Samarbete
Samarbete is the sister publication of Yhteishyvä in Swedish. Its readers appreciate the convenience of getting information on co-op member benefits and new products in their own language.
Issues per year
4 issues per year
Circulation
7 380 (Source: LT2024)
Copies
48 000
Magazine website
Magazine in Social Media
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 10.2.2025 | 27.12.2024 | 10.1.2025 | |
| 2 | 10.5.2025 | 26.3.2025 | 4.4.2025 | |
| 3 | 10.8.2025 | 6.6.2025 | 13.6.2025 | |
| 4 | 10.11.2025 | 3.10.2025 | 10.10.2025 |
Ei aikatauluja vuodelle 2026.
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 420 x 273 mm | 3 mm | 4 300 € |
| 1/1 portrait | Not specified | 210 x 273 mm | 3 mm | 2 250 € |
| 1/2 portrait | Not specified | 100 x 273 mm | 3 mm | 1 500 € |
| 1/2 landscape | Not specified | 210 x 132 mm | 3 mm | 1 500 € |
| 1/4 portrait | Not specified | 55 x 273 mm | 3 mm | 1 000 € |
| 1/4 landscape | Not specified | 210 x 68 mm | 3 mm | 1 000 € | *) size without marginal Prices valid until 31.12.2025 |
Size
210 x 273 mm
Printing method
Offset
Binding
Stiftaus
Printer
PunaMusta Oy
Delivery of ad material and instructions
ICC profile
Technical information
Cover paper MWC Gloss, Profile: PSO Coated V3, Paper LWC Gloss, Profile: PSO LWC Improved Text and frames must be at least 10 mm away from the edge.
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
210 x 273 mm
Printing method
Offset
Binding
Stiftaus
Printer
PunaMusta Oy
Delivery of ad material and instructions
ICC profile
Technical information
Cover paper MWC Gloss, Profile: PSO Coated V3, Paper LWC Gloss, Profile: PSO LWC Improved Text and frames must be at least 10 mm away from the edge."
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
72 300
Total reach
79 400
How many times read
1,5
Minutes of reading
40 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 72 300
Minutes of reading40 min
How many times read1,5
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 61 | 44 100 |
| Men | 49 | 39 | 28 200 | |
| Native language | Finnish | 95 | 26 | 18 800 |
| Swedish | 5 | 74 | 53 500 | |
| Age | 15-24 y | 13 | 5 | 3 600 |
| 25-34 y | 14 | 12 | 8 700 | |
| 35-44 y | 14 | 13 | 9 400 | |
| 45-54 y | 14 | 17 | 12 300 | |
| 55-64 y | 15 | 16 | 11 600 | |
| 65+ y | 30 | 37 | 26 800 | |
| Gender + age | Female 15-29 years | 9 | 5 | 3 600 |
| Female 30-49 years | 14 | 18 | 13 000 | |
| Female 50+ years | 28 | 39 | 28 200 | |
| Male 15-29 years | 10 | 5 | 3 600 | |
| Male 30-49 years | 15 | 9 | 6 500 | |
| Male 50+ years | 24 | 25 | 18 100 | |
| Household position | Lives at home with parents | 7 | 3 | 2 200 |
| Lives alone | 29 | 20 | 14 500 | |
| Lives with spouse | 36 | 41 | 29 600 | |
| Lives with spouse and children | 24 | 30 | 21 700 | |
| Single parent | 2 | 2 | 1 400 | |
| Other | 3 | 3 | 2 200 | |
| Grandchildren under 18 years of age | Yes | 20 | 27 | 19 500 |
| No | 39 | 44 | 31 800 | |
| No answer (under 45 year olds) | 41 | 30 | 21 700 | |
| Education | Elementary school | 4 | 5 | 3 600 |
| Secondary school | 6 | 5 | 3 600 | |
| Vocational | 27 | 28 | 20 200 | |
| High school | 13 | 9 | 6 500 | |
| University of Applied Sciences | 20 | 21 | 15 200 | |
| University | 28 | 29 | 21 000 | |
| Something else | 2 | 4 | 2 900 | |
| Decision-maker in grocery purchases | Yes | 93 | 94 | 68 000 |
| No | 6 | 5 | 3 600 | |
| Can not say | 1 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 73 | 52 800 |
| No | 32 | 27 | 19 500 | |
| Size of the household | 1 pers | 28 | 19 | 13 700 |
| 2 pers | 38 | 44 | 31 800 | |
| 3 pers | 14 | 13 | 9 400 | |
| 4 pers | 12 | 15 | 10 800 | |
| 5+ pers | 7 | 10 | 7 200 | |
| Household income (gross) | Below 20 000 € /y | 10 | 10 | 7 200 |
| 20 000 - 35 000 € /y | 17 | 15 | 10 800 | |
| 35 001 - 50 000 € /y | 18 | 18 | 13 000 | |
| 50 001 - 85 000 € /y | 21 | 21 | 15 200 | |
| 85 001 - 100 000 € /y | 8 | 9 | 6 500 | |
| Over 100 000 € /y | 10 | 10 | 7 200 | |
| Dont want to tell | 5 | 9 | 6 500 | |
| Cant say / No answer | 10 | 7 | 5 100 | |
| Family with kids | Yes | 32 | 37 | 26 800 |
| No | 68 | 63 | 45 500 | |
| Number of children in the household (5th grade) | 1 child | 13 | 11 | 8 000 |
| 2 children | 13 | 16 | 11 600 | |
| 3 children | 5 | 6 | 4 300 | |
| 4 children | 1 | 2 | 1 400 | |
| 5+ children | 1 | 2 | 1 400 | |
| There are no children | 67 | 63 | 45 500 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 16 | 11 600 |
| Dog | 26 | 25 | 18 100 | |
| Some other pet | 5 | 5 | 3 600 | |
| No pets | 61 | 62 | 44 800 | |
| Health services used in the household | Public health services | 85 | 88 | 63 600 |
| Employer - funded health care services | 50 | 49 | 35 400 | |
| Private, self-funded healthcare services | 39 | 39 | 28 200 | |
| Private health insurance services | 26 | 24 | 17 400 | |
| No health care | 1 | 1 | 700 | |
| Can not say | 1 | 1 | 700 | |
| Housing | Apartment | 32 | 22 | 15 900 |
| Row house or semi-detached house | 17 | 11 | 8 000 | |
| Detached house | 46 | 61 | 44 100 | |
| Farm | 4 | 4 | 2 900 | |
| Something else | 1 | 1 | 700 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 84 | 60 700 |
| Rented residence | 20 | 11 | 8 000 | |
| Right of residence apartment | 2 | 2 | 1 400 | |
| Something else | 1 | 2 | 1 400 | |
| Can not say | 1 | 1 | 700 | |
| Cottage or holiday home in regular use | Yes | 41 | 46 | 33 300 |
| No | 58 | 52 | 37 600 | |
| Can not say | 1 | 2 | 1 400 | |
| Number of cars in household | One car | 45 | 46 | 33 300 |
| Two cars | 30 | 35 | 25 300 | |
| Three or more cars | 10 | 12 | 8 700 | |
| No car | 14 | 7 | 5 100 | |
| Type of car, if buying now | New | 21 | 22 | 15 900 |
| Used | 70 | 71 | 51 300 | |
| Company car | 5 | 3 | 2 200 | |
| Leasing (personal) | 9 | 6 | 4 300 | |
| Shared car | 3 | 1 | 700 | |
| Doesn't use a car | 8 | 4 | 2 900 | |
| Can not say | 5 | 5 | 3 600 | |
| Advertising ban at the door / mailbox | Yes | 27 | 22 | 15 900 |
| No | 72 | 78 | 56 400 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 13 | 9 400 |
| No | 76 | 80 | 57 800 | |
| Can not say | 5 | 8 | 5 800 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 12 | 8 700 |
| Turku or Tampere | 8 | 3 | 2 200 | |
| Oulu | 4 | 0 | 0 | |
| 70 000 - 150 000 inhabitants town | 14 | 10 | 7 200 | |
| Urban municipality | 25 | 29 | 21 000 | |
| Conurbation | 16 | 25 | 18 100 | |
| Countryside | 13 | 21 | 15 200 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 30 | 21 700 |
| 5-6 days a week | 4 | 7 | 5 100 | |
| 1-4 days a week | 24 | 26 | 18 800 | |
| Monthly | 25 | 19 | 13 700 | |
| Rarely | 26 | 14 | 10 100 | |
| Never | 8 | 2 | 1 400 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 48 | 34 700 |
| 5-6 days a week | 5 | 7 | 5 100 | |
| 1-4 days a week | 20 | 16 | 11 600 | |
| Monthly | 15 | 9 | 6 500 | |
| Rarely | 23 | 17 | 12 300 | |
| Never | 13 | 3 | 2 200 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 32 | 23 100 |
| 5-6 days a week | 5 | 8 | 5 800 | |
| 1-4 days a week | 23 | 21 | 15 200 | |
| Monthly | 15 | 10 | 7 200 | |
| Rarely | 24 | 25 | 18 100 | |
| Never | 8 | 4 | 2 900 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 54 | 39 000 |
| 5-6 days a week | 9 | 10 | 7 200 | |
| 1-4 days a week | 17 | 16 | 11 600 | |
| Monthly | 6 | 5 | 3 600 | |
| Rarely | 8 | 12 | 8 700 | |
| Never | 5 | 2 | 1 400 | |
| Can not say | 0 | 1 | 700 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 5 | 3 600 |
| 5-6 days a week | 4 | 5 | 3 600 | |
| 1-4 days a week | 41 | 46 | 33 300 | |
| Monthly | 18 | 18 | 13 000 | |
| Rarely | 23 | 20 | 14 500 | |
| Never | 9 | 4 | 2 900 | |
| Can not say | 1 | 1 | 700 | |
| The frequency of watching: Free online TV services | Daily | 17 | 15 | 10 800 |
| 5-6 days a week | 10 | 8 | 5 800 | |
| 1-4 days a week | 30 | 30 | 21 700 | |
| Monthly | 21 | 21 | 15 200 | |
| Rarely | 15 | 15 | 10 800 | |
| Never | 6 | 11 | 8 000 | |
| Can not say | 1 | 1 | 700 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 17 | 12 300 |
| 5-6 days a week | 10 | 9 | 6 500 | |
| 1-4 days a week | 22 | 17 | 12 300 | |
