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
8 issues per year
Copies
650 000
Magazine website
Magazine in Social Media
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 4.2.2026 | 2.12.2025 | 12.12.2025 | |
| 4 | 25.3.2026 | 3.2.2026 | 13.2.2026 | |
| 5 | 6.5.2026 | 13.3.2026 | 23.3.2026 | |
| 6 | 10.6.2026 | 19.4.2026 | 29.4.2026 | |
| 9 | 26.8.2026 | 26.6.2026 | 24.7.2026 | |
| 10 | 30.9.2026 | 7.8.2026 | 17.8.2026 | |
| 11 | 4.11.2026 | 9.9.2026 | 21.9.2026 | |
| 12 | 2.12.2026 | 9.10.2026 | 19.10.2026 |
Ei aikatauluja vuodelle 2027.
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 | 16 560 € | *) size without marginal Prices valid until 31.12.2026 |
Size
217 x 297 mm
Printing method
Offset
Binding
Stitching
Printer
UPC Print - Finland
Delivery of ad material and instructions
ads@aller.com
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
217 x 297 mm
Printing method
Offset
Binding
Stiftaus
Printer
UPC Print - Finland
Delivery of ad material and instructions
ads@aller.com
ICC profile
Technical information
"
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Description | Placement | Size | Price (tax 0%)  |
Prices valid until 31.12.2026 |
|---|
| Ad | Description | Size | Price (tax 0%) |
Prices valid until 31.12.2027 |
|---|
Readers
Readers
1 631 400
Total reach
1 728 500
How many times read
1,7
Minutes of reading
43 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 1 631 400
Minutes of reading43 min
How many times read1,7
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 67 | 1093 000 |
| Men | 49 | 33 | 538 400 | |
| Native language | Finnish | 95 | 96 | 1566 100 |
| Swedish | 5 | 4 | 65 300 | |
| Age | 15-24 y | 13 | 5 | 81 600 |
| 25-34 y | 14 | 8 | 130 500 | |
| 35-44 y | 14 | 12 | 195 800 | |
| 45-54 y | 14 | 14 | 228 400 | |
| 55-64 y | 15 | 18 | 293 700 | |
| 65+ y | 30 | 44 | 717 800 | |
| Gender + age | Female 15-29 years | 9 | 6 | 97 900 |
| Female 30-49 years | 14 | 16 | 261 000 | |
| Female 50+ years | 28 | 45 | 734 100 | |
| Male 15-29 years | 10 | 2 | 32 600 | |
| Male 30-49 years | 15 | 7 | 114 200 | |
| Male 50+ years | 24 | 23 | 375 200 | |
| Household position | Lives at home with parents | 7 | 3 | 48 900 |
| Lives alone | 29 | 28 | 456 800 | |
| Lives with spouse | 36 | 43 | 701 500 | |
| Lives with spouse and children | 23 | 22 | 358 900 | |
| Single parent | 2 | 2 | 32 600 | |
| Other | 2 | 2 | 32 600 | |
| Grandchildren under 18 years of age | Yes | 20 | 27 | 440 500 |
| No | 39 | 48 | 783 100 | |
| No answer (under 45 year olds) | 41 | 25 | 407 800 | |
| Education | Elementary school | 4 | 6 | 97 900 |
| Secondary school | 6 | 6 | 97 900 | |
| Vocational | 26 | 26 | 424 200 | |
| High school | 13 | 11 | 179 500 | |
| University of Applied Sciences | 19 | 18 | 293 700 | |
| University | 30 | 31 | 505 700 | |
| Something else | 2 | 2 | 32 600 | |
| Decision-maker in grocery purchases | Yes | 93 | 95 | 1549 800 |
| No | 7 | 4 | 65 300 | |
| Can not say | 0 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 78 | 1272 500 |
| No | 32 | 22 | 358 900 | |
| Size of the household | 1 pers | 28 | 27 | 440 500 |
| 2 pers | 38 | 45 | 734 100 | |
| 3 pers | 14 | 13 | 212 100 | |
| 4 pers | 12 | 10 | 163 100 | |
| 5+ pers | 7 | 5 | 81 600 | |
| Household income (gross) | Below 20 000 € /y | 10 | 7 | 114 200 |
| 20 000 - 35 000 € /y | 15 | 18 | 293 700 | |
| 35 001 - 50 000 € /y | 18 | 20 | 326 300 | |
| 50 001 - 85 000 € /y | 21 | 22 | 358 900 | |
| 85 001 - 100 000 € /y | 8 | 9 | 146 800 | |
| Over 100 000 € /y | 12 | 11 | 179 500 | |
| Dont want to tell | 7 | 8 | 130 500 | |
| Cant say / No answer | 9 | 5 | 81 600 | |
| Family with kids | Yes | 33 | 28 | 456 800 |
| No | 67 | 72 | 1174 600 | |
| Number of children in the household (5th grade) | 1 child | 13 | 12 | 195 800 |
| 2 children | 12 | 11 | 179 500 | |
| 3 children | 5 | 3 | 48 900 | |
| 4 children | 1 | 1 | 16 300 | |
| 5+ children | 1 | 1 | 16 300 | |
| There are no children | 67 | 72 | 1174 600 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 15 | 244 700 |
| Dog | 24 | 24 | 391 500 | |
| Some other pet | 5 | 4 | 65 300 | |
| No pets | 62 | 64 | 1044 100 | |
| Health services used in the household | Public health services | 85 | 88 | 1435 600 |
| Employer - funded health care services | 51 | 45 | 734 100 | |
| Private, self-funded healthcare services | 39 | 45 | 734 100 | |
| Private health insurance services | 27 | 23 | 375 200 | |
| No health care | 1 | 1 | 16 300 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 33 | 30 | 489 400 |
| Row house or semi-detached house | 17 | 18 | 293 700 | |
| Detached house | 45 | 47 | 766 800 | |
| Farm | 4 | 4 | 65 300 | |
| Something else | 1 | 1 | 16 300 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 80 | 1305 100 |
| Rented residence | 22 | 17 | 277 300 | |
| Right of residence apartment | 2 | 2 | 32 600 | |
| Something else | 1 | 1 | 16 300 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 45 | 734 100 |
| No | 58 | 55 | 897 300 | |
| Can not say | 1 | 1 | 16 300 | |
| Number of cars in household | One car | 46 | 49 | 799 400 |
| Two cars | 29 | 29 | 473 100 | |
| Three or more cars | 10 | 9 | 146 800 | |
| No car | 15 | 13 | 212 100 | |
| Type of car, if buying now | New | 18 | 21 | 342 600 |
| Used | 71 | 68 | 1109 400 | |
| Company car | 5 | 3 | 48 900 | |
| Leasing (personal) | 9 | 9 | 146 800 | |
| Shared car | 2 | 2 | 32 600 | |
| Doesn't use a car | 8 | 8 | 130 500 | |
| Can not say | 5 | 6 | 97 900 | |
| Advertising ban at the door / mailbox | Yes | 29 | 23 | 375 200 |
| No | 70 | 76 | 1239 900 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 12 | 195 800 |
| No | 75 | 82 | 1337 700 | |
| Can not say | 5 | 6 | 97 900 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 17 | 277 300 |
| Turku or Tampere | 8 | 8 | 130 500 | |
| Oulu | 4 | 4 | 65 300 | |
| 70 000 - 150 000 inhabitants town | 14 | 15 | 244 700 | |
| Urban municipality | 24 | 25 | 407 800 | |
| Conurbation | 17 | 18 | 293 700 | |
| Countryside | 12 | 14 | 228 400 | Source: NRS 2026 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 18 | 293 700 |
| 5-6 days a week | 4 | 5 | 81 600 | |
| 1-4 days a week | 23 | 30 | 489 400 | |
| Monthly | 25 | 25 | 407 800 | |
| Rarely | 27 | 19 | 310 000 | |
| Never | 9 | 3 | 48 900 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 24 | 391 500 |
| 5-6 days a week | 5 | 5 | 81 600 | |
| 1-4 days a week | 18 | 19 | 310 000 | |
| Monthly | 16 | 16 | 261 000 | |
| Rarely | 24 | 23 | 375 200 | |
| Never | 13 | 13 | 212 100 | |
| Can not say | 1 | 1 | 16 300 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 34 | 554 700 |
| 5-6 days a week | 4 | 5 | 81 600 | |
| 1-4 days a week | 22 | 25 | 407 800 | |
| Monthly | 16 | 14 | 228 400 | |
| Rarely | 25 | 18 | 293 700 | |
| Never | 9 | 4 | 65 300 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 60 | 978 800 |
| 5-6 days a week | 9 | 8 | 130 500 | |
| 1-4 days a week | 16 | 15 | 244 700 | |
| Monthly | 7 | 5 | 81 600 | |
| Rarely | 8 | 7 | 114 200 | |
| Never | 5 | 5 | 81 600 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 5 | 81 600 |
| 5-6 days a week | 3 | 4 | 65 300 | |
| 1-4 days a week | 38 | 45 | 734 100 | |
| Monthly | 20 | 19 | 310 000 | |
| Rarely | 24 | 20 | 326 300 | |
| Never | 10 | 6 | 97 900 | |
| Can not say | 1 | 1 | 16 300 | |
| The frequency of watching: Free online TV services | Daily | 19 | 22 | 358 900 |
| 5-6 days a week | 10 | 11 | 179 500 | |
| 1-4 days a week | 29 | 29 | 473 100 | |
| Monthly | 20 | 17 | 277 300 | |
| Rarely | 15 | 13 | 212 100 | |
| Never | 6 | 7 | 114 200 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 15 | 244 700 |
| 5-6 days a week | 10 | 8 | 130 500 | |
| 1-4 days a week | 22 | 20 | 326 300 | |
| Monthly | 9 | 8 | 130 500 | |
| Rarely | 12 | 12 | 195 800 | |
| Never | 29 | 36 | 587 300 | |
| Can not say | 1 | 1 | 16 300 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 54 | 881 000 |
