Rarely | 30 | 30 | 50 000 | |
| Never | 54 | 52 | 115 300 | |
| Can not say | 1 | 1 | 1 900 | |
| Listening frequency: Audiobooks | Daily | 8 | 11 | 17 300 |
| 5-6 days a week | 3 | 3 | 3 800 | |
| 1-4 days a week | 6 | 6 | 9 600 | |
| Monthly | 8 | 9 | 11 500 | |
| Rarely | 23 | 22 | 34 600 | |
| Never | 52 | 48 | 115 300 | |
| Can not say | 1 | 1 | 0 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 14 | 19 200 |
| 5-6 days a week | 9 | 7 | 9 600 | |
| 1-4 days a week | 20 | 21 | 32 700 | |
| Monthly | 20 | 24 | 42 300 | |
| Rarely | 19 | 22 | 46 100 | |
| Never | 10 | 12 | 42 300 | |
| Can not say | 0 | 0 | 1 900 | |
| Usage/following: LinkedIn | Daily | 6 | 4 | 5 800 |
| 5-6 days a week | 2 | 2 | 1 900 | |
| 1-4 days a week | 7 | 8 | 9 600 | |
| Monthly | 8 | 10 | 11 500 | |
| Rarely | 13 | 13 | 19 200 | |
| Never | 52 | 54 | 115 300 | |
| Cant say / No answer | 11 | 9 | 28 800 | |
| Usage/following: Facebook | Daily | 40 | 47 | 90 300 |
| 5-6 days a week | 6 | 7 | 11 500 | |
| 1-4 days a week | 11 | 10 | 15 400 | |
| Monthly | 5 | 5 | 7 700 | |
| Rarely | 10 | 8 | 11 500 | |
| Never | 17 | 14 | 28 800 | |
| Cant say / No answer | 10 | 9 | 26 900 | |
| Usage/Following: Instagram | Daily | 37 | 43 | 61 500 |
| 5-6 days a week | 6 | 6 | 11 500 | |
| 1-4 days a week | 9 | 10 | 17 300 | |
| Monthly | 5 | 4 | 5 800 | |
| Rarely | 8 | 8 | 17 300 | |
| Never | 25 | 21 | 51 900 | |
| Cant say / No answer | 10 | 9 | 26 900 | |
| Usage/following rate: Snapchat | Daily | 16 | 16 | 15 400 |
| 5-6 days a week | 2 | 2 | 1 900 | |
| 1-4 days a week | 2 | 2 | 1 900 | |
| Monthly | 2 | 2 | 1 900 | |
| Rarely | 5 | 5 | 7 700 | |
| Never | 62 | 65 | 134 500 | |
| Cant say / No answer | 11 | 9 | 28 800 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 3 | 3 800 |
| 5-6 days a week | 2 | 1 | 1 900 | |
| 1-4 days a week | 4 | 3 | 3 800 | |
| Monthly | 3 | 3 | 3 800 | |
| Rarely | 11 | 10 | 15 400 | |
| Never | 66 | 71 | 134 500 | |
| Cant say / No answer | 10 | 9 | 28 800 | |
| Usage/Following: TikTok | Daily | 13 | 12 | 11 500 |
| 5-6 days a week | 2 | 1 | 1 900 | |
| 1-4 days a week | 4 | 4 | 5 800 | |
| Monthly | 3 | 3 | 3 800 | |
| Rarely | 8 | 9 | 15 400 | |
| Never | 62 | 62 | 124 900 | |
| Cant say / No answer | 10 | 9 | 28 800 | |
| Usage/following frequency: Jodel | Daily | 3 | 3 | 1 900 |
| 5-6 days a week | 1 | 1 | 0 | |
| 1-4 days a week | 2 | 2 | 1 900 | |
| Monthly | 3 | 3 | 1 900 | |
| Rarely | 6 | 6 | 5 800 | |
| Never | 71 | 72 | 138 400 | |
| Cant say / No answer | 15 | 12 | 38 400 | |
| Usage/following frequency: Threads | Daily | 3 | 4 | 5 800 |
| 5-6 days a week | 1 | 2 | 1 900 | |
| 1-4 days a week | 4 | 4 | 3 800 | |
| Monthly | 3 | 4 | 3 800 | |
| Rarely | 5 | 6 | 7 700 | |
| Never | 69 | 69 | 130 700 | |
| Cant say / No answer | 15 | 12 | 38 400 | |
| Usage/following frequency: Bluesky | Daily | 0 | 0 | 0 |
| 5-6 days a week | 0 | 0 | 0 | |
| 1-4 days a week | 1 | 1 | 1 900 | |
| Monthly | 1 | 1 | 1 900 | |
| Rarely | 3 | 3 | 3 800 | |
| Never | 80 | 83 | 146 100 | |
| Cant say / No answer | 15 | 12 | 38 400 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 17 | 26 900 |
| Partially agree | 42 | 44 | 80 700 | |
| Partially disagree | 29 | 27 | 55 700 | |
| Completely disagree | 10 | 9 | 21 100 | |
| Can not say | 3 | 3 | 7 700 | |
| I prefer domestic products | Completely agree | 33 | 33 | 69 200 |
| Partially agree | 55 | 56 | 105 700 | |
| Partially disagree | 9 | 8 | 13 500 | |
| Completely disagree | 1 | 1 | 1 900 | |
| Can not say | 2 | 1 | 1 900 | |
| I consciously make responsible choices in my consumption | Completely agree | 21 | 22 | 46 100 |