| Monthly | 9 | 8 | 5 800 | |
| Rarely | 13 | 9 | 6 500 | |
| Never | 30 | 39 | 28 200 | |
| Can not say | 1 | 1 | 700 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 46 | 33 300 |
| 5-6 days a week | 10 | 10 | 7 200 | |
| 1-4 days a week | 19 | 19 | 13 700 | |
| Monthly | 12 | 10 | 7 200 | |
| Rarely | 12 | 10 | 7 200 | |
| Never | 3 | 4 | 2 900 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 35 | 25 300 |
| 5-6 days a week | 12 | 12 | 8 700 | |
| 1-4 days a week | 22 | 22 | 15 900 | |
| Monthly | 12 | 8 | 5 800 | |
| Rarely | 13 | 14 | 10 100 | |
| Never | 8 | 9 | 6 500 | |
| Can not say | 0 | 1 | 700 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 30 | 21 700 |
| 5-6 days a week | 6 | 9 | 6 500 | |
| 1-4 days a week | 16 | 17 | 12 300 | |
| Monthly | 13 | 10 | 7 200 | |
| Rarely | 27 | 23 | 16 600 | |
| Never | 15 | 11 | 8 000 | |
| Can not say | 1 | 1 | 700 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 17 | 12 300 |
| 5-6 days a week | 9 | 7 | 5 100 | |
| 1-4 days a week | 21 | 21 | 15 200 | |
| Monthly | 14 | 12 | 8 700 | |
| Rarely | 23 | 24 | 17 400 | |
| Never | 16 | 18 | 13 000 | |
| Can not say | 1 | 1 | 700 | |
| The frequency of listening: Podcasts | Daily | 6 | 6 | 4 300 |
| 5-6 days a week | 3 | 2 | 1 400 | |
| 1-4 days a week | 11 | 8 | 5 800 | |
| Monthly | 14 | 12 | 8 700 | |
| Rarely | 27 | 28 | 20 200 | |
| Never | 36 | 42 | 30 400 | |
| Can not say | 2 | 3 | 2 200 | |
| User frequency and following: Social media | Daily | 59 | 57 | 41 200 |
| 5-6 days a week | 8 | 7 | 5 100 | |
| 1-4 days a week | 8 | 7 | 5 100 | |
| Monthly | 3 | 2 | 1 400 | |
| Rarely | 6 | 7 | 5 100 | |
| Never | 16 | 20 | 14 500 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 12 | 8 700 |
| 5-6 days a week | 6 | 2 | 1 400 | |
| 1-4 days a week | 13 | 11 | 8 000 | |
| Monthly | 8 | 7 | 5 100 | |
| Rarely | 20 | 22 | 15 900 | |
| Never | 38 | 45 | 32 500 | |
| Can not say | 1 | 2 | 1 400 | |
| User frequency: Instant messaging | Daily | 69 | 62 | 44 800 |
| 5-6 days a week | 11 | 11 | 8 000 | |
| 1-4 days a week | 9 | 11 | 8 000 | |
| Monthly | 3 | 4 | 2 900 | |
| Rarely | 2 | 2 | 1 400 | |
| Never | 6 | 9 | 6 500 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: Printed books | Daily | 16 | 21 | 15 200 |
| 5-6 days a week | 6 | 6 | 4 300 | |
| 1-4 days a week | 14 | 13 | 9 400 | |
| Monthly | 22 | 17 | 12 300 | |
| Rarely | 34 | 37 | 26 800 | |
| Never | 7 | 6 | 4 300 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 2 | 1 400 |
| 5-6 days a week | 1 | 1 | 700 | |
| 1-4 days a week | 4 | 3 | 2 200 | |
| Monthly | 7 | 5 | 3 600 | |
| Rarely | 30 | 30 | 21 700 | |
| Never | 53 | 60 | 43 400 | |
| Can not say | 1 | 0 | 0 | |
| Listening frequency: Audiobooks | Daily | 6 | 5 | 3 600 |
| 5-6 days a week | 3 | 2 | 1 400 | |
| 1-4 days a week | 6 | 4 | 2 900 | |
| Monthly | 8 | 6 | 4 300 | |
| Rarely | 23 | 25 | 18 100 | |
| Never | 54 | 57 | 41 200 | |
| Can not say | 1 | 0 | 0 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 13 | 9 400 |
| 5-6 days a week | 9 | 9 | 6 500 | |
| 1-4 days a week | 23 | 23 | 16 600 | |
| Monthly | 21 | 20 | 14 500 | |
| Rarely | 17 | 23 | 16 600 | |
| Never | 10 | 12 | 8 700 | |
| Can not say | 0 | 1 | 700 | |
| Usage/following: Linkedl | Daily | 4 | 3 | 2 200 |
| 5-6 days a week | 2 | 1 | 700 | |
| 1-4 days a week | 8 | 7 | 5 100 | |
| Monthly | 8 | 5 | 3 600 | |
| Rarely | 12 | 13 | 9 400 | |
| Never | 59 | 63 | 45 500 | |
| Cant say / No answer | 6 | 9 | 6 500 | |
| Usage/following: Facebook | Daily | 39 | 44 | 31 800 |
| 5-6 days a week | 8 | 9 | 6 500 | |
| 1-4 days a week | 11 | 8 | 5 800 | |
| Monthly | 6 | 4 | 2 900 | |
| Rarely | 9 | 7 | 5 100 | |
| Never | 22 | 23 | 16 600 | |
| Cant say / No answer | 4 | 6 | 4 300 | |
| Usage/Following: Instagram | Daily | 32 | 31 | 22 400 |
| 5-6 days a week | 7 | 7 | 5 100 | |
| 1-4 days a week | 9 | 6 | 4 300 | |
| Monthly | 5 | 4 | 2 900 | |
| Rarely | 9 | 9 | 6 500 | |
| Never | 33 | 36 | 26 000 | |
| Cant say / No answer | 5 | 7 | 5 100 | |
| Usage/following rate: Snapchat | Daily | 15 | 13 | 9 400 |
| 5-6 days a week | 2 | 2 | 1 400 | |
| 1-4 days a week | 3 | 2 | 1 400 | |
| Monthly | 2 | 2 | 1 400 | |
| Rarely | 5 | 4 | 2 900 | |
| Never | 69 | 70 | 50 600 | |
| Cant say / No answer | 5 | 7 | 5 100 | |
| Usage/Following: Twitter | Daily | 5 | 3 | 2 200 |
| 5-6 days a week | 2 | 1 | 700 | |
| 1-4 days a week | 4 | 4 | 2 900 | |
| Monthly | 5 | 2 | 1 400 | |
| Rarely | 11 | 8 | 5 800 | |
| Never | 68 | 76 | 54 900 | |
| Cant say / No answer | 5 | 7 | 5 100 | |
| Usage/Following: TikTok | Daily | 10 | 7 | 5 100 |
| 5-6 days a week | 3 | 1 | 700 | |
| 1-4 days a week | 4 | 3 | 2 200 | |
| Monthly | 3 | 3 | 2 200 | |
| Rarely | 8 | 8 | 5 800 | |
| Never | 68 | 71 | 51 300 | |
| Cant say / No answer | 4 | 6 | 4 300 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 14 | 10 100 |
| Partially agree | 43 | 45 | 32 500 | |
| Partially disagree | 30 | 26 | 18 800 | |
| Completely disagree | 10 | 11 | 8 000 | |
| Can not say | 3 | 4 | 2 900 | |
| I prefer domestic products | Completely agree | 33 | 34 | 24 600 |
| Partially agree | 55 | 55 | 39 800 | |
| Partially disagree | 9 | 9 | 6 500 | |
| Completely disagree | 1 | 1 | 700 | |
| Can not say | 2 | 2 | 1 400 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 19 | 13 700 |
| Partially agree | 54 | 54 | 39 000 | |
| Partially disagree | 18 | 19 | 13 700 | |
| Completely disagree | 4 | 5 | 3 600 | |
| Can not say | 3 | 3 | 2 200 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 20 | 14 500 |
| Partially agree | 58 | 54 | 39 000 | |
| Partially disagree | 15 | 21 | 15 200 | |
| Completely disagree | 1 | 2 | 1 400 | |
| Can not say | 2 | 2 | 1 400 | |
| I usually choose the cheapest option | Completely agree | 12 | 14 | 10 100 |
| Partially agree | 48 | 47 | 34 000 | |
| Partially disagree | 33 | 34 | 24 600 | |
| Completely disagree | 5 | 3 | 2 200 | |
| Can not say | 2 | 2 | 1 400 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 39 | 28 200 |
| Partially agree | 50 | 49 | 35 400 | |
| Partially disagree | 9 | 9 | 6 500 | |
| Completely disagree | 2 | 1 | 700 | |
| Can not say | 1 | 2 | 1 400 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 4 | 2 900 |
| Partially agree | 24 | 17 | 12 300 | |
| Partially disagree | 38 | 42 | 30 400 | |
| Completely disagree | 24 | 29 | 21 000 | |
| Can not say | 9 | 8 | 5 800 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 5 | 3 600 |
| Partially agree | 36 | 31 | 22 400 | |
| Partially disagree | 45 | 49 | 35 400 | |
| Completely disagree | 11 | 12 | 8 700 | |
| Can not say | 4 | 3 | 2 200 | |
| I prefer local shops and services | Completely agree | 27 | 32 | 23 100 |
| Partially agree | 58 | 57 | 41 200 | |
| Partially disagree | 11 | 7 | 5 100 | |
| Completely disagree | 1 | 1 | 700 | |
| Can not say | 2 | 2 | 1 400 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 3 | 2 200 |
| Partially agree | 28 | 26 | 18 800 | |
| Partially disagree | 29 | 26 | 18 800 | |
| Completely disagree | 32 | 34 | 24 600 | |
| Can not say | 7 | 12 | 8 700 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 11 | 8 000 |
| Partially agree | 32 | 32 | 23 100 | |
| Partially disagree | 37 | 35 | 25 300 | |
| Completely disagree | 20 | 19 | 13 700 | |
| Can not say | 2 | 3 | 2 200 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 16 | 11 600 |
| Partially agree | 50 | 49 | 35 400 | |
| Partially disagree | 24 | 21 | 15 200 | |
| Completely disagree | 6 | 9 | 6 500 | |
| Can not say | 4 | 5 | 3 600 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 15 | 10 800 |
| Partially agree | 51 | 46 | 33 300 | |
| Partially disagree | 22 | 27 | 19 500 | |
| Completely disagree | 6 | 6 | 4 300 | |
| Can not say | 3 | 5 | 3 600 | |
| I prefer well-known brands | Completely agree | 12 | 13 | 9 400 |
| Partially agree | 58 | 58 | 41 900 | |
| Partially disagree | 21 | 20 | 14 500 | |
| Completely disagree | 5 | 4 | 2 900 | |
| Can not say | 3 | 5 | 3 600 | |
| I prefer used products in my purchases | Completely agree | 14 | 8 | 5 800 |
