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
9 499 (Source: LT2025)
Copies
48 000
Magazine website
Magazine in Social Media
Timetables
| Issue | Publication date | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 10.2.2026 | 29.12.2025 | 12.1.2026 | |
| 2 | 10.5.2026 | 24.3.2026 | 7.4.2026 | |
| 3 | 10.8.2026 | 5.6.2026 | 16.6.2026 | |
| 4 | 10.11.2026 | 29.9.2026 | 12.10.2026 |
Ei aikatauluja vuodelle 2027.
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 31.12.2026 |
Size
210 x 273 mm
Printing method
Offset
Binding
Stitching
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 31.12.2027 |
|---|
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 31.12.2026 |
|---|
| Ad | Description | Size | Price (tax 0%) |
Prices valid until 31.12.2027 |
|---|
Readers
Readers
75 600
Total reach
82 700
How many times read
1,6
Minutes of reading
47 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 75 600
Minutes of reading47 min
How many times read1,6
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 69 | 52 200 |
| Men | 49 | 31 | 23 400 | |
| Native language | Finnish | 95 | 36 | 27 200 |
| Swedish | 5 | 64 | 48 400 | |
| Age | 15-24 y | 13 | 10 | 7 600 |
| 25-34 y | 14 | 11 | 8 300 | |
| 35-44 y | 14 | 15 | 11 300 | |
| 45-54 y | 14 | 17 | 12 900 | |
| 55-64 y | 15 | 14 | 10 600 | |
| 65+ y | 30 | 33 | 24 900 | |
| Gender + age | Female 15-29 years | 9 | 7 | 5 300 |
| Female 30-49 years | 14 | 23 | 17 400 | |
| Female 50+ years | 28 | 40 | 30 200 | |
| Male 15-29 years | 10 | 8 | 6 000 | |
| Male 30-49 years | 15 | 6 | 4 500 | |
| Male 50+ years | 24 | 16 | 12 100 | |
| Household position | Lives at home with parents | 7 | 9 | 6 800 |
| Lives alone | 29 | 22 | 16 600 | |
| Lives with spouse | 36 | 37 | 28 000 | |
| Lives with spouse and children | 23 | 30 | 22 700 | |
| Single parent | 2 | 2 | 1 500 | |
| Other | 2 | 1 | 800 | |
| Grandchildren under 18 years of age | Yes | 20 | 23 | 17 400 |
| No | 39 | 41 | 31 000 | |
| No answer (under 45 year olds) | 41 | 36 | 27 200 | |
| Education | Elementary school | 4 | 3 | 2 300 |
| Secondary school | 6 | 8 | 6 000 | |
| Vocational | 26 | 24 | 18 100 | |
| High school | 13 | 12 | 9 100 | |
| University of Applied Sciences | 19 | 17 | 12 900 | |
| University | 30 | 31 | 23 400 | |
| Something else | 2 | 4 | 3 000 | |
| Decision-maker in grocery purchases | Yes | 93 | 94 | 71 100 |
| No | 7 | 6 | 4 500 | |
| Can not say | 0 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 71 | 53 700 |
| No | 32 | 29 | 21 900 | |
| Size of the household | 1 pers | 28 | 20 | 15 100 |
| 2 pers | 38 | 39 | 29 500 | |
| 3 pers | 14 | 15 | 11 300 | |
| 4 pers | 12 | 15 | 11 300 | |
| 5+ pers | 7 | 11 | 8 300 | |
| Household income (gross) | Below 20 000 € /y | 10 | 8 | 6 000 |
| 20 000 - 35 000 € /y | 15 | 13 | 9 800 | |
| 35 001 - 50 000 € /y | 18 | 17 | 12 900 | |
| 50 001 - 85 000 € /y | 21 | 19 | 14 400 | |
| 85 001 - 100 000 € /y | 8 | 9 | 6 800 | |
| Over 100 000 € /y | 12 | 10 | 7 600 | |
| Dont want to tell | 7 | 15 | 11 300 | |
| Cant say / No answer | 9 | 9 | 6 800 | |
| Family with kids | Yes | 33 | 39 | 29 500 |
| No | 67 | 61 | 46 100 | |
| Number of children in the household (5th grade) | 1 child | 13 | 14 | 10 600 |
| 2 children | 12 | 15 | 11 300 | |
| 3 children | 5 | 7 | 5 300 | |
| 4 children | 1 | 1 | 800 | |
| 5+ children | 1 | 3 | 2 300 | |
| There are no children | 67 | 61 | 46 100 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 17 | 12 900 |
| Dog | 24 | 28 | 21 200 | |
| Some other pet | 5 | 8 | 6 000 | |
| No pets | 62 | 57 | 43 100 | |
| Health services used in the household | Public health services | 85 | 87 | 65 800 |
| Employer - funded health care services | 51 | 51 | 38 600 | |
| Private, self-funded healthcare services | 39 | 43 | 32 500 | |
| Private health insurance services | 27 | 27 | 20 400 | |
| No health care | 1 | 3 | 2 300 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 33 | 23 | 17 400 |
| Row house or semi-detached house | 17 | 16 | 12 100 | |
| Detached house | 45 | 52 | 39 300 | |
| Farm | 4 | 7 | 5 300 | |
| Something else | 1 | 1 | 800 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 82 | 62 000 |
| Rented residence | 22 | 14 | 10 600 | |
| Right of residence apartment | 2 | 3 | 2 300 | |
| Something else | 1 | 1 | 800 | |
| Can not say | 1 | 1 | 800 | |
| Cottage or holiday home in regular use | Yes | 41 | 49 | 37 000 |
| No | 58 | 50 | 37 800 | |
| Can not say | 1 | 1 | 800 | |
| Number of cars in household | One car | 46 | 40 | 30 200 |
| Two cars | 29 | 36 | 27 200 | |
| Three or more cars | 10 | 14 | 10 600 | |
| No car | 15 | 11 | 8 300 | |
| Type of car, if buying now | New | 18 | 20 | 15 100 |
| Used | 71 | 73 | 55 200 | |
| Company car | 5 | 3 | 2 300 | |
| Leasing (personal) | 9 | 5 | 3 800 | |
| Shared car | 2 | 1 | 800 | |
| Doesn't use a car | 8 | 7 | 5 300 | |
| Can not say | 5 | 6 | 4 500 | |
| Advertising ban at the door / mailbox | Yes | 29 | 22 | 16 600 |
| No | 70 | 77 | 58 200 | |
| Can not say | 1 | 1 | 800 | |
| Using AdBlocker or similar application | Yes | 19 | 11 | 8 300 |
| No | 75 | 82 | 62 000 | |
| Can not say | 5 | 7 | 5 300 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 13 | 9 800 |
| Turku or Tampere | 8 | 4 | 3 000 | |
| Oulu | 4 | 0 | 0 | |
| 70 000 - 150 000 inhabitants town | 14 | 7 | 5 300 | |
| Urban municipality | 24 | 28 | 21 200 | |
| Conurbation | 17 | 25 | 18 900 | |
| Countryside | 12 | 23 | 17 400 | Source: NRS 2026 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 32 | 24 200 |
| 5-6 days a week | 4 | 7 | 5 300 | |
| 1-4 days a week | 23 | 29 | 21 900 | |
| Monthly | 25 | 12 | 9 100 | |
| Rarely | 27 | 14 | 10 600 | |
| Never | 9 | 4 | 3 000 | |
| Can not say | 1 | 2 | 1 500 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 44 | 33 300 |
| 5-6 days a week | 5 | 6 | 4 500 | |
| 1-4 days a week | 18 | 20 | 15 100 | |
| Monthly | 16 | 10 | 7 600 | |
| Rarely | 24 | 16 | 12 100 | |
| Never | 13 | 3 | 2 300 | |
| Can not say | 1 | 1 | 800 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 36 | 27 200 |
| 5-6 days a week | 4 | 6 | 4 500 | |
| 1-4 days a week | 22 | 28 | 21 200 | |
| Monthly | 16 | 12 | 9 100 | |
| Rarely | 25 | 15 | 11 300 | |
| Never | 9 | 2 | 1 500 | |
| Can not say | 0 | 1 | 800 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 53 | 40 100 |
| 5-6 days a week | 9 | 12 | 9 100 | |
| 1-4 days a week | 16 | 19 | 14 400 | |
| Monthly | 7 | 5 | 3 800 | |
| Rarely | 8 | 7 | 5 300 | |
| Never | 5 | 2 | 1 500 | |
| Can not say | 0 | 1 | 800 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 6 | 4 500 |
| 5-6 days a week | 3 | 6 | 4 500 | |
| 1-4 days a week | 38 | 39 | 29 500 | |
| Monthly | 20 | 18 | 13 600 | |
| Rarely | 24 | 19 | 14 400 | |
| Never | 10 | 9 | 6 800 | |
| Can not say | 1 | 3 | 2 300 | |
| The frequency of watching: Free online TV services | Daily | 19 | 17 | 12 900 |
| 5-6 days a week | 10 | 11 | 8 300 | |
| 1-4 days a week | 29 | 29 | 21 900 | |
| Monthly | 20 | 19 | 14 400 | |
| Rarely | 15 | 16 | 12 100 | |
| Never | 6 | 7 | 5 300 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 17 | 12 900 |
| 5-6 days a week | 10 | 7 | 5 300 | |
| 1-4 days a week | 22 | 20 | 15 100 | |
| Monthly | 9 | 9 | 6 800 | |
| Rarely | 12 | 12 | 9 100 | |
| Never | 29 | 34 | 25 700 | |
| Can not say | 1 | 1 | 800 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 41 | 31 000 |
| 5-6 days a week | 10 | 10 | 7 600 | |
| 1-4 days a week | 19 | 20 | 15 100 | |
| Monthly | 12 | 14 | 10 600 | |
| Rarely | 13 | 10 | 7 600 | |
| Never | 4 | 4 | 3 000 | |
