Pirkka
Pirkka is an everyday partner loved by Finns. Pirkka offers its readers inspiring ideas, helpful information and meaningful stories. The magazine helps the reader to make smart decisions and offers a commercially interesting environment.
Issues per year
9 issues per year
Copies
650 000
Magazine website
Magazine in Social Media
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 - 3 | 5.2.2025 | 2.12.2024 | 16.12.2024 | |
| 4 | 2.4.2025 | 7.2.2025 | 26.2.2025 | |
| 5 | 7.5.2025 | 12.3.2025 | 26.3.2025 | |
| 6 - 8 | 11.6.2025 | 15.4.2025 | 6.5.2025 | |
| 9 | 27.8.2025 | 26.6.2025 | 25.7.2025 | |
| 10 | 1.10.2025 | 12.8.2025 | 27.8.2025 | |
| 11 | 5.11.2025 | 16.9.2025 | 1.10.2025 | |
| 12 | 3.12.2025 | 14.10.2025 | 29.10.2025 |
Ei aikatauluja vuodelle 2026.
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 434 x 297 mm | 5 mm | 26 450 € |
| 1/1 portrait | Not specified | 217 x 297 mm | 5 mm | 13 800 € |
| 1/1 portrait | Back cover | 217 x 297 mm | 5 mm | 15 200 € | *) size without marginal Prices valid until 31.12.2025 |
Size
217 x 297 mm
Printing method
Offset
Binding
Stiftaus
Printer
PunaMusta Oy
Delivery of ad material and instructions
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 31.12.2026 |
|---|
Size
217 x 297 mm
Printing method
Offset
Binding
Stiftaus
Printer
PunaMusta Oy
Delivery of ad material and instructions
ICC profile
Technical information
"
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Description | Placement | Size | Price (tax 0%)  |
Prices valid until 31.12.2025 |
|---|
| Ad | Description | Size | Price (tax 0%) |
Prices valid until 31.12.2026 |
|---|
Readers
Readers
1 625 000
Total reach
1 710 400
How many times read
1,7
Minutes of reading
41 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 1 625 000
Minutes of reading41 min
How many times read1,7
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 67 | 1088 800 |
| Men | 49 | 33 | 536 200 | |
| Native language | Finnish | 95 | 96 | 1560 000 |
| Swedish | 5 | 4 | 65 000 | |
| Age | 15-24 y | 13 | 5 | 81 200 |
| 25-34 y | 14 | 9 | 146 200 | |
| 35-44 y | 14 | 13 | 211 200 | |
| 45-54 y | 14 | 14 | 227 500 | |
| 55-64 y | 15 | 18 | 292 500 | |
| 65+ y | 30 | 42 | 682 500 | |
| Gender + age | Female 15-29 years | 9 | 6 | 97 500 |
| Female 30-49 years | 14 | 17 | 276 200 | |
| Female 50+ years | 28 | 44 | 715 000 | |
| Male 15-29 years | 10 | 2 | 32 500 | |
| Male 30-49 years | 15 | 8 | 130 000 | |
| Male 50+ years | 24 | 23 | 373 800 | |
| Household position | Lives at home with parents | 7 | 2 | 32 500 |
| Lives alone | 29 | 27 | 438 800 | |
| Lives with spouse | 36 | 42 | 682 500 | |
| Lives with spouse and children | 24 | 24 | 390 000 | |
| Single parent | 2 | 2 | 32 500 | |
| Other | 3 | 2 | 32 500 | |
| Grandchildren under 18 years of age | Yes | 20 | 26 | 422 500 |
| No | 39 | 48 | 780 000 | |
| No answer (under 45 year olds) | 41 | 26 | 422 500 | |
| Education | Elementary school | 4 | 5 | 81 200 |
| Secondary school | 6 | 6 | 97 500 | |
| Vocational | 27 | 27 | 438 800 | |
| High school | 13 | 11 | 178 800 | |
| University of Applied Sciences | 20 | 19 | 308 800 | |
| University | 28 | 29 | 471 200 | |
| Something else | 2 | 2 | 32 500 | |
| Decision-maker in grocery purchases | Yes | 93 | 95 | 1543 800 |
| No | 6 | 5 | 81 200 | |
| Can not say | 1 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 77 | 1251 200 |
| No | 32 | 23 | 373 800 | |
| Size of the household | 1 pers | 28 | 26 | 422 500 |
| 2 pers | 38 | 44 | 715 000 | |
| 3 pers | 14 | 13 | 211 200 | |
| 4 pers | 12 | 11 | 178 800 | |
| 5+ pers | 7 | 5 | 81 200 | |
| Household income (gross) | Below 20 000 € /y | 10 | 8 | 130 000 |
| 20 000 - 35 000 € /y | 17 | 19 | 308 800 | |
| 35 001 - 50 000 € /y | 18 | 20 | 325 000 | |
| 50 001 - 85 000 € /y | 21 | 22 | 357 500 | |
| 85 001 - 100 000 € /y | 8 | 9 | 146 200 | |
| Over 100 000 € /y | 10 | 10 | 162 500 | |
| Dont want to tell | 5 | 6 | 97 500 | |
| Cant say / No answer | 10 | 6 | 97 500 | |
| Family with kids | Yes | 32 | 29 | 471 200 |
| No | 68 | 71 | 1153 800 | |
| Number of children in the household (5th grade) | 1 child | 13 | 13 | 211 200 |
| 2 children | 13 | 11 | 178 800 | |
| 3 children | 5 | 4 | 65 000 | |
| 4 children | 1 | 1 | 16 200 | |
| 5+ children | 1 | 1 | 16 200 | |
| There are no children | 67 | 71 | 1153 800 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 15 | 243 800 |
| Dog | 26 | 25 | 406 200 | |
| Some other pet | 5 | 5 | 81 200 | |
| No pets | 61 | 62 | 1007 500 | |
| Health services used in the household | Public health services | 85 | 87 | 1413 800 |
| Employer - funded health care services | 50 | 45 | 731 200 | |
| Private, self-funded healthcare services | 39 | 44 | 715 000 | |
| Private health insurance services | 26 | 25 | 406 200 | |
| No health care | 1 | 1 | 16 200 | |
| Can not say | 1 | 1 | 16 200 | |
| Housing | Apartment | 32 | 28 | 455 000 |
| Row house or semi-detached house | 17 | 18 | 292 500 | |
| Detached house | 46 | 49 | 796 200 | |
| Farm | 4 | 4 | 65 000 | |
| Something else | 1 | 1 | 16 200 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 82 | 1332 500 |
| Rented residence | 20 | 15 | 243 800 | |
| Right of residence apartment | 2 | 2 | 32 500 | |
| Something else | 1 | 1 | 16 200 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 45 | 731 200 |
| No | 58 | 55 | 893 800 | |
| Can not say | 1 | 1 | 16 200 | |
| Number of cars in household | One car | 45 | 48 | 780 000 |
| Two cars | 30 | 31 | 503 800 | |
| Three or more cars | 10 | 9 | 146 200 | |
| No car | 14 | 12 | 195 000 | |
| Type of car, if buying now | New | 21 | 23 | 373 800 |
| Used | 70 | 67 | 1088 800 | |
| Company car | 5 | 3 | 48 800 | |
| Leasing (personal) | 9 | 8 | 130 000 | |
| Shared car | 3 | 3 | 48 800 | |
| Doesn't use a car | 8 | 8 | 130 000 | |
| Can not say | 5 | 5 | 81 200 | |
| Advertising ban at the door / mailbox | Yes | 27 | 22 | 357 500 |
| No | 72 | 78 | 1267 500 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 12 | 195 000 |
| No | 76 | 83 | 1348 800 | |
| Can not say | 5 | 6 | 97 500 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 17 | 276 200 |
| Turku or Tampere | 8 | 8 | 130 000 | |
| Oulu | 4 | 4 | 65 000 | |
| 70 000 - 150 000 inhabitants town | 14 | 15 | 243 800 | |
| Urban municipality | 25 | 27 | 438 800 | |
| Conurbation | 16 | 16 | 260 000 | |
| Countryside | 13 | 14 | 227 500 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 17 | 276 200 |
| 5-6 days a week | 4 | 5 | 81 200 | |
| 1-4 days a week | 24 | 31 | 503 800 | |
| Monthly | 25 | 26 | 422 500 | |
| Rarely | 26 | 18 | 292 500 | |
| Never | 8 | 3 | 48 800 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 24 | 390 000 |
| 5-6 days a week | 5 | 5 | 81 200 | |
| 1-4 days a week | 20 | 20 | 325 000 | |
| Monthly | 15 | 15 | 243 800 | |
| Rarely | 23 | 22 | 357 500 | |
| Never | 13 | 13 | 211 200 | |
| Can not say | 1 | 1 | 16 200 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 34 | 552 500 |
| 5-6 days a week | 5 | 5 | 81 200 | |
| 1-4 days a week | 23 | 26 | 422 500 | |
| Monthly | 15 | 13 | 211 200 | |
| Rarely | 24 | 18 | 292 500 | |
| Never | 8 | 4 | 65 000 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 57 | 926 200 |
| 5-6 days a week | 9 | 9 | 146 200 | |
| 1-4 days a week | 17 | 15 | 243 800 | |
| Monthly | 6 | 5 | 81 200 | |
| Rarely | 8 | 8 | 130 000 | |
| Never | 5 | 6 | 97 500 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 5 | 81 200 |
| 5-6 days a week | 4 | 5 | 81 200 | |
| 1-4 days a week | 41 | 48 | 780 000 | |
| Monthly | 18 | 17 | 276 200 | |
| Rarely | 23 | 19 | 308 800 | |
| Never | 9 | 6 | 97 500 | |
| Can not say | 1 | 1 | 16 200 | |
| The frequency of watching: Free online TV services | Daily | 17 | 19 | 308 800 |
| 5-6 days a week | 10 | 11 | 178 800 | |
| 1-4 days a week | 30 | 30 | 487 500 | |
| Monthly | 21 | 19 | 308 800 | |
| Rarely | 15 | 13 | 211 200 | |
| Never | 6 | 7 | 113 800 | |
| Can not say | 1 | 1 | 16 200 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 13 | 211 200 |
| 5-6 days a week | 10 | 9 | 146 200 | |
| 1-4 days a week | 22 | 20 | 325 000 | |
| Monthly | 9 | 8 | 130 000 | |
| Rarely | 13 | 13 | 211 200 | |
| Never | 30 | 36 | 585 000 | |