| 5-6 days a week | 10 | 10 | 163 100 | |
| 1-4 days a week | 19 | 17 | 277 300 | |
| Monthly | 12 | 10 | 163 100 | |
| Rarely | 13 | 8 | 130 500 | |
| Never | 4 | 2 | 32 600 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 42 | 685 200 |
| 5-6 days a week | 11 | 11 | 179 500 | |
| 1-4 days a week | 20 | 19 | 310 000 | |
| Monthly | 12 | 9 | 146 800 | |
| Rarely | 14 | 10 | 163 100 | |
| Never | 9 | 8 | 130 500 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 30 | 489 400 |
| 5-6 days a week | 5 | 6 | 97 900 | |
| 1-4 days a week | 15 | 16 | 261 000 | |
| Monthly | 13 | 11 | 179 500 | |
| Rarely | 27 | 24 | 391 500 | |
| Never | 16 | 13 | 212 100 | |
| Can not say | 1 | 1 | 16 300 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 18 | 293 700 |
| 5-6 days a week | 9 | 8 | 130 500 | |
| 1-4 days a week | 19 | 19 | 310 000 | |
| Monthly | 14 | 13 | 212 100 | |
| Rarely | 23 | 23 | 375 200 | |
| Never | 17 | 18 | 293 700 | |
| Can not say | 1 | 1 | 16 300 | |
| The frequency of listening: Podcasts | Daily | 7 | 6 | 97 900 |
| 5-6 days a week | 4 | 3 | 48 900 | |
| 1-4 days a week | 12 | 9 | 146 800 | |
| Monthly | 14 | 12 | 195 800 | |
| Rarely | 26 | 27 | 440 500 | |
| Never | 35 | 40 | 652 600 | |
| Can not say | 2 | 2 | 32 600 | |
| User frequency and following: Social media | Daily | 62 | 59 | 962 500 |
| 5-6 days a week | 7 | 7 | 114 200 | |
| 1-4 days a week | 7 | 8 | 130 500 | |
| Monthly | 3 | 3 | 48 900 | |
| Rarely | 6 | 6 | 97 900 | |
| Never | 15 | 17 | 277 300 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 12 | 195 800 |
| 5-6 days a week | 5 | 3 | 48 900 | |
| 1-4 days a week | 13 | 10 | 163 100 | |
| Monthly | 8 | 8 | 130 500 | |
| Rarely | 20 | 22 | 358 900 | |
| Never | 36 | 44 | 717 800 | |
| Can not say | 1 | 1 | 16 300 | |
| Reading frequency: Printed books | Daily | 17 | 21 | 342 600 |
| 5-6 days a week | 6 | 7 | 114 200 | |
| 1-4 days a week | 15 | 15 | 244 700 | |
| Monthly | 22 | 21 | 342 600 | |
| Rarely | 34 | 30 | 489 400 | |
| Never | 7 | 5 | 81 600 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 48 900 |
| 5-6 days a week | 2 | 1 | 16 300 | |
| 1-4 days a week | 4 | 4 | 65 300 | |
| Monthly | 6 | 6 | 97 900 | |
| Rarely | 30 | 27 | 440 500 | |
| Never | 54 | 58 | 946 200 | |
| Can not say | 1 | 1 | 16 300 | |
| Listening frequency: Audiobooks | Daily | 8 | 8 | 130 500 |
| 5-6 days a week | 3 | 3 | 48 900 | |
| 1-4 days a week | 6 | 5 | 81 600 | |
| Monthly | 8 | 7 | 114 200 | |
| Rarely | 23 | 20 | 326 300 | |
| Never | 52 | 56 | 913 600 | |
| Can not say | 1 | 1 | 16 300 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 14 | 228 400 |
| 5-6 days a week | 9 | 7 | 114 200 | |
| 1-4 days a week | 20 | 19 | 310 000 | |
| Monthly | 20 | 22 | 358 900 | |
| Rarely | 19 | 23 | 375 200 | |
| Never | 10 | 15 | 244 700 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: LinkedIn | Daily | 6 | 4 | 65 300 |
| 5-6 days a week | 2 | 2 | 32 600 | |
| 1-4 days a week | 7 | 7 | 114 200 | |
| Monthly | 8 | 7 | 114 200 | |
| Rarely | 13 | 11 | 179 500 | |
| Never | 52 | 56 | 913 600 | |
| Cant say / No answer | 11 | 13 | 212 100 | |
| Usage/following: Facebook | Daily | 40 | 45 | 734 100 |
| 5-6 days a week | 6 | 7 | 114 200 | |
| 1-4 days a week | 11 | 11 | 179 500 | |
| Monthly | 5 | 4 | 65 300 | |
| Rarely | 10 | 7 | 114 200 | |
| Never | 17 | 15 | 244 700 | |
| Cant say / No answer | 10 | 12 | 195 800 | |
| Usage/Following: Instagram | Daily | 37 | 34 | 554 700 |
| 5-6 days a week | 6 | 5 | 81 600 | |
| 1-4 days a week | 9 | 9 | 146 800 | |
| Monthly | 5 | 4 | 65 300 | |
| Rarely | 8 | 8 | 130 500 | |
| Never | 25 | 27 | 440 500 | |
| Cant say / No answer | 10 | 12 | 195 800 | |
| Usage/following rate: Snapchat | Daily | 16 | 9 | 146 800 |
| 5-6 days a week | 2 | 1 | 16 300 | |
| 1-4 days a week | 2 | 2 | 32 600 | |
| Monthly | 2 | 1 | 16 300 | |
| Rarely | 5 | 5 | 81 600 | |
| Never | 62 | 69 | 1125 700 | |
| Cant say / No answer | 11 | 12 | 195 800 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 3 | 48 900 |
| 5-6 days a week | 2 | 1 | 16 300 | |
| 1-4 days a week | 4 | 3 | 48 900 | |
| Monthly | 3 | 3 | 48 900 | |
| Rarely | 11 | 10 | 163 100 | |
| Never | 66 | 69 | 1125 700 | |
| Cant say / No answer | 10 | 12 | 195 800 | |
| Usage/Following: TikTok | Daily | 13 | 7 | 114 200 |
| 5-6 days a week | 2 | 1 | 16 300 | |
| 1-4 days a week | 4 | 3 | 48 900 | |
| Monthly | 3 | 2 | 32 600 | |
| Rarely | 8 | 8 | 130 500 | |
| Never | 62 | 66 | 1076 700 | |
| Cant say / No answer | 10 | 12 | 195 800 | |
| Usage/following frequency: Jodel | Daily | 3 | 2 | 32 600 |
| 5-6 days a week | 1 | 0 | 0 | |
| 1-4 days a week | 2 | 1 | 16 300 | |
| Monthly | 3 | 2 | 32 600 | |
| Rarely | 6 | 5 | 81 600 | |
| Never | 71 | 73 | 1190 900 | |
| Cant say / No answer | 15 | 17 | 277 300 | |
| Usage/following frequency: Threads | Daily | 3 | 3 | 48 900 |
| 5-6 days a week | 1 | 1 | 16 300 | |
| 1-4 days a week | 4 | 3 | 48 900 | |
| Monthly | 3 | 3 | 48 900 | |
| Rarely | 5 | 4 | 65 300 | |
| Never | 69 | 69 | 1125 700 | |
| Cant say / No answer | 15 | 17 | 277 300 | |
| Usage/following frequency: Bluesky | Daily | 0 | 0 | 0 |
| 5-6 days a week | 0 | 0 | 0 | |
| 1-4 days a week | 1 | 1 | 16 300 | |
| Monthly | 1 | 1 | 16 300 | |
| Rarely | 3 | 2 | 32 600 | |
| Never | 80 | 79 | 1288 800 | |
| Cant say / No answer | 15 | 17 | 277 300 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 13 | 212 100 |
| Partially agree | 42 | 42 | 685 200 | |
| Partially disagree | 29 | 31 | 505 700 | |
| Completely disagree | 10 | 11 | 179 500 | |
| Can not say | 3 | 3 | 48 900 | |
| I prefer domestic products | Completely agree | 33 | 35 | 571 000 |
| Partially agree | 55 | 56 | 913 600 | |
| Partially disagree | 9 | 8 | 130 500 | |
| Completely disagree | 1 | 1 | 16 300 | |
| Can not say | 2 | 1 | 16 300 | |
| I consciously make responsible choices in my consumption | Completely agree | 21 | 22 | 358 900 |
| Partially agree | 54 | 56 | 913 600 | |
| Partially disagree | 18 | 16 | 261 000 | |
| Completely disagree | 4 | 3 | 48 900 | |
| Can not say | 4 | 3 | 48 900 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 23 | 375 200 |
| Partially agree | 58 | 60 | 978 800 | |
| Partially disagree | 14 | 13 | 212 100 | |
| Completely disagree | 1 | 1 | 16 300 | |
| Can not say | 3 | 2 | 32 600 | |
| I usually choose the cheapest option | Completely agree | 13 | 12 | 195 800 |
| Partially agree | 48 | 49 | 799 400 | |
| Partially disagree | 32 | 33 | 538 400 | |
| Completely disagree | 5 | 5 | 81 600 | |
| Can not say | 2 | 2 | 32 600 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 40 | 652 600 |
| Partially agree | 49 | 50 | 815 700 | |
| Partially disagree | 9 | 8 | 130 500 | |
| Completely disagree | 2 | 1 | 16 300 | |
| Can not say | 1 | 1 | 16 300 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 5 | 4 | 65 300 |
| Partially agree | 23 | 23 | 375 200 | |
| Partially disagree | 38 | 38 | 619 900 | |
| Completely disagree | 24 | 25 | 407 800 | |
| Can not say | 10 | 10 | 163 100 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 65 300 |
| Partially agree | 37 | 36 | 587 300 | |
| Partially disagree | 43 | 45 | 734 100 | |
| Completely disagree | 10 | 11 | 179 500 | |
| Can not say | 4 | 4 | 65 300 | |
| I prefer local shops and services | Completely agree | 28 | 30 | 489 400 |
| Partially agree | 58 | 58 | 946 200 | |
| Partially disagree | 11 | 9 | 146 800 | |
| Completely disagree | 1 | 1 | 16 300 | |
| Can not say | 2 | 1 | 16 300 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 4 | 65 300 |
| Partially agree | 27 | 26 | 424 200 | |
| Partially disagree | 28 | 29 | 473 100 | |
| Completely disagree | 33 | 34 | 554 700 | |
| Can not say | 7 | 7 | 114 200 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 8 | 130 500 |
| Partially agree | 32 | 34 | 554 700 | |