| Can not say | 0 | 1 | 800 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 33 | 24 900 |
| 5-6 days a week | 11 | 9 | 6 800 | |
| 1-4 days a week | 20 | 22 | 16 600 | |
| Monthly | 12 | 10 | 7 600 | |
| Rarely | 14 | 14 | 10 600 | |
| Never | 9 | 11 | 8 300 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 28 | 21 200 |
| 5-6 days a week | 5 | 6 | 4 500 | |
| 1-4 days a week | 15 | 18 | 13 600 | |
| Monthly | 13 | 10 | 7 600 | |
| Rarely | 27 | 22 | 16 600 | |
| Never | 16 | 16 | 12 100 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 17 | 12 900 |
| 5-6 days a week | 9 | 8 | 6 000 | |
| 1-4 days a week | 19 | 21 | 15 900 | |
| Monthly | 14 | 10 | 7 600 | |
| Rarely | 23 | 23 | 17 400 | |
| Never | 17 | 19 | 14 400 | |
| Can not say | 1 | 2 | 1 500 | |
| The frequency of listening: Podcasts | Daily | 7 | 7 | 5 300 |
| 5-6 days a week | 4 | 3 | 2 300 | |
| 1-4 days a week | 12 | 8 | 6 000 | |
| Monthly | 14 | 16 | 12 100 | |
| Rarely | 26 | 27 | 20 400 | |
| Never | 35 | 37 | 28 000 | |
| Can not say | 2 | 1 | 800 | |
| User frequency and following: Social media | Daily | 62 | 65 | 49 100 |
| 5-6 days a week | 7 | 4 | 3 000 | |
| 1-4 days a week | 7 | 5 | 3 800 | |
| Monthly | 3 | 3 | 2 300 | |
| Rarely | 6 | 7 | 5 300 | |
| Never | 15 | 16 | 12 100 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 17 | 12 900 |
| 5-6 days a week | 5 | 3 | 2 300 | |
| 1-4 days a week | 13 | 9 | 6 800 | |
| Monthly | 8 | 7 | 5 300 | |
| Rarely | 20 | 27 | 20 400 | |
| Never | 36 | 36 | 27 200 | |
| Can not say | 1 | 1 | 800 | |
| Reading frequency: Printed books | Daily | 17 | 20 | 15 100 |
| 5-6 days a week | 6 | 9 | 6 800 | |
| 1-4 days a week | 15 | 13 | 9 800 | |
| Monthly | 22 | 21 | 15 900 | |
| Rarely | 34 | 30 | 22 700 | |
| Never | 7 | 6 | 4 500 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 2 300 |
| 5-6 days a week | 2 | 1 | 800 | |
| 1-4 days a week | 4 | 5 | 3 800 | |
| Monthly | 6 | 5 | 3 800 | |
| Rarely | 30 | 28 | 21 200 | |
| Never | 54 | 57 | 43 100 | |
| Can not say | 1 | 0 | 0 | |
| Listening frequency: Audiobooks | Daily | 8 | 8 | 6 000 |
| 5-6 days a week | 3 | 3 | 2 300 | |
| 1-4 days a week | 6 | 6 | 4 500 | |
| Monthly | 8 | 4 | 3 000 | |
| Rarely | 23 | 25 | 18 900 | |
| Never | 52 | 53 | 40 100 | |
| Can not say | 1 | 0 | 0 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 15 | 11 300 |
| 5-6 days a week | 9 | 7 | 5 300 | |
| 1-4 days a week | 20 | 17 | 12 900 | |
| Monthly | 20 | 21 | 15 900 | |
| Rarely | 19 | 26 | 19 700 | |
| Never | 10 | 12 | 9 100 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: LinkedIn | Daily | 6 | 4 | 3 000 |
| 5-6 days a week | 2 | 2 | 1 500 | |
| 1-4 days a week | 7 | 7 | 5 300 | |
| Monthly | 8 | 6 | 4 500 | |
| Rarely | 13 | 13 | 9 800 | |
| Never | 52 | 56 | 42 300 | |
| Cant say / No answer | 11 | 13 | 9 800 | |
| Usage/following: Facebook | Daily | 40 | 48 | 36 300 |
| 5-6 days a week | 6 | 5 | 3 800 | |
| 1-4 days a week | 11 | 8 | 6 000 | |
| Monthly | 5 | 5 | 3 800 | |
| Rarely | 10 | 7 | 5 300 | |
| Never | 17 | 15 | 11 300 | |
| Cant say / No answer | 10 | 12 | 9 100 | |
| Usage/Following: Instagram | Daily | 37 | 38 | 28 700 |
| 5-6 days a week | 6 | 8 | 6 000 | |
| 1-4 days a week | 9 | 8 | 6 000 | |
| Monthly | 5 | 5 | 3 800 | |
| Rarely | 8 | 7 | 5 300 | |
| Never | 25 | 23 | 17 400 | |
| Cant say / No answer | 10 | 12 | 9 100 | |
| Usage/following rate: Snapchat | Daily | 16 | 14 | 10 600 |
| 5-6 days a week | 2 | 1 | 800 | |
| 1-4 days a week | 2 | 3 | 2 300 | |
| Monthly | 2 | 1 | 800 | |
| Rarely | 5 | 6 | 4 500 | |
| Never | 62 | 62 | 46 900 | |
| Cant say / No answer | 11 | 13 | 9 800 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 3 | 2 300 |
| 5-6 days a week | 2 | 1 | 800 | |
| 1-4 days a week | 4 | 2 | 1 500 | |
| Monthly | 3 | 2 | 1 500 | |
| Rarely | 11 | 9 | 6 800 | |
| Never | 66 | 71 | 53 700 | |
| Cant say / No answer | 10 | 11 | 8 300 | |
| Usage/Following: TikTok | Daily | 13 | 13 | 9 800 |
| 5-6 days a week | 2 | 2 | 1 500 | |
| 1-4 days a week | 4 | 3 | 2 300 | |
| Monthly | 3 | 1 | 800 | |
| Rarely | 8 | 8 | 6 000 | |
| Never | 62 | 62 | 46 900 | |
| Cant say / No answer | 10 | 12 | 9 100 | |
| Usage/following frequency: Jodel | Daily | 3 | 3 | 2 300 |
| 5-6 days a week | 1 | 1 | 800 | |
| 1-4 days a week | 2 | 1 | 800 | |
| Monthly | 3 | 1 | 800 | |
| Rarely | 6 | 3 | 2 300 | |
| Never | 71 | 75 | 56 700 | |
| Cant say / No answer | 15 | 16 | 12 100 | |
| Usage/following frequency: Threads | Daily | 3 | 3 | 2 300 |
| 5-6 days a week | 1 | 1 | 800 | |
| 1-4 days a week | 4 | 3 | 2 300 | |
| Monthly | 3 | 2 | 1 500 | |
| Rarely | 5 | 6 | 4 500 | |
| Never | 69 | 68 | 51 400 | |
| Cant say / No answer | 15 | 16 | 12 100 | |
| Usage/following frequency: Bluesky | Daily | 0 | 1 | 800 |
| 5-6 days a week | 0 | 0 | 0 | |
| 1-4 days a week | 1 | 1 | 800 | |
| Monthly | 1 | 1 | 800 | |
| Rarely | 3 | 2 | 1 500 | |
| Never | 80 | 80 | 60 500 | |
| Cant say / No answer | 15 | 16 | 12 100 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 18 | 13 600 |
| Partially agree | 42 | 40 | 30 200 | |
| Partially disagree | 29 | 29 | 21 900 | |
| Completely disagree | 10 | 9 | 6 800 | |
| Can not say | 3 | 4 | 3 000 | |
| I prefer domestic products | Completely agree | 33 | 32 | 24 200 |
| Partially agree | 55 | 56 | 42 300 | |
| Partially disagree | 9 | 9 | 6 800 | |
| Completely disagree | 1 | 1 | 800 | |
| Can not say | 2 | 1 | 800 | |
| I consciously make responsible choices in my consumption | Completely agree | 21 | 21 | 15 900 |
| Partially agree | 54 | 57 | 43 100 | |
| Partially disagree | 18 | 18 | 13 600 | |
| Completely disagree | 4 | 2 | 1 500 | |
| Can not say | 4 | 3 | 2 300 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 20 | 15 100 |
| Partially agree | 58 | 62 | 46 900 | |
| Partially disagree | 14 | 14 | 10 600 | |
| Completely disagree | 1 | 1 | 800 | |
| Can not say | 3 | 3 | 2 300 | |
| I usually choose the cheapest option | Completely agree | 13 | 13 | 9 800 |
| Partially agree | 48 | 48 | 36 300 | |
| Partially disagree | 32 | 33 | 24 900 | |
| Completely disagree | 5 | 5 | 3 800 | |
| Can not say | 2 | 1 | 800 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 37 | 28 000 |
| Partially agree | 49 | 53 | 40 100 | |
| Partially disagree | 9 | 8 | 6 000 | |
| Completely disagree | 2 | 1 | 800 | |
| Can not say | 1 | 1 | 800 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 5 | 5 | 3 800 |
| Partially agree | 23 | 20 | 15 100 | |
| Partially disagree | 38 | 38 | 28 700 | |
| Completely disagree | 24 | 26 | 19 700 | |
| Can not say | 10 | 11 | 8 300 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 7 | 5 300 |
| Partially agree | 37 | 35 | 26 500 | |
| Partially disagree | 43 | 44 | 33 300 | |
| Completely disagree | 10 | 11 | 8 300 | |
| Can not say | 4 | 3 | 2 300 | |
| I prefer local shops and services | Completely agree | 28 | 26 | 19 700 |
| Partially agree | 58 | 62 | 46 900 | |
| Partially disagree | 11 | 9 | 6 800 | |
| Completely disagree | 1 | 1 | 800 | |
| Can not say | 2 | 1 | 800 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 5 | 3 800 |
| Partially agree | 27 | 29 | 21 900 | |
| Partially disagree | 28 | 27 | 20 400 | |
| Completely disagree | 33 | 31 | 23 400 | |
| Can not say | 7 | 8 | 6 000 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 10 | 7 600 |
| Partially agree | 32 | 37 | 28 000 | |
| Partially disagree | 36 | 34 | 25 700 | |
| Completely disagree | 20 | 16 | 12 100 | |
| Can not say | 3 | 3 | 2 300 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 16 | 12 100 |