| Can not say | 1 | 1 | 16 200 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 54 | 877 500 |
| 5-6 days a week | 10 | 11 | 178 800 | |
| 1-4 days a week | 19 | 17 | 276 200 | |
| Monthly | 12 | 9 | 146 200 | |
| Rarely | 12 | 8 | 130 000 | |
| Never | 3 | 2 | 32 500 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 40 | 650 000 |
| 5-6 days a week | 12 | 13 | 211 200 | |
| 1-4 days a week | 22 | 21 | 341 200 | |
| Monthly | 12 | 9 | 146 200 | |
| Rarely | 13 | 10 | 162 500 | |
| Never | 8 | 7 | 113 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 27 | 438 800 |
| 5-6 days a week | 6 | 7 | 113 800 | |
| 1-4 days a week | 16 | 17 | 276 200 | |
| Monthly | 13 | 12 | 195 000 | |
| Rarely | 27 | 25 | 406 200 | |
| Never | 15 | 12 | 195 000 | |
| Can not say | 1 | 1 | 16 200 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 16 | 260 000 |
| 5-6 days a week | 9 | 9 | 146 200 | |
| 1-4 days a week | 21 | 21 | 341 200 | |
| Monthly | 14 | 13 | 211 200 | |
| Rarely | 23 | 23 | 373 800 | |
| Never | 16 | 17 | 276 200 | |
| Can not say | 1 | 1 | 16 200 | |
| The frequency of listening: Podcasts | Daily | 6 | 4 | 65 000 |
| 5-6 days a week | 3 | 3 | 48 800 | |
| 1-4 days a week | 11 | 9 | 146 200 | |
| Monthly | 14 | 12 | 195 000 | |
| Rarely | 27 | 28 | 455 000 | |
| Never | 36 | 41 | 666 200 | |
| Can not say | 2 | 2 | 32 500 | |
| User frequency and following: Social media | Daily | 59 | 57 | 926 200 |
| 5-6 days a week | 8 | 8 | 130 000 | |
| 1-4 days a week | 8 | 8 | 130 000 | |
| Monthly | 3 | 3 | 48 800 | |
| Rarely | 6 | 6 | 97 500 | |
| Never | 16 | 19 | 308 800 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 10 | 162 500 |
| 5-6 days a week | 6 | 4 | 65 000 | |
| 1-4 days a week | 13 | 10 | 162 500 | |
| Monthly | 8 | 7 | 113 800 | |
| Rarely | 20 | 22 | 357 500 | |
| Never | 38 | 46 | 747 500 | |
| Can not say | 1 | 1 | 16 200 | |
| User frequency: Instant messaging | Daily | 69 | 67 | 1088 800 |
| 5-6 days a week | 11 | 11 | 178 800 | |
| 1-4 days a week | 9 | 10 | 162 500 | |
| Monthly | 3 | 3 | 48 800 | |
| Rarely | 2 | 2 | 32 500 | |
| Never | 6 | 6 | 97 500 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: Printed books | Daily | 16 | 20 | 325 000 |
| 5-6 days a week | 6 | 7 | 113 800 | |
| 1-4 days a week | 14 | 15 | 243 800 | |
| Monthly | 22 | 21 | 341 200 | |
| Rarely | 34 | 32 | 520 000 | |
| Never | 7 | 5 | 81 200 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 48 800 |
| 5-6 days a week | 1 | 1 | 16 200 | |
| 1-4 days a week | 4 | 4 | 65 000 | |
| Monthly | 7 | 6 | 97 500 | |
| Rarely | 30 | 28 | 455 000 | |
| Never | 53 | 57 | 926 200 | |
| Can not say | 1 | 1 | 16 200 | |
| Listening frequency: Audiobooks | Daily | 6 | 6 | 97 500 |
| 5-6 days a week | 3 | 3 | 48 800 | |
| 1-4 days a week | 6 | 5 | 81 200 | |
| Monthly | 8 | 7 | 113 800 | |
| Rarely | 23 | 20 | 325 000 | |
| Never | 54 | 58 | 942 500 | |
| Can not say | 1 | 1 | 16 200 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 12 | 195 000 |
| 5-6 days a week | 9 | 7 | 113 800 | |
| 1-4 days a week | 23 | 21 | 341 200 | |
| Monthly | 21 | 23 | 373 800 | |
| Rarely | 17 | 22 | 357 500 | |
| Never | 10 | 14 | 227 500 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: Linkedl | Daily | 4 | 3 | 48 800 |
| 5-6 days a week | 2 | 2 | 32 500 | |
| 1-4 days a week | 8 | 8 | 130 000 | |
| Monthly | 8 | 7 | 113 800 | |
| Rarely | 12 | 11 | 178 800 | |
| Never | 59 | 62 | 1007 500 | |
| Cant say / No answer | 6 | 7 | 113 800 | |
| Usage/following: Facebook | Daily | 39 | 44 | 715 000 |
| 5-6 days a week | 8 | 8 | 130 000 | |
| 1-4 days a week | 11 | 10 | 162 500 | |
| Monthly | 6 | 5 | 81 200 | |
| Rarely | 9 | 7 | 113 800 | |
| Never | 22 | 22 | 357 500 | |
| Cant say / No answer | 4 | 5 | 81 200 | |
| Usage/Following: Instagram | Daily | 32 | 30 | 487 500 |
| 5-6 days a week | 7 | 6 | 97 500 | |
| 1-4 days a week | 9 | 9 | 146 200 | |
| Monthly | 5 | 5 | 81 200 | |
| Rarely | 9 | 10 | 162 500 | |
| Never | 33 | 35 | 568 800 | |
| Cant say / No answer | 5 | 5 | 81 200 | |
| Usage/following rate: Snapchat | Daily | 15 | 8 | 130 000 |
| 5-6 days a week | 2 | 1 | 16 200 | |
| 1-4 days a week | 3 | 2 | 32 500 | |
| Monthly | 2 | 2 | 32 500 | |
| Rarely | 5 | 5 | 81 200 | |
| Never | 69 | 77 | 1251 200 | |
| Cant say / No answer | 5 | 5 | 81 200 | |
| Usage/Following: Twitter | Daily | 5 | 4 | 65 000 |
| 5-6 days a week | 2 | 2 | 32 500 | |
| 1-4 days a week | 4 | 3 | 48 800 | |
| Monthly | 5 | 3 | 48 800 | |
| Rarely | 11 | 9 | 146 200 | |
| Never | 68 | 74 | 1202 500 | |
| Cant say / No answer | 5 | 5 | 81 200 | |
| Usage/Following: TikTok | Daily | 10 | 6 | 97 500 |
| 5-6 days a week | 3 | 2 | 32 500 | |
| 1-4 days a week | 4 | 3 | 48 800 | |
| Monthly | 3 | 3 | 48 800 | |
| Rarely | 8 | 9 | 146 200 | |
| Never | 68 | 72 | 1170 000 | |
| Cant say / No answer | 4 | 5 | 81 200 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 13 | 211 200 |
| Partially agree | 43 | 43 | 698 800 | |
| Partially disagree | 30 | 31 | 503 800 | |
| Completely disagree | 10 | 11 | 178 800 | |
| Can not say | 3 | 3 | 48 800 | |
| I prefer domestic products | Completely agree | 33 | 35 | 568 800 |
| Partially agree | 55 | 56 | 910 000 | |
| Partially disagree | 9 | 8 | 130 000 | |
| Completely disagree | 1 | 1 | 16 200 | |
| Can not say | 2 | 1 | 16 200 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 21 | 341 200 |
| Partially agree | 54 | 57 | 926 200 | |
| Partially disagree | 18 | 16 | 260 000 | |
| Completely disagree | 4 | 3 | 48 800 | |
| Can not say | 3 | 3 | 48 800 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 23 | 373 800 |
| Partially agree | 58 | 60 | 975 000 | |
| Partially disagree | 15 | 14 | 227 500 | |
| Completely disagree | 1 | 1 | 16 200 | |
| Can not say | 2 | 2 | 32 500 | |
| I usually choose the cheapest option | Completely agree | 12 | 10 | 162 500 |
| Partially agree | 48 | 49 | 796 200 | |
| Partially disagree | 33 | 33 | 536 200 | |
| Completely disagree | 5 | 5 | 81 200 | |
| Can not say | 2 | 2 | 32 500 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 38 | 617 500 |
| Partially agree | 50 | 51 | 828 800 | |
| Partially disagree | 9 | 8 | 130 000 | |
| Completely disagree | 2 | 2 | 32 500 | |
| Can not say | 1 | 1 | 16 200 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 5 | 81 200 |
| Partially agree | 24 | 23 | 373 800 | |
| Partially disagree | 38 | 39 | 633 800 | |
| Completely disagree | 24 | 24 | 390 000 | |
| Can not say | 9 | 9 | 146 200 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 65 000 |
| Partially agree | 36 | 36 | 585 000 | |
| Partially disagree | 45 | 46 | 747 500 | |
| Completely disagree | 11 | 11 | 178 800 | |
| Can not say | 4 | 3 | 48 800 | |
| I prefer local shops and services | Completely agree | 27 | 30 | 487 500 |
| Partially agree | 58 | 58 | 942 500 | |
| Partially disagree | 11 | 10 | 162 500 | |
| Completely disagree | 1 | 1 | 16 200 | |
| Can not say | 2 | 1 | 16 200 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 3 | 48 800 |
| Partially agree | 28 | 27 | 438 800 | |
| Partially disagree | 29 | 30 | 487 500 | |
| Completely disagree | 32 | 33 | 536 200 | |
| Can not say | 7 | 7 | 113 800 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 8 | 130 000 |
| Partially agree | 32 | 33 | 536 200 | |
| Partially disagree | 37 | 37 | 601 200 | |
| Completely disagree | 20 | 19 | 308 800 | |
| Can not say | 2 | 2 | 32 500 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 17 | 276 200 |
| Partially agree | 50 | 53 | 861 200 | |
| Partially disagree | 24 | 23 | 373 800 | |
| Completely disagree | 6 | 5 | 81 200 | |
| Can not say | 4 | 3 | 48 800 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 18 | 292 500 |
| Partially agree | 51 | 54 | 877 500 | |
| Partially disagree | 22 | 20 | 325 000 | |
| Completely disagree | 6 | 5 | 81 200 | |
| Can not say | 3 | 3 | 48 800 | |
| I prefer well-known brands | Completely agree | 12 | 12 | 195 000 |
| Partially agree | 58 | 59 | 958 800 | |
| Partially disagree | 21 | 21 | 341 200 | |
| Completely disagree | 5 | 5 | 81 200 | |
| Can not say | 3 | 3 | 48 800 | |
| I prefer used products in my purchases | Completely agree | 14 | 13 | 211 200 |
| Partially agree | 41 | 40 | 650 000 | |
| Partially disagree | 31 | 32 | 520 000 | |