| Partially agree | 41 | 42 | 30 400 | |
| Partially disagree | 31 | 35 | 25 300 | |
| Completely disagree | 12 | 12 | 8 700 | |
| Can not say | 3 | 3 | 2 200 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 17 | 12 300 |
| Quite positively | 61 | 58 | 41 900 | |
| Quite negatively | 16 | 15 | 10 800 | |
| Very negative | 4 | 5 | 3 600 | |
| Can not say | 6 | 6 | 4 300 | |
| Magazines | Very positive | 13 | 15 | 10 800 |
| Quite positively | 60 | 57 | 41 200 | |
| Quite negatively | 17 | 16 | 11 600 | |
| Very negative | 4 | 5 | 3 600 | |
| Can not say | 6 | 8 | 5 800 | |
| Free and local newspapers | Very positive | 24 | 26 | 18 800 |
| Quite positively | 56 | 54 | 39 000 | |
| Quite negatively | 11 | 10 | 7 200 | |
| Very negative | 4 | 4 | 2 900 | |
| Can not say | 6 | 7 | 5 100 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 8 | 5 800 |
| Quite positively | 45 | 41 | 29 600 | |
| Quite negatively | 30 | 28 | 20 200 | |
| Very negative | 10 | 8 | 5 800 | |
| Can not say | 8 | 14 | 10 100 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 6 | 4 300 |
| Quite positively | 33 | 31 | 22 400 | |
| Quite negatively | 32 | 32 | 23 100 | |
| Very negative | 17 | 15 | 10 800 | |
| Can not say | 12 | 16 | 11 600 | |
| Blogs | Very positive | 4 | 4 | 2 900 |
| Quite positively | 25 | 21 | 15 200 | |
| Quite negatively | 29 | 27 | 19 500 | |
| Very negative | 16 | 18 | 13 000 | |
| Can not say | 26 | 31 | 22 400 | |
| Newsletters to email | Very positive | 2 | 2 | 1 400 |
| Quite positively | 17 | 17 | 12 300 | |
| Quite negatively | 34 | 31 | 22 400 | |
| Very negative | 43 | 45 | 32 500 | |
| Can not say | 4 | 4 | 2 900 | |
| Other websites | Very positive | 3 | 3 | 2 200 |
| Quite positively | 38 | 34 | 24 600 | |
| Quite negatively | 34 | 31 | 22 400 | |
| Very negative | 14 | 17 | 12 300 | |
| Can not say | 11 | 14 | 10 100 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 8 | 5 800 |
| Quite positively | 46 | 43 | 31 100 | |
| Quite negatively | 29 | 29 | 21 000 | |
| Very negative | 13 | 15 | 10 800 | |
| Can not say | 4 | 5 | 3 600 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 4 | 2 900 |
| Quite positively | 35 | 33 | 23 900 | |
| Quite negatively | 33 | 33 | 23 900 | |
| Very negative | 20 | 23 | 16 600 | |
| Can not say | 7 | 7 | 5 100 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 21 | 15 200 |
| Quite positively | 46 | 46 | 33 300 | |
| Quite negatively | 17 | 16 | 11 600 | |
| Very negative | 14 | 12 | 8 700 | |
| Can not say | 5 | 4 | 2 900 | |
| Out-of-home advertising | Very positive | 11 | 9 | 6 500 |
| Quite positively | 52 | 45 | 32 500 | |
| Quite negatively | 21 | 28 | 20 200 | |
| Very negative | 9 | 9 | 6 500 | |
| Can not say | 8 | 9 | 6 500 | Source: NRS 2025 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 17 | 22 | 15 900 |
| Partially agree | 60 | 59 | 42 700 | |
| Partially disagree | 11 | 10 | 7 200 | |
| Completely disagree | 3 | 2 | 1 400 | |
| Can not say | 9 | 6 | 4 300 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 19 | 13 700 |
| Partially agree | 57 | 57 | 41 200 | |
| Partially disagree | 14 | 13 | 9 400 | |
| Completely disagree | 5 | 5 | 3 600 | |
| Can not say | 8 | 6 | 4 300 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 23 | 16 600 |
| Partially agree | 46 | 51 | 36 900 | |
| Partially disagree | 12 | 10 | 7 200 | |
| Completely disagree | 5 | 5 | 3 600 | |
| Can not say | 15 | 10 | 7 200 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 29 | 21 000 |
| Partially agree | 49 | 52 | 37 600 | |
| Partially disagree | 7 | 8 | 5 800 | |
| Completely disagree | 2 | 3 | 2 200 | |
| Can not say | 10 | 9 | 6 500 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 21 | 15 200 |
| Partially agree | 51 | 47 | 34 000 | |
| Partially disagree | 14 | 13 | 9 400 | |
| Completely disagree | 3 | 2 | 1 400 | |
| Can not say | 16 | 17 | 12 300 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 14 | 10 100 |
| Partially agree | 52 | 52 | 37 600 | |
| Partially disagree | 18 | 17 | 12 300 | |
| Completely disagree | 3 | 2 | 1 400 | |
| Can not say | 17 | 15 | 10 800 | |
| Finnish magazines are of high quality | Completely agree | 23 | 26 | 18 800 |
| Partially agree | 58 | 56 | 40 500 | |
| Partially disagree | 9 | 10 | 7 200 | |
| Completely disagree | 1 | 2 | 1 400 | |
| Can not say | 9 | 6 | 4 300 | |
| I follow important magazines on social media | Completely agree | 7 | 9 | 6 500 |
| Partially agree | 25 | 28 | 20 200 | |
| Partially disagree | 23 | 20 | 14 500 | |
| Completely disagree | 36 | 33 | 23 900 | |
| Can not say | 10 | 9 | 6 500 | |
| I read important magazines from cover to cover | Completely agree | 16 | 22 | 15 900 |
| Partially agree | 33 | 38 | 27 500 | |
| Partially disagree | 29 | 24 | 17 400 | |
| Completely disagree | 17 | 11 | 8 000 | |
| Can not say | 5 | 4 | 2 900 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 8 | 5 800 |
| Partially agree | 45 | 48 | 34 700 | |
| Partially disagree | 28 | 29 | 21 000 | |
| Completely disagree | 10 | 8 | 5 800 | |
| Can not say | 10 | 7 | 5 100 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 11 | 8 000 |
| Partially agree | 35 | 40 | 28 900 | |
| Partially disagree | 23 | 21 | 15 200 | |
| Completely disagree | 23 | 19 | 13 700 | |
| Can not say | 9 | 8 | 5 800 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 11 | 8 000 |
| Partially agree | 33 | 40 | 28 900 | |
| Partially disagree | 27 | 24 | 17 400 | |
| Completely disagree | 24 | 18 | 13 000 | |
| Can not say | 8 | 7 | 5 100 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 16 | 11 600 |
| Partially agree | 50 | 52 | 37 600 | |
| Partially disagree | 19 | 18 | 13 000 | |
| Completely disagree | 13 | 11 | 8 000 | |
| Can not say | 5 | 3 | 2 200 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 9 | 6 500 |
| Partially agree | 29 | 31 | 22 400 | |
| Partially disagree | 27 | 30 | 21 700 | |
| Completely disagree | 29 | 24 | 17 400 | |
| Can not say | 7 | 6 | 4 300 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 2 | 1 400 |
| Partially agree | 18 | 16 | 11 600 | |
| Partially disagree | 33 | 33 | 23 900 | |
| Completely disagree | 38 | 35 | 25 300 | |
| Can not say | 10 | 13 | 9 400 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 20 | 14 500 |
| Partially agree | 41 | 41 | 29 600 | |
| Partially disagree | 23 | 20 | 14 500 | |
| Completely disagree | 12 | 13 | 9 400 | |
| Can not say | 8 | 6 | 4 300 | 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 | 9 | 6 500 |
| Newspapers | 12 | 12 | 8 700 | |
| Magazine websites | 7 | 5 | 3 600 | |
| Newspaper websites | 8 | 9 | 6 500 | |
| Blogs | 3 | 1 | 700 | |
| Social media | 16 | 13 | 9 400 | |
| Other websites | 44 | 41 | 29 600 | |
| Television | 11 | 11 | 8 000 | |
| Radio | 2 | 2 | 1 400 | |
| Direct mail | 10 | 14 | 10 100 | |
| None of these | 39 | 40 | 28 900 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 14 | 10 100 |
| Newspapers | 15 | 18 | 13 000 | |
| Magazine websites | 9 | 8 | 5 800 | |
| Newspaper websites | 11 | 10 | 7 200 | |
| Blogs | 6 | 5 | 3 600 | |
| Social media | 28 | 20 | 14 500 | |
| Other websites | 50 | 42 | 30 400 | |
| Television | 19 | 19 | 13 700 | |
| Radio | 3 | 4 | 2 900 | |
| Direct mail | 35 | 45 | 32 500 | |
| None of these | 16 | 17 | 12 300 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 21 | 15 200 |
| Newspapers | 8 | 9 | 6 500 | |
| Magazine websites | 10 | 10 | 7 200 | |
| Newspaper websites | 7 | 9 | 6 500 | |
| Blogs | 7 | 7 | 5 100 | |
| Social media | 31 | 30 | 21 700 | |
| Other websites | 17 | 12 | 8 700 | |
| Television | 14 | 17 | 12 300 | |
| Radio | 2 | 2 | 1 400 | |
| Direct mail | 17 | 24 | 17 400 | |
| None of these | 43 | 42 | 30 400 | |
| Information sources, travel | Print magazines | 16 | 15 | 10 800 |
| Newspapers | 15 | 15 | 10 800 | |
| Magazine websites | 10 | 8 | 5 800 | |
| Newspaper websites | 11 | 11 | 8 000 | |
| Blogs | 12 | 8 | 5 800 | |
| Social media | 38 | 33 | 23 900 | |
| Other websites | 49 | 42 | 30 400 | |
| Television | 17 | 15 | 10 800 | |