| Partially agree | 49 | 55 | 41 600 | |
| Partially disagree | 23 | 20 | 15 100 | |
| Completely disagree | 7 | 5 | 3 800 | |
| Can not say | 5 | 4 | 3 000 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 16 | 12 100 |
| Partially agree | 50 | 52 | 39 300 | |
| Partially disagree | 23 | 23 | 17 400 | |
| Completely disagree | 6 | 4 | 3 000 | |
| Can not say | 4 | 4 | 3 000 | |
| I prefer well-known brands | Completely agree | 13 | 14 | 10 600 |
| Partially agree | 59 | 55 | 41 600 | |
| Partially disagree | 20 | 23 | 17 400 | |
| Completely disagree | 5 | 4 | 3 000 | |
| Can not say | 3 | 3 | 2 300 | |
| I prefer used products in my purchases | Completely agree | 15 | 13 | 9 800 |
| Partially agree | 39 | 40 | 30 200 | |
| Partially disagree | 31 | 35 | 26 500 | |
| Completely disagree | 11 | 9 | 6 800 | |
| Can not say | 3 | 3 | 2 300 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 16 | 12 100 |
| Quite positively | 61 | 60 | 45 400 | |
| Quite negatively | 16 | 15 | 11 300 | |
| Very negative | 4 | 3 | 2 300 | |
| Can not say | 6 | 5 | 3 800 | |
| Magazines | Very positive | 12 | 16 | 12 100 |
| Quite positively | 60 | 59 | 44 600 | |
| Quite negatively | 18 | 16 | 12 100 | |
| Very negative | 4 | 3 | 2 300 | |
| Can not say | 7 | 6 | 4 500 | |
| Free and local newspapers | Very positive | 22 | 22 | 16 600 |
| Quite positively | 56 | 60 | 45 400 | |
| Quite negatively | 11 | 9 | 6 800 | |
| Very negative | 4 | 4 | 3 000 | |
| Can not say | 6 | 5 | 3 800 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 9 | 6 800 |
| Quite positively | 43 | 43 | 32 500 | |
| Quite negatively | 33 | 32 | 24 200 | |
| Very negative | 11 | 8 | 6 000 | |
| Can not say | 8 | 8 | 6 000 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 7 | 5 300 |
| Quite positively | 30 | 27 | 20 400 | |
| Quite negatively | 35 | 39 | 29 500 | |
| Very negative | 19 | 17 | 12 900 | |
| Can not say | 11 | 10 | 7 600 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 4 | 3 000 |
| Quite positively | 25 | 23 | 17 400 | |
| Quite negatively | 35 | 38 | 28 700 | |
| Very negative | 23 | 25 | 18 900 | |
| Can not say | 13 | 10 | 7 600 | |
| Newsletters to email | Very positive | 2 | 3 | 2 300 |
| Quite positively | 16 | 14 | 10 600 | |
| Quite negatively | 35 | 37 | 28 000 | |
| Very negative | 45 | 43 | 32 500 | |
| Can not say | 3 | 3 | 2 300 | |
| Other websites | Very positive | 2 | 4 | 3 000 |
| Quite positively | 32 | 29 | 21 900 | |
| Quite negatively | 39 | 39 | 29 500 | |
| Very negative | 15 | 15 | 11 300 | |
| Can not say | 12 | 13 | 9 800 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 6 | 4 500 |
| Quite positively | 44 | 42 | 31 800 | |
| Quite negatively | 31 | 32 | 24 200 | |
| Very negative | 14 | 16 | 12 100 | |
| Can not say | 4 | 4 | 3 000 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 4 | 3 000 |
| Quite positively | 33 | 33 | 24 900 | |
| Quite negatively | 35 | 33 | 24 900 | |
| Very negative | 21 | 23 | 17 400 | |
| Can not say | 7 | 6 | 4 500 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 17 | 12 900 |
| Quite positively | 44 | 45 | 34 000 | |
| Quite negatively | 21 | 19 | 14 400 | |
| Very negative | 15 | 12 | 9 100 | |
| Can not say | 5 | 7 | 5 300 | |
| Out-of-home advertising | Very positive | 11 | 10 | 7 600 |
| Quite positively | 51 | 46 | 34 800 | |
| Quite negatively | 22 | 27 | 20 400 | |
| Very negative | 9 | 8 | 6 000 | |
| Can not say | 8 | 10 | 7 600 | 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 | 25 | 18 900 |
| Partially agree | 59 | 57 | 43 100 | |
| Partially disagree | 10 | 8 | 6 000 | |
| Completely disagree | 3 | 2 | 1 500 | |
| Can not say | 11 | 8 | 6 000 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 21 | 15 900 |
| Partially agree | 56 | 58 | 43 800 | |
| Partially disagree | 14 | 11 | 8 300 | |
| Completely disagree | 4 | 2 | 1 500 | |
| Can not say | 10 | 7 | 5 300 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 37 | 28 000 |
| Partially agree | 39 | 39 | 29 500 | |
| Partially disagree | 17 | 15 | 11 300 | |
| Completely disagree | 4 | 3 | 2 300 | |
| Can not say | 8 | 7 | 5 300 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 25 | 18 900 |
| Partially agree | 44 | 46 | 34 800 | |
| Partially disagree | 11 | 11 | 8 300 | |
| Completely disagree | 5 | 4 | 3 000 | |
| Can not say | 18 | 14 | 10 600 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 34 | 25 700 |
| Partially agree | 47 | 47 | 35 500 | |
| Partially disagree | 7 | 6 | 4 500 | |
| Completely disagree | 3 | 4 | 3 000 | |
| Can not say | 12 | 9 | 6 800 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 20 | 15 100 |
| Partially agree | 51 | 48 | 36 300 | |
| Partially disagree | 13 | 14 | 10 600 | |
| Completely disagree | 3 | 1 | 800 | |
| Can not say | 18 | 17 | 12 900 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 14 | 10 600 |
| Partially agree | 50 | 52 | 39 300 | |
| Partially disagree | 17 | 17 | 12 900 | |
| Completely disagree | 3 | 1 | 800 | |
| Can not say | 20 | 16 | 12 100 | |
| Finnish magazines are of high quality | Completely agree | 22 | 24 | 18 100 |
| Partially agree | 57 | 57 | 43 100 | |
| Partially disagree | 9 | 8 | 6 000 | |
| Completely disagree | 1 | 1 | 800 | |
| Can not say | 10 | 10 | 7 600 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 12 | 9 100 |
| Partially agree | 48 | 53 | 40 100 | |
| Partially disagree | 22 | 21 | 15 900 | |
| Completely disagree | 7 | 6 | 4 500 | |
| Can not say | 13 | 8 | 6 000 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 14 | 10 600 |
| Partially agree | 33 | 40 | 30 200 | |
| Partially disagree | 22 | 18 | 13 600 | |
| Completely disagree | 22 | 20 | 15 100 | |
| Can not say | 11 | 9 | 6 800 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 12 | 9 100 |
| Partially agree | 31 | 37 | 28 000 | |
| Partially disagree | 26 | 22 | 16 600 | |
| Completely disagree | 24 | 20 | 15 100 | |
| Can not say | 10 | 9 | 6 800 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 21 | 15 900 |
| Partially agree | 48 | 50 | 37 800 | |
| Partially disagree | 20 | 16 | 12 100 | |
| Completely disagree | 12 | 8 | 6 000 | |
| Can not say | 7 | 5 | 3 800 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 13 | 9 800 |
| Partially agree | 28 | 31 | 23 400 | |
| Partially disagree | 27 | 27 | 20 400 | |
| Completely disagree | 28 | 20 | 15 100 | |
| Can not say | 10 | 9 | 6 800 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 5 | 3 800 |
| Partially agree | 36 | 35 | 26 500 | |
| Partially disagree | 35 | 36 | 27 200 | |
| Completely disagree | 9 | 7 | 5 300 | |
| Can not say | 16 | 17 | 12 900 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 20 | 15 100 |
| Partially agree | 39 | 41 | 31 000 | |
| Partially disagree | 23 | 24 | 18 100 | |
| Completely disagree | 12 | 8 | 6 000 | |
| Can not say | 10 | 7 | 5 300 | |
| I follow one or more magazines on social media | Completely agree | 7 | 12 | 9 100 |
| Partially agree | 20 | 20 | 15 100 | |
| Partially disagree | 23 | 22 | 16 600 | |
| Completely disagree | 42 | 38 | 28 700 | |
| Can not say | 7 | 8 | 6 000 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 38 | 28 700 |
| Partially agree | 27 | 28 | 21 200 | |
| Partially disagree | 11 | 15 | 11 300 | |
| Completely disagree | 14 | 16 | 12 100 | |
| Can not say | 2 | 2 | 1 500 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 36 | 27 200 |
| Partially agree | 39 | 36 | 27 200 | |
| Partially disagree | 13 | 14 | 10 600 | |
| Completely disagree | 10 | 11 | 8 300 | |