| Partially disagree | 36 | 36 | 587 300 | |
| Completely disagree | 20 | 19 | 310 000 | |
| Can not say | 3 | 3 | 48 900 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 17 | 277 300 |
| Partially agree | 49 | 52 | 848 300 | |
| Partially disagree | 23 | 21 | 342 600 | |
| Completely disagree | 7 | 5 | 81 600 | |
| Can not say | 5 | 4 | 65 300 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 19 | 310 000 |
| Partially agree | 50 | 53 | 864 600 | |
| Partially disagree | 23 | 20 | 326 300 | |
| Completely disagree | 6 | 4 | 65 300 | |
| Can not say | 4 | 3 | 48 900 | |
| I prefer well-known brands | Completely agree | 13 | 12 | 195 800 |
| Partially agree | 59 | 60 | 978 800 | |
| Partially disagree | 20 | 20 | 326 300 | |
| Completely disagree | 5 | 4 | 65 300 | |
| Can not say | 3 | 3 | 48 900 | |
| I prefer used products in my purchases | Completely agree | 15 | 13 | 212 100 |
| Partially agree | 39 | 39 | 636 200 | |
| Partially disagree | 31 | 32 | 522 000 | |
| Completely disagree | 11 | 12 | 195 800 | |
| Can not say | 3 | 3 | 48 900 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 13 | 212 100 |
| Quite positively | 61 | 64 | 1044 100 | |
| Quite negatively | 16 | 15 | 244 700 | |
| Very negative | 4 | 3 | 48 900 | |
| Can not say | 6 | 5 | 81 600 | |
| Magazines | Very positive | 12 | 12 | 195 800 |
| Quite positively | 60 | 62 | 1011 500 | |
| Quite negatively | 18 | 17 | 277 300 | |
| Very negative | 4 | 3 | 48 900 | |
| Can not say | 7 | 6 | 97 900 | |
| Free and local newspapers | Very positive | 22 | 24 | 391 500 |
| Quite positively | 56 | 58 | 946 200 | |
| Quite negatively | 11 | 10 | 163 100 | |
| Very negative | 4 | 3 | 48 900 | |
| Can not say | 6 | 5 | 81 600 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 6 | 97 900 |
| Quite positively | 43 | 43 | 701 500 | |
| Quite negatively | 33 | 33 | 538 400 | |
| Very negative | 11 | 9 | 146 800 | |
| Can not say | 8 | 9 | 146 800 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 4 | 65 300 |
| Quite positively | 30 | 29 | 473 100 | |
| Quite negatively | 35 | 36 | 587 300 | |
| Very negative | 19 | 17 | 277 300 | |
| Can not say | 11 | 14 | 228 400 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 3 | 48 900 |
| Quite positively | 25 | 22 | 358 900 | |
| Quite negatively | 35 | 38 | 619 900 | |
| Very negative | 23 | 22 | 358 900 | |
| Can not say | 13 | 15 | 244 700 | |
| Newsletters to email | Very positive | 2 | 1 | 16 300 |
| Quite positively | 16 | 16 | 261 000 | |
| Quite negatively | 35 | 37 | 603 600 | |
| Very negative | 45 | 42 | 685 200 | |
| Can not say | 3 | 3 | 48 900 | |
| Other websites | Very positive | 2 | 2 | 32 600 |
| Quite positively | 32 | 31 | 505 700 | |
| Quite negatively | 39 | 40 | 652 600 | |
| Very negative | 15 | 14 | 228 400 | |
| Can not say | 12 | 13 | 212 100 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 6 | 97 900 |
| Quite positively | 44 | 45 | 734 100 | |
| Quite negatively | 31 | 32 | 522 000 | |
| Very negative | 14 | 13 | 212 100 | |
| Can not say | 4 | 4 | 65 300 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 3 | 48 900 |
| Quite positively | 33 | 32 | 522 000 | |
| Quite negatively | 35 | 36 | 587 300 | |
| Very negative | 21 | 21 | 342 600 | |
| Can not say | 7 | 7 | 114 200 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 17 | 277 300 |
| Quite positively | 44 | 48 | 783 100 | |
| Quite negatively | 21 | 19 | 310 000 | |
| Very negative | 15 | 11 | 179 500 | |
| Can not say | 5 | 5 | 81 600 | |
| Out-of-home advertising | Very positive | 11 | 10 | 163 100 |
| Quite positively | 51 | 51 | 832 000 | |
| Quite negatively | 22 | 24 | 391 500 | |
| Very negative | 9 | 8 | 130 500 | |
| Can not say | 8 | 8 | 130 500 | Source: NRS 2026 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 16 | 19 | 310 000 |
| Partially agree | 59 | 63 | 1027 800 | |
| Partially disagree | 10 | 8 | 130 500 | |
| Completely disagree | 3 | 2 | 32 600 | |
| Can not say | 11 | 7 | 114 200 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 18 | 293 700 |
| Partially agree | 56 | 60 | 978 800 | |
| Partially disagree | 14 | 12 | 195 800 | |
| Completely disagree | 4 | 3 | 48 900 | |
| Can not say | 10 | 7 | 114 200 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 37 | 603 600 |
| Partially agree | 39 | 40 | 652 600 | |
| Partially disagree | 17 | 15 | 244 700 | |
| Completely disagree | 4 | 3 | 48 900 | |
| Can not say | 8 | 6 | 97 900 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 23 | 375 200 |
| Partially agree | 44 | 44 | 717 800 | |
| Partially disagree | 11 | 10 | 163 100 | |
| Completely disagree | 5 | 5 | 81 600 | |
| Can not say | 18 | 18 | 293 700 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 32 | 522 000 |
| Partially agree | 47 | 47 | 766 800 | |
| Partially disagree | 7 | 6 | 97 900 | |
| Completely disagree | 3 | 2 | 32 600 | |
| Can not say | 12 | 12 | 195 800 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 16 | 261 000 |
| Partially agree | 51 | 52 | 848 300 | |
| Partially disagree | 13 | 12 | 195 800 | |
| Completely disagree | 3 | 2 | 32 600 | |
| Can not say | 18 | 17 | 277 300 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 11 | 179 500 |
| Partially agree | 50 | 52 | 848 300 | |
| Partially disagree | 17 | 17 | 277 300 | |
| Completely disagree | 3 | 2 | 32 600 | |
| Can not say | 20 | 18 | 293 700 | |
| Finnish magazines are of high quality | Completely agree | 22 | 24 | 391 500 |
| Partially agree | 57 | 58 | 946 200 | |
| Partially disagree | 9 | 9 | 146 800 | |
| Completely disagree | 1 | 1 | 16 300 | |
| Can not say | 10 | 8 | 130 500 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 11 | 179 500 |
| Partially agree | 48 | 51 | 832 000 | |
| Partially disagree | 22 | 21 | 342 600 | |
| Completely disagree | 7 | 7 | 114 200 | |
| Can not say | 13 | 11 | 179 500 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 12 | 195 800 |
| Partially agree | 33 | 34 | 554 700 | |
| Partially disagree | 22 | 23 | 375 200 | |
| Completely disagree | 22 | 22 | 358 900 | |
| Can not say | 11 | 9 | 146 800 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 10 | 163 100 |
| Partially agree | 31 | 34 | 554 700 | |
| Partially disagree | 26 | 26 | 424 200 | |
| Completely disagree | 24 | 22 | 358 900 | |
| Can not say | 10 | 8 | 130 500 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 16 | 261 000 |
| Partially agree | 48 | 52 | 848 300 | |
| Partially disagree | 20 | 17 | 277 300 | |
| Completely disagree | 12 | 10 | 163 100 | |
| Can not say | 7 | 5 | 81 600 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 10 | 163 100 |
| Partially agree | 28 | 32 | 522 000 | |
| Partially disagree | 27 | 27 | 440 500 | |
| Completely disagree | 28 | 24 | 391 500 | |
| Can not say | 10 | 8 | 130 500 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 4 | 65 300 |
| Partially agree | 36 | 37 | 603 600 | |
| Partially disagree | 35 | 36 | 587 300 | |
| Completely disagree | 9 | 8 | 130 500 | |
| Can not say | 16 | 15 | 244 700 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 20 | 326 300 |
| Partially agree | 39 | 43 | 701 500 | |
| Partially disagree | 23 | 21 | 342 600 | |
| Completely disagree | 12 | 9 | 146 800 | |
| Can not say | 10 | 8 | 130 500 | |
| I follow one or more magazines on social media | Completely agree | 7 | 7 | 114 200 |
| Partially agree | 20 | 20 | 326 300 | |
| Partially disagree | 23 | 24 | 391 500 | |
| Completely disagree | 42 | 43 | 701 500 | |
| Can not say | 7 | 6 | 97 900 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 41 | 668 900 |
| Partially agree | 27 | 27 | 440 500 | |
| Partially disagree | 11 | 13 | 212 100 | |
| Completely disagree | 14 | 17 | 277 300 | |
| Can not say | 2 | 2 | 32 600 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 34 | 554 700 |
| Partially agree | 39 | 39 | 636 200 | |