| Radio | 3 | 4 | 2 900 | |
| Direct mail | 9 | 9 | 6 500 | |
| None of these | 25 | 30 | 21 700 | |
| Information sources, style and fashion | Print magazines | 22 | 25 | 18 100 |
| Newspapers | 11 | 15 | 10 800 | |
| Magazine websites | 12 | 13 | 9 400 | |
| Newspaper websites | 8 | 11 | 8 000 | |
| Blogs | 9 | 6 | 4 300 | |
| Social media | 37 | 33 | 23 900 | |
| Other websites | 34 | 30 | 21 700 | |
| Television | 18 | 17 | 12 300 | |
| Radio | 2 | 2 | 1 400 | |
| Direct mail | 25 | 29 | 21 000 | |
| None of these | 28 | 27 | 19 500 | |
| Information sources, building and renovating | Print magazines | 17 | 18 | 13 000 |
| Newspapers | 13 | 16 | 11 600 | |
| Magazine websites | 9 | 7 | 5 100 | |
| Newspaper websites | 9 | 11 | 8 000 | |
| Blogs | 7 | 5 | 3 600 | |
| Social media | 26 | 22 | 15 900 | |
| Other websites | 33 | 30 | 21 700 | |
| Television | 18 | 20 | 14 500 | |
| Radio | 2 | 2 | 1 400 | |
| Direct mail | 27 | 33 | 23 900 | |
| None of these | 31 | 31 | 22 400 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 39 | 28 200 |
| Newspapers | 25 | 33 | 23 900 | |
| Magazine websites | 21 | 16 | 11 600 | |
| Newspaper websites | 23 | 21 | 15 200 | |
| Blogs | 14 | 9 | 6 500 | |
| Social media | 45 | 43 | 31 100 | |
| Other websites | 32 | 25 | 18 100 | |
| Television | 29 | 30 | 21 700 | |
| Radio | 7 | 6 | 4 300 | |
| Direct mail | 26 | 32 | 23 100 | |
| None of these | 11 | 11 | 8 000 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 8 | 5 800 |
| Newspapers | 10 | 12 | 8 700 | |
| Magazine websites | 3 | 4 | 2 900 | |
| Newspaper websites | 5 | 5 | 3 600 | |
| Blogs | 1 | 1 | 700 | |
| Social media | 12 | 11 | 8 000 | |
| Other websites | 27 | 21 | 15 200 | |
| Television | 12 | 10 | 7 200 | |
| Radio | 2 | 1 | 700 | |
| Direct mail | 16 | 19 | 13 700 | |
| None of these | 52 | 52 | 37 600 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 23 | 16 600 |
| Newspapers | 14 | 16 | 11 600 | |
| Magazine websites | 11 | 9 | 6 500 | |
| Newspaper websites | 9 | 9 | 6 500 | |
| Blogs | 7 | 7 | 5 100 | |
| Social media | 31 | 27 | 19 500 | |
| Other websites | 31 | 26 | 18 800 | |
| Television | 19 | 20 | 14 500 | |
| Radio | 2 | 1 | 700 | |
| Direct mail | 31 | 39 | 28 200 | |
| None of these | 24 | 24 | 17 400 | |
| Information sources, saving and investing | Print magazines | 9 | 9 | 6 500 |
| Newspapers | 11 | 10 | 7 200 | |
| Magazine websites | 6 | 4 | 2 900 | |
| Newspaper websites | 11 | 9 | 6 500 | |
| Blogs | 7 | 4 | 2 900 | |
| Social media | 22 | 17 | 12 300 | |
| Other websites | 32 | 23 | 16 600 | |
| Television | 8 | 9 | 6 500 | |
| Radio | 3 | 3 | 2 200 | |
| Direct mail | 4 | 6 | 4 300 | |
| None of these | 44 | 49 | 35 400 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 13 | 9 400 |
| Newspapers | 13 | 15 | 10 800 | |
| Magazine websites | 8 | 7 | 5 100 | |
| Newspaper websites | 9 | 9 | 6 500 | |
| Blogs | 5 | 7 | 5 100 | |
| Social media | 26 | 24 | 17 400 | |
| Other websites | 39 | 33 | 23 900 | |
| Television | 13 | 12 | 8 700 | |
| Radio | 3 | 2 | 1 400 | |
| Direct mail | 15 | 19 | 13 700 | |
| None of these | 36 | 36 | 26 000 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 11 | 8 000 |
| Newspapers | 16 | 16 | 11 600 | |
| Magazine websites | 7 | 4 | 2 900 | |
| Newspaper websites | 9 | 8 | 5 800 | |
| Blogs | 5 | 2 | 1 400 | |
| Social media | 26 | 24 | 17 400 | |
| Other websites | 42 | 37 | 26 800 | |
| Television | 14 | 13 | 9 400 | |
| Radio | 2 | 2 | 1 400 | |
| Direct mail | 30 | 35 | 25 300 | |
| None of these | 28 | 31 | 22 400 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 18 | 13 000 |
| Well-being and health | 50 | 55 | 39 800 | |
| Charity work | 13 | 22 | 15 900 | |
| Self development | 32 | 21 | 15 200 | |
| Celebrities | 14 | 17 | 12 300 | |
| Fishing | 16 | 12 | 8 700 | |
| Beauty care and cosmetics | 16 | 13 | 9 400 | |
| Literature | 27 | 32 | 23 100 | |
| Domestic and foreign news | 52 | 61 | 44 100 | |
| Domestic travel | 32 | 26 | 18 800 | |
| Culture | 33 | 30 | 21 700 | |
| Crafts | 25 | 25 | 18 100 | |
| Nature and going outdoor | 52 | 53 | 38 300 | |
| Hunting | 10 | 10 | 7 200 | |
| Style and fashion | 20 | 23 | 16 600 | |
| Music and concerts | 36 | 38 | 27 500 | |
| Going on summer cottage | 29 | 38 | 27 500 | |
| Local affairs | 55 | 68 | 49 200 | |
| Computer/console/mobile playing | 17 | 10 | 7 200 | |
| Politics | 42 | 41 | 29 600 | |
| Gardening and plants | 30 | 47 | 34 000 | |
| Building and renovating | 34 | 37 | 26 800 | |
| Food and drink | 38 | 47 | 34 000 | |
| Cooking, baking, recipes | 38 | 41 | 29 600 | |
| Investment | 23 | 14 | 10 100 | |
| Decorating | 28 | 30 | 21 700 | |
| Economic and finances | 35 | 24 | 17 400 | |
| Science | 35 | 27 | 19 500 | |
| Travelling abroad | 34 | 30 | 21 700 | |
| Sports, exercising | 45 | 40 | 28 900 | |
| Sailing, boating | 10 | 18 | 13 000 | |
| Consumer electronics and information technology | 21 | 13 | 9 400 | |
| Environmental matters | 31 | 23 | 16 600 | |
| 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 | 3 | 2 200 |
| Buying an apartment | 11 | 8 | 5 800 | |
| Home renovation | 27 | 29 | 21 000 | |
| Buying a car | 27 | 28 | 20 200 | |
| Buying a boat | 3 | 4 | 2 900 | |
| None of these | 51 | 49 | 35 400 | |
| Purchases in the last 12 months | Furniture and furnishings | 44 | 41 | 29 600 |
| Repair and construction products | 39 | 42 | 30 400 | |
| Domestic appliances | 38 | 35 | 25 300 | |
| Electronics or IT products | 49 | 43 | 31 100 | |
| Cars | 19 | 19 | 13 700 | |
| Clothing and footwear | 84 | 81 | 58 600 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 34 | 24 600 | |
| Sports clothing, footwear or equipment | 58 | 54 | 39 000 | |
| Saving or investing products or services | 29 | 25 | 18 100 | |
| Cosmetics and beauty products | 49 | 47 | 34 000 | |
| Mobile phones | 29 | 31 | 22 400 | |
| Travels | 50 | 48 | 34 700 | |
| Products and services for health and well-being | 61 | 58 | 41 900 | |
| None of the above | 1 | 1 | 700 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 30 | 28 | 20 200 |
| Repair and construction products | 33 | 38 | 27 500 | |
| Domestic appliances | 18 | 14 | 10 100 | |
| Electronics or IT products | 27 | 23 | 16 600 | |
| Cars | 14 | 14 | 10 100 | |
| Clothing and footwear | 67 | 62 | 44 800 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 27 | 19 500 | |
| Sports clothing, footwear or equipment | 44 | 39 | 28 200 | |
| Saving or investing products or services | 24 | 19 | 13 700 | |
| Cosmetics and beauty products | 38 | 36 | 26 000 | |
| Mobile phones | 16 | 13 | 9 400 | |
| Travels | 46 | 44 | 31 800 | |
| Products and services for health and well-being | 49 | 45 | 32 500 | |
| None of the above | 6 | 7 | 5 100 | |
| Will consider switching over the next 12 months | Bank | 7 | 9 | 6 500 |
| Insurance company | 11 | 12 | 8 700 | |
| electric company | 17 | 13 | 9 400 | |
| Internet Connection | 10 | 7 | 5 100 | |
| Phone-subscription | 14 | 12 | 8 700 | |
| None of the above | 48 | 50 | 36 200 | |
| Can not say | 18 | 18 | 13 000 | |
| Uses of extra money | Magazines, books, movies | 16 | 16 | 11 600 |
| Eating, drinking, partying in a restaurant | 35 | 34 | 24 600 | |
| Exercise hobbies and equipment | 28 | 22 | 15 900 | |
| Cultural events (e.g. concerts, theater, festivals) | 36 | 32 | 23 100 | |
| Renovation, decoration | 23 | 26 | 18 800 | |
| Health services and one's own well-being | 22 | 21 | 15 200 | |
| Travelling | 44 | 44 | 31 800 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 10 | 7 200 | |
| Clothes, shoes and bags | 22 | 21 | 15 200 | |
| Home services (cleaning and other housekeeping services) | 5 | 5 | 3 600 | |
| Car, boat, motorcycle | 11 | 11 | 8 000 | |
| Cosmetics and beauty care | 12 | 12 | 8 700 | |
| Saving, investing | 49 | 43 | 31 100 | |
| Other | 8 | 9 | 6 500 | |
| There is no extra money after mandatory expenses | 8 | 9 | 6 500 | |
| Can not say | 3 | 4 | 2 900 | Source: NRS 2025 |
The total audience includes those who read printed and digital magazines.