| Completely disagree | 12 | 12 | 195 000 | |
| Can not say | 3 | 3 | 48 800 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 14 | 227 500 |
| Quite positively | 61 | 64 | 1040 000 | |
| Quite negatively | 16 | 14 | 227 500 | |
| Very negative | 4 | 3 | 48 800 | |
| Can not say | 6 | 5 | 81 200 | |
| Magazines | Very positive | 13 | 14 | 227 500 |
| Quite positively | 60 | 62 | 1007 500 | |
| Quite negatively | 17 | 16 | 260 000 | |
| Very negative | 4 | 3 | 48 800 | |
| Can not say | 6 | 5 | 81 200 | |
| Free and local newspapers | Very positive | 24 | 26 | 422 500 |
| Quite positively | 56 | 58 | 942 500 | |
| Quite negatively | 11 | 9 | 146 200 | |
| Very negative | 4 | 3 | 48 800 | |
| Can not say | 6 | 5 | 81 200 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 7 | 113 800 |
| Quite positively | 45 | 45 | 731 200 | |
| Quite negatively | 30 | 29 | 471 200 | |
| Very negative | 10 | 8 | 130 000 | |
| Can not say | 8 | 10 | 162 500 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 5 | 81 200 |
| Quite positively | 33 | 32 | 520 000 | |
| Quite negatively | 32 | 33 | 536 200 | |
| Very negative | 17 | 15 | 243 800 | |
| Can not say | 12 | 15 | 243 800 | |
| Blogs | Very positive | 4 | 3 | 48 800 |
| Quite positively | 25 | 23 | 373 800 | |
| Quite negatively | 29 | 28 | 455 000 | |
| Very negative | 16 | 15 | 243 800 | |
| Can not say | 26 | 32 | 520 000 | |
| Newsletters to email | Very positive | 2 | 2 | 32 500 |
| Quite positively | 17 | 18 | 292 500 | |
| Quite negatively | 34 | 35 | 568 800 | |
| Very negative | 43 | 41 | 666 200 | |
| Can not say | 4 | 4 | 65 000 | |
| Other websites | Very positive | 3 | 3 | 48 800 |
| Quite positively | 38 | 36 | 585 000 | |
| Quite negatively | 34 | 34 | 552 500 | |
| Very negative | 14 | 13 | 211 200 | |
| Can not say | 11 | 14 | 227 500 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 7 | 113 800 |
| Quite positively | 46 | 46 | 747 500 | |
| Quite negatively | 29 | 31 | 503 800 | |
| Very negative | 13 | 12 | 195 000 | |
| Can not say | 4 | 4 | 65 000 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 4 | 65 000 |
| Quite positively | 35 | 34 | 552 500 | |
| Quite negatively | 33 | 34 | 552 500 | |
| Very negative | 20 | 20 | 325 000 | |
| Can not say | 7 | 8 | 130 000 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 22 | 357 500 |
| Quite positively | 46 | 48 | 780 000 | |
| Quite negatively | 17 | 14 | 227 500 | |
| Very negative | 14 | 11 | 178 800 | |
| Can not say | 5 | 5 | 81 200 | |
| Out-of-home advertising | Very positive | 11 | 11 | 178 800 |
| Quite positively | 52 | 51 | 828 800 | |
| Quite negatively | 21 | 22 | 357 500 | |
| Very negative | 9 | 8 | 130 000 | |
| Can not say | 8 | 9 | 146 200 | 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 | 20 | 325 000 |
| Partially agree | 60 | 63 | 1023 800 | |
| Partially disagree | 11 | 9 | 146 200 | |
| Completely disagree | 3 | 3 | 48 800 | |
| Can not say | 9 | 6 | 97 500 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 17 | 276 200 |
| Partially agree | 57 | 61 | 991 200 | |
| Partially disagree | 14 | 12 | 195 000 | |
| Completely disagree | 5 | 4 | 65 000 | |
| Can not say | 8 | 6 | 97 500 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 23 | 373 800 |
| Partially agree | 46 | 46 | 747 500 | |
| Partially disagree | 12 | 11 | 178 800 | |
| Completely disagree | 5 | 5 | 81 200 | |
| Can not say | 15 | 16 | 260 000 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 32 | 520 000 |
| Partially agree | 49 | 50 | 812 500 | |
| Partially disagree | 7 | 6 | 97 500 | |
| Completely disagree | 2 | 2 | 32 500 | |
| Can not say | 10 | 10 | 162 500 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 17 | 276 200 |
| Partially agree | 51 | 52 | 845 000 | |
| Partially disagree | 14 | 13 | 211 200 | |
| Completely disagree | 3 | 2 | 32 500 | |
| Can not say | 16 | 16 | 260 000 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 11 | 178 800 |
| Partially agree | 52 | 53 | 861 200 | |
| Partially disagree | 18 | 18 | 292 500 | |
| Completely disagree | 3 | 2 | 32 500 | |
| Can not say | 17 | 16 | 260 000 | |
| Finnish magazines are of high quality | Completely agree | 23 | 25 | 406 200 |
| Partially agree | 58 | 60 | 975 000 | |
| Partially disagree | 9 | 8 | 130 000 | |
| Completely disagree | 1 | 1 | 16 200 | |
| Can not say | 9 | 6 | 97 500 | |
| I follow important magazines on social media | Completely agree | 7 | 7 | 113 800 |
| Partially agree | 25 | 26 | 422 500 | |
| Partially disagree | 23 | 23 | 373 800 | |
| Completely disagree | 36 | 35 | 568 800 | |
| Can not say | 10 | 10 | 162 500 | |
| I read important magazines from cover to cover | Completely agree | 16 | 19 | 308 800 |
| Partially agree | 33 | 37 | 601 200 | |
| Partially disagree | 29 | 27 | 438 800 | |
| Completely disagree | 17 | 14 | 227 500 | |
| Can not say | 5 | 3 | 48 800 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 8 | 130 000 |
| Partially agree | 45 | 47 | 763 800 | |
| Partially disagree | 28 | 27 | 438 800 | |
| Completely disagree | 10 | 9 | 146 200 | |
| Can not say | 10 | 8 | 130 000 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 11 | 178 800 |
| Partially agree | 35 | 35 | 568 800 | |
| Partially disagree | 23 | 23 | 373 800 | |
| Completely disagree | 23 | 23 | 373 800 | |
| Can not say | 9 | 7 | 113 800 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 9 | 146 200 |
| Partially agree | 33 | 35 | 568 800 | |
| Partially disagree | 27 | 27 | 438 800 | |
| Completely disagree | 24 | 22 | 357 500 | |
| Can not say | 8 | 6 | 97 500 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 16 | 260 000 |
| Partially agree | 50 | 53 | 861 200 | |
| Partially disagree | 19 | 17 | 276 200 | |
| Completely disagree | 13 | 10 | 162 500 | |
| Can not say | 5 | 4 | 65 000 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 10 | 162 500 |
| Partially agree | 29 | 33 | 536 200 | |
| Partially disagree | 27 | 26 | 422 500 | |
| Completely disagree | 29 | 25 | 406 200 | |
| Can not say | 7 | 6 | 97 500 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 1 | 16 200 |
| Partially agree | 18 | 14 | 227 500 | |
| Partially disagree | 33 | 33 | 536 200 | |
| Completely disagree | 38 | 40 | 650 000 | |
| Can not say | 10 | 12 | 195 000 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 20 | 325 000 |
| Partially agree | 41 | 44 | 715 000 | |
| Partially disagree | 23 | 21 | 341 200 | |
| Completely disagree | 12 | 9 | 146 200 | |
| Can not say | 8 | 6 | 97 500 | 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 | 11 | 178 800 |
| Newspapers | 12 | 14 | 227 500 | |
| Magazine websites | 7 | 6 | 97 500 | |
| Newspaper websites | 8 | 8 | 130 000 | |
| Blogs | 3 | 2 | 32 500 | |
| Social media | 16 | 12 | 195 000 | |
| Other websites | 44 | 42 | 682 500 | |
| Television | 11 | 11 | 178 800 | |
| Radio | 2 | 1 | 16 200 | |
| Direct mail | 10 | 12 | 195 000 | |
| None of these | 39 | 41 | 666 200 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 16 | 260 000 |
| Newspapers | 15 | 19 | 308 800 | |
| Magazine websites | 9 | 9 | 146 200 | |
| Newspaper websites | 11 | 11 | 178 800 | |
| Blogs | 6 | 4 | 65 000 | |
| Social media | 28 | 22 | 357 500 | |
| Other websites | 50 | 47 | 763 800 | |
| Television | 19 | 20 | 325 000 | |
| Radio | 3 | 2 | 32 500 | |
| Direct mail | 35 | 41 | 666 200 | |
| None of these | 16 | 17 | 276 200 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 24 | 390 000 |
| Newspapers | 8 | 11 | 178 800 | |
| Magazine websites | 10 | 12 | 195 000 | |
| Newspaper websites | 7 | 8 | 130 000 | |
| Blogs | 7 | 6 | 97 500 | |
| Social media | 31 | 30 | 487 500 | |
| Other websites | 17 | 18 | 292 500 | |
| Television | 14 | 17 | 276 200 | |
| Radio | 2 | 3 | 48 800 | |
| Direct mail | 17 | 24 | 390 000 | |
| None of these | 43 | 37 | 601 200 | |
| Information sources, travel | Print magazines | 16 | 20 | 325 000 |
| Newspapers | 15 | 19 | 308 800 | |
| Magazine websites | 10 | 10 | 162 500 | |
| Newspaper websites | 11 | 11 | 178 800 | |
| Blogs | 12 | 10 | 162 500 | |
| Social media | 38 | 34 | 552 500 | |
| Other websites | 49 | 51 | 828 800 | |
| Television | 17 | 19 | 308 800 | |
| Radio | 3 | 3 | 48 800 | |