| Partially disagree | 13 | 13 | 212 100 | |
| Completely disagree | 10 | 11 | 179 500 | |
| Can not say | 3 | 3 | 48 900 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 16 | 261 000 |
| Partially agree | 33 | 33 | 538 400 | |
| Partially disagree | 21 | 21 | 342 600 | |
| Completely disagree | 24 | 25 | 407 800 | |
| Can not say | 4 | 4 | 65 300 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 18 | 293 700 |
| Partially agree | 33 | 32 | 522 000 | |
| Partially disagree | 25 | 25 | 407 800 | |
| Completely disagree | 21 | 23 | 375 200 | |
| Can not say | 3 | 3 | 48 900 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 20 | 326 300 |
| Partially agree | 21 | 21 | 342 600 | |
| Partially disagree | 17 | 16 | 261 000 | |
| Completely disagree | 37 | 37 | 603 600 | |
| Can not say | 8 | 6 | 97 900 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 25 | 407 800 |
| Partially agree | 52 | 52 | 848 300 | |
| Partially disagree | 12 | 11 | 179 500 | |
| Completely disagree | 4 | 4 | 65 300 | |
| Can not say | 8 | 8 | 130 500 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 74 | 1207 200 |
| Partially agree | 16 | 16 | 261 000 | |
| Partially disagree | 3 | 3 | 48 900 | |
| Completely disagree | 2 | 2 | 32 600 | |
| Can not say | 5 | 5 | 81 600 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 33 | 538 400 |
| Partially agree | 39 | 41 | 668 900 | |
| Partially disagree | 15 | 13 | 212 100 | |
| Completely disagree | 8 | 6 | 97 900 | |
| Can not say | 7 | 7 | 114 200 | 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 | 59 | 962 500 |
| Cosmetics and beauty care | 16 | 21 | 342 600 | |
| Interior design and furniture | 26 | 31 | 505 700 | |
| Renovation and building | 24 | 26 | 424 200 | |
| Domestic appliances | 10 | 11 | 179 500 | |
| Consumer electronics and IT equipment | 13 | 11 | 179 500 | |
| Saving and investing | 14 | 14 | 228 400 | |
| Style and fashion | 21 | 26 | 424 200 | |
| Cars | 14 | 12 | 195 800 | |
| Travelling | 23 | 27 | 440 500 | |
| Sports clothing, footwear or equipment | 14 | 15 | 244 700 | |
| Health and wellness products/services | 19 | 24 | 391 500 | |
| None of these | 16 | 12 | 195 800 | |
| Can not say | 10 | 9 | 146 800 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 51 | 832 000 |
| Cosmetics and beauty care | 17 | 20 | 326 300 | |
| Interior design and furniture | 21 | 23 | 375 200 | |
| Renovation and building | 21 | 21 | 342 600 | |
| Domestic appliances | 10 | 10 | 163 100 | |
| Consumer electronics and IT equipment | 17 | 13 | 212 100 | |
| Saving and investing | 13 | 12 | 195 800 | |
| Style and fashion | 19 | 22 | 358 900 | |
| Cars | 13 | 11 | 179 500 | |
| Travelling | 23 | 25 | 407 800 | |
| Sports clothing, footwear or equipment | 16 | 15 | 244 700 | |
| Health and wellness products/services | 18 | 20 | 326 300 | |
| None of these | 21 | 21 | 342 600 | |
| Can not say | 12 | 12 | 195 800 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 18 | 293 700 |
| Well-being and health | 50 | 58 | 946 200 | |
| Charity work | 14 | 15 | 244 700 | |
| Self development | 32 | 31 | 505 700 | |
| Celebrities | 13 | 14 | 228 400 | |
| Fishing | 15 | 12 | 195 800 | |
| Beauty care and cosmetics | 16 | 19 | 310 000 | |
| Literature | 29 | 34 | 554 700 | |
| Domestic and foreign news | 51 | 56 | 913 600 | |
| Domestic travel | 33 | 37 | 603 600 | |
| Culture | 34 | 40 | 652 600 | |
| Crafts | 25 | 30 | 489 400 | |
| Nature and going outdoor | 52 | 57 | 929 900 | |
| Hunting | 9 | 6 | 97 900 | |
| Style and fashion | 20 | 22 | 358 900 | |
| Music and concerts | 37 | 39 | 636 200 | |
| Going on summer cottage | 29 | 30 | 489 400 | |
| Local affairs | 56 | 65 | 1060 400 | |
| Computer/console/mobile playing | 17 | 9 | 146 800 | |
| Politics | 43 | 43 | 701 500 | |
| Gardening and plants | 29 | 40 | 652 600 | |
| Online gambling or betting | 5 | 4 | 65 300 | |
| Building and renovating | 34 | 36 | 587 300 | |
| Food and drink | 38 | 42 | 685 200 | |
| Cooking, baking, recipes | 38 | 48 | 783 100 | |
| Investment | 24 | 20 | 326 300 | |
| Decorating | 28 | 35 | 571 000 | |
| Economic and finances | 36 | 34 | 554 700 | |
| Science | 37 | 32 | 522 000 | |
| Travelling abroad | 34 | 34 | 554 700 | |
| Sports, exercising | 45 | 42 | 685 200 | |
| Sailing, boating | 9 | 7 | 114 200 | |
| Consumer electronics and information technology | 20 | 13 | 212 100 | |
| Environmental matters | 31 | 34 | 554 700 | |
| None of the above | 0 | 0 | 0 | |
| Purchases made and planned | ||||
| Planned acquisitions in the househould over the next 2 years | Building a house | 2 | 1 | 16 300 |
| Buying an apartment | 11 | 9 | 146 800 | |
| Home renovation | 27 | 27 | 440 500 | |
| Buying a car | 27 | 24 | 391 500 | |
| Buying a boat | 3 | 3 | 48 900 | |
| None of these | 51 | 53 | 864 600 | |
| Purchases in the last 12 months | Furniture and furnishings | 43 | 42 | 685 200 |
| Repair and construction products | 38 | 38 | 619 900 | |
| Domestic appliances | 37 | 39 | 636 200 | |
| Electronics or IT products | 49 | 43 | 701 500 | |
| Cars | 19 | 18 | 293 700 | |
| Clothing and footwear | 84 | 86 | 1403 000 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 39 | 636 200 | |
| Sports clothing, footwear or equipment | 57 | 55 | 897 300 | |
| Saving or investing products or services | 32 | 30 | 489 400 | |
| Cosmetics and beauty products | 49 | 56 | 913 600 | |
| Mobile phones | 29 | 27 | 440 500 | |
| Travels | 50 | 51 | 832 000 | |
| Products and services for health and well-being | 61 | 65 | 1060 400 | |
| None of the above | 1 | 1 | 16 300 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 29 | 26 | 424 200 |
| Repair and construction products | 33 | 34 | 554 700 | |
| Domestic appliances | 17 | 17 | 277 300 | |
| Electronics or IT products | 27 | 21 | 342 600 | |
| Cars | 14 | 12 | 195 800 | |
| Clothing and footwear | 68 | 69 | 1125 700 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 30 | 489 400 | |
| Sports clothing, footwear or equipment | 43 | 40 | 652 600 | |
| Saving or investing products or services | 27 | 25 | 407 800 | |
| Cosmetics and beauty products | 39 | 44 | 717 800 | |
| Mobile phones | 15 | 14 | 228 400 | |
| Travels | 46 | 46 | 750 400 | |
| Products and services for health and well-being | 50 | 54 | 881 000 | |
| None of the above | 6 | 6 | 97 900 | |
| Will consider switching over the next 12 months | Bank | 7 | 7 | 114 200 |
| Insurance company | 11 | 10 | 163 100 | |
| electric company | 15 | 14 | 228 400 | |
| Internet Connection | 10 | 9 | 146 800 | |
| Phone-subscription | 17 | 15 | 244 700 | |
| None of the above | 48 | 50 | 815 700 | |
| Can not say | 17 | 17 | 277 300 | |
| Uses of extra money | Travelling | 43 | 45 | 734 100 |
| Exercise hobbies and equipment | 28 | 25 | 407 800 | |
| Cultural events (e.g. concerts, theatre, festivals, cinema) | 39 | 42 | 685 200 | |
| Eating, drinking, partying in a restaurant | 38 | 34 | 554 700 | |
| Health services and one's own well-being | 22 | 26 | 424 200 | |
| Renovation, decoration | 23 | 25 | 407 800 | |
| Home services (cleaning and other housekeeping services) | 6 | 8 | 130 500 | |
| Pet services and supplies | 11 | 11 | 179 500 | |
| Car, boat, motorcycle | 13 | 10 | 163 100 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 8 | 130 500 | |
| Streaming services and channel packages (music, series, films, sports) | 17 | 13 | 212 100 | |
| Magazine/newspaper subscriptions (print or digital) | 9 | 11 | 179 500 | |
| Books (print, e-books, audiobooks) | 18 | 19 | 310 000 | |
| Clothes, shoes and bags | 24 | 24 | 391 500 | |
| Cosmetics and beauty care | 13 | 14 | 228 400 | |
| Saving, investing | 50 | 48 | 783 100 | |
| Other | 7 | 6 | 97 900 | |
| There is no extra money after mandatory expenses | 8 | 8 | 130 500 | |
| Can not say | 3 | 3 | 48 900 | Source: NRS 2026 |
The total audience includes those who read printed and digital magazines.