| Partially agree | 54 | 58 | 113 400 | |
| Partially disagree | 18 | 15 | 25 000 | |
| Completely disagree | 4 | 2 | 3 800 | |
| Can not say | 4 | 3 | 5 800 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 23 | 48 000 |
| Partially agree | 58 | 60 | 115 300 | |
| Partially disagree | 14 | 14 | 23 100 | |
| Completely disagree | 1 | 1 | 1 900 | |
| Can not say | 3 | 3 | 3 800 | |
| I usually choose the cheapest option | Completely agree | 13 | 12 | 23 100 |
| Partially agree | 48 | 50 | 94 200 | |
| Partially disagree | 32 | 32 | 61 500 | |
| Completely disagree | 5 | 5 | 9 600 | |
| Can not say | 2 | 2 | 3 800 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 41 | 73 000 |
| Partially agree | 49 | 50 | 99 900 | |
| Partially disagree | 9 | 7 | 15 400 | |
| Completely disagree | 2 | 1 | 1 900 | |
| Can not say | 1 | 1 | 1 900 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 5 | 4 | 7 700 |
| Partially agree | 23 | 24 | 44 200 | |
| Partially disagree | 38 | 39 | 71 100 | |
| Completely disagree | 24 | 23 | 48 000 | |
| Can not say | 10 | 10 | 21 100 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 7 700 |
| Partially agree | 37 | 35 | 65 300 | |
| Partially disagree | 43 | 46 | 86 500 | |
| Completely disagree | 10 | 10 | 23 100 | |
| Can not say | 4 | 5 | 7 700 | |
| I prefer local shops and services | Completely agree | 28 | 27 | 65 300 |
| Partially agree | 58 | 60 | 109 600 | |
| Partially disagree | 11 | 11 | 13 500 | |
| Completely disagree | 1 | 1 | 1 900 | |
| Can not say | 2 | 2 | 1 900 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 5 | 7 700 |
| Partially agree | 27 | 28 | 48 000 | |
| Partially disagree | 28 | 30 | 53 800 | |
| Completely disagree | 33 | 30 | 67 300 | |
| Can not say | 7 | 7 | 17 300 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 17 300 |
| Partially agree | 32 | 34 | 65 300 | |
| Partially disagree | 36 | 36 | 69 200 | |
| Completely disagree | 20 | 19 | 34 600 | |
| Can not say | 3 | 3 | 5 800 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 17 | 36 500 |
| Partially agree | 49 | 54 | 109 600 | |
| Partially disagree | 23 | 20 | 30 800 | |
| Completely disagree | 7 | 5 | 7 700 | |
| Can not say | 5 | 4 | 7 700 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 21 | 44 200 |
| Partially agree | 50 | 54 | 105 700 | |
| Partially disagree | 23 | 18 | 30 800 | |
| Completely disagree | 6 | 3 | 5 800 | |
| Can not say | 4 | 4 | 5 800 | |
| I prefer well-known brands | Completely agree | 13 | 13 | 21 100 |
| Partially agree | 59 | 59 | 117 200 | |
| Partially disagree | 20 | 21 | 36 500 | |
| Completely disagree | 5 | 4 | 9 600 | |
| Can not say | 3 | 3 | 7 700 | |
| I prefer used products in my purchases | Completely agree | 15 | 17 | 23 100 |
| Partially agree | 39 | 40 | 75 000 | |
| Partially disagree | 31 | 30 | 59 600 | |
| Completely disagree | 11 | 10 | 25 000 | |
| Can not say | 3 | 3 | 7 700 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 15 | 28 800 |
| Quite positively | 61 | 62 | 119 200 | |
| Quite negatively | 16 | 15 | 28 800 | |
| Very negative | 4 | 2 | 3 800 | |
| Can not say | 6 | 5 | 9 600 | |
| Magazines | Very positive | 12 | 14 | 26 900 |
| Quite positively | 60 | 61 | 119 200 | |
| Quite negatively | 18 | 17 | 32 700 | |
| Very negative | 4 | 2 | 3 800 | |
| Can not say | 7 | 6 | 9 600 | |
| Free and local newspapers | Very positive | 22 | 25 | 50 000 |
| Quite positively | 56 | 57 | 109 600 | |
| Quite negatively | 11 | 10 | 19 200 | |
| Very negative | 4 | 2 | 3 800 | |