| Direct mail | 9 | 11 | 178 800 | |
| None of these | 25 | 23 | 373 800 | |
| Information sources, style and fashion | Print magazines | 22 | 29 | 471 200 |
| Newspapers | 11 | 14 | 227 500 | |
| Magazine websites | 12 | 14 | 227 500 | |
| Newspaper websites | 8 | 9 | 146 200 | |
| Blogs | 9 | 8 | 130 000 | |
| Social media | 37 | 34 | 552 500 | |
| Other websites | 34 | 34 | 552 500 | |
| Television | 18 | 21 | 341 200 | |
| Radio | 2 | 2 | 32 500 | |
| Direct mail | 25 | 32 | 520 000 | |
| None of these | 28 | 24 | 390 000 | |
| Information sources, building and renovating | Print magazines | 17 | 21 | 341 200 |
| Newspapers | 13 | 16 | 260 000 | |
| Magazine websites | 9 | 9 | 146 200 | |
| Newspaper websites | 9 | 9 | 146 200 | |
| Blogs | 7 | 6 | 97 500 | |
| Social media | 26 | 22 | 357 500 | |
| Other websites | 33 | 33 | 536 200 | |
| Television | 18 | 20 | 325 000 | |
| Radio | 2 | 2 | 32 500 | |
| Direct mail | 27 | 34 | 552 500 | |
| None of these | 31 | 29 | 471 200 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 44 | 715 000 |
| Newspapers | 25 | 30 | 487 500 | |
| Magazine websites | 21 | 23 | 373 800 | |
| Newspaper websites | 23 | 23 | 373 800 | |
| Blogs | 14 | 12 | 195 000 | |
| Social media | 45 | 41 | 666 200 | |
| Other websites | 32 | 30 | 487 500 | |
| Television | 29 | 32 | 520 000 | |
| Radio | 7 | 7 | 113 800 | |
| Direct mail | 26 | 32 | 520 000 | |
| None of these | 11 | 9 | 146 200 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 8 | 130 000 |
| Newspapers | 10 | 13 | 211 200 | |
| Magazine websites | 3 | 4 | 65 000 | |
| Newspaper websites | 5 | 6 | 97 500 | |
| Blogs | 1 | 1 | 16 200 | |
| Social media | 12 | 11 | 178 800 | |
| Other websites | 27 | 27 | 438 800 | |
| Television | 12 | 14 | 227 500 | |
| Radio | 2 | 2 | 32 500 | |
| Direct mail | 16 | 20 | 325 000 | |
| None of these | 52 | 47 | 763 800 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 29 | 471 200 |
| Newspapers | 14 | 17 | 276 200 | |
| Magazine websites | 11 | 12 | 195 000 | |
| Newspaper websites | 9 | 10 | 162 500 | |
| Blogs | 7 | 6 | 97 500 | |
| Social media | 31 | 28 | 455 000 | |
| Other websites | 31 | 29 | 471 200 | |
| Television | 19 | 21 | 341 200 | |
| Radio | 2 | 2 | 32 500 | |
| Direct mail | 31 | 38 | 617 500 | |
| None of these | 24 | 21 | 341 200 | |
| Information sources, saving and investing | Print magazines | 9 | 10 | 162 500 |
| Newspapers | 11 | 12 | 195 000 | |
| Magazine websites | 6 | 5 | 81 200 | |
| Newspaper websites | 11 | 10 | 162 500 | |
| Blogs | 7 | 5 | 81 200 | |
| Social media | 22 | 16 | 260 000 | |
| Other websites | 32 | 29 | 471 200 | |
| Television | 8 | 8 | 130 000 | |
| Radio | 3 | 2 | 32 500 | |
| Direct mail | 4 | 5 | 81 200 | |
| None of these | 44 | 48 | 780 000 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 17 | 276 200 |
| Newspapers | 13 | 16 | 260 000 | |
| Magazine websites | 8 | 9 | 146 200 | |
| Newspaper websites | 9 | 10 | 162 500 | |
| Blogs | 5 | 5 | 81 200 | |
| Social media | 26 | 24 | 390 000 | |
| Other websites | 39 | 39 | 633 800 | |
| Television | 13 | 14 | 227 500 | |
| Radio | 3 | 3 | 48 800 | |
| Direct mail | 15 | 20 | 325 000 | |
| None of these | 36 | 33 | 536 200 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 15 | 243 800 |
| Newspapers | 16 | 19 | 308 800 | |
| Magazine websites | 7 | 7 | 113 800 | |
| Newspaper websites | 9 | 10 | 162 500 | |
| Blogs | 5 | 4 | 65 000 | |
| Social media | 26 | 22 | 357 500 | |
| Other websites | 42 | 40 | 650 000 | |
| Television | 14 | 16 | 260 000 | |
| Radio | 2 | 2 | 32 500 | |
| Direct mail | 30 | 38 | 617 500 | |
| None of these | 28 | 26 | 422 500 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 18 | 292 500 |
| Well-being and health | 50 | 59 | 958 800 | |
| Charity work | 13 | 14 | 227 500 | |
| Self development | 32 | 31 | 503 800 | |
| Celebrities | 14 | 15 | 243 800 | |
| Fishing | 16 | 13 | 211 200 | |
| Beauty care and cosmetics | 16 | 19 | 308 800 | |
| Literature | 27 | 33 | 536 200 | |
| Domestic and foreign news | 52 | 55 | 893 800 | |
| Domestic travel | 32 | 37 | 601 200 | |
| Culture | 33 | 37 | 601 200 | |
| Crafts | 25 | 30 | 487 500 | |
| Nature and going outdoor | 52 | 58 | 942 500 | |
| Hunting | 10 | 7 | 113 800 | |
| Style and fashion | 20 | 23 | 373 800 | |
| Music and concerts | 36 | 39 | 633 800 | |
| Going on summer cottage | 29 | 30 | 487 500 | |
| Local affairs | 55 | 64 | 1040 000 | |
| Computer/console/mobile playing | 17 | 9 | 146 200 | |
| Politics | 42 | 40 | 650 000 | |
| Gardening and plants | 30 | 40 | 650 000 | |
| Building and renovating | 34 | 35 | 568 800 | |
| Food and drink | 38 | 42 | 682 500 | |
| Cooking, baking, recipes | 38 | 48 | 780 000 | |
| Investment | 23 | 19 | 308 800 | |
| Decorating | 28 | 35 | 568 800 | |
| Economic and finances | 35 | 33 | 536 200 | |
| Science | 35 | 30 | 487 500 | |
| Travelling abroad | 34 | 34 | 552 500 | |
| Sports, exercising | 45 | 43 | 698 800 | |
| Sailing, boating | 10 | 7 | 113 800 | |
| Consumer electronics and information technology | 21 | 14 | 227 500 | |
| Environmental matters | 31 | 33 | 536 200 | |
| 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 | 2 | 32 500 |
| Buying an apartment | 11 | 9 | 146 200 | |
| Home renovation | 27 | 28 | 455 000 | |
| Buying a car | 27 | 25 | 406 200 | |
| Buying a boat | 3 | 2 | 32 500 | |
| None of these | 51 | 53 | 861 200 | |
| Purchases in the last 12 months | Furniture and furnishings | 44 | 44 | 715 000 |
| Repair and construction products | 39 | 40 | 650 000 | |
| Domestic appliances | 38 | 40 | 650 000 | |
| Electronics or IT products | 49 | 44 | 715 000 | |
| Cars | 19 | 17 | 276 200 | |
| Clothing and footwear | 84 | 85 | 1381 200 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 38 | 617 500 | |
| Sports clothing, footwear or equipment | 58 | 56 | 910 000 | |
| Saving or investing products or services | 29 | 27 | 438 800 | |
| Cosmetics and beauty products | 49 | 55 | 893 800 | |
| Mobile phones | 29 | 28 | 455 000 | |
| Travels | 50 | 51 | 828 800 | |
| Products and services for health and well-being | 61 | 66 | 1072 500 | |
| None of the above | 1 | 1 | 16 200 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 30 | 28 | 455 000 |
| Repair and construction products | 33 | 34 | 552 500 | |
| Domestic appliances | 18 | 18 | 292 500 | |
| Electronics or IT products | 27 | 21 | 341 200 | |
| Cars | 14 | 12 | 195 000 | |
| Clothing and footwear | 67 | 68 | 1105 000 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 29 | 471 200 | |
| Sports clothing, footwear or equipment | 44 | 42 | 682 500 | |
| Saving or investing products or services | 24 | 22 | 357 500 | |
| Cosmetics and beauty products | 38 | 44 | 715 000 | |
| Mobile phones | 16 | 14 | 227 500 | |
| Travels | 46 | 46 | 747 500 | |
| Products and services for health and well-being | 49 | 54 | 877 500 | |
| None of the above | 6 | 5 | 81 200 | |
| Will consider switching over the next 12 months | Bank | 7 | 6 | 97 500 |
| Insurance company | 11 | 10 | 162 500 | |
| electric company | 17 | 16 | 260 000 | |
| Internet Connection | 10 | 9 | 146 200 | |
| Phone-subscription | 14 | 13 | 211 200 | |
| None of the above | 48 | 50 | 812 500 | |
| Can not say | 18 | 18 | 292 500 | |
| Uses of extra money | Magazines, books, movies | 16 | 17 | 276 200 |
| Eating, drinking, partying in a restaurant | 35 | 32 | 520 000 | |
| Exercise hobbies and equipment | 28 | 25 | 406 200 | |
| Cultural events (e.g. concerts, theater, festivals) | 36 | 39 | 633 800 | |
| Renovation, decoration | 23 | 24 | 390 000 | |
| Health services and one's own well-being | 22 | 25 | 406 200 | |
| Travelling | 44 | 46 | 747 500 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 9 | 146 200 | |
| Clothes, shoes and bags | 22 | 21 | 341 200 | |
| Home services (cleaning and other housekeeping services) | 5 | 7 | 113 800 | |
| Car, boat, motorcycle | 11 | 9 | 146 200 | |
| Cosmetics and beauty care | 12 | 12 | 195 000 | |
| Saving, investing | 49 | 48 | 780 000 | |
| Other | 8 | 8 | 130 000 | |
| There is no extra money after mandatory expenses | 8 | 8 | 130 000 | |
| Can not say | 3 | 3 | 48 800 | Source: NRS 2025 |
The total audience includes those who read printed and digital magazines.