| Can not say | 3 | 3 | 2 300 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 18 | 13 600 |
| Partially agree | 33 | 33 | 24 900 | |
| Partially disagree | 21 | 23 | 17 400 | |
| Completely disagree | 24 | 21 | 15 900 | |
| Can not say | 4 | 5 | 3 800 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 18 | 13 600 |
| Partially agree | 33 | 32 | 24 200 | |
| Partially disagree | 25 | 27 | 20 400 | |
| Completely disagree | 21 | 21 | 15 900 | |
| Can not say | 3 | 2 | 1 500 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 19 | 14 400 |
| Partially agree | 21 | 24 | 18 100 | |
| Partially disagree | 17 | 19 | 14 400 | |
| Completely disagree | 37 | 33 | 24 900 | |
| Can not say | 8 | 6 | 4 500 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 21 | 15 900 |
| Partially agree | 52 | 53 | 40 100 | |
| Partially disagree | 12 | 12 | 9 100 | |
| Completely disagree | 4 | 4 | 3 000 | |
| Can not say | 8 | 9 | 6 800 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 70 | 52 900 |
| Partially agree | 16 | 18 | 13 600 | |
| Partially disagree | 3 | 4 | 3 000 | |
| Completely disagree | 2 | 2 | 1 500 | |
| Can not say | 5 | 6 | 4 500 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 31 | 23 400 |
| Partially agree | 39 | 41 | 31 000 | |
| Partially disagree | 15 | 14 | 10 600 | |
| Completely disagree | 8 | 6 | 4 500 | |
| Can not say | 7 | 8 | 6 000 | 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 | 53 | 40 100 |
| Cosmetics and beauty care | 16 | 19 | 14 400 | |
| Interior design and furniture | 26 | 30 | 22 700 | |
| Renovation and building | 24 | 29 | 21 900 | |
| Domestic appliances | 10 | 9 | 6 800 | |
| Consumer electronics and IT equipment | 13 | 12 | 9 100 | |
| Saving and investing | 14 | 13 | 9 800 | |
| Style and fashion | 21 | 24 | 18 100 | |
| Cars | 14 | 9 | 6 800 | |
| Travelling | 23 | 24 | 18 100 | |
| Sports clothing, footwear or equipment | 14 | 16 | 12 100 | |
| Health and wellness products/services | 19 | 21 | 15 900 | |
| None of these | 16 | 15 | 11 300 | |
| Can not say | 10 | 10 | 7 600 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 45 | 34 000 |
| Cosmetics and beauty care | 17 | 19 | 14 400 | |
| Interior design and furniture | 21 | 24 | 18 100 | |
| Renovation and building | 21 | 22 | 16 600 | |
| Domestic appliances | 10 | 8 | 6 000 | |
| Consumer electronics and IT equipment | 17 | 11 | 8 300 | |
| Saving and investing | 13 | 12 | 9 100 | |
| Style and fashion | 19 | 24 | 18 100 | |
| Cars | 13 | 10 | 7 600 | |
| Travelling | 23 | 28 | 21 200 | |
| Sports clothing, footwear or equipment | 16 | 16 | 12 100 | |
| Health and wellness products/services | 18 | 17 | 12 900 | |
| None of these | 21 | 22 | 16 600 | |
| Can not say | 12 | 13 | 9 800 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 17 | 12 900 |
| Well-being and health | 50 | 58 | 43 800 | |
| Charity work | 14 | 22 | 16 600 | |
| Self development | 32 | 24 | 18 100 | |
| Celebrities | 13 | 15 | 11 300 | |
| Fishing | 15 | 13 | 9 800 | |
| Beauty care and cosmetics | 16 | 17 | 12 900 | |
| Literature | 29 | 32 | 24 200 | |
| Domestic and foreign news | 51 | 55 | 41 600 | |
| Domestic travel | 33 | 29 | 21 900 | |
| Culture | 34 | 34 | 25 700 | |
| Crafts | 25 | 28 | 21 200 | |
| Nature and going outdoor | 52 | 54 | 40 800 | |
| Hunting | 9 | 7 | 5 300 | |
| Style and fashion | 20 | 24 | 18 100 | |
| Music and concerts | 37 | 37 | 28 000 | |
| Going on summer cottage | 29 | 40 | 30 200 | |
| Local affairs | 56 | 59 | 44 600 | |
| Computer/console/mobile playing | 17 | 12 | 9 100 | |
| Politics | 43 | 38 | 28 700 | |
| Gardening and plants | 29 | 45 | 34 000 | |
| Online gambling or betting | 5 | 5 | 3 800 | |
| Building and renovating | 34 | 34 | 25 700 | |
| Food and drink | 38 | 46 | 34 800 | |
| Cooking, baking, recipes | 38 | 44 | 33 300 | |
| Investment | 24 | 12 | 9 100 | |
| Decorating | 28 | 29 | 21 900 | |
| Economic and finances | 36 | 22 | 16 600 | |
| Science | 37 | 26 | 19 700 | |
| Travelling abroad | 34 | 41 | 31 000 | |
| Sports, exercising | 45 | 40 | 30 200 | |
| Sailing, boating | 9 | 19 | 14 400 | |
| Consumer electronics and information technology | 20 | 11 | 8 300 | |
| Environmental matters | 31 | 26 | 19 700 | |
| None of the above | 0 | 1 | 800 | |
| Purchases made and planned | ||||
| Planned acquisitions in the househould over the next 2 years | Building a house | 2 | 2 | 1 500 |
| Buying an apartment | 11 | 12 | 9 100 | |
| Home renovation | 27 | 28 | 21 200 | |
| Buying a car | 27 | 27 | 20 400 | |
| Buying a boat | 3 | 6 | 4 500 | |
| None of these | 51 | 50 | 37 800 | |
| Purchases in the last 12 months | Furniture and furnishings | 43 | 41 | 31 000 |
| Repair and construction products | 38 | 38 | 28 700 | |
| Domestic appliances | 37 | 36 | 27 200 | |
| Electronics or IT products | 49 | 46 | 34 800 | |
| Cars | 19 | 15 | 11 300 | |
| Clothing and footwear | 84 | 84 | 63 500 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 35 | 26 500 | |
| Sports clothing, footwear or equipment | 57 | 57 | 43 100 | |
| Saving or investing products or services | 32 | 26 | 19 700 | |
| Cosmetics and beauty products | 49 | 57 | 43 100 | |
| Mobile phones | 29 | 36 | 27 200 | |
| Travels | 50 | 53 | 40 100 | |
| Products and services for health and well-being | 61 | 63 | 47 600 | |
| None of the above | 1 | 1 | 800 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 29 | 24 | 18 100 |
| Repair and construction products | 33 | 31 | 23 400 | |
| Domestic appliances | 17 | 15 | 11 300 | |
| Electronics or IT products | 27 | 19 | 14 400 | |
| Cars | 14 | 11 | 8 300 | |
| Clothing and footwear | 68 | 65 | 49 100 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 26 | 19 700 | |
| Sports clothing, footwear or equipment | 43 | 37 | 28 000 | |
| Saving or investing products or services | 27 | 20 | 15 100 | |
| Cosmetics and beauty products | 39 | 42 | 31 800 | |
| Mobile phones | 15 | 17 | 12 900 | |
| Travels | 46 | 44 | 33 300 | |
| Products and services for health and well-being | 50 | 51 | 38 600 | |
| None of the above | 6 | 8 | 6 000 | |
| Will consider switching over the next 12 months | Bank | 7 | 8 | 6 000 |
| Insurance company | 11 | 11 | 8 300 | |
| electric company | 15 | 10 | 7 600 | |
| Internet Connection | 10 | 5 | 3 800 | |
| Phone-subscription | 17 | 12 | 9 100 | |
| None of the above | 48 | 50 | 37 800 | |
| Can not say | 17 | 21 | 15 900 | |
| Uses of extra money | Travelling | 43 | 46 | 34 800 |
| Exercise hobbies and equipment | 28 | 23 | 17 400 | |
| Cultural events (e.g. concerts, theatre, festivals, cinema) | 39 | 39 | 29 500 | |
| Eating, drinking, partying in a restaurant | 38 | 37 | 28 000 | |
| Health services and one's own well-being | 22 | 19 | 14 400 | |
| Renovation, decoration | 23 | 23 | 17 400 | |
| Home services (cleaning and other housekeeping services) | 6 | 8 | 6 000 | |
| Pet services and supplies | 11 | 10 | 7 600 | |
| Car, boat, motorcycle | 13 | 8 | 6 000 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 8 | 6 000 | |
| Streaming services and channel packages (music, series, films, sports) | 17 | 12 | 9 100 | |
| Magazine/newspaper subscriptions (print or digital) | 9 | 10 | 7 600 | |
| Books (print, e-books, audiobooks) | 18 | 17 | 12 900 | |
| Clothes, shoes and bags | 24 | 26 | 19 700 | |
| Cosmetics and beauty care | 13 | 15 | 11 300 | |
| Saving, investing | 50 | 43 | 32 500 | |
| Other | 7 | 7 | 5 300 | |
| There is no extra money after mandatory expenses | 8 | 9 | 6 800 | |
| Can not say | 3 | 4 | 3 000 | Source: NRS 2026 |
The total audience includes those who read printed and digital magazines.