|
Total reach 79 400
Only print
Only print
Print and online
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 57 | 44 100 |
| Men | 49 | 43 | 28 200 | |
| Native language | Finnish | 95 | 31 | 18 800 |
| Swedish | 5 | 69 | 53 500 | |
| Age | 15-24 y | 13 | 9 | 3 600 |
| 25-34 y | 14 | 12 | 8 700 | |
| 35-44 y | 14 | 12 | 9 400 | |
| 45-54 y | 14 | 16 | 12 300 | |
| 55-64 y | 15 | 15 | 11 600 | |
| 65+ y | 30 | 36 | 26 800 | |
| Gender + age | Female 15-29 years | 9 | 5 | 3 600 |
| Female 30-49 years | 14 | 16 | 13 000 | |
| Female 50+ years | 28 | 36 | 28 200 | |
| Male 15-29 years | 10 | 9 | 3 600 | |
| Male 30-49 years | 15 | 10 | 6 500 | |
| Male 50+ years | 24 | 25 | 18 100 | |
| Household position | Lives at home with parents | 7 | 6 | 2 200 |
| Lives alone | 29 | 21 | 14 500 | |
| Lives with spouse | 36 | 40 | 29 600 | |
| Lives with spouse and children | 24 | 29 | 21 700 | |
| Single parent | 2 | 2 | 1 400 | |
| Other | 3 | 3 | 2 200 | |
| Grandchildren under 18 years of age | Yes | 20 | 25 | 19 500 |
| No | 39 | 42 | 31 800 | |
| No answer (under 45 year olds) | 41 | 33 | 21 700 | |
| Education | Elementary school | 4 | 5 | 3 600 |
| Secondary school | 6 | 6 | 3 600 | |
| Vocational | 27 | 27 | 20 200 | |
| High school | 13 | 9 | 6 500 | |
| University of Applied Sciences | 20 | 20 | 15 200 | |
| University | 28 | 28 | 21 000 | |
| Something else | 2 | 5 | 2 900 | |
| Decision-maker in grocery purchases | Yes | 93 | 93 | 68 000 |
| No | 6 | 7 | 3 600 | |
| Can not say | 1 | 1 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 70 | 52 800 |
| No | 32 | 30 | 19 500 | |
| Size of the household | 1 pers | 28 | 19 | 13 700 |
| 2 pers | 38 | 43 | 31 800 | |
| 3 pers | 14 | 13 | 9 400 | |
| 4 pers | 12 | 14 | 10 800 | |
| 5+ pers | 7 | 11 | 7 200 | |
| Household income (gross) | Below 20 000 € /y | 10 | 11 | 7 200 |
| 20 000 - 35 000 € /y | 17 | 15 | 10 800 | |
| 35 001 - 50 000 € /y | 18 | 17 | 13 000 | |
| 50 001 - 85 000 € /y | 21 | 20 | 15 200 | |
| 85 001 - 100 000 € /y | 8 | 9 | 6 500 | |
| Over 100 000 € /y | 10 | 10 | 7 200 | |
| Dont want to tell | 5 | 9 | 6 500 | |
| Cant say / No answer | 10 | 10 | 5 100 | |
| Family with kids | Yes | 32 | 37 | 26 800 |
| No | 68 | 63 | 45 500 | |
| Number of children in the household (5th grade) | 1 child | 13 | 11 | 8 000 |
| 2 children | 13 | 15 | 11 600 | |
| 3 children | 5 | 7 | 4 300 | |
| 4 children | 1 | 2 | 1 400 | |
| 5+ children | 1 | 2 | 1 400 | |
| There are no children | 67 | 63 | 45 500 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 16 | 11 600 |
| Dog | 26 | 25 | 18 100 | |
| Some other pet | 5 | 5 | 3 600 | |
| No pets | 61 | 62 | 44 800 | |
| Health services used in the household | Public health services | 85 | 87 | 63 600 |
| Employer - funded health care services | 50 | 50 | 35 400 | |
| Private, self-funded healthcare services | 39 | 39 | 28 200 | |
| Private health insurance services | 26 | 24 | 17 400 | |
| No health care | 1 | 1 | 700 | |
| Can not say | 1 | 1 | 700 | |
| Housing | Apartment | 32 | 23 | 15 900 |
| Row house or semi-detached house | 17 | 11 | 8 000 | |
| Detached house | 46 | 61 | 44 100 | |
| Farm | 4 | 4 | 2 900 | |
| Something else | 1 | 1 | 700 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 82 | 60 700 |
| Rented residence | 20 | 12 | 8 000 | |
| Right of residence apartment | 2 | 2 | 1 400 | |
| Something else | 1 | 2 | 1 400 | |
| Can not say | 1 | 1 | 700 | |
| Cottage or holiday home in regular use | Yes | 41 | 46 | 33 300 |
| No | 58 | 52 | 37 600 | |
| Can not say | 1 | 2 | 1 400 | |
| Number of cars in household | One car | 45 | 46 | 33 300 |
| Two cars | 30 | 35 | 25 300 | |
| Three or more cars | 10 | 12 | 8 700 | |
| No car | 14 | 7 | 5 100 | |
| Type of car, if buying now | New | 21 | 22 | 15 900 |
| Used | 70 | 70 | 51 300 | |
| Company car | 5 | 3 | 2 200 | |
| Leasing (personal) | 9 | 6 | 4 300 | |
| Shared car | 3 | 1 | 700 | |
| Doesn't use a car | 8 | 4 | 2 900 | |
| Can not say | 5 | 7 | 3 600 | |
| Advertising ban at the door / mailbox | Yes | 27 | 22 | 15 900 |
| No | 72 | 78 | 56 400 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 14 | 9 400 |
| No | 76 | 78 | 57 800 | |
| Can not say | 5 | 7 | 5 800 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 13 | 8 700 |
| Turku or Tampere | 8 | 4 | 2 200 | |
| Oulu | 4 | 0 | 0 | |
| 70 000 - 150 000 inhabitants town | 14 | 11 | 7 200 | |
| Urban municipality | 25 | 28 | 21 000 | |
| Conurbation | 16 | 24 | 18 100 | |
| Countryside | 13 | 20 | 15 200 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 28 | 21 700 |
| 5-6 days a week | 4 | 7 | 5 100 | |
| 1-4 days a week | 24 | 27 | 18 800 | |
| Monthly | 25 | 19 | 13 700 | |
| Rarely | 26 | 16 | 10 100 | |
| Never | 8 | 3 | 1 400 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 46 | 34 700 |
| 5-6 days a week | 5 | 7 | 5 100 | |
| 1-4 days a week | 20 | 16 | 11 600 | |
| Monthly | 15 | 10 | 6 500 | |
| Rarely | 23 | 17 | 12 300 | |
| Never | 13 | 3 | 2 200 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 30 | 23 100 |
| 5-6 days a week | 5 | 7 | 5 800 | |
| 1-4 days a week | 23 | 23 | 15 200 | |
| Monthly | 15 | 10 | 7 200 | |
| Rarely | 24 | 25 | 18 100 | |
| Never | 8 | 4 | 2 900 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 53 | 39 000 |
| 5-6 days a week | 9 | 9 | 7 200 | |
| 1-4 days a week | 17 | 17 | 11 600 | |
| Monthly | 6 | 7 | 3 600 | |
| Rarely | 8 | 12 | 8 700 | |
| Never | 5 | 2 | 1 400 | |
| Can not say | 0 | 0 | 700 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 5 | 3 600 |
| 5-6 days a week | 4 | 5 | 3 600 | |
| 1-4 days a week | 41 | 44 | 33 300 | |
| Monthly | 18 | 18 | 13 000 | |
| Rarely | 23 | 21 | 14 500 | |
| Never | 9 | 5 | 2 900 | |
| Can not say | 1 | 1 | 700 | |
| The frequency of watching: Free online TV services | Daily | 17 | 16 | 10 800 |
| 5-6 days a week | 10 | 8 | 5 800 | |
| 1-4 days a week | 30 | 30 | 21 700 | |
| Monthly | 21 | 20 | 15 200 | |
| Rarely | 15 | 15 | 10 800 | |
| Never | 6 | 10 | 8 000 | |
| Can not say | 1 | 1 | 700 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 16 | 12 300 |
| 5-6 days a week | 10 | 10 | 6 500 | |
| 1-4 days a week | 22 | 18 | 12 300 | |
| Monthly | 9 | 8 | 5 800 | |
| Rarely | 13 | 9 | 6 500 | |
| Never | 30 | 37 | 28 200 | |
| Can not say | 1 | 1 | 700 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 45 | 33 300 |
| 5-6 days a week | 10 | 10 | 7 200 | |
| 1-4 days a week | 19 | 20 | 13 700 | |
| Monthly | 12 | 11 | 7 200 | |
| Rarely | 12 | 10 | 7 200 | |
| Never | 3 | 4 | 2 900 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 33 | 25 300 |
| 5-6 days a week | 12 | 12 | 8 700 | |
| 1-4 days a week | 22 | 23 | 15 900 | |
| Monthly | 12 | 8 | 5 800 | |
| Rarely | 13 | 15 | 10 100 | |
| Never | 8 | 9 | 6 500 | |
| Can not say | 0 | 1 | 700 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 29 | 21 700 |
| 5-6 days a week | 6 | 9 | 6 500 | |
| 1-4 days a week | 16 | 17 | 12 300 | |