| Can not say | 6 | 5 | 9 600 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 6 | 11 500 |
| Quite positively | 43 | 45 | 80 700 | |
| Quite negatively | 33 | 33 | 59 600 | |
| Very negative | 11 | 8 | 15 400 | |
| Can not say | 8 | 7 | 23 100 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 6 | 7 700 |
| Quite positively | 30 | 32 | 53 800 | |
| Quite negatively | 35 | 38 | 69 200 | |
| Very negative | 19 | 14 | 26 900 | |
| Can not say | 11 | 11 | 32 700 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 4 | 5 800 |
| Quite positively | 25 | 30 | 42 300 | |
| Quite negatively | 35 | 37 | 69 200 | |
| Very negative | 23 | 17 | 40 400 | |
| Can not say | 13 | 12 | 32 700 | |
| Newsletters to email | Very positive | 2 | 2 | 3 800 |
| Quite positively | 16 | 17 | 30 800 | |
| Quite negatively | 35 | 38 | 73 000 | |
| Very negative | 45 | 39 | 78 800 | |
| Can not say | 3 | 3 | 9 600 | |
| Other websites | Very positive | 2 | 3 | 3 800 |
| Quite positively | 32 | 34 | 53 800 | |
| Quite negatively | 39 | 39 | 75 000 | |
| Very negative | 15 | 11 | 25 000 | |
| Can not say | 12 | 13 | 34 600 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 7 | 9 600 |
| Quite positively | 44 | 47 | 84 600 | |
| Quite negatively | 31 | 31 | 63 400 | |
| Very negative | 14 | 11 | 23 100 | |
| Can not say | 4 | 4 | 9 600 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 4 | 5 800 |
| Quite positively | 33 | 33 | 55 700 | |
| Quite negatively | 35 | 37 | 71 100 | |
| Very negative | 21 | 19 | 42 300 | |
| Can not say | 7 | 7 | 15 400 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 16 | 32 700 |
| Quite positively | 44 | 46 | 98 000 | |
| Quite negatively | 21 | 20 | 32 700 | |
| Very negative | 15 | 12 | 19 200 | |
| Can not say | 5 | 5 | 11 500 | |
| Out-of-home advertising | Very positive | 11 | 11 | 17 300 |
| Quite positively | 51 | 52 | 92 300 | |
| Quite negatively | 22 | 23 | 48 000 | |
| Very negative | 9 | 6 | 15 400 | |
| Can not say | 8 | 7 | 19 200 | 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 | 20 | 42 300 |
| Partially agree | 59 | 63 | 121 100 | |
| Partially disagree | 10 | 8 | 13 500 | |
| Completely disagree | 3 | 2 | 3 800 | |
| Can not say | 11 | 7 | 11 500 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 19 | 38 400 |
| Partially agree | 56 | 61 | 119 200 | |
| Partially disagree | 14 | 11 | 19 200 | |
| Completely disagree | 4 | 2 | 5 800 | |
| Can not say | 10 | 7 | 11 500 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 36 | 78 800 |
| Partially agree | 39 | 39 | 73 000 | |
| Partially disagree | 17 | 17 | 26 900 | |
| Completely disagree | 4 | 3 | 3 800 | |
| Can not say | 8 | 5 | 9 600 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 22 | 42 300 |
| Partially agree | 44 | 45 | 80 700 | |
| Partially disagree | 11 | 11 | 19 200 | |
| Completely disagree | 5 | 5 | 9 600 | |
| Can not say | 18 | 17 | 42 300 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 32 | 63 400 |
| Partially agree | 47 | 49 | 88 400 | |
| Partially disagree | 7 | 7 | 11 500 | |
| Completely disagree | 3 | 2 | 3 800 | |
| Can not say | 12 | 10 | 23 100 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 15 | 32 700 |
| Partially agree | 51 | 52 | 103 800 | |
| Partially disagree | 13 | 13 | 21 100 | |
| Completely disagree | 3 | 2 | 3 800 | |
| Can not say | 18 | 18 | 30 800 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 10 | 23 100 |
| Partially agree | 50 | 53 | 101 900 | |
| Partially disagree | 17 | 17 | 30 800 | |
| Completely disagree | 3 | 2 | 3 800 | |
| Can not say | 20 | 18 | 32 700 | |