|
Total reach 1 728 500
Only print 1 538 400
Only print 103 700
Print and online 86 400
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 67 | 1093 000 |
| Men | 49 | 33 | 538 400 | |
| Native language | Finnish | 95 | 96 | 1566 100 |
| Swedish | 5 | 4 | 65 300 | |
| Age | 15-24 y | 13 | 6 | 81 600 |
| 25-34 y | 14 | 9 | 130 500 | |
| 35-44 y | 14 | 12 | 195 800 | |
| 45-54 y | 14 | 14 | 228 400 | |
| 55-64 y | 15 | 18 | 293 700 | |
| 65+ y | 30 | 42 | 717 800 | |
| Gender + age | Female 15-29 years | 9 | 7 | 97 900 |
| Female 30-49 years | 14 | 17 | 261 000 | |
| Female 50+ years | 28 | 43 | 734 100 | |
| Male 15-29 years | 10 | 3 | 32 600 | |
| Male 30-49 years | 15 | 8 | 114 200 | |
| Male 50+ years | 24 | 23 | 375 200 | |
| Household position | Lives at home with parents | 7 | 3 | 48 900 |
| Lives alone | 29 | 28 | 456 800 | |
| Lives with spouse | 36 | 42 | 701 500 | |
| Lives with spouse and children | 23 | 22 | 358 900 | |
| Single parent | 2 | 3 | 32 600 | |
| Other | 2 | 2 | 32 600 | |
| Grandchildren under 18 years of age | Yes | 20 | 27 | 440 500 |
| No | 39 | 46 | 783 100 | |
| No answer (under 45 year olds) | 41 | 27 | 407 800 | |
| Education | Elementary school | 4 | 5 | 97 900 |
| Secondary school | 6 | 6 | 97 900 | |
| Vocational | 26 | 26 | 424 200 | |
| High school | 13 | 11 | 179 500 | |
| University of Applied Sciences | 19 | 19 | 293 700 | |
| University | 30 | 31 | 505 700 | |
| Something else | 2 | 2 | 32 600 | |
| Decision-maker in grocery purchases | Yes | 93 | 95 | 1549 800 |
| No | 7 | 5 | 65 300 | |
| Can not say | 0 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 77 | 1272 500 |
| No | 32 | 23 | 358 900 | |
| Size of the household | 1 pers | 28 | 27 | 440 500 |
| 2 pers | 38 | 44 | 734 100 | |
| 3 pers | 14 | 13 | 212 100 | |
| 4 pers | 12 | 11 | 163 100 | |
| 5+ pers | 7 | 5 | 81 600 | |
| Household income (gross) | Below 20 000 € /y | 10 | 8 | 114 200 |
| 20 000 - 35 000 € /y | 15 | 18 | 293 700 | |
| 35 001 - 50 000 € /y | 18 | 20 | 326 300 | |
| 50 001 - 85 000 € /y | 21 | 21 | 358 900 | |
| 85 001 - 100 000 € /y | 8 | 9 | 146 800 | |
| Over 100 000 € /y | 12 | 11 | 179 500 | |
| Dont want to tell | 7 | 8 | 130 500 | |
| Cant say / No answer | 9 | 6 | 81 600 | |
| Family with kids | Yes | 33 | 29 | 456 800 |
| No | 67 | 71 | 1174 600 | |
| Number of children in the household (5th grade) | 1 child | 13 | 12 | 195 800 |
| 2 children | 12 | 11 | 179 500 | |
| 3 children | 5 | 4 | 48 900 | |
| 4 children | 1 | 1 | 16 300 | |
| 5+ children | 1 | 1 | 16 300 | |
| There are no children | 67 | 71 | 1174 600 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 15 | 244 700 |
| Dog | 24 | 24 | 391 500 | |
| Some other pet | 5 | 5 | 65 300 | |
| No pets | 62 | 63 | 1044 100 | |
| Health services used in the household | Public health services | 85 | 88 | 1435 600 |
| Employer - funded health care services | 51 | 46 | 734 100 | |
| Private, self-funded healthcare services | 39 | 44 | 734 100 | |
| Private health insurance services | 27 | 24 | 375 200 | |
| No health care | 1 | 1 | 16 300 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 33 | 30 | 489 400 |
| Row house or semi-detached house | 17 | 18 | 293 700 | |
| Detached house | 45 | 47 | 766 800 | |
| Farm | 4 | 4 | 65 300 | |
| Something else | 1 | 1 | 16 300 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 79 | 1305 100 |
| Rented residence | 22 | 17 | 277 300 | |
| Right of residence apartment | 2 | 2 | 32 600 | |
| Something else | 1 | 1 | 16 300 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 44 | 734 100 |
| No | 58 | 55 | 897 300 | |
| Can not say | 1 | 1 | 16 300 | |
| Number of cars in household | One car | 46 | 49 | 799 400 |
| Two cars | 29 | 29 | 473 100 | |
| Three or more cars | 10 | 9 | 146 800 | |
| No car | 15 | 13 | 212 100 | |
| Type of car, if buying now | New | 18 | 21 | 342 600 |
| Used | 71 | 68 | 1109 400 | |
| Company car | 5 | 4 | 48 900 | |
| Leasing (personal) | 9 | 9 | 146 800 | |
| Shared car | 2 | 2 | 32 600 | |
| Doesn't use a car | 8 | 8 | 130 500 | |
| Can not say | 5 | 6 | 97 900 | |
| Advertising ban at the door / mailbox | Yes | 29 | 24 | 375 200 |
| No | 70 | 75 | 1239 900 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 12 | 195 800 |
| No | 75 | 82 | 1337 700 | |
| Can not say | 5 | 6 | 97 900 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 18 | 277 300 |
| Turku or Tampere | 8 | 8 | 130 500 | |
| Oulu | 4 | 4 | 65 300 | |
| 70 000 - 150 000 inhabitants town | 14 | 15 | 244 700 | |
| Urban municipality | 24 | 26 | 407 800 | |
| Conurbation | 17 | 17 | 293 700 | |
| Countryside | 12 | 13 | 228 400 | Source: NRS 2026 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 17 | 293 700 |
| 5-6 days a week | 4 | 5 | 81 600 | |
| 1-4 days a week | 23 | 29 | 489 400 | |
| Monthly | 25 | 25 | 407 800 | |
| Rarely | 27 | 20 | 310 000 | |
| Never | 9 | 3 | 48 900 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 24 | 391 500 |
| 5-6 days a week | 5 | 5 | 81 600 | |
| 1-4 days a week | 18 | 20 | 310 000 | |
| Monthly | 16 | 16 | 261 000 | |
| Rarely | 24 | 22 | 375 200 | |
| Never | 13 | 13 | 212 100 | |
| Can not say | 1 | 1 | 16 300 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 32 | 554 700 |
| 5-6 days a week | 4 | 5 | 81 600 | |
| 1-4 days a week | 22 | 25 | 407 800 | |
| Monthly | 16 | 15 | 228 400 | |
| Rarely | 25 | 19 | 293 700 | |
| Never | 9 | 5 | 65 300 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 59 | 978 800 |
| 5-6 days a week | 9 | 8 | 130 500 | |
| 1-4 days a week | 16 | 15 | 244 700 | |
| Monthly | 7 | 5 | 81 600 | |
| Rarely | 8 | 7 | 114 200 | |
| Never | 5 | 5 | 81 600 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 5 | 81 600 |
| 5-6 days a week | 3 | 4 | 65 300 | |
| 1-4 days a week | 38 | 44 | 734 100 | |
| Monthly | 20 | 20 | 310 000 | |
| Rarely | 24 | 20 | 326 300 | |
| Never | 10 | 6 | 97 900 | |
| Can not say | 1 | 1 | 16 300 | |
| The frequency of watching: Free online TV services | Daily | 19 | 21 | 358 900 |
| 5-6 days a week | 10 | 11 | 179 500 | |
| 1-4 days a week | 29 | 29 | 473 100 | |
| Monthly | 20 | 18 | 277 300 | |
| Rarely | 15 | 13 | 212 100 | |
| Never | 6 | 7 | 114 200 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 16 | 244 700 |
| 5-6 days a week | 10 | 8 | 130 500 | |
| 1-4 days a week | 22 | 20 | 326 300 | |
| Monthly | 9 | 8 | 130 500 | |
| Rarely | 12 | 12 | 195 800 | |
| Never | 29 | 35 | 587 300 | |
| Can not say | 1 | 1 | 16 300 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 52 | 881 000 |
| 5-6 days a week | 10 | 10 | 163 100 | |
| 1-4 days a week | 19 | 17 | 277 300 | |
| Monthly | 12 | 10 | 163 100 | |
| Rarely | 13 | 8 | 130 500 | |