|
Total reach 82 700
Only print 72 000
Only print 7 400
Print and online 3 300
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 67 | 52 200 |
| Men | 49 | 33 | 23 400 | |
| Native language | Finnish | 95 | 40 | 27 200 |
| Swedish | 5 | 60 | 48 400 | |
| Age | 15-24 y | 13 | 14 | 7 600 |
| 25-34 y | 14 | 11 | 8 300 | |
| 35-44 y | 14 | 15 | 11 300 | |
| 45-54 y | 14 | 16 | 12 900 | |
| 55-64 y | 15 | 13 | 10 600 | |
| 65+ y | 30 | 32 | 24 900 | |
| Gender + age | Female 15-29 years | 9 | 9 | 5 300 |
| Female 30-49 years | 14 | 21 | 17 400 | |
| Female 50+ years | 28 | 37 | 30 200 | |
| Male 15-29 years | 10 | 10 | 6 000 | |
| Male 30-49 years | 15 | 7 | 4 500 | |
| Male 50+ years | 24 | 16 | 12 100 | |
| Household position | Lives at home with parents | 7 | 11 | 6 800 |
| Lives alone | 29 | 22 | 16 600 | |
| Lives with spouse | 36 | 35 | 28 000 | |
| Lives with spouse and children | 23 | 28 | 22 700 | |
| Single parent | 2 | 2 | 1 500 | |
| Other | 2 | 1 | 800 | |
| Grandchildren under 18 years of age | Yes | 20 | 22 | 17 400 |
| No | 39 | 38 | 31 000 | |
| No answer (under 45 year olds) | 41 | 39 | 27 200 | |
| Education | Elementary school | 4 | 3 | 2 300 |
| Secondary school | 6 | 8 | 6 000 | |
| Vocational | 26 | 23 | 18 100 | |
| High school | 13 | 14 | 9 100 | |
| University of Applied Sciences | 19 | 17 | 12 900 | |
| University | 30 | 30 | 23 400 | |
| Something else | 2 | 4 | 3 000 | |
| Decision-maker in grocery purchases | Yes | 93 | 93 | 71 100 |
| No | 7 | 7 | 4 500 | |
| Can not say | 0 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 68 | 53 700 |
| No | 32 | 32 | 21 900 | |
| Size of the household | 1 pers | 28 | 20 | 15 100 |
| 2 pers | 38 | 37 | 29 500 | |
| 3 pers | 14 | 15 | 11 300 | |
| 4 pers | 12 | 15 | 11 300 | |
| 5+ pers | 7 | 13 | 8 300 | |
| Household income (gross) | Below 20 000 € /y | 10 | 9 | 6 000 |
| 20 000 - 35 000 € /y | 15 | 13 | 9 800 | |
| 35 001 - 50 000 € /y | 18 | 17 | 12 900 | |
| 50 001 - 85 000 € /y | 21 | 18 | 14 400 | |
| 85 001 - 100 000 € /y | 8 | 9 | 6 800 | |
| Over 100 000 € /y | 12 | 10 | 7 600 | |
| Dont want to tell | 7 | 14 | 11 300 | |
| Cant say / No answer | 9 | 12 | 6 800 | |
| Family with kids | Yes | 33 | 40 | 29 500 |
| No | 67 | 60 | 46 100 | |
| Number of children in the household (5th grade) | 1 child | 13 | 13 | 10 600 |
| 2 children | 12 | 15 | 11 300 | |
| 3 children | 5 | 8 | 5 300 | |
| 4 children | 1 | 1 | 800 | |
| 5+ children | 1 | 3 | 2 300 | |
| There are no children | 67 | 60 | 46 100 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 17 | 12 900 |
| Dog | 24 | 28 | 21 200 | |
| Some other pet | 5 | 9 | 6 000 | |
| No pets | 62 | 57 | 43 100 | |
| Health services used in the household | Public health services | 85 | 87 | 65 800 |
| Employer - funded health care services | 51 | 51 | 38 600 | |
| Private, self-funded healthcare services | 39 | 41 | 32 500 | |
| Private health insurance services | 27 | 27 | 20 400 | |
| No health care | 1 | 3 | 2 300 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 33 | 24 | 17 400 |
| Row house or semi-detached house | 17 | 16 | 12 100 | |
| Detached house | 45 | 52 | 39 300 | |
| Farm | 4 | 7 | 5 300 | |
| Something else | 1 | 1 | 800 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 81 | 62 000 |
| Rented residence | 22 | 14 | 10 600 | |
| Right of residence apartment | 2 | 3 | 2 300 | |
| Something else | 1 | 1 | 800 | |
| Can not say | 1 | 1 | 800 | |
| Cottage or holiday home in regular use | Yes | 41 | 49 | 37 000 |
| No | 58 | 50 | 37 800 | |
| Can not say | 1 | 1 | 800 | |
| Number of cars in household | One car | 46 | 39 | 30 200 |
| Two cars | 29 | 36 | 27 200 | |
| Three or more cars | 10 | 14 | 10 600 | |
| No car | 15 | 11 | 8 300 | |
| Type of car, if buying now | New | 18 | 20 | 15 100 |
| Used | 71 | 73 | 55 200 | |
| Company car | 5 | 3 | 2 300 | |
| Leasing (personal) | 9 | 5 | 3 800 | |
| Shared car | 2 | 1 | 800 | |
| Doesn't use a car | 8 | 7 | 5 300 | |
| Can not say | 5 | 6 | 4 500 | |
| Advertising ban at the door / mailbox | Yes | 29 | 23 | 16 600 |
| No | 70 | 77 | 58 200 | |
| Can not say | 1 | 1 | 800 | |
| Using AdBlocker or similar application | Yes | 19 | 12 | 8 300 |
| No | 75 | 80 | 62 000 | |
| Can not say | 5 | 8 | 5 300 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 13 | 9 800 |
| Turku or Tampere | 8 | 4 | 3 000 | |
| Oulu | 4 | 1 | 0 | |
| 70 000 - 150 000 inhabitants town | 14 | 8 | 5 300 | |
| Urban municipality | 24 | 27 | 21 200 | |
| Conurbation | 17 | 25 | 18 900 | |
| Countryside | 12 | 22 | 17 400 | Source: NRS 2026 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 31 | 24 200 |
| 5-6 days a week | 4 | 7 | 5 300 | |
| 1-4 days a week | 23 | 27 | 21 900 | |
| Monthly | 25 | 12 | 9 100 | |
| Rarely | 27 | 15 | 10 600 | |
| Never | 9 | 5 | 3 000 | |
| Can not say | 1 | 3 | 1 500 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 44 | 33 300 |
| 5-6 days a week | 5 | 6 | 4 500 | |
| 1-4 days a week | 18 | 20 | 15 100 | |
| Monthly | 16 | 10 | 7 600 | |
| Rarely | 24 | 16 | 12 100 | |
| Never | 13 | 3 | 2 300 | |
| Can not say | 1 | 1 | 800 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 34 | 27 200 |
| 5-6 days a week | 4 | 6 | 4 500 | |
| 1-4 days a week | 22 | 27 | 21 200 | |
| Monthly | 16 | 12 | 9 100 | |
| Rarely | 25 | 16 | 11 300 | |
| Never | 9 | 3 | 1 500 | |
| Can not say | 0 | 2 | 800 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 53 | 40 100 |
| 5-6 days a week | 9 | 11 | 9 100 | |
| 1-4 days a week | 16 | 18 | 14 400 | |
| Monthly | 7 | 7 | 3 800 | |
| Rarely | 8 | 7 | 5 300 | |
| Never | 5 | 2 | 1 500 | |
| Can not say | 0 | 2 | 800 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 6 | 4 500 |
| 5-6 days a week | 3 | 6 | 4 500 | |
| 1-4 days a week | 38 | 37 | 29 500 | |
| Monthly | 20 | 19 | 13 600 | |
| Rarely | 24 | 20 | 14 400 | |
| Never | 10 | 9 | 6 800 | |
| Can not say | 1 | 3 | 2 300 | |
| The frequency of watching: Free online TV services | Daily | 19 | 17 | 12 900 |
| 5-6 days a week | 10 | 11 | 8 300 | |
| 1-4 days a week | 29 | 28 | 21 900 | |
| Monthly | 20 | 19 | 14 400 | |
| Rarely | 15 | 18 | 12 100 | |
| Never | 6 | 7 | 5 300 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 18 | 12 900 |
| 5-6 days a week | 10 | 7 | 5 300 | |
| 1-4 days a week | 22 | 20 | 15 100 | |
| Monthly | 9 | 9 | 6 800 | |
| Rarely | 12 | 12 | 9 100 | |
| Never | 29 | 32 | 25 700 | |
| Can not say | 1 | 1 | 800 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 39 | 31 000 |