| Finnish magazines are of high quality | Completely agree | 22 | 25 | 53 800 |
| Partially agree | 57 | 60 | 109 600 | |
| Partially disagree | 9 | 7 | 13 500 | |
| Completely disagree | 1 | 1 | 1 900 | |
| Can not say | 10 | 8 | 13 500 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 11 | 26 900 |
| Partially agree | 48 | 50 | 96 100 | |
| Partially disagree | 22 | 22 | 40 400 | |
| Completely disagree | 7 | 6 | 13 500 | |
| Can not say | 13 | 11 | 17 300 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 12 | 25 000 |
| Partially agree | 33 | 35 | 63 400 | |
| Partially disagree | 22 | 23 | 42 300 | |
| Completely disagree | 22 | 21 | 46 100 | |
| Can not say | 11 | 9 | 15 400 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 10 | 21 100 |
| Partially agree | 31 | 34 | 65 300 | |
| Partially disagree | 26 | 27 | 48 000 | |
| Completely disagree | 24 | 21 | 42 300 | |
| Can not say | 10 | 8 | 13 500 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 20 | 38 400 |
| Partially agree | 48 | 53 | 103 800 | |
| Partially disagree | 20 | 15 | 28 800 | |
| Completely disagree | 12 | 7 | 13 500 | |
| Can not say | 7 | 5 | 7 700 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 12 | 23 100 |
| Partially agree | 28 | 35 | 69 200 | |
| Partially disagree | 27 | 25 | 46 100 | |
| Completely disagree | 28 | 20 | 40 400 | |
| Can not say | 10 | 8 | 13 500 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 4 | 7 700 |
| Partially agree | 36 | 39 | 73 000 | |
| Partially disagree | 35 | 35 | 67 300 | |
| Completely disagree | 9 | 7 | 15 400 | |
| Can not say | 16 | 15 | 28 800 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 19 | 50 000 |
| Partially agree | 39 | 42 | 82 600 | |
| Partially disagree | 23 | 22 | 34 600 | |
| Completely disagree | 12 | 10 | 13 500 | |
| Can not say | 10 | 8 | 11 500 | |
| I follow one or more magazines on social media | Completely agree | 7 | 8 | 15 400 |
| Partially agree | 20 | 23 | 38 400 | |
| Partially disagree | 23 | 24 | 42 300 | |
| Completely disagree | 42 | 40 | 84 600 | |
| Can not say | 7 | 6 | 11 500 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 48 | 73 000 |
| Partially agree | 27 | 27 | 48 000 | |
| Partially disagree | 11 | 10 | 23 100 | |
| Completely disagree | 14 | 12 | 42 300 | |
| Can not say | 2 | 2 | 5 800 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 37 | 61 500 |
| Partially agree | 39 | 39 | 73 000 | |
| Partially disagree | 13 | 13 | 23 100 | |
| Completely disagree | 10 | 8 | 26 900 | |
| Can not say | 3 | 3 | 7 700 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 20 | 28 800 |
| Partially agree | 33 | 37 | 61 500 | |
| Partially disagree | 21 | 20 | 38 400 | |
| Completely disagree | 24 | 20 | 51 900 | |
| Can not say | 4 | 3 | 11 500 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 20 | 28 800 |
| Partially agree | 33 | 33 | 57 700 | |
| Partially disagree | 25 | 25 | 48 000 | |
| Completely disagree | 21 | 20 | 51 900 | |
| Can not say | 3 | 2 | 5 800 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 19 | 38 400 |
| Partially agree | 21 | 20 | 40 400 | |
| Partially disagree | 17 | 18 | 26 900 | |
| Completely disagree | 37 | 37 | 73 000 | |
| Can not say | 8 | 6 | 11 500 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 28 | 55 700 |
| Partially agree | 52 | 52 | 92 300 | |
| Partially disagree | 12 | 10 | 21 100 | |
| Completely disagree | 4 | 3 | 7 700 | |
| Can not say | 8 | 7 | 15 400 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 77 | 142 200 |
| Partially agree | 16 | 16 | 30 800 | |
| Partially disagree | 3 | 2 | 5 800 | |