| Never | 4 | 2 | 32 600 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 40 | 685 200 |
| 5-6 days a week | 11 | 11 | 179 500 | |
| 1-4 days a week | 20 | 19 | 310 000 | |
| Monthly | 12 | 10 | 146 800 | |
| Rarely | 14 | 11 | 163 100 | |
| Never | 9 | 8 | 130 500 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 30 | 489 400 |
| 5-6 days a week | 5 | 5 | 97 900 | |
| 1-4 days a week | 15 | 16 | 261 000 | |
| Monthly | 13 | 11 | 179 500 | |
| Rarely | 27 | 24 | 391 500 | |
| Never | 16 | 13 | 212 100 | |
| Can not say | 1 | 1 | 16 300 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 18 | 293 700 |
| 5-6 days a week | 9 | 8 | 130 500 | |
| 1-4 days a week | 19 | 19 | 310 000 | |
| Monthly | 14 | 13 | 212 100 | |
| Rarely | 23 | 23 | 375 200 | |
| Never | 17 | 18 | 293 700 | |
| Can not say | 1 | 1 | 16 300 | |
| The frequency of listening: Podcasts | Daily | 7 | 6 | 97 900 |
| 5-6 days a week | 4 | 4 | 48 900 | |
| 1-4 days a week | 12 | 9 | 146 800 | |
| Monthly | 14 | 13 | 195 800 | |
| Rarely | 26 | 27 | 440 500 | |
| Never | 35 | 39 | 652 600 | |
| Can not say | 2 | 2 | 32 600 | |
| User frequency and following: Social media | Daily | 62 | 60 | 962 500 |
| 5-6 days a week | 7 | 7 | 114 200 | |
| 1-4 days a week | 7 | 8 | 130 500 | |
| Monthly | 3 | 3 | 48 900 | |
| Rarely | 6 | 6 | 97 900 | |
| Never | 15 | 17 | 277 300 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 12 | 195 800 |
| 5-6 days a week | 5 | 4 | 48 900 | |
| 1-4 days a week | 13 | 10 | 163 100 | |
| Monthly | 8 | 8 | 130 500 | |
| Rarely | 20 | 22 | 358 900 | |
| Never | 36 | 43 | 717 800 | |
| Can not say | 1 | 1 | 16 300 | |
| Reading frequency: Printed books | Daily | 17 | 21 | 342 600 |
| 5-6 days a week | 6 | 7 | 114 200 | |
| 1-4 days a week | 15 | 15 | 244 700 | |
| Monthly | 22 | 21 | 342 600 | |
| Rarely | 34 | 31 | 489 400 | |
| Never | 7 | 6 | 81 600 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 48 900 |
| 5-6 days a week | 2 | 1 | 16 300 | |
| 1-4 days a week | 4 | 4 | 65 300 | |
| Monthly | 6 | 6 | 97 900 | |
| Rarely | 30 | 27 | 440 500 | |
| Never | 54 | 57 | 946 200 | |
| Can not say | 1 | 1 | 16 300 | |
| Listening frequency: Audiobooks | Daily | 8 | 8 | 130 500 |
| 5-6 days a week | 3 | 3 | 48 900 | |
| 1-4 days a week | 6 | 5 | 81 600 | |
| Monthly | 8 | 7 | 114 200 | |
| Rarely | 23 | 20 | 326 300 | |
| Never | 52 | 56 | 913 600 | |
| Can not say | 1 | 0 | 16 300 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 14 | 228 400 |
| 5-6 days a week | 9 | 7 | 114 200 | |
| 1-4 days a week | 20 | 19 | 310 000 | |
| Monthly | 20 | 22 | 358 900 | |
| Rarely | 19 | 23 | 375 200 | |
| Never | 10 | 14 | 244 700 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: LinkedIn | Daily | 6 | 4 | 65 300 |
| 5-6 days a week | 2 | 2 | 32 600 | |
| 1-4 days a week | 7 | 7 | 114 200 | |
| Monthly | 8 | 8 | 114 200 | |
| Rarely | 13 | 12 | 179 500 | |
| Never | 52 | 55 | 913 600 | |
| Cant say / No answer | 11 | 13 | 212 100 | |
| Usage/following: Facebook | Daily | 40 | 44 | 734 100 |
| 5-6 days a week | 6 | 7 | 114 200 | |
| 1-4 days a week | 11 | 11 | 179 500 | |
| Monthly | 5 | 4 | 65 300 | |
| Rarely | 10 | 8 | 114 200 | |
| Never | 17 | 15 | 244 700 | |
| Cant say / No answer | 10 | 11 | 195 800 | |
| Usage/Following: Instagram | Daily | 37 | 34 | 554 700 |
| 5-6 days a week | 6 | 5 | 81 600 | |
| 1-4 days a week | 9 | 9 | 146 800 | |
| Monthly | 5 | 4 | 65 300 | |
| Rarely | 8 | 8 | 130 500 | |
| Never | 25 | 27 | 440 500 | |
| Cant say / No answer | 10 | 12 | 195 800 | |
| Usage/following rate: Snapchat | Daily | 16 | 10 | 146 800 |
| 5-6 days a week | 2 | 1 | 16 300 | |
| 1-4 days a week | 2 | 2 | 32 600 | |
| Monthly | 2 | 1 | 16 300 | |
| Rarely | 5 | 5 | 81 600 | |
| Never | 62 | 69 | 1125 700 | |
| Cant say / No answer | 11 | 12 | 195 800 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 3 | 48 900 |
| 5-6 days a week | 2 | 1 | 16 300 | |
| 1-4 days a week | 4 | 3 | 48 900 | |
| Monthly | 3 | 3 | 48 900 | |
| Rarely | 11 | 10 | 163 100 | |
| Never | 66 | 69 | 1125 700 | |
| Cant say / No answer | 10 | 12 | 195 800 | |
| Usage/Following: TikTok | Daily | 13 | 8 | 114 200 |
| 5-6 days a week | 2 | 1 | 16 300 | |
| 1-4 days a week | 4 | 4 | 48 900 | |
| Monthly | 3 | 2 | 32 600 | |
| Rarely | 8 | 8 | 130 500 | |
| Never | 62 | 65 | 1076 700 | |
| Cant say / No answer | 10 | 12 | 195 800 | |
| Usage/following frequency: Jodel | Daily | 3 | 2 | 32 600 |
| 5-6 days a week | 1 | 0 | 0 | |
| 1-4 days a week | 2 | 1 | 16 300 | |
| Monthly | 3 | 2 | 32 600 | |
| Rarely | 6 | 5 | 81 600 | |
| Never | 71 | 73 | 1190 900 | |
| Cant say / No answer | 15 | 17 | 277 300 | |
| Usage/following frequency: Threads | Daily | 3 | 3 | 48 900 |
| 5-6 days a week | 1 | 1 | 16 300 | |
| 1-4 days a week | 4 | 3 | 48 900 | |
| Monthly | 3 | 3 | 48 900 | |
| Rarely | 5 | 4 | 65 300 | |
| Never | 69 | 69 | 1125 700 | |
| Cant say / No answer | 15 | 17 | 277 300 | |
| Usage/following frequency: Bluesky | Daily | 0 | 0 | 0 |
| 5-6 days a week | 0 | 0 | 0 | |
| 1-4 days a week | 1 | 1 | 16 300 | |
| Monthly | 1 | 1 | 16 300 | |
| Rarely | 3 | 2 | 32 600 | |
| Never | 80 | 79 | 1288 800 | |
| Cant say / No answer | 15 | 17 | 277 300 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 14 | 212 100 |
| Partially agree | 42 | 42 | 685 200 | |
| Partially disagree | 29 | 30 | 505 700 | |
| Completely disagree | 10 | 11 | 179 500 | |
| Can not say | 3 | 3 | 48 900 | |
| I prefer domestic products | Completely agree | 33 | 34 | 571 000 |
| Partially agree | 55 | 56 | 913 600 | |
| Partially disagree | 9 | 8 | 130 500 | |
| Completely disagree | 1 | 1 | 16 300 | |
| Can not say | 2 | 1 | 16 300 | |
| I consciously make responsible choices in my consumption | Completely agree | 21 | 22 | 358 900 |
| Partially agree | 54 | 56 | 913 600 | |
| Partially disagree | 18 | 16 | 261 000 | |
| Completely disagree | 4 | 3 | 48 900 | |
| Can not say | 4 | 3 | 48 900 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 23 | 375 200 |
| Partially agree | 58 | 60 | 978 800 | |
| Partially disagree | 14 | 13 | 212 100 | |
| Completely disagree | 1 | 1 | 16 300 | |
| Can not say | 3 | 2 | 32 600 | |
| I usually choose the cheapest option | Completely agree | 13 | 12 | 195 800 |
| Partially agree | 48 | 49 | 799 400 | |
| Partially disagree | 32 | 32 | 538 400 | |
| Completely disagree | 5 | 5 | 81 600 | |
| Can not say | 2 | 2 | 32 600 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 40 | 652 600 |
| Partially agree | 49 | 49 | 815 700 | |
| Partially disagree | 9 | 8 | 130 500 | |
| Completely disagree | 2 | 1 | 16 300 | |
| Can not say | 1 | 1 | 16 300 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 5 | 4 | 65 300 |
| Partially agree | 23 | 23 | 375 200 | |
| Partially disagree | 38 | 38 | 619 900 | |