| Monthly | 13 | 10 | 7 200 | |
| Rarely | 27 | 24 | 16 600 | |
| Never | 15 | 11 | 8 000 | |
| Can not say | 1 | 1 | 700 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 16 | 12 300 |
| 5-6 days a week | 9 | 7 | 5 100 | |
| 1-4 days a week | 21 | 21 | 15 200 | |
| Monthly | 14 | 12 | 8 700 | |
| Rarely | 23 | 24 | 17 400 | |
| Never | 16 | 18 | 13 000 | |
| Can not say | 1 | 1 | 700 | |
| The frequency of listening: Podcasts | Daily | 6 | 7 | 4 300 |
| 5-6 days a week | 3 | 2 | 1 400 | |
| 1-4 days a week | 11 | 8 | 5 800 | |
| Monthly | 14 | 13 | 8 700 | |
| Rarely | 27 | 27 | 20 200 | |
| Never | 36 | 41 | 30 400 | |
| Can not say | 2 | 3 | 2 200 | |
| User frequency and following: Social media | Daily | 59 | 57 | 41 200 |
| 5-6 days a week | 8 | 8 | 5 100 | |
| 1-4 days a week | 8 | 7 | 5 100 | |
| Monthly | 3 | 2 | 1 400 | |
| Rarely | 6 | 7 | 5 100 | |
| Never | 16 | 19 | 14 500 | |
| Can not say | 0 | 1 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 13 | 8 700 |
| 5-6 days a week | 6 | 2 | 1 400 | |
| 1-4 days a week | 13 | 10 | 8 000 | |
| Monthly | 8 | 7 | 5 100 | |
| Rarely | 20 | 22 | 15 900 | |
| Never | 38 | 43 | 32 500 | |
| Can not say | 1 | 2 | 1 400 | |
| User frequency: Instant messaging | Daily | 69 | 63 | 44 800 |
| 5-6 days a week | 11 | 11 | 8 000 | |
| 1-4 days a week | 9 | 11 | 8 000 | |
| Monthly | 3 | 4 | 2 900 | |
| Rarely | 2 | 2 | 1 400 | |
| Never | 6 | 8 | 6 500 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: Printed books | Daily | 16 | 21 | 15 200 |
| 5-6 days a week | 6 | 6 | 4 300 | |
| 1-4 days a week | 14 | 12 | 9 400 | |
| Monthly | 22 | 18 | 12 300 | |
| Rarely | 34 | 36 | 26 800 | |
| Never | 7 | 6 | 4 300 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 2 | 1 400 |
| 5-6 days a week | 1 | 1 | 700 | |
| 1-4 days a week | 4 | 3 | 2 200 | |
| Monthly | 7 | 5 | 3 600 | |
| Rarely | 30 | 29 | 21 700 | |
| Never | 53 | 59 | 43 400 | |
| Can not say | 1 | 0 | 0 | |
| Listening frequency: Audiobooks | Daily | 6 | 5 | 3 600 |
| 5-6 days a week | 3 | 2 | 1 400 | |
| 1-4 days a week | 6 | 4 | 2 900 | |
| Monthly | 8 | 6 | 4 300 | |
| Rarely | 23 | 25 | 18 100 | |
| Never | 54 | 57 | 41 200 | |
| Can not say | 1 | 0 | 0 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 15 | 9 400 |
| 5-6 days a week | 9 | 9 | 6 500 | |
| 1-4 days a week | 23 | 23 | 16 600 | |
| Monthly | 21 | 20 | 14 500 | |
| Rarely | 17 | 22 | 16 600 | |
| Never | 10 | 12 | 8 700 | |
| Can not say | 0 | 1 | 700 | |
| Usage/following: Linkedl | Daily | 4 | 3 | 2 200 |
| 5-6 days a week | 2 | 1 | 700 | |
| 1-4 days a week | 8 | 6 | 5 100 | |
| Monthly | 8 | 5 | 3 600 | |
| Rarely | 12 | 13 | 9 400 | |
| Never | 59 | 63 | 45 500 | |
| Cant say / No answer | 6 | 9 | 6 500 | |
| Usage/following: Facebook | Daily | 39 | 43 | 31 800 |
| 5-6 days a week | 8 | 9 | 6 500 | |
| 1-4 days a week | 11 | 8 | 5 800 | |
| Monthly | 6 | 4 | 2 900 | |
| Rarely | 9 | 7 | 5 100 | |
| Never | 22 | 22 | 16 600 | |
| Cant say / No answer | 4 | 7 | 4 300 | |
| Usage/Following: Instagram | Daily | 32 | 31 | 22 400 |
| 5-6 days a week | 7 | 8 | 5 100 | |
| 1-4 days a week | 9 | 7 | 4 300 | |
| Monthly | 5 | 4 | 2 900 | |
| Rarely | 9 | 9 | 6 500 | |
| Never | 33 | 36 | 26 000 | |
| Cant say / No answer | 5 | 6 | 5 100 | |
| Usage/following rate: Snapchat | Daily | 15 | 14 | 9 400 |
| 5-6 days a week | 2 | 2 | 1 400 | |
| 1-4 days a week | 3 | 2 | 1 400 | |
| Monthly | 2 | 2 | 1 400 | |
| Rarely | 5 | 4 | 2 900 | |
| Never | 69 | 68 | 50 600 | |
| Cant say / No answer | 5 | 7 | 5 100 | |
| Usage/Following: Twitter | Daily | 5 | 3 | 2 200 |
| 5-6 days a week | 2 | 1 | 700 | |
| 1-4 days a week | 4 | 3 | 2 900 | |
| Monthly | 5 | 3 | 1 400 | |
| Rarely | 11 | 9 | 5 800 | |
| Never | 68 | 74 | 54 900 | |
| Cant say / No answer | 5 | 7 | 5 100 | |
| Usage/Following: TikTok | Daily | 10 | 7 | 5 100 |
| 5-6 days a week | 3 | 1 | 700 | |
| 1-4 days a week | 4 | 3 | 2 200 | |
| Monthly | 3 | 3 | 2 200 | |
| Rarely | 8 | 8 | 5 800 | |
| Never | 68 | 71 | 51 300 | |
| Cant say / No answer | 4 | 7 | 4 300 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 14 | 10 100 |
| Partially agree | 43 | 44 | 32 500 | |
| Partially disagree | 30 | 26 | 18 800 | |
| Completely disagree | 10 | 11 | 8 000 | |
| Can not say | 3 | 4 | 2 900 | |
| I prefer domestic products | Completely agree | 33 | 33 | 24 600 |
| Partially agree | 55 | 55 | 39 800 | |
| Partially disagree | 9 | 9 | 6 500 | |
| Completely disagree | 1 | 1 | 700 | |
| Can not say | 2 | 3 | 1 400 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 19 | 13 700 |
| Partially agree | 54 | 54 | 39 000 | |
| Partially disagree | 18 | 19 | 13 700 | |
| Completely disagree | 4 | 5 | 3 600 | |
| Can not say | 3 | 3 | 2 200 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 21 | 14 500 |
| Partially agree | 58 | 53 | 39 000 | |
| Partially disagree | 15 | 21 | 15 200 | |
| Completely disagree | 1 | 2 | 1 400 | |
| Can not say | 2 | 2 | 1 400 | |
| I usually choose the cheapest option | Completely agree | 12 | 13 | 10 100 |
| Partially agree | 48 | 47 | 34 000 | |
| Partially disagree | 33 | 34 | 24 600 | |
| Completely disagree | 5 | 4 | 2 200 | |
| Can not say | 2 | 2 | 1 400 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 38 | 28 200 |
| Partially agree | 50 | 50 | 35 400 | |
| Partially disagree | 9 | 8 | 6 500 | |
| Completely disagree | 2 | 1 | 700 | |
| Can not say | 1 | 2 | 1 400 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 4 | 2 900 |
| Partially agree | 24 | 17 | 12 300 | |
| Partially disagree | 38 | 42 | 30 400 | |
| Completely disagree | 24 | 28 | 21 000 | |
| Can not say | 9 | 8 | 5 800 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 6 | 3 600 |
| Partially agree | 36 | 31 | 22 400 | |
| Partially disagree | 45 | 48 | 35 400 | |
| Completely disagree | 11 | 12 | 8 700 | |
| Can not say | 4 | 3 | 2 200 | |
| I prefer local shops and services | Completely agree | 27 | 31 | 23 100 |
| Partially agree | 58 | 58 | 41 200 | |
| Partially disagree | 11 | 7 | 5 100 | |
| Completely disagree | 1 | 2 | 700 | |
| Can not say | 2 | 2 | 1 400 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 3 | 2 200 |
| Partially agree | 28 | 27 | 18 800 | |
| Partially disagree | 29 | 25 | 18 800 | |
| Completely disagree | 32 | 34 | 24 600 | |
| Can not say | 7 | 12 | 8 700 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 11 | 8 000 |
| Partially agree | 32 | 32 | 23 100 | |
| Partially disagree | 37 | 36 | 25 300 | |
| Completely disagree | 20 | 19 | 13 700 | |
| Can not say | 2 | 3 | 2 200 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 16 | 11 600 |
| Partially agree | 50 | 48 | 35 400 | |
| Partially disagree | 24 | 21 | 15 200 | |
| Completely disagree | 6 | 8 | 6 500 | |
| Can not say | 4 | 6 | 3 600 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 15 | 10 800 |
| Partially agree | 51 | 47 | 33 300 | |
| Partially disagree | 22 | 27 | 19 500 | |