| Completely disagree | 2 | 1 | 3 800 | |
| Can not say | 5 | 3 | 11 500 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 35 | 67 300 |
| Partially agree | 39 | 41 | 76 900 | |
| Partially disagree | 15 | 13 | 21 100 | |
| Completely disagree | 8 | 5 | 11 500 | |
| Can not say | 7 | 6 | 15 400 | 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 | 65 | 126 900 |
| Cosmetics and beauty care | 16 | 29 | 51 900 | |
| Interior design and furniture | 26 | 37 | 65 300 | |
| Renovation and building | 24 | 25 | 44 200 | |
| Domestic appliances | 10 | 9 | 23 100 | |
| Consumer electronics and IT equipment | 13 | 9 | 15 400 | |
| Saving and investing | 14 | 14 | 25 000 | |
| Style and fashion | 21 | 31 | 65 300 | |
| Cars | 14 | 9 | 11 500 | |
| Travelling | 23 | 27 | 51 900 | |
| Sports clothing, footwear or equipment | 14 | 16 | 28 800 | |
| Health and wellness products/services | 19 | 27 | 61 500 | |
| None of these | 16 | 11 | 19 200 | |
| Can not say | 10 | 8 | 15 400 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 60 | 99 900 |
| Cosmetics and beauty care | 17 | 29 | 44 200 | |
| Interior design and furniture | 21 | 29 | 44 200 | |
| Renovation and building | 21 | 21 | 30 800 | |
| Domestic appliances | 10 | 9 | 13 500 | |
| Consumer electronics and IT equipment | 17 | 12 | 15 400 | |
| Saving and investing | 13 | 13 | 19 200 | |
| Style and fashion | 19 | 29 | 48 000 | |
| Cars | 13 | 8 | 11 500 | |
| Travelling | 23 | 28 | 46 100 | |
| Sports clothing, footwear or equipment | 16 | 17 | 26 900 | |
| Health and wellness products/services | 18 | 25 | 44 200 | |
| None of these | 21 | 16 | 44 200 | |
| Can not say | 12 | 11 | 25 000 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 12 | 17 300 |
| Well-being and health | 50 | 66 | 128 800 | |
| Charity work | 14 | 19 | 34 600 | |
| Self development | 32 | 39 | 61 500 | |
| Celebrities | 13 | 21 | 30 800 | |
| Fishing | 15 | 9 | 15 400 | |
| Beauty care and cosmetics | 16 | 28 | 40 400 | |
| Literature | 29 | 43 | 86 500 | |
| Domestic and foreign news | 51 | 59 | 107 600 | |
| Domestic travel | 33 | 42 | 73 000 | |
| Culture | 34 | 48 | 90 300 | |
| Crafts | 25 | 42 | 82 600 | |
| Nature and going outdoor | 52 | 60 | 111 500 | |
| Hunting | 9 | 6 | 7 700 | |
| Style and fashion | 20 | 32 | 61 500 | |
| Music and concerts | 37 | 45 | 78 800 | |
| Going on summer cottage | 29 | 34 | 57 700 | |
| Local affairs | 56 | 66 | 130 700 | |
| Computer/console/mobile playing | 17 | 10 | 9 600 | |
| Politics | 43 | 47 | 88 400 | |
| Gardening and plants | 29 | 49 | 99 900 | |
| Online gambling or betting | 5 | 3 | 3 800 | |
| Building and renovating | 34 | 35 | 55 700 | |
| Food and drink | 38 | 46 | 80 700 | |
| Cooking, baking, recipes | 38 | 62 | 115 300 | |
| Investment | 24 | 20 | 32 700 | |
| Decorating | 28 | 49 | 92 300 | |
| Economic and finances | 36 | 33 | 55 700 | |
| Science | 37 | 39 | 50 000 | |
| Travelling abroad | 34 | 38 | 59 600 | |
| Sports, exercising | 45 | 40 | 69 200 | |
| Sailing, boating | 9 | 6 | 11 500 | |
| Consumer electronics and information technology | 20 | 12 | 13 500 | |
| Environmental matters | 31 | 41 | 67 300 | |
| 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
- Otavamedia Oy
- Uudenmaankatu 10
- 00120 Helsinki
- www.otavamedia.fi
- Mediamyynti Otavamedia
- yrityspalvelu@otavamedia.fi
Media
Publisher
- Otavamedia Oy
Publisher
- Otavamedia Oy
Vastaava päätoimittaja
- Saija Hakoniemi
Address
- Uudenmaankatu 10
- 00120 Helsinki
Postal address
- Uudenmaankatu 10
- 00015 Otavamedia
Phone
- +358 9 15661
- kotiliesi@otavamedia.fi