|
Total reach 1 710 400
Only print
Only print
Print and online
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 67 | 1088 800 |
| Men | 49 | 33 | 536 200 | |
| Native language | Finnish | 95 | 96 | 1560 000 |
| Swedish | 5 | 4 | 65 000 | |
| Age | 15-24 y | 13 | 6 | 81 200 |
| 25-34 y | 14 | 9 | 146 200 | |
| 35-44 y | 14 | 13 | 211 200 | |
| 45-54 y | 14 | 14 | 227 500 | |
| 55-64 y | 15 | 18 | 292 500 | |
| 65+ y | 30 | 40 | 682 500 | |
| Gender + age | Female 15-29 years | 9 | 7 | 97 500 |
| Female 30-49 years | 14 | 17 | 276 200 | |
| Female 50+ years | 28 | 43 | 715 000 | |
| Male 15-29 years | 10 | 3 | 32 500 | |
| Male 30-49 years | 15 | 8 | 130 000 | |
| Male 50+ years | 24 | 22 | 373 800 | |
| Household position | Lives at home with parents | 7 | 3 | 32 500 |
| Lives alone | 29 | 27 | 438 800 | |
| Lives with spouse | 36 | 41 | 682 500 | |
| Lives with spouse and children | 24 | 24 | 390 000 | |
| Single parent | 2 | 2 | 32 500 | |
| Other | 3 | 2 | 32 500 | |
| Grandchildren under 18 years of age | Yes | 20 | 25 | 422 500 |
| No | 39 | 47 | 780 000 | |
| No answer (under 45 year olds) | 41 | 28 | 422 500 | |
| Education | Elementary school | 4 | 5 | 81 200 |
| Secondary school | 6 | 6 | 97 500 | |
| Vocational | 27 | 27 | 438 800 | |
| High school | 13 | 11 | 178 800 | |
| University of Applied Sciences | 20 | 20 | 308 800 | |
| University | 28 | 29 | 471 200 | |
| Something else | 2 | 2 | 32 500 | |
| Decision-maker in grocery purchases | Yes | 93 | 95 | 1543 800 |
| No | 6 | 5 | 81 200 | |
| Can not say | 1 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 76 | 1251 200 |
| No | 32 | 24 | 373 800 | |
| Size of the household | 1 pers | 28 | 27 | 422 500 |
| 2 pers | 38 | 43 | 715 000 | |
| 3 pers | 14 | 13 | 211 200 | |
| 4 pers | 12 | 11 | 178 800 | |
| 5+ pers | 7 | 5 | 81 200 | |
| Household income (gross) | Below 20 000 € /y | 10 | 8 | 130 000 |
| 20 000 - 35 000 € /y | 17 | 19 | 308 800 | |
| 35 001 - 50 000 € /y | 18 | 20 | 325 000 | |
| 50 001 - 85 000 € /y | 21 | 21 | 357 500 | |
| 85 001 - 100 000 € /y | 8 | 9 | 146 200 | |
| Over 100 000 € /y | 10 | 10 | 162 500 | |
| Dont want to tell | 5 | 6 | 97 500 | |
| Cant say / No answer | 10 | 7 | 97 500 | |
| Family with kids | Yes | 32 | 29 | 471 200 |
| No | 68 | 71 | 1153 800 | |
| Number of children in the household (5th grade) | 1 child | 13 | 13 | 211 200 |
| 2 children | 13 | 12 | 178 800 | |
| 3 children | 5 | 4 | 65 000 | |
| 4 children | 1 | 1 | 16 200 | |
| 5+ children | 1 | 1 | 16 200 | |
| There are no children | 67 | 71 | 1153 800 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 15 | 243 800 |
| Dog | 26 | 25 | 406 200 | |
| Some other pet | 5 | 5 | 81 200 | |
| No pets | 61 | 62 | 1007 500 | |
| Health services used in the household | Public health services | 85 | 87 | 1413 800 |
| Employer - funded health care services | 50 | 46 | 731 200 | |
| Private, self-funded healthcare services | 39 | 43 | 715 000 | |
| Private health insurance services | 26 | 25 | 406 200 | |
| No health care | 1 | 1 | 16 200 | |
| Can not say | 1 | 1 | 16 200 | |
| Housing | Apartment | 32 | 29 | 455 000 |
| Row house or semi-detached house | 17 | 18 | 292 500 | |
| Detached house | 46 | 48 | 796 200 | |
| Farm | 4 | 4 | 65 000 | |
| Something else | 1 | 1 | 16 200 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 82 | 1332 500 |
| Rented residence | 20 | 16 | 243 800 | |
| Right of residence apartment | 2 | 2 | 32 500 | |
| Something else | 1 | 1 | 16 200 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 44 | 731 200 |
| No | 58 | 55 | 893 800 | |
| Can not say | 1 | 1 | 16 200 | |
| Number of cars in household | One car | 45 | 48 | 780 000 |
| Two cars | 30 | 31 | 503 800 | |
| Three or more cars | 10 | 9 | 146 200 | |
| No car | 14 | 12 | 195 000 | |
| Type of car, if buying now | New | 21 | 22 | 373 800 |
| Used | 70 | 68 | 1088 800 | |
| Company car | 5 | 3 | 48 800 | |
| Leasing (personal) | 9 | 8 | 130 000 | |
| Shared car | 3 | 3 | 48 800 | |
| Doesn't use a car | 8 | 8 | 130 000 | |
| Can not say | 5 | 5 | 81 200 | |
| Advertising ban at the door / mailbox | Yes | 27 | 23 | 357 500 |
| No | 72 | 77 | 1267 500 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 12 | 195 000 |
| No | 76 | 82 | 1348 800 | |
| Can not say | 5 | 6 | 97 500 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 17 | 276 200 |
| Turku or Tampere | 8 | 8 | 130 000 | |
| Oulu | 4 | 4 | 65 000 | |
| 70 000 - 150 000 inhabitants town | 14 | 15 | 243 800 | |
| Urban municipality | 25 | 26 | 438 800 | |
| Conurbation | 16 | 16 | 260 000 | |
| Countryside | 13 | 13 | 227 500 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 17 | 276 200 |
| 5-6 days a week | 4 | 5 | 81 200 | |
| 1-4 days a week | 24 | 30 | 503 800 | |
| Monthly | 25 | 26 | 422 500 | |
| Rarely | 26 | 19 | 292 500 | |
| Never | 8 | 3 | 48 800 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 24 | 390 000 |
| 5-6 days a week | 5 | 5 | 81 200 | |
| 1-4 days a week | 20 | 20 | 325 000 | |
| Monthly | 15 | 15 | 243 800 | |
| Rarely | 23 | 22 | 357 500 | |
| Never | 13 | 13 | 211 200 | |
| Can not say | 1 | 1 | 16 200 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 33 | 552 500 |
| 5-6 days a week | 5 | 5 | 81 200 | |
| 1-4 days a week | 23 | 26 | 422 500 | |
| Monthly | 15 | 13 | 211 200 | |
| Rarely | 24 | 19 | 292 500 | |
| Never | 8 | 4 | 65 000 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 57 | 926 200 |
| 5-6 days a week | 9 | 9 | 146 200 | |
| 1-4 days a week | 17 | 16 | 243 800 | |
| Monthly | 6 | 5 | 81 200 | |
| Rarely | 8 | 8 | 130 000 | |
| Never | 5 | 5 | 97 500 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 5 | 81 200 |
| 5-6 days a week | 4 | 5 | 81 200 | |
| 1-4 days a week | 41 | 47 | 780 000 | |
| Monthly | 18 | 17 | 276 200 | |
| Rarely | 23 | 20 | 308 800 | |
| Never | 9 | 6 | 97 500 | |
| Can not say | 1 | 1 | 16 200 | |
| The frequency of watching: Free online TV services | Daily | 17 | 19 | 308 800 |
| 5-6 days a week | 10 | 11 | 178 800 | |
| 1-4 days a week | 30 | 30 | 487 500 | |
| Monthly | 21 | 19 | 308 800 | |
| Rarely | 15 | 13 | 211 200 | |
| Never | 6 | 7 | 113 800 | |
| Can not say | 1 | 1 | 16 200 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 14 | 211 200 |
| 5-6 days a week | 10 | 9 | 146 200 | |
| 1-4 days a week | 22 | 20 | 325 000 | |
| Monthly | 9 | 9 | 130 000 | |
| Rarely | 13 | 13 | 211 200 | |
| Never | 30 | 35 | 585 000 | |
| Can not say | 1 | 1 | 16 200 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 52 | 877 500 |
| 5-6 days a week | 10 | 11 | 178 800 | |
| 1-4 days a week | 19 | 18 | 276 200 | |
| Monthly | 12 | 9 | 146 200 | |
| Rarely | 12 | 8 | 130 000 | |
| Never | 3 | 2 | 32 500 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 39 | 650 000 |
| 5-6 days a week | 12 | 13 | 211 200 | |
| 1-4 days a week | 22 | 21 | 341 200 | |
| Monthly | 12 | 9 | 146 200 | |
| Rarely | 13 | 10 | 162 500 | |
| Never | 8 | 7 | 113 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 26 | 438 800 |
| 5-6 days a week | 6 | 7 | 113 800 | |
| 1-4 days a week | 16 | 17 | 276 200 | |
| Monthly | 13 | 12 | 195 000 | |
| Rarely | 27 | 25 | 406 200 | |