| 5-6 days a week | 10 | 10 | 7 600 | |
| 1-4 days a week | 19 | 20 | 15 100 | |
| Monthly | 12 | 14 | 10 600 | |
| Rarely | 13 | 12 | 7 600 | |
| Never | 4 | 4 | 3 000 | |
| Can not say | 0 | 1 | 800 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 32 | 24 900 |
| 5-6 days a week | 11 | 9 | 6 800 | |
| 1-4 days a week | 20 | 21 | 16 600 | |
| Monthly | 12 | 11 | 7 600 | |
| Rarely | 14 | 15 | 10 600 | |
| Never | 9 | 11 | 8 300 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 26 | 21 200 |
| 5-6 days a week | 5 | 6 | 4 500 | |
| 1-4 days a week | 15 | 18 | 13 600 | |
| Monthly | 13 | 10 | 7 600 | |
| Rarely | 27 | 24 | 16 600 | |
| Never | 16 | 16 | 12 100 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 17 | 12 900 |
| 5-6 days a week | 9 | 8 | 6 000 | |
| 1-4 days a week | 19 | 21 | 15 900 | |
| Monthly | 14 | 10 | 7 600 | |
| Rarely | 23 | 24 | 17 400 | |
| Never | 17 | 19 | 14 400 | |
| Can not say | 1 | 2 | 1 500 | |
| The frequency of listening: Podcasts | Daily | 7 | 7 | 5 300 |
| 5-6 days a week | 4 | 3 | 2 300 | |
| 1-4 days a week | 12 | 9 | 6 000 | |
| Monthly | 14 | 17 | 12 100 | |
| Rarely | 26 | 26 | 20 400 | |
| Never | 35 | 37 | 28 000 | |
| Can not say | 2 | 1 | 800 | |
| User frequency and following: Social media | Daily | 62 | 65 | 49 100 |
| 5-6 days a week | 7 | 5 | 3 000 | |
| 1-4 days a week | 7 | 5 | 3 800 | |
| Monthly | 3 | 3 | 2 300 | |
| Rarely | 6 | 6 | 5 300 | |
| Never | 15 | 16 | 12 100 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 18 | 12 900 |
| 5-6 days a week | 5 | 3 | 2 300 | |
| 1-4 days a week | 13 | 9 | 6 800 | |
| Monthly | 8 | 8 | 5 300 | |
| Rarely | 20 | 26 | 20 400 | |
| Never | 36 | 35 | 27 200 | |
| Can not say | 1 | 1 | 800 | |
| Reading frequency: Printed books | Daily | 17 | 19 | 15 100 |
| 5-6 days a week | 6 | 9 | 6 800 | |
| 1-4 days a week | 15 | 13 | 9 800 | |
| Monthly | 22 | 21 | 15 900 | |
| Rarely | 34 | 30 | 22 700 | |
| Never | 7 | 6 | 4 500 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 2 300 |
| 5-6 days a week | 2 | 2 | 800 | |
| 1-4 days a week | 4 | 5 | 3 800 | |
| Monthly | 6 | 5 | 3 800 | |
| Rarely | 30 | 29 | 21 200 | |
| Never | 54 | 56 | 43 100 | |
| Can not say | 1 | 0 | 0 | |
| Listening frequency: Audiobooks | Daily | 8 | 8 | 6 000 |
| 5-6 days a week | 3 | 3 | 2 300 | |
| 1-4 days a week | 6 | 6 | 4 500 | |
| Monthly | 8 | 5 | 3 000 | |
| Rarely | 23 | 26 | 18 900 | |
| Never | 52 | 52 | 40 100 | |
| Can not say | 1 | 0 | 0 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 17 | 11 300 |
| 5-6 days a week | 9 | 7 | 5 300 | |
| 1-4 days a week | 20 | 17 | 12 900 | |
| Monthly | 20 | 23 | 15 900 | |
| Rarely | 19 | 25 | 19 700 | |
| Never | 10 | 12 | 9 100 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: LinkedIn | Daily | 6 | 4 | 3 000 |
| 5-6 days a week | 2 | 2 | 1 500 | |
| 1-4 days a week | 7 | 7 | 5 300 | |
| Monthly | 8 | 6 | 4 500 | |
| Rarely | 13 | 13 | 9 800 | |
| Never | 52 | 56 | 42 300 | |
| Cant say / No answer | 11 | 13 | 9 800 | |
| Usage/following: Facebook | Daily | 40 | 46 | 36 300 |
| 5-6 days a week | 6 | 6 | 3 800 | |
| 1-4 days a week | 11 | 8 | 6 000 | |
| Monthly | 5 | 5 | 3 800 | |
| Rarely | 10 | 8 | 5 300 | |
| Never | 17 | 15 | 11 300 | |
| Cant say / No answer | 10 | 12 | 9 100 | |
| Usage/Following: Instagram | Daily | 37 | 38 | 28 700 |
| 5-6 days a week | 6 | 8 | 6 000 | |
| 1-4 days a week | 9 | 8 | 6 000 | |
| Monthly | 5 | 5 | 3 800 | |
| Rarely | 8 | 7 | 5 300 | |
| Never | 25 | 22 | 17 400 | |
| Cant say / No answer | 10 | 12 | 9 100 | |
| Usage/following rate: Snapchat | Daily | 16 | 17 | 10 600 |
| 5-6 days a week | 2 | 2 | 800 | |
| 1-4 days a week | 2 | 3 | 2 300 | |
| Monthly | 2 | 1 | 800 | |
| Rarely | 5 | 6 | 4 500 | |
| Never | 62 | 59 | 46 900 | |
| Cant say / No answer | 11 | 12 | 9 800 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 4 | 2 300 |
| 5-6 days a week | 2 | 2 | 800 | |
| 1-4 days a week | 4 | 2 | 1 500 | |
| Monthly | 3 | 2 | 1 500 | |
| Rarely | 11 | 10 | 6 800 | |
| Never | 66 | 69 | 53 700 | |
| Cant say / No answer | 10 | 11 | 8 300 | |
| Usage/Following: TikTok | Daily | 13 | 14 | 9 800 |
| 5-6 days a week | 2 | 2 | 1 500 | |
| 1-4 days a week | 4 | 3 | 2 300 | |
| Monthly | 3 | 1 | 800 | |
| Rarely | 8 | 8 | 6 000 | |
| Never | 62 | 60 | 46 900 | |
| Cant say / No answer | 10 | 12 | 9 100 | |
| Usage/following frequency: Jodel | Daily | 3 | 3 | 2 300 |
| 5-6 days a week | 1 | 2 | 800 | |
| 1-4 days a week | 2 | 2 | 800 | |
| Monthly | 3 | 2 | 800 | |
| Rarely | 6 | 4 | 2 300 | |
| Never | 71 | 73 | 56 700 | |
| Cant say / No answer | 15 | 15 | 12 100 | |
| Usage/following frequency: Threads | Daily | 3 | 3 | 2 300 |
| 5-6 days a week | 1 | 2 | 800 | |
| 1-4 days a week | 4 | 4 | 2 300 | |
| Monthly | 3 | 2 | 1 500 | |
| Rarely | 5 | 7 | 4 500 | |
| Never | 69 | 67 | 51 400 | |
| Cant say / No answer | 15 | 15 | 12 100 | |
| Usage/following frequency: Bluesky | Daily | 0 | 1 | 800 |
| 5-6 days a week | 0 | 0 | 0 | |
| 1-4 days a week | 1 | 1 | 800 | |
| Monthly | 1 | 1 | 800 | |
| Rarely | 3 | 3 | 1 500 | |
| Never | 80 | 79 | 60 500 | |
| Cant say / No answer | 15 | 15 | 12 100 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 19 | 13 600 |
| Partially agree | 42 | 41 | 30 200 | |
| Partially disagree | 29 | 28 | 21 900 | |
| Completely disagree | 10 | 8 | 6 800 | |
| Can not say | 3 | 4 | 3 000 | |
| I prefer domestic products | Completely agree | 33 | 31 | 24 200 |
| Partially agree | 55 | 56 | 42 300 | |
| Partially disagree | 9 | 10 | 6 800 | |
| Completely disagree | 1 | 1 | 800 | |
| Can not say | 2 | 1 | 800 | |
| I consciously make responsible choices in my consumption | Completely agree | 21 | 21 | 15 900 |
| Partially agree | 54 | 56 | 43 100 | |
| Partially disagree | 18 | 19 | 13 600 | |
| Completely disagree | 4 | 2 | 1 500 | |
| Can not say | 4 | 3 | 2 300 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 21 | 15 100 |
| Partially agree | 58 | 61 | 46 900 | |
| Partially disagree | 14 | 13 | 10 600 | |
| Completely disagree | 1 | 1 | 800 | |
| Can not say | 3 | 3 | 2 300 | |
| I usually choose the cheapest option | Completely agree | 13 | 13 | 9 800 |
| Partially agree | 48 | 49 | 36 300 | |
| Partially disagree | 32 | 32 | 24 900 | |
| Completely disagree | 5 | 4 | 3 800 | |
| Can not say | 2 | 2 | 800 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 37 | 28 000 |
| Partially agree | 49 | 53 | 40 100 | |
| Partially disagree | 9 | 8 | 6 000 | |
| Completely disagree | 2 | 1 | 800 | |