| Completely disagree | 24 | 24 | 407 800 | |
| Can not say | 10 | 10 | 163 100 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 65 300 |
| Partially agree | 37 | 36 | 587 300 | |
| Partially disagree | 43 | 45 | 734 100 | |
| Completely disagree | 10 | 11 | 179 500 | |
| Can not say | 4 | 4 | 65 300 | |
| I prefer local shops and services | Completely agree | 28 | 30 | 489 400 |
| Partially agree | 58 | 58 | 946 200 | |
| Partially disagree | 11 | 9 | 146 800 | |
| Completely disagree | 1 | 1 | 16 300 | |
| Can not say | 2 | 1 | 16 300 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 4 | 65 300 |
| Partially agree | 27 | 27 | 424 200 | |
| Partially disagree | 28 | 29 | 473 100 | |
| Completely disagree | 33 | 33 | 554 700 | |
| Can not say | 7 | 7 | 114 200 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 130 500 |
| Partially agree | 32 | 34 | 554 700 | |
| Partially disagree | 36 | 36 | 587 300 | |
| Completely disagree | 20 | 19 | 310 000 | |
| Can not say | 3 | 3 | 48 900 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 17 | 277 300 |
| Partially agree | 49 | 52 | 848 300 | |
| Partially disagree | 23 | 21 | 342 600 | |
| Completely disagree | 7 | 5 | 81 600 | |
| Can not say | 5 | 4 | 65 300 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 19 | 310 000 |
| Partially agree | 50 | 53 | 864 600 | |
| Partially disagree | 23 | 21 | 326 300 | |
| Completely disagree | 6 | 4 | 65 300 | |
| Can not say | 4 | 4 | 48 900 | |
| I prefer well-known brands | Completely agree | 13 | 13 | 195 800 |
| Partially agree | 59 | 59 | 978 800 | |
| Partially disagree | 20 | 20 | 326 300 | |
| Completely disagree | 5 | 4 | 65 300 | |
| Can not say | 3 | 3 | 48 900 | |
| I prefer used products in my purchases | Completely agree | 15 | 13 | 212 100 |
| Partially agree | 39 | 39 | 636 200 | |
| Partially disagree | 31 | 32 | 522 000 | |
| Completely disagree | 11 | 12 | 195 800 | |
| Can not say | 3 | 3 | 48 900 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 13 | 212 100 |
| Quite positively | 61 | 64 | 1044 100 | |
| Quite negatively | 16 | 15 | 244 700 | |
| Very negative | 4 | 3 | 48 900 | |
| Can not say | 6 | 5 | 81 600 | |
| Magazines | Very positive | 12 | 12 | 195 800 |
| Quite positively | 60 | 62 | 1011 500 | |
| Quite negatively | 18 | 17 | 277 300 | |
| Very negative | 4 | 3 | 48 900 | |
| Can not say | 7 | 6 | 97 900 | |
| Free and local newspapers | Very positive | 22 | 24 | 391 500 |
| Quite positively | 56 | 57 | 946 200 | |
| Quite negatively | 11 | 10 | 163 100 | |
| Very negative | 4 | 3 | 48 900 | |
| Can not say | 6 | 5 | 81 600 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 6 | 97 900 |
| Quite positively | 43 | 43 | 701 500 | |
| Quite negatively | 33 | 33 | 538 400 | |
| Very negative | 11 | 9 | 146 800 | |
| Can not say | 8 | 9 | 146 800 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 4 | 65 300 |
| Quite positively | 30 | 29 | 473 100 | |
| Quite negatively | 35 | 36 | 587 300 | |
| Very negative | 19 | 17 | 277 300 | |
| Can not say | 11 | 13 | 228 400 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 3 | 48 900 |
| Quite positively | 25 | 23 | 358 900 | |
| Quite negatively | 35 | 37 | 619 900 | |
| Very negative | 23 | 22 | 358 900 | |
| Can not say | 13 | 15 | 244 700 | |
| Newsletters to email | Very positive | 2 | 2 | 16 300 |
| Quite positively | 16 | 16 | 261 000 | |
| Quite negatively | 35 | 37 | 603 600 | |
| Very negative | 45 | 42 | 685 200 | |
| Can not say | 3 | 3 | 48 900 | |
| Other websites | Very positive | 2 | 2 | 32 600 |
| Quite positively | 32 | 31 | 505 700 | |
| Quite negatively | 39 | 40 | 652 600 | |
| Very negative | 15 | 14 | 228 400 | |
| Can not say | 12 | 13 | 212 100 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 6 | 97 900 |
| Quite positively | 44 | 45 | 734 100 | |
| Quite negatively | 31 | 32 | 522 000 | |
| Very negative | 14 | 13 | 212 100 | |
| Can not say | 4 | 4 | 65 300 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 4 | 48 900 |
| Quite positively | 33 | 32 | 522 000 | |
| Quite negatively | 35 | 36 | 587 300 | |
| Very negative | 21 | 21 | 342 600 | |
| Can not say | 7 | 7 | 114 200 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 17 | 277 300 |
| Quite positively | 44 | 47 | 783 100 | |
| Quite negatively | 21 | 20 | 310 000 | |
| Very negative | 15 | 12 | 179 500 | |
| Can not say | 5 | 5 | 81 600 | |
| Out-of-home advertising | Very positive | 11 | 10 | 163 100 |
| Quite positively | 51 | 51 | 832 000 | |
| Quite negatively | 22 | 23 | 391 500 | |
| Very negative | 9 | 8 | 130 500 | |
| Can not say | 8 | 8 | 130 500 | Source: NRS 2026 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 16 | 19 | 310 000 |
| Partially agree | 59 | 63 | 1027 800 | |
| Partially disagree | 10 | 8 | 130 500 | |
| Completely disagree | 3 | 3 | 32 600 | |
| Can not say | 11 | 8 | 114 200 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 18 | 293 700 |
| Partially agree | 56 | 60 | 978 800 | |
| Partially disagree | 14 | 12 | 195 800 | |
| Completely disagree | 4 | 3 | 48 900 | |
| Can not say | 10 | 8 | 114 200 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 36 | 603 600 |
| Partially agree | 39 | 40 | 652 600 | |
| Partially disagree | 17 | 15 | 244 700 | |
| Completely disagree | 4 | 3 | 48 900 | |
| Can not say | 8 | 6 | 97 900 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 22 | 375 200 |
| Partially agree | 44 | 44 | 717 800 | |
| Partially disagree | 11 | 10 | 163 100 | |
| Completely disagree | 5 | 5 | 81 600 | |
| Can not say | 18 | 18 | 293 700 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 32 | 522 000 |
| Partially agree | 47 | 47 | 766 800 | |
| Partially disagree | 7 | 6 | 97 900 | |
| Completely disagree | 3 | 2 | 32 600 | |
| Can not say | 12 | 12 | 195 800 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 16 | 261 000 |
| Partially agree | 51 | 52 | 848 300 | |
| Partially disagree | 13 | 12 | 195 800 | |
| Completely disagree | 3 | 2 | 32 600 | |
| Can not say | 18 | 17 | 277 300 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 11 | 179 500 |
| Partially agree | 50 | 52 | 848 300 | |
| Partially disagree | 17 | 17 | 277 300 | |
| Completely disagree | 3 | 2 | 32 600 | |
| Can not say | 20 | 18 | 293 700 | |
| Finnish magazines are of high quality | Completely agree | 22 | 24 | 391 500 |
| Partially agree | 57 | 58 | 946 200 | |
| Partially disagree | 9 | 9 | 146 800 | |
| Completely disagree | 1 | 1 | 16 300 | |
| Can not say | 10 | 8 | 130 500 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 11 | 179 500 |
| Partially agree | 48 | 50 | 832 000 | |
| Partially disagree | 22 | 21 | 342 600 | |
| Completely disagree | 7 | 7 | 114 200 | |