| Completely disagree | 6 | 6 | 4 300 | |
| Can not say | 3 | 5 | 3 600 | |
| I prefer well-known brands | Completely agree | 12 | 13 | 9 400 |
| Partially agree | 58 | 56 | 41 900 | |
| Partially disagree | 21 | 21 | 14 500 | |
| Completely disagree | 5 | 4 | 2 900 | |
| Can not say | 3 | 5 | 3 600 | |
| I prefer used products in my purchases | Completely agree | 14 | 8 | 5 800 |
| Partially agree | 41 | 41 | 30 400 | |
| Partially disagree | 31 | 35 | 25 300 | |
| Completely disagree | 12 | 12 | 8 700 | |
| Can not say | 3 | 4 | 2 200 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 16 | 12 300 |
| Quite positively | 61 | 57 | 41 900 | |
| Quite negatively | 16 | 15 | 10 800 | |
| Very negative | 4 | 5 | 3 600 | |
| Can not say | 6 | 6 | 4 300 | |
| Magazines | Very positive | 13 | 14 | 10 800 |
| Quite positively | 60 | 57 | 41 200 | |
| Quite negatively | 17 | 16 | 11 600 | |
| Very negative | 4 | 5 | 3 600 | |
| Can not say | 6 | 8 | 5 800 | |
| Free and local newspapers | Very positive | 24 | 25 | 18 800 |
| Quite positively | 56 | 53 | 39 000 | |
| Quite negatively | 11 | 10 | 7 200 | |
| Very negative | 4 | 4 | 2 900 | |
| Can not say | 6 | 7 | 5 100 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 8 | 5 800 |
| Quite positively | 45 | 40 | 29 600 | |
| Quite negatively | 30 | 30 | 20 200 | |
| Very negative | 10 | 8 | 5 800 | |
| Can not say | 8 | 13 | 10 100 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 6 | 4 300 |
| Quite positively | 33 | 31 | 22 400 | |
| Quite negatively | 32 | 32 | 23 100 | |
| Very negative | 17 | 16 | 10 800 | |
| Can not say | 12 | 15 | 11 600 | |
| Blogs | Very positive | 4 | 4 | 2 900 |
| Quite positively | 25 | 21 | 15 200 | |
| Quite negatively | 29 | 28 | 19 500 | |
| Very negative | 16 | 18 | 13 000 | |
| Can not say | 26 | 30 | 22 400 | |
| Newsletters to email | Very positive | 2 | 2 | 1 400 |
| Quite positively | 17 | 17 | 12 300 | |
| Quite negatively | 34 | 32 | 22 400 | |
| Very negative | 43 | 45 | 32 500 | |
| Can not say | 4 | 4 | 2 900 | |
| Other websites | Very positive | 3 | 3 | 2 200 |
| Quite positively | 38 | 34 | 24 600 | |
| Quite negatively | 34 | 31 | 22 400 | |
| Very negative | 14 | 17 | 12 300 | |
| Can not say | 11 | 15 | 10 100 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 8 | 5 800 |
| Quite positively | 46 | 43 | 31 100 | |
| Quite negatively | 29 | 30 | 21 000 | |
| Very negative | 13 | 15 | 10 800 | |
| Can not say | 4 | 4 | 3 600 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 4 | 2 900 |
| Quite positively | 35 | 34 | 23 900 | |
| Quite negatively | 33 | 33 | 23 900 | |
| Very negative | 20 | 22 | 16 600 | |
| Can not say | 7 | 7 | 5 100 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 21 | 15 200 |
| Quite positively | 46 | 46 | 33 300 | |
| Quite negatively | 17 | 17 | 11 600 | |
| Very negative | 14 | 13 | 8 700 | |
| Can not say | 5 | 4 | 2 900 | |
| Out-of-home advertising | Very positive | 11 | 9 | 6 500 |
| Quite positively | 52 | 45 | 32 500 | |
| Quite negatively | 21 | 27 | 20 200 | |
| Very negative | 9 | 10 | 6 500 | |
| Can not say | 8 | 9 | 6 500 | Source: NRS 2025 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 17 | 22 | 15 900 |
| Partially agree | 60 | 58 | 42 700 | |
| Partially disagree | 11 | 11 | 7 200 | |
| Completely disagree | 3 | 2 | 1 400 | |
| Can not say | 9 | 8 | 4 300 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 18 | 13 700 |
| Partially agree | 57 | 57 | 41 200 | |
| Partially disagree | 14 | 13 | 9 400 | |
| Completely disagree | 5 | 5 | 3 600 | |
| Can not say | 8 | 7 | 4 300 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 23 | 16 600 |
| Partially agree | 46 | 49 | 36 900 | |
| Partially disagree | 12 | 10 | 7 200 | |
| Completely disagree | 5 | 5 | 3 600 | |
| Can not say | 15 | 12 | 7 200 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 30 | 21 000 |
| Partially agree | 49 | 51 | 37 600 | |
| Partially disagree | 7 | 8 | 5 800 | |
| Completely disagree | 2 | 3 | 2 200 | |
| Can not say | 10 | 9 | 6 500 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 20 | 15 200 |
| Partially agree | 51 | 47 | 34 000 | |
| Partially disagree | 14 | 14 | 9 400 | |
| Completely disagree | 3 | 2 | 1 400 | |
| Can not say | 16 | 17 | 12 300 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 14 | 10 100 |
| Partially agree | 52 | 52 | 37 600 | |
| Partially disagree | 18 | 16 | 12 300 | |
| Completely disagree | 3 | 2 | 1 400 | |
| Can not say | 17 | 16 | 10 800 | |
| Finnish magazines are of high quality | Completely agree | 23 | 27 | 18 800 |
| Partially agree | 58 | 55 | 40 500 | |
| Partially disagree | 9 | 10 | 7 200 | |
| Completely disagree | 1 | 2 | 1 400 | |
| Can not say | 9 | 7 | 4 300 | |
| I follow important magazines on social media | Completely agree | 7 | 9 | 6 500 |
| Partially agree | 25 | 29 | 20 200 | |
| Partially disagree | 23 | 20 | 14 500 | |
| Completely disagree | 36 | 33 | 23 900 | |
| Can not say | 10 | 9 | 6 500 | |
| I read important magazines from cover to cover | Completely agree | 16 | 22 | 15 900 |
| Partially agree | 33 | 37 | 27 500 | |
| Partially disagree | 29 | 24 | 17 400 | |
| Completely disagree | 17 | 12 | 8 000 | |
| Can not say | 5 | 5 | 2 900 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 8 | 5 800 |
| Partially agree | 45 | 46 | 34 700 | |
| Partially disagree | 28 | 29 | 21 000 | |
| Completely disagree | 10 | 9 | 5 800 | |
| Can not say | 10 | 8 | 5 100 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 11 | 8 000 |
| Partially agree | 35 | 39 | 28 900 | |
| Partially disagree | 23 | 21 | 15 200 | |
| Completely disagree | 23 | 20 | 13 700 | |
| Can not say | 9 | 9 | 5 800 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 11 | 8 000 |
| Partially agree | 33 | 39 | 28 900 | |
| Partially disagree | 27 | 24 | 17 400 | |
| Completely disagree | 24 | 19 | 13 000 | |
| Can not say | 8 | 7 | 5 100 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 15 | 11 600 |
| Partially agree | 50 | 51 | 37 600 | |
| Partially disagree | 19 | 18 | 13 000 | |
| Completely disagree | 13 | 13 | 8 000 | |
| Can not say | 5 | 4 | 2 200 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 8 | 6 500 |
| Partially agree | 29 | 29 | 22 400 | |
| Partially disagree | 27 | 30 | 21 700 | |
| Completely disagree | 29 | 26 | 17 400 | |
| Can not say | 7 | 6 | 4 300 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 2 | 1 400 |
| Partially agree | 18 | 16 | 11 600 | |
| Partially disagree | 33 | 34 | 23 900 | |
| Completely disagree | 38 | 36 | 25 300 | |
| Can not say | 10 | 13 | 9 400 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 19 | 14 500 |
| Partially agree | 41 | 41 | 29 600 | |
| Partially disagree | 23 | 21 | 14 500 | |
| Completely disagree | 12 | 13 | 9 400 | |
| Can not say | 8 | 6 | 4 300 | 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 | 9 | 6 500 |
| Newspapers | 12 | 12 | 8 700 | |