| Can not say | 1 | 1 | 800 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 5 | 5 | 3 800 |
| Partially agree | 23 | 21 | 15 100 | |
| Partially disagree | 38 | 38 | 28 700 | |
| Completely disagree | 24 | 25 | 19 700 | |
| Can not say | 10 | 11 | 8 300 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 7 | 5 300 |
| Partially agree | 37 | 36 | 26 500 | |
| Partially disagree | 43 | 45 | 33 300 | |
| Completely disagree | 10 | 10 | 8 300 | |
| Can not say | 4 | 3 | 2 300 | |
| I prefer local shops and services | Completely agree | 28 | 26 | 19 700 |
| Partially agree | 58 | 62 | 46 900 | |
| Partially disagree | 11 | 10 | 6 800 | |
| Completely disagree | 1 | 1 | 800 | |
| Can not say | 2 | 1 | 800 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 5 | 3 800 |
| Partially agree | 27 | 29 | 21 900 | |
| Partially disagree | 28 | 28 | 20 400 | |
| Completely disagree | 33 | 30 | 23 400 | |
| Can not say | 7 | 8 | 6 000 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 10 | 7 600 |
| Partially agree | 32 | 36 | 28 000 | |
| Partially disagree | 36 | 34 | 25 700 | |
| Completely disagree | 20 | 16 | 12 100 | |
| Can not say | 3 | 3 | 2 300 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 15 | 12 100 |
| Partially agree | 49 | 55 | 41 600 | |
| Partially disagree | 23 | 21 | 15 100 | |
| Completely disagree | 7 | 5 | 3 800 | |
| Can not say | 5 | 4 | 3 000 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 16 | 12 100 |
| Partially agree | 50 | 52 | 39 300 | |
| Partially disagree | 23 | 24 | 17 400 | |
| Completely disagree | 6 | 4 | 3 000 | |
| Can not say | 4 | 4 | 3 000 | |
| I prefer well-known brands | Completely agree | 13 | 15 | 10 600 |
| Partially agree | 59 | 55 | 41 600 | |
| Partially disagree | 20 | 23 | 17 400 | |
| Completely disagree | 5 | 4 | 3 000 | |
| Can not say | 3 | 3 | 2 300 | |
| I prefer used products in my purchases | Completely agree | 15 | 13 | 9 800 |
| Partially agree | 39 | 41 | 30 200 | |
| Partially disagree | 31 | 35 | 26 500 | |
| Completely disagree | 11 | 9 | 6 800 | |
| Can not say | 3 | 3 | 2 300 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 16 | 12 100 |
| Quite positively | 61 | 60 | 45 400 | |
| Quite negatively | 16 | 15 | 11 300 | |
| Very negative | 4 | 3 | 2 300 | |
| Can not say | 6 | 5 | 3 800 | |
| Magazines | Very positive | 12 | 16 | 12 100 |
| Quite positively | 60 | 59 | 44 600 | |
| Quite negatively | 18 | 17 | 12 100 | |
| Very negative | 4 | 3 | 2 300 | |
| Can not say | 7 | 5 | 4 500 | |
| Free and local newspapers | Very positive | 22 | 23 | 16 600 |
| Quite positively | 56 | 59 | 45 400 | |
| Quite negatively | 11 | 10 | 6 800 | |
| Very negative | 4 | 4 | 3 000 | |
| Can not say | 6 | 4 | 3 800 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 8 | 6 800 |
| Quite positively | 43 | 44 | 32 500 | |
| Quite negatively | 33 | 31 | 24 200 | |
| Very negative | 11 | 9 | 6 000 | |
| Can not say | 8 | 7 | 6 000 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 8 | 5 300 |
| Quite positively | 30 | 27 | 20 400 | |
| Quite negatively | 35 | 39 | 29 500 | |
| Very negative | 19 | 17 | 12 900 | |
| Can not say | 11 | 10 | 7 600 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 5 | 3 000 |
| Quite positively | 25 | 24 | 17 400 | |
| Quite negatively | 35 | 37 | 28 700 | |
| Very negative | 23 | 24 | 18 900 | |
| Can not say | 13 | 11 | 7 600 | |
| Newsletters to email | Very positive | 2 | 3 | 2 300 |
| Quite positively | 16 | 15 | 10 600 | |
| Quite negatively | 35 | 38 | 28 000 | |
| Very negative | 45 | 41 | 32 500 | |
| Can not say | 3 | 3 | 2 300 | |
| Other websites | Very positive | 2 | 4 | 3 000 |
| Quite positively | 32 | 29 | 21 900 | |
| Quite negatively | 39 | 39 | 29 500 | |
| Very negative | 15 | 14 | 11 300 | |
| Can not say | 12 | 13 | 9 800 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 7 | 4 500 |
| Quite positively | 44 | 42 | 31 800 | |
| Quite negatively | 31 | 32 | 24 200 | |
| Very negative | 14 | 15 | 12 100 | |
| Can not say | 4 | 4 | 3 000 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 5 | 3 000 |
| Quite positively | 33 | 32 | 24 900 | |
| Quite negatively | 35 | 33 | 24 900 | |
| Very negative | 21 | 24 | 17 400 | |
| Can not say | 7 | 6 | 4 500 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 17 | 12 900 |
| Quite positively | 44 | 45 | 34 000 | |
| Quite negatively | 21 | 19 | 14 400 | |
| Very negative | 15 | 12 | 9 100 | |
| Can not say | 5 | 6 | 5 300 | |
| Out-of-home advertising | Very positive | 11 | 10 | 7 600 |
| Quite positively | 51 | 46 | 34 800 | |
| Quite negatively | 22 | 26 | 20 400 | |
| Very negative | 9 | 8 | 6 000 | |
| Can not say | 8 | 9 | 7 600 | 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 | 24 | 18 900 |
| Partially agree | 59 | 57 | 43 100 | |
| Partially disagree | 10 | 10 | 6 000 | |
| Completely disagree | 3 | 2 | 1 500 | |
| Can not say | 11 | 8 | 6 000 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 20 | 15 900 |
| Partially agree | 56 | 58 | 43 800 | |
| Partially disagree | 14 | 13 | 8 300 | |
| Completely disagree | 4 | 2 | 1 500 | |
| Can not say | 10 | 7 | 5 300 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 35 | 28 000 |
| Partially agree | 39 | 39 | 29 500 | |
| Partially disagree | 17 | 16 | 11 300 | |
| Completely disagree | 4 | 3 | 2 300 | |
| Can not say | 8 | 7 | 5 300 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 24 | 18 900 |
| Partially agree | 44 | 46 | 34 800 | |
| Partially disagree | 11 | 12 | 8 300 | |
| Completely disagree | 5 | 4 | 3 000 | |
| Can not say | 18 | 14 | 10 600 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 33 | 25 700 |
| Partially agree | 47 | 47 | 35 500 | |
| Partially disagree | 7 | 7 | 4 500 | |
| Completely disagree | 3 | 4 | 3 000 | |
| Can not say | 12 | 9 | 6 800 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 19 | 15 100 |
| Partially agree | 51 | 48 | 36 300 | |
| Partially disagree | 13 | 15 | 10 600 | |
| Completely disagree | 3 | 2 | 800 | |
| Can not say | 18 | 17 | 12 900 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 14 | 10 600 |
| Partially agree | 50 | 52 | 39 300 | |
| Partially disagree | 17 | 18 | 12 900 | |
| Completely disagree | 3 | 2 | 800 | |
| Can not say | 20 | 15 | 12 100 | |
| Finnish magazines are of high quality | Completely agree | 22 | 23 | 18 100 |
| Partially agree | 57 | 57 | 43 100 | |
| Partially disagree | 9 | 9 | 6 000 | |
| Completely disagree | 1 | 1 | 800 | |
| Can not say | 10 | 10 | 7 600 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 12 | 9 100 |