| Never | 15 | 12 | 195 000 | |
| Can not say | 1 | 1 | 16 200 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 16 | 260 000 |
| 5-6 days a week | 9 | 9 | 146 200 | |
| 1-4 days a week | 21 | 21 | 341 200 | |
| Monthly | 14 | 13 | 211 200 | |
| Rarely | 23 | 23 | 373 800 | |
| Never | 16 | 17 | 276 200 | |
| Can not say | 1 | 1 | 16 200 | |
| The frequency of listening: Podcasts | Daily | 6 | 5 | 65 000 |
| 5-6 days a week | 3 | 3 | 48 800 | |
| 1-4 days a week | 11 | 9 | 146 200 | |
| Monthly | 14 | 13 | 195 000 | |
| Rarely | 27 | 28 | 455 000 | |
| Never | 36 | 41 | 666 200 | |
| Can not say | 2 | 2 | 32 500 | |
| User frequency and following: Social media | Daily | 59 | 58 | 926 200 |
| 5-6 days a week | 8 | 8 | 130 000 | |
| 1-4 days a week | 8 | 8 | 130 000 | |
| Monthly | 3 | 3 | 48 800 | |
| Rarely | 6 | 6 | 97 500 | |
| Never | 16 | 18 | 308 800 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 10 | 162 500 |
| 5-6 days a week | 6 | 4 | 65 000 | |
| 1-4 days a week | 13 | 10 | 162 500 | |
| Monthly | 8 | 8 | 113 800 | |
| Rarely | 20 | 22 | 357 500 | |
| Never | 38 | 45 | 747 500 | |
| Can not say | 1 | 1 | 16 200 | |
| User frequency: Instant messaging | Daily | 69 | 67 | 1088 800 |
| 5-6 days a week | 11 | 11 | 178 800 | |
| 1-4 days a week | 9 | 10 | 162 500 | |
| Monthly | 3 | 3 | 48 800 | |
| Rarely | 2 | 2 | 32 500 | |
| Never | 6 | 6 | 97 500 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: Printed books | Daily | 16 | 20 | 325 000 |
| 5-6 days a week | 6 | 7 | 113 800 | |
| 1-4 days a week | 14 | 15 | 243 800 | |
| Monthly | 22 | 21 | 341 200 | |
| Rarely | 34 | 32 | 520 000 | |
| Never | 7 | 5 | 81 200 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 48 800 |
| 5-6 days a week | 1 | 1 | 16 200 | |
| 1-4 days a week | 4 | 4 | 65 000 | |
| Monthly | 7 | 6 | 97 500 | |
| Rarely | 30 | 28 | 455 000 | |
| Never | 53 | 57 | 926 200 | |
| Can not say | 1 | 1 | 16 200 | |
| Listening frequency: Audiobooks | Daily | 6 | 6 | 97 500 |
| 5-6 days a week | 3 | 3 | 48 800 | |
| 1-4 days a week | 6 | 5 | 81 200 | |
| Monthly | 8 | 7 | 113 800 | |
| Rarely | 23 | 21 | 325 000 | |
| Never | 54 | 57 | 942 500 | |
| Can not say | 1 | 1 | 16 200 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 13 | 195 000 |
| 5-6 days a week | 9 | 7 | 113 800 | |
| 1-4 days a week | 23 | 21 | 341 200 | |
| Monthly | 21 | 23 | 373 800 | |
| Rarely | 17 | 22 | 357 500 | |
| Never | 10 | 14 | 227 500 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: Linkedl | Daily | 4 | 3 | 48 800 |
| 5-6 days a week | 2 | 2 | 32 500 | |
| 1-4 days a week | 8 | 8 | 130 000 | |
| Monthly | 8 | 8 | 113 800 | |
| Rarely | 12 | 11 | 178 800 | |
| Never | 59 | 62 | 1007 500 | |
| Cant say / No answer | 6 | 6 | 113 800 | |
| Usage/following: Facebook | Daily | 39 | 43 | 715 000 |
| 5-6 days a week | 8 | 8 | 130 000 | |
| 1-4 days a week | 11 | 10 | 162 500 | |
| Monthly | 6 | 5 | 81 200 | |
| Rarely | 9 | 7 | 113 800 | |
| Never | 22 | 21 | 357 500 | |
| Cant say / No answer | 4 | 5 | 81 200 | |
| Usage/Following: Instagram | Daily | 32 | 31 | 487 500 |
| 5-6 days a week | 7 | 6 | 97 500 | |
| 1-4 days a week | 9 | 9 | 146 200 | |
| Monthly | 5 | 5 | 81 200 | |
| Rarely | 9 | 9 | 162 500 | |
| Never | 33 | 35 | 568 800 | |
| Cant say / No answer | 5 | 5 | 81 200 | |
| Usage/following rate: Snapchat | Daily | 15 | 9 | 130 000 |
| 5-6 days a week | 2 | 1 | 16 200 | |
| 1-4 days a week | 3 | 2 | 32 500 | |
| Monthly | 2 | 2 | 32 500 | |
| Rarely | 5 | 5 | 81 200 | |
| Never | 69 | 76 | 1251 200 | |
| Cant say / No answer | 5 | 5 | 81 200 | |
| Usage/Following: Twitter | Daily | 5 | 4 | 65 000 |
| 5-6 days a week | 2 | 2 | 32 500 | |
| 1-4 days a week | 4 | 4 | 48 800 | |
| Monthly | 5 | 4 | 48 800 | |
| Rarely | 11 | 9 | 146 200 | |
| Never | 68 | 73 | 1202 500 | |
| Cant say / No answer | 5 | 5 | 81 200 | |
| Usage/Following: TikTok | Daily | 10 | 6 | 97 500 |
| 5-6 days a week | 3 | 2 | 32 500 | |
| 1-4 days a week | 4 | 4 | 48 800 | |
| Monthly | 3 | 3 | 48 800 | |
| Rarely | 8 | 9 | 146 200 | |
| Never | 68 | 72 | 1170 000 | |
| Cant say / No answer | 4 | 5 | 81 200 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 13 | 211 200 |
| Partially agree | 43 | 43 | 698 800 | |
| Partially disagree | 30 | 31 | 503 800 | |
| Completely disagree | 10 | 10 | 178 800 | |
| Can not say | 3 | 3 | 48 800 | |
| I prefer domestic products | Completely agree | 33 | 35 | 568 800 |
| Partially agree | 55 | 56 | 910 000 | |
| Partially disagree | 9 | 8 | 130 000 | |
| Completely disagree | 1 | 1 | 16 200 | |
| Can not say | 2 | 1 | 16 200 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 21 | 341 200 |
| Partially agree | 54 | 57 | 926 200 | |
| Partially disagree | 18 | 17 | 260 000 | |
| Completely disagree | 4 | 3 | 48 800 | |
| Can not say | 3 | 3 | 48 800 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 23 | 373 800 |
| Partially agree | 58 | 60 | 975 000 | |
| Partially disagree | 15 | 14 | 227 500 | |
| Completely disagree | 1 | 1 | 16 200 | |
| Can not say | 2 | 2 | 32 500 | |
| I usually choose the cheapest option | Completely agree | 12 | 10 | 162 500 |
| Partially agree | 48 | 49 | 796 200 | |
| Partially disagree | 33 | 33 | 536 200 | |
| Completely disagree | 5 | 5 | 81 200 | |
| Can not say | 2 | 2 | 32 500 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 39 | 617 500 |
| Partially agree | 50 | 51 | 828 800 | |
| Partially disagree | 9 | 8 | 130 000 | |
| Completely disagree | 2 | 2 | 32 500 | |
| Can not say | 1 | 1 | 16 200 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 5 | 81 200 |
| Partially agree | 24 | 23 | 373 800 | |
| Partially disagree | 38 | 39 | 633 800 | |
| Completely disagree | 24 | 24 | 390 000 | |
| Can not say | 9 | 9 | 146 200 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 65 000 |
| Partially agree | 36 | 36 | 585 000 | |
| Partially disagree | 45 | 46 | 747 500 | |
| Completely disagree | 11 | 11 | 178 800 | |
| Can not say | 4 | 3 | 48 800 | |
| I prefer local shops and services | Completely agree | 27 | 30 | 487 500 |
| Partially agree | 58 | 58 | 942 500 | |
| Partially disagree | 11 | 10 | 162 500 | |
| Completely disagree | 1 | 1 | 16 200 | |
| Can not say | 2 | 1 | 16 200 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 3 | 48 800 |
| Partially agree | 28 | 28 | 438 800 | |
| Partially disagree | 29 | 30 | 487 500 | |
| Completely disagree | 32 | 32 | 536 200 | |
| Can not say | 7 | 7 | 113 800 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 8 | 130 000 |
| Partially agree | 32 | 33 | 536 200 | |
| Partially disagree | 37 | 37 | 601 200 | |
| Completely disagree | 20 | 19 | 308 800 | |
| Can not say | 2 | 2 | 32 500 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 17 | 276 200 |
| Partially agree | 50 | 52 | 861 200 | |
| Partially disagree | 24 | 23 | 373 800 | |
| Completely disagree | 6 | 5 | 81 200 | |
| Can not say | 4 | 3 | 48 800 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 18 | 292 500 |
| Partially agree | 51 | 54 | 877 500 | |
| Partially disagree | 22 | 20 | 325 000 | |
| Completely disagree | 6 | 5 | 81 200 | |
| Can not say | 3 | 3 | 48 800 | |