| Magazine websites | 7 | 5 | 3 600 | |
| Newspaper websites | 8 | 9 | 6 500 | |
| Blogs | 3 | 2 | 700 | |
| Social media | 16 | 13 | 9 400 | |
| Other websites | 44 | 40 | 29 600 | |
| Television | 11 | 10 | 8 000 | |
| Radio | 2 | 2 | 1 400 | |
| Direct mail | 10 | 13 | 10 100 | |
| None of these | 39 | 41 | 28 900 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 14 | 10 100 |
| Newspapers | 15 | 18 | 13 000 | |
| Magazine websites | 9 | 8 | 5 800 | |
| Newspaper websites | 11 | 11 | 7 200 | |
| Blogs | 6 | 5 | 3 600 | |
| Social media | 28 | 21 | 14 500 | |
| Other websites | 50 | 41 | 30 400 | |
| Television | 19 | 18 | 13 700 | |
| Radio | 3 | 4 | 2 900 | |
| Direct mail | 35 | 43 | 32 500 | |
| None of these | 16 | 18 | 12 300 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 20 | 15 200 |
| Newspapers | 8 | 9 | 6 500 | |
| Magazine websites | 10 | 9 | 7 200 | |
| Newspaper websites | 7 | 8 | 6 500 | |
| Blogs | 7 | 7 | 5 100 | |
| Social media | 31 | 29 | 21 700 | |
| Other websites | 17 | 12 | 8 700 | |
| Television | 14 | 16 | 12 300 | |
| Radio | 2 | 2 | 1 400 | |
| Direct mail | 17 | 22 | 17 400 | |
| None of these | 43 | 44 | 30 400 | |
| Information sources, travel | Print magazines | 16 | 15 | 10 800 |
| Newspapers | 15 | 14 | 10 800 | |
| Magazine websites | 10 | 8 | 5 800 | |
| Newspaper websites | 11 | 12 | 8 000 | |
| Blogs | 12 | 9 | 5 800 | |
| Social media | 38 | 34 | 23 900 | |
| Other websites | 49 | 42 | 30 400 | |
| Television | 17 | 14 | 10 800 | |
| Radio | 3 | 4 | 2 900 | |
| Direct mail | 9 | 9 | 6 500 | |
| None of these | 25 | 30 | 21 700 | |
| Information sources, style and fashion | Print magazines | 22 | 24 | 18 100 |
| Newspapers | 11 | 15 | 10 800 | |
| Magazine websites | 12 | 12 | 9 400 | |
| Newspaper websites | 8 | 10 | 8 000 | |
| Blogs | 9 | 6 | 4 300 | |
| Social media | 37 | 33 | 23 900 | |
| Other websites | 34 | 30 | 21 700 | |
| Television | 18 | 17 | 12 300 | |
| Radio | 2 | 2 | 1 400 | |
| Direct mail | 25 | 29 | 21 000 | |
| None of these | 28 | 27 | 19 500 | |
| Information sources, building and renovating | Print magazines | 17 | 17 | 13 000 |
| Newspapers | 13 | 16 | 11 600 | |
| Magazine websites | 9 | 7 | 5 100 | |
| Newspaper websites | 9 | 11 | 8 000 | |
| Blogs | 7 | 5 | 3 600 | |
| Social media | 26 | 22 | 15 900 | |
| Other websites | 33 | 29 | 21 700 | |
| Television | 18 | 20 | 14 500 | |
| Radio | 2 | 3 | 1 400 | |
| Direct mail | 27 | 31 | 23 900 | |
| None of these | 31 | 32 | 22 400 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 37 | 28 200 |
| Newspapers | 25 | 31 | 23 900 | |
| Magazine websites | 21 | 15 | 11 600 | |
| Newspaper websites | 23 | 21 | 15 200 | |
| Blogs | 14 | 10 | 6 500 | |
| Social media | 45 | 43 | 31 100 | |
| Other websites | 32 | 25 | 18 100 | |
| Television | 29 | 29 | 21 700 | |
| Radio | 7 | 6 | 4 300 | |
| Direct mail | 26 | 31 | 23 100 | |
| None of these | 11 | 12 | 8 000 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 8 | 5 800 |
| Newspapers | 10 | 11 | 8 700 | |
| Magazine websites | 3 | 3 | 2 900 | |
| Newspaper websites | 5 | 5 | 3 600 | |
| Blogs | 1 | 2 | 700 | |
| Social media | 12 | 10 | 8 000 | |
| Other websites | 27 | 21 | 15 200 | |
| Television | 12 | 10 | 7 200 | |
| Radio | 2 | 1 | 700 | |
| Direct mail | 16 | 18 | 13 700 | |
| None of these | 52 | 53 | 37 600 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 23 | 16 600 |
| Newspapers | 14 | 16 | 11 600 | |
| Magazine websites | 11 | 9 | 6 500 | |
| Newspaper websites | 9 | 9 | 6 500 | |
| Blogs | 7 | 7 | 5 100 | |
| Social media | 31 | 27 | 19 500 | |
| Other websites | 31 | 26 | 18 800 | |
| Television | 19 | 19 | 14 500 | |
| Radio | 2 | 1 | 700 | |
| Direct mail | 31 | 37 | 28 200 | |
| None of these | 24 | 26 | 17 400 | |
| Information sources, saving and investing | Print magazines | 9 | 9 | 6 500 |
| Newspapers | 11 | 10 | 7 200 | |
| Magazine websites | 6 | 5 | 2 900 | |
| Newspaper websites | 11 | 10 | 6 500 | |
| Blogs | 7 | 6 | 2 900 | |
| Social media | 22 | 19 | 12 300 | |
| Other websites | 32 | 24 | 16 600 | |
| Television | 8 | 9 | 6 500 | |
| Radio | 3 | 3 | 2 200 | |
| Direct mail | 4 | 5 | 4 300 | |
| None of these | 44 | 48 | 35 400 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 13 | 9 400 |
| Newspapers | 13 | 15 | 10 800 | |
| Magazine websites | 8 | 7 | 5 100 | |
| Newspaper websites | 9 | 9 | 6 500 | |
| Blogs | 5 | 6 | 5 100 | |
| Social media | 26 | 24 | 17 400 | |
| Other websites | 39 | 33 | 23 900 | |
| Television | 13 | 12 | 8 700 | |
| Radio | 3 | 3 | 1 400 | |
| Direct mail | 15 | 18 | 13 700 | |
| None of these | 36 | 37 | 26 000 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 10 | 8 000 |
| Newspapers | 16 | 15 | 11 600 | |
| Magazine websites | 7 | 4 | 2 900 | |
| Newspaper websites | 9 | 9 | 5 800 | |
| Blogs | 5 | 3 | 1 400 | |
| Social media | 26 | 24 | 17 400 | |
| Other websites | 42 | 36 | 26 800 | |
| Television | 14 | 13 | 9 400 | |
| Radio | 2 | 2 | 1 400 | |
| Direct mail | 30 | 34 | 25 300 | |
| None of these | 28 | 31 | 22 400 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 19 | 13 000 |
| Well-being and health | 50 | 53 | 39 800 | |
| Charity work | 13 | 21 | 15 900 | |
| Self development | 32 | 22 | 15 200 | |
| Celebrities | 14 | 17 | 12 300 | |
| Fishing | 16 | 13 | 8 700 | |
| Beauty care and cosmetics | 16 | 12 | 9 400 | |
| Literature | 27 | 31 | 23 100 | |
| Domestic and foreign news | 52 | 58 | 44 100 | |
| Domestic travel | 32 | 25 | 18 800 | |
| Culture | 33 | 29 | 21 700 | |
| Crafts | 25 | 24 | 18 100 | |
| Nature and going outdoor | 52 | 52 | 38 300 | |
| Hunting | 10 | 11 | 7 200 | |
| Style and fashion | 20 | 21 | 16 600 | |
| Music and concerts | 36 | 37 | 27 500 | |
| Going on summer cottage | 29 | 37 | 27 500 | |
| Local affairs | 55 | 67 | 49 200 | |
| Computer/console/mobile playing | 17 | 10 | 7 200 | |
| Politics | 42 | 40 | 29 600 | |
| Gardening and plants | 30 | 45 | 34 000 | |
| Building and renovating | 34 | 37 | 26 800 | |
| Food and drink | 38 | 46 | 34 000 | |
| Cooking, baking, recipes | 38 | 39 | 29 600 | |
| Investment | 23 | 15 | 10 100 | |
| Decorating | 28 | 28 | 21 700 | |
| Economic and finances | 35 | 26 | 17 400 | |
| Science | 35 | 28 | 19 500 | |
| Travelling abroad | 34 | 30 | 21 700 | |
| Sports, exercising | 45 | 40 | 28 900 | |
| Sailing, boating | 10 | 18 | 13 000 | |
| Consumer electronics and information technology | 21 | 15 | 9 400 | |
| Environmental matters | 31 | 22 | 16 600 | |
| None of the above | 0 | 0 | 0 | Source: NRS 2025 |
Contact info
Media sales
- Suomen Osuuskauppojen Keskuskunta SOK
- Fleminginkatu 34
- 00510 Helsinki
- www.s-kanava.fi
- Aleksi Rautakorpi
- aleksi.rautakorpi@sok.fi
Media
Publisher
- Suomen Osuuskauppojen Keskuskunta SOK
Publisher
- Suomen Osuuskauppojen Keskuskunta SOK
Päätoimittaja
- Asta Kujala
Address
- Fleminginkatu 34
- 00510 Helsinki
Postal address
- PL 1
- 00088 S-RYHMÄ