| Can not say | 13 | 11 | 179 500 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 12 | 195 800 |
| Partially agree | 33 | 34 | 554 700 | |
| Partially disagree | 22 | 22 | 375 200 | |
| Completely disagree | 22 | 22 | 358 900 | |
| Can not say | 11 | 9 | 146 800 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 10 | 163 100 |
| Partially agree | 31 | 34 | 554 700 | |
| Partially disagree | 26 | 26 | 424 200 | |
| Completely disagree | 24 | 22 | 358 900 | |
| Can not say | 10 | 8 | 130 500 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 16 | 261 000 |
| Partially agree | 48 | 52 | 848 300 | |
| Partially disagree | 20 | 17 | 277 300 | |
| Completely disagree | 12 | 10 | 163 100 | |
| Can not say | 7 | 5 | 81 600 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 10 | 163 100 |
| Partially agree | 28 | 32 | 522 000 | |
| Partially disagree | 27 | 27 | 440 500 | |
| Completely disagree | 28 | 24 | 391 500 | |
| Can not say | 10 | 8 | 130 500 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 4 | 65 300 |
| Partially agree | 36 | 37 | 603 600 | |
| Partially disagree | 35 | 36 | 587 300 | |
| Completely disagree | 9 | 8 | 130 500 | |
| Can not say | 16 | 16 | 244 700 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 19 | 326 300 |
| Partially agree | 39 | 43 | 701 500 | |
| Partially disagree | 23 | 21 | 342 600 | |
| Completely disagree | 12 | 9 | 146 800 | |
| Can not say | 10 | 8 | 130 500 | |
| I follow one or more magazines on social media | Completely agree | 7 | 7 | 114 200 |
| Partially agree | 20 | 21 | 326 300 | |
| Partially disagree | 23 | 24 | 391 500 | |
| Completely disagree | 42 | 42 | 701 500 | |
| Can not say | 7 | 7 | 97 900 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 42 | 668 900 |
| Partially agree | 27 | 27 | 440 500 | |
| Partially disagree | 11 | 12 | 212 100 | |
| Completely disagree | 14 | 16 | 277 300 | |
| Can not say | 2 | 2 | 32 600 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 35 | 554 700 |
| Partially agree | 39 | 39 | 636 200 | |
| Partially disagree | 13 | 13 | 212 100 | |
| Completely disagree | 10 | 11 | 179 500 | |
| Can not say | 3 | 3 | 48 900 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 17 | 261 000 |
| Partially agree | 33 | 33 | 538 400 | |
| Partially disagree | 21 | 21 | 342 600 | |
| Completely disagree | 24 | 25 | 407 800 | |
| Can not say | 4 | 4 | 65 300 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 18 | 293 700 |
| Partially agree | 33 | 32 | 522 000 | |
| Partially disagree | 25 | 25 | 407 800 | |
| Completely disagree | 21 | 22 | 375 200 | |
| Can not say | 3 | 3 | 48 900 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 20 | 326 300 |
| Partially agree | 21 | 21 | 342 600 | |
| Partially disagree | 17 | 16 | 261 000 | |
| Completely disagree | 37 | 37 | 603 600 | |
| Can not say | 8 | 6 | 97 900 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 25 | 407 800 |
| Partially agree | 52 | 51 | 848 300 | |
| Partially disagree | 12 | 11 | 179 500 | |
| Completely disagree | 4 | 4 | 65 300 | |
| Can not say | 8 | 8 | 130 500 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 74 | 1207 200 |
| Partially agree | 16 | 16 | 261 000 | |
| Partially disagree | 3 | 3 | 48 900 | |
| Completely disagree | 2 | 2 | 32 600 | |
| Can not say | 5 | 5 | 81 600 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 33 | 538 400 |
| Partially agree | 39 | 41 | 668 900 | |
| Partially disagree | 15 | 13 | 212 100 | |
| Completely disagree | 8 | 6 | 97 900 | |
| Can not say | 7 | 7 | 114 200 | 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 | 59 | 962 500 |
| Cosmetics and beauty care | 16 | 21 | 342 600 | |
| Interior design and furniture | 26 | 31 | 505 700 | |
| Renovation and building | 24 | 26 | 424 200 | |
| Domestic appliances | 10 | 11 | 179 500 | |
| Consumer electronics and IT equipment | 13 | 11 | 179 500 | |
| Saving and investing | 14 | 14 | 228 400 | |
| Style and fashion | 21 | 26 | 424 200 | |
| Cars | 14 | 12 | 195 800 | |
| Travelling | 23 | 27 | 440 500 | |
| Sports clothing, footwear or equipment | 14 | 15 | 244 700 | |
| Health and wellness products/services | 19 | 24 | 391 500 | |
| None of these | 16 | 13 | 195 800 | |
| Can not say | 10 | 9 | 146 800 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 52 | 832 000 |
| Cosmetics and beauty care | 17 | 20 | 326 300 | |
| Interior design and furniture | 21 | 23 | 375 200 | |
| Renovation and building | 21 | 21 | 342 600 | |
| Domestic appliances | 10 | 10 | 163 100 | |
| Consumer electronics and IT equipment | 17 | 13 | 212 100 | |
| Saving and investing | 13 | 12 | 195 800 | |
| Style and fashion | 19 | 22 | 358 900 | |
| Cars | 13 | 11 | 179 500 | |
| Travelling | 23 | 25 | 407 800 | |
| Sports clothing, footwear or equipment | 16 | 15 | 244 700 | |
| Health and wellness products/services | 18 | 20 | 326 300 | |
| None of these | 21 | 21 | 342 600 | |
| Can not say | 12 | 12 | 195 800 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 18 | 293 700 |
| Well-being and health | 50 | 58 | 946 200 | |
| Charity work | 14 | 15 | 244 700 | |
| Self development | 32 | 32 | 505 700 | |
| Celebrities | 13 | 15 | 228 400 | |
| Fishing | 15 | 13 | 195 800 | |
| Beauty care and cosmetics | 16 | 19 | 310 000 | |
| Literature | 29 | 34 | 554 700 | |
| Domestic and foreign news | 51 | 55 | 913 600 | |
| Domestic travel | 33 | 37 | 603 600 | |
| Culture | 34 | 40 | 652 600 | |
| Crafts | 25 | 30 | 489 400 | |
| Nature and going outdoor | 52 | 57 | 929 900 | |
| Hunting | 9 | 7 | 97 900 | |
| Style and fashion | 20 | 23 | 358 900 | |
| Music and concerts | 37 | 40 | 636 200 | |
| Going on summer cottage | 29 | 31 | 489 400 | |
| Local affairs | 56 | 64 | 1060 400 | |
| Computer/console/mobile playing | 17 | 10 | 146 800 | |
| Politics | 43 | 43 | 701 500 | |
| Gardening and plants | 29 | 39 | 652 600 | |
| Online gambling or betting | 5 | 4 | 65 300 | |
| Building and renovating | 34 | 36 | 587 300 | |
| Food and drink | 38 | 42 | 685 200 | |
| Cooking, baking, recipes | 38 | 48 | 783 100 | |
| Investment | 24 | 21 | 326 300 | |
| Decorating | 28 | 35 | 571 000 | |
| Economic and finances | 36 | 34 | 554 700 | |
| Science | 37 | 33 | 522 000 | |
| Travelling abroad | 34 | 35 | 554 700 | |
| Sports, exercising | 45 | 43 | 685 200 | |
| Sailing, boating | 9 | 8 | 114 200 | |
| Consumer electronics and information technology | 20 | 14 | 212 100 | |
| Environmental matters | 31 | 35 | 554 700 | |
| None of the above | 0 | 0 | 0 | Source: NRS 2026 |
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
- Aller Media Oy
Publisher
- Kesko Oyj
Vastaava päätoimittaja
- Sanni Jokinen
Address
- Lintulahdenkuja 10 A
- 00500 Helsinki
Postal address
- PL 5
- 00501 Helsinki