| I prefer well-known brands | Completely agree | 12 | 12 | 195 000 |
| Partially agree | 58 | 59 | 958 800 | |
| Partially disagree | 21 | 21 | 341 200 | |
| Completely disagree | 5 | 5 | 81 200 | |
| Can not say | 3 | 3 | 48 800 | |
| I prefer used products in my purchases | Completely agree | 14 | 13 | 211 200 |
| Partially agree | 41 | 40 | 650 000 | |
| Partially disagree | 31 | 32 | 520 000 | |
| Completely disagree | 12 | 12 | 195 000 | |
| Can not say | 3 | 3 | 48 800 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 14 | 227 500 |
| Quite positively | 61 | 63 | 1040 000 | |
| Quite negatively | 16 | 14 | 227 500 | |
| Very negative | 4 | 3 | 48 800 | |
| Can not say | 6 | 5 | 81 200 | |
| Magazines | Very positive | 13 | 14 | 227 500 |
| Quite positively | 60 | 62 | 1007 500 | |
| Quite negatively | 17 | 16 | 260 000 | |
| Very negative | 4 | 3 | 48 800 | |
| Can not say | 6 | 5 | 81 200 | |
| Free and local newspapers | Very positive | 24 | 26 | 422 500 |
| Quite positively | 56 | 58 | 942 500 | |
| Quite negatively | 11 | 9 | 146 200 | |
| Very negative | 4 | 3 | 48 800 | |
| Can not say | 6 | 5 | 81 200 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 7 | 113 800 |
| Quite positively | 45 | 45 | 731 200 | |
| Quite negatively | 30 | 29 | 471 200 | |
| Very negative | 10 | 9 | 130 000 | |
| Can not say | 8 | 10 | 162 500 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 5 | 81 200 |
| Quite positively | 33 | 33 | 520 000 | |
| Quite negatively | 32 | 33 | 536 200 | |
| Very negative | 17 | 15 | 243 800 | |
| Can not say | 12 | 15 | 243 800 | |
| Blogs | Very positive | 4 | 3 | 48 800 |
| Quite positively | 25 | 23 | 373 800 | |
| Quite negatively | 29 | 28 | 455 000 | |
| Very negative | 16 | 15 | 243 800 | |
| Can not say | 26 | 31 | 520 000 | |
| Newsletters to email | Very positive | 2 | 2 | 32 500 |
| Quite positively | 17 | 18 | 292 500 | |
| Quite negatively | 34 | 35 | 568 800 | |
| Very negative | 43 | 41 | 666 200 | |
| Can not say | 4 | 4 | 65 000 | |
| Other websites | Very positive | 3 | 3 | 48 800 |
| Quite positively | 38 | 36 | 585 000 | |
| Quite negatively | 34 | 34 | 552 500 | |
| Very negative | 14 | 13 | 211 200 | |
| Can not say | 11 | 14 | 227 500 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 7 | 113 800 |
| Quite positively | 46 | 46 | 747 500 | |
| Quite negatively | 29 | 31 | 503 800 | |
| Very negative | 13 | 12 | 195 000 | |
| Can not say | 4 | 4 | 65 000 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 4 | 65 000 |
| Quite positively | 35 | 34 | 552 500 | |
| Quite negatively | 33 | 34 | 552 500 | |
| Very negative | 20 | 20 | 325 000 | |
| Can not say | 7 | 8 | 130 000 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 22 | 357 500 |
| Quite positively | 46 | 48 | 780 000 | |
| Quite negatively | 17 | 15 | 227 500 | |
| Very negative | 14 | 11 | 178 800 | |
| Can not say | 5 | 5 | 81 200 | |
| Out-of-home advertising | Very positive | 11 | 11 | 178 800 |
| Quite positively | 52 | 51 | 828 800 | |
| Quite negatively | 21 | 22 | 357 500 | |
| Very negative | 9 | 8 | 130 000 | |
| Can not say | 8 | 8 | 146 200 | 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 | 20 | 325 000 |
| Partially agree | 60 | 62 | 1023 800 | |
| Partially disagree | 11 | 9 | 146 200 | |
| Completely disagree | 3 | 3 | 48 800 | |
| Can not say | 9 | 6 | 97 500 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 18 | 276 200 |
| Partially agree | 57 | 61 | 991 200 | |
| Partially disagree | 14 | 12 | 195 000 | |
| Completely disagree | 5 | 4 | 65 000 | |
| Can not say | 8 | 6 | 97 500 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 23 | 373 800 |
| Partially agree | 46 | 46 | 747 500 | |
| Partially disagree | 12 | 11 | 178 800 | |
| Completely disagree | 5 | 5 | 81 200 | |
| Can not say | 15 | 16 | 260 000 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 32 | 520 000 |
| Partially agree | 49 | 50 | 812 500 | |
| Partially disagree | 7 | 6 | 97 500 | |
| Completely disagree | 2 | 2 | 32 500 | |
| Can not say | 10 | 10 | 162 500 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 17 | 276 200 |
| Partially agree | 51 | 52 | 845 000 | |
| Partially disagree | 14 | 13 | 211 200 | |
| Completely disagree | 3 | 2 | 32 500 | |
| Can not say | 16 | 16 | 260 000 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 11 | 178 800 |
| Partially agree | 52 | 53 | 861 200 | |
| Partially disagree | 18 | 17 | 292 500 | |
| Completely disagree | 3 | 2 | 32 500 | |
| Can not say | 17 | 16 | 260 000 | |
| Finnish magazines are of high quality | Completely agree | 23 | 25 | 406 200 |
| Partially agree | 58 | 60 | 975 000 | |
| Partially disagree | 9 | 8 | 130 000 | |
| Completely disagree | 1 | 1 | 16 200 | |
| Can not say | 9 | 6 | 97 500 | |
| I follow important magazines on social media | Completely agree | 7 | 7 | 113 800 |
| Partially agree | 25 | 26 | 422 500 | |
| Partially disagree | 23 | 23 | 373 800 | |
| Completely disagree | 36 | 35 | 568 800 | |
| Can not say | 10 | 10 | 162 500 | |
| I read important magazines from cover to cover | Completely agree | 16 | 19 | 308 800 |
| Partially agree | 33 | 37 | 601 200 | |
| Partially disagree | 29 | 27 | 438 800 | |
| Completely disagree | 17 | 14 | 227 500 | |
| Can not say | 5 | 3 | 48 800 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 8 | 130 000 |
| Partially agree | 45 | 47 | 763 800 | |
| Partially disagree | 28 | 27 | 438 800 | |
| Completely disagree | 10 | 9 | 146 200 | |
| Can not say | 10 | 8 | 130 000 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 11 | 178 800 |
| Partially agree | 35 | 35 | 568 800 | |
| Partially disagree | 23 | 23 | 373 800 | |
| Completely disagree | 23 | 23 | 373 800 | |
| Can not say | 9 | 8 | 113 800 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 9 | 146 200 |
| Partially agree | 33 | 35 | 568 800 | |
| Partially disagree | 27 | 27 | 438 800 | |
| Completely disagree | 24 | 22 | 357 500 | |
| Can not say | 8 | 6 | 97 500 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 16 | 260 000 |
| Partially agree | 50 | 53 | 861 200 | |
| Partially disagree | 19 | 17 | 276 200 | |
| Completely disagree | 13 | 10 | 162 500 | |
| Can not say | 5 | 4 | 65 000 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 10 | 162 500 |
| Partially agree | 29 | 32 | 536 200 | |
| Partially disagree | 27 | 26 | 422 500 | |
| Completely disagree | 29 | 25 | 406 200 | |
| Can not say | 7 | 6 | 97 500 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 1 | 16 200 |
| Partially agree | 18 | 15 | 227 500 | |
| Partially disagree | 33 | 34 | 536 200 | |
| Completely disagree | 38 | 39 | 650 000 | |
| Can not say | 10 | 11 | 195 000 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 19 | 325 000 |
| Partially agree | 41 | 44 | 715 000 | |
| Partially disagree | 23 | 21 | 341 200 | |
| Completely disagree | 12 | 9 | 146 200 | |
| Can not say | 8 | 6 | 97 500 | 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 | 11 | 178 800 |
| Newspapers | 12 | 14 | 227 500 | |
| Magazine websites | 7 | 6 | 97 500 | |
| Newspaper websites | 8 | 8 | 130 000 | |
| Blogs | 3 | 2 | 32 500 | |
| Social media | 16 | 12 | 195 000 | |
| Other websites | 44 | 42 | 682 500 | |
| Television | 11 | 11 | 178 800 | |
| Radio | 2 | 2 | 16 200 | |
| Direct mail | 10 | 12 | 195 000 | |
| None of these | 39 | 41 | 666 200 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 15 | 260 000 |
| Newspapers | 15 | 18 | 308 800 | |
| Magazine websites | 9 | 9 | 146 200 | |
| Newspaper websites | 11 | 11 | 178 800 | |
| Blogs | 6 | 4 | 65 000 | |
| Social media | 28 | 23 | 357 500 | |
| Other websites | 50 | 47 | 763 800 | |
| Television | 19 | 20 | 325 000 | |
| Radio | 3 | 3 | 32 500 | |
| Direct mail | 35 | 41 | 666 200 | |
| None of these | 16 | 17 | 276 200 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 24 | 390 000 |
| Newspapers | 8 | 11 | 178 800 | |
| Magazine websites | 10 | 12 | 195 000 | |
| Newspaper websites | 7 | 8 | 130 000 | |
| Blogs | 7 | 7 | 97 500 | |
| Social media | 31 | 30 | 487 500 | |
| Other websites | 17 | 18 | 292 500 | |
| Television | 14 | 17 | 276 200 | |
| Radio | 2 | 3 | 48 800 | |
| Direct mail | 17 | 23 | 390 000 | |
| None of these | 43 | 37 | 601 200 | |
| Information sources, travel | Print magazines | 16 | 19 | 325 000 |
| Newspapers | 15 | 18 | 308 800 | |
| Magazine websites | 10 | 10 | 162 500 | |
| Newspaper websites | 11 | 11 | 178 800 | |
| Blogs | 12 | 11 | 162 500 | |
| Social media | 38 | 35 | 552 500 | |
| Other websites | 49 | 51 | 828 800 | |
| Television | 17 | 19 | 308 800 | |
| Radio | 3 | 3 | 48 800 | |
| Direct mail | 9 | 11 | 178 800 | |
| None of these | 25 | 23 | 373 800 | |
| Information sources, style and fashion | Print magazines | 22 | 29 | 471 200 |
| Newspapers | 11 | 14 | 227 500 | |
| Magazine websites | 12 | 14 | 227 500 | |
| Newspaper websites | 8 | 9 | 146 200 | |
| Blogs | 9 | 8 | 130 000 | |
| Social media | 37 | 35 | 552 500 | |
| Other websites | 34 | 35 | 552 500 | |
| Television | 18 | 21 | 341 200 | |
| Radio | 2 | 2 | 32 500 | |
| Direct mail | 25 | 31 | 520 000 | |
| None of these | 28 | 24 | 390 000 | |
| Information sources, building and renovating | Print magazines | 17 | 20 | 341 200 |
| Newspapers | 13 | 15 | 260 000 | |
| Magazine websites | 9 | 9 | 146 200 | |
| Newspaper websites | 9 | 9 | 146 200 | |
| Blogs | 7 | 6 | 97 500 | |
| Social media | 26 | 23 | 357 500 | |
| Other websites | 33 | 33 | 536 200 | |
| Television | 18 | 20 | 325 000 | |
| Radio | 2 | 2 | 32 500 | |
| Direct mail | 27 | 33 | 552 500 | |
| None of these | 31 | 30 | 471 200 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 43 | 715 000 |
| Newspapers | 25 | 30 | 487 500 | |
| Magazine websites | 21 | 23 | 373 800 | |
| Newspaper websites | 23 | 23 | 373 800 | |
| Blogs | 14 | 13 | 195 000 | |
| Social media | 45 | 42 | 666 200 | |
| Other websites | 32 | 30 | 487 500 | |
| Television | 29 | 32 | 520 000 | |
| Radio | 7 | 7 | 113 800 | |
| Direct mail | 26 | 32 | 520 000 | |
| None of these | 11 | 9 | 146 200 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 8 | 130 000 |
| Newspapers | 10 | 13 | 211 200 | |
| Magazine websites | 3 | 4 | 65 000 | |
| Newspaper websites | 5 | 6 | 97 500 | |
| Blogs | 1 | 1 | 16 200 | |
| Social media | 12 | 11 | 178 800 | |
| Other websites | 27 | 27 | 438 800 | |
| Television | 12 | 14 | 227 500 | |
| Radio | 2 | 2 | 32 500 | |
| Direct mail | 16 | 20 | 325 000 | |
| None of these | 52 | 48 | 763 800 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 29 | 471 200 |
| Newspapers | 14 | 17 | 276 200 | |
| Magazine websites | 11 | 12 | 195 000 | |
| Newspaper websites | 9 | 10 | 162 500 | |
| Blogs | 7 | 7 | 97 500 | |
| Social media | 31 | 29 | 455 000 | |
| Other websites | 31 | 30 | 471 200 | |
| Television | 19 | 21 | 341 200 | |
| Radio | 2 | 2 | 32 500 | |
| Direct mail | 31 | 37 | 617 500 | |
| None of these | 24 | 21 | 341 200 | |
| Information sources, saving and investing | Print magazines | 9 | 10 | 162 500 |
| Newspapers | 11 | 12 | 195 000 | |
| Magazine websites | 6 | 6 | 81 200 | |
| Newspaper websites | 11 | 10 | 162 500 | |
| Blogs | 7 | 6 | 81 200 | |
| Social media | 22 | 17 | 260 000 | |
| Other websites | 32 | 29 | 471 200 | |
| Television | 8 | 8 | 130 000 | |
| Radio | 3 | 2 | 32 500 | |
| Direct mail | 4 | 5 | 81 200 | |
| None of these | 44 | 47 | 780 000 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 17 | 276 200 |
| Newspapers | 13 | 15 | 260 000 | |
| Magazine websites | 8 | 9 | 146 200 | |
| Newspaper websites | 9 | 10 | 162 500 | |
| Blogs | 5 | 5 | 81 200 | |
| Social media | 26 | 25 | 390 000 | |
| Other websites | 39 | 39 | 633 800 | |
| Television | 13 | 14 | 227 500 | |
| Radio | 3 | 3 | 48 800 | |
| Direct mail | 15 | 20 | 325 000 | |
| None of these | 36 | 33 | 536 200 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 14 | 243 800 |
| Newspapers | 16 | 19 | 308 800 | |
| Magazine websites | 7 | 7 | 113 800 | |
| Newspaper websites | 9 | 10 | 162 500 | |
| Blogs | 5 | 4 | 65 000 | |
| Social media | 26 | 23 | 357 500 | |
| Other websites | 42 | 41 | 650 000 | |
| Television | 14 | 16 | 260 000 | |
| Radio | 2 | 2 | 32 500 | |
| Direct mail | 30 | 37 | 617 500 | |
| None of these | 28 | 26 | 422 500 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 19 | 292 500 |
| Well-being and health | 50 | 59 | 958 800 | |
| Charity work | 13 | 14 | 227 500 | |
| Self development | 32 | 32 | 503 800 | |
| Celebrities | 14 | 15 | 243 800 | |
| Fishing | 16 | 13 | 211 200 | |
| Beauty care and cosmetics | 16 | 20 | 308 800 | |
| Literature | 27 | 32 | 536 200 | |
| Domestic and foreign news | 52 | 56 | 893 800 | |
| Domestic travel | 32 | 37 | 601 200 | |
| Culture | 33 | 37 | 601 200 | |
| Crafts | 25 | 30 | 487 500 | |
| Nature and going outdoor | 52 | 58 | 942 500 | |
| Hunting | 10 | 7 | 113 800 | |
| Style and fashion | 20 | 24 | 373 800 | |
| Music and concerts | 36 | 39 | 633 800 | |
| Going on summer cottage | 29 | 30 | 487 500 | |
| Local affairs | 55 | 64 | 1040 000 | |
| Computer/console/mobile playing | 17 | 10 | 146 200 | |
| Politics | 42 | 40 | 650 000 | |
| Gardening and plants | 30 | 40 | 650 000 | |
| Building and renovating | 34 | 35 | 568 800 | |
| Food and drink | 38 | 43 | 682 500 | |
| Cooking, baking, recipes | 38 | 49 | 780 000 | |
| Investment | 23 | 20 | 308 800 | |
| Decorating | 28 | 36 | 568 800 | |
| Economic and finances | 35 | 34 | 536 200 | |
| Science | 35 | 31 | 487 500 | |
| Travelling abroad | 34 | 35 | 552 500 | |
| Sports, exercising | 45 | 44 | 698 800 | |
| Sailing, boating | 10 | 8 | 113 800 | |
| Consumer electronics and information technology | 21 | 15 | 227 500 | |
| Environmental matters | 31 | 33 | 536 200 | |
| None of the above | 0 | 0 | 0 | Source: NRS 2025 |
Online & social media
Magazine website
Magazine in Social Media
Some channels and Followers August 2024
Contact info
Media sales
- Kesko Oyj
- Satamakatu 3
- 00016 Kesko
Sales Director
- Armi Slotte
- 010 532 2276
- armi.slotte@kesko.fi
Tiedustelut ja varaukset
- Katja Virtanen
- 010 532 2974
- katja.virtanen@kesko.fi
Media
Publisher
- Genero Oy
Publisher
- Kesko Oyj
Vastaava päätoimittaja
- Sanni Jokinen
Address
- Risto Rytin tie 33
- 00570 Helsinki
Postal address
- Risto Rytin tie 33
- 00570 Helsinki