| Partially agree | 48 | 53 | 40 100 | |
| Partially disagree | 22 | 21 | 15 900 | |
| Completely disagree | 7 | 6 | 4 500 | |
| Can not say | 13 | 8 | 6 000 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 13 | 10 600 |
| Partially agree | 33 | 39 | 30 200 | |
| Partially disagree | 22 | 19 | 13 600 | |
| Completely disagree | 22 | 20 | 15 100 | |
| Can not say | 11 | 9 | 6 800 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 12 | 9 100 |
| Partially agree | 31 | 36 | 28 000 | |
| Partially disagree | 26 | 23 | 16 600 | |
| Completely disagree | 24 | 20 | 15 100 | |
| Can not say | 10 | 9 | 6 800 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 20 | 15 900 |
| Partially agree | 48 | 51 | 37 800 | |
| Partially disagree | 20 | 17 | 12 100 | |
| Completely disagree | 12 | 8 | 6 000 | |
| Can not say | 7 | 5 | 3 800 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 13 | 9 800 |
| Partially agree | 28 | 30 | 23 400 | |
| Partially disagree | 27 | 29 | 20 400 | |
| Completely disagree | 28 | 19 | 15 100 | |
| Can not say | 10 | 9 | 6 800 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 5 | 3 800 |
| Partially agree | 36 | 35 | 26 500 | |
| Partially disagree | 35 | 35 | 27 200 | |
| Completely disagree | 9 | 7 | 5 300 | |
| Can not say | 16 | 18 | 12 900 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 19 | 15 100 |
| Partially agree | 39 | 41 | 31 000 | |
| Partially disagree | 23 | 24 | 18 100 | |
| Completely disagree | 12 | 9 | 6 000 | |
| Can not say | 10 | 7 | 5 300 | |
| I follow one or more magazines on social media | Completely agree | 7 | 11 | 9 100 |
| Partially agree | 20 | 21 | 15 100 | |
| Partially disagree | 23 | 21 | 16 600 | |
| Completely disagree | 42 | 38 | 28 700 | |
| Can not say | 7 | 8 | 6 000 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 38 | 28 700 |
| Partially agree | 27 | 30 | 21 200 | |
| Partially disagree | 11 | 15 | 11 300 | |
| Completely disagree | 14 | 15 | 12 100 | |
| Can not say | 2 | 2 | 1 500 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 36 | 27 200 |
| Partially agree | 39 | 36 | 27 200 | |
| Partially disagree | 13 | 14 | 10 600 | |
| Completely disagree | 10 | 10 | 8 300 | |
| Can not say | 3 | 3 | 2 300 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 19 | 13 600 |
| Partially agree | 33 | 33 | 24 900 | |
| Partially disagree | 21 | 23 | 17 400 | |
| Completely disagree | 24 | 20 | 15 900 | |
| Can not say | 4 | 4 | 3 800 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 18 | 13 600 |
| Partially agree | 33 | 32 | 24 200 | |
| Partially disagree | 25 | 28 | 20 400 | |
| Completely disagree | 21 | 20 | 15 900 | |
| Can not say | 3 | 2 | 1 500 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 19 | 14 400 |
| Partially agree | 21 | 24 | 18 100 | |
| Partially disagree | 17 | 20 | 14 400 | |
| Completely disagree | 37 | 32 | 24 900 | |
| Can not say | 8 | 5 | 4 500 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 22 | 15 900 |
| Partially agree | 52 | 52 | 40 100 | |
| Partially disagree | 12 | 12 | 9 100 | |
| Completely disagree | 4 | 4 | 3 000 | |
| Can not say | 8 | 9 | 6 800 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 70 | 52 900 |
| Partially agree | 16 | 18 | 13 600 | |
| Partially disagree | 3 | 4 | 3 000 | |
| Completely disagree | 2 | 2 | 1 500 | |
| Can not say | 5 | 6 | 4 500 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 30 | 23 400 |
| Partially agree | 39 | 40 | 31 000 | |
| Partially disagree | 15 | 15 | 10 600 | |
| Completely disagree | 8 | 6 | 4 500 | |
| Can not say | 7 | 9 | 6 000 | 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 | 52 | 40 100 |
| Cosmetics and beauty care | 16 | 18 | 14 400 | |
| Interior design and furniture | 26 | 29 | 22 700 | |
| Renovation and building | 24 | 29 | 21 900 | |
| Domestic appliances | 10 | 9 | 6 800 | |
| Consumer electronics and IT equipment | 13 | 11 | 9 100 | |
| Saving and investing | 14 | 14 | 9 800 | |
| Style and fashion | 21 | 24 | 18 100 | |
| Cars | 14 | 10 | 6 800 | |
| Travelling | 23 | 24 | 18 100 | |
| Sports clothing, footwear or equipment | 14 | 16 | 12 100 | |
| Health and wellness products/services | 19 | 21 | 15 900 | |
| None of these | 16 | 16 | 11 300 | |
| Can not say | 10 | 11 | 7 600 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 45 | 34 000 |
| Cosmetics and beauty care | 17 | 19 | 14 400 | |
| Interior design and furniture | 21 | 24 | 18 100 | |
| Renovation and building | 21 | 22 | 16 600 | |
| Domestic appliances | 10 | 8 | 6 000 | |
| Consumer electronics and IT equipment | 17 | 12 | 8 300 | |
| Saving and investing | 13 | 12 | 9 100 | |
| Style and fashion | 19 | 24 | 18 100 | |
| Cars | 13 | 10 | 7 600 | |
| Travelling | 23 | 28 | 21 200 | |
| Sports clothing, footwear or equipment | 16 | 16 | 12 100 | |
| Health and wellness products/services | 18 | 17 | 12 900 | |
| None of these | 21 | 22 | 16 600 | |
| Can not say | 12 | 13 | 9 800 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 18 | 12 900 |
| Well-being and health | 50 | 57 | 43 800 | |
| Charity work | 14 | 23 | 16 600 | |
| Self development | 32 | 25 | 18 100 | |
| Celebrities | 13 | 16 | 11 300 | |
| Fishing | 15 | 14 | 9 800 | |
| Beauty care and cosmetics | 16 | 17 | 12 900 | |
| Literature | 29 | 32 | 24 200 | |
| Domestic and foreign news | 51 | 53 | 41 600 | |
| Domestic travel | 33 | 29 | 21 900 | |
| Culture | 34 | 33 | 25 700 | |
| Crafts | 25 | 28 | 21 200 | |
| Nature and going outdoor | 52 | 53 | 40 800 | |
| Hunting | 9 | 8 | 5 300 | |
| Style and fashion | 20 | 24 | 18 100 | |
| Music and concerts | 37 | 36 | 28 000 | |
| Going on summer cottage | 29 | 40 | 30 200 | |
| Local affairs | 56 | 58 | 44 600 | |
| Computer/console/mobile playing | 17 | 14 | 9 100 | |
| Politics | 43 | 37 | 28 700 | |
| Gardening and plants | 29 | 43 | 34 000 | |
| Online gambling or betting | 5 | 6 | 3 800 | |
| Building and renovating | 34 | 34 | 25 700 | |
| Food and drink | 38 | 46 | 34 800 | |
| Cooking, baking, recipes | 38 | 42 | 33 300 | |
| Investment | 24 | 14 | 9 100 | |
| Decorating | 28 | 28 | 21 900 | |
| Economic and finances | 36 | 24 | 16 600 | |
| Science | 37 | 27 | 19 700 | |
| Travelling abroad | 34 | 40 | 31 000 | |
| Sports, exercising | 45 | 41 | 30 200 | |
| Sailing, boating | 9 | 18 | 14 400 | |
| Consumer electronics and information technology | 20 | 13 | 8 300 | |
| Environmental matters | 31 | 26 | 19 700 | |
| None of the above | 0 | 1 | 800 | Source: NRS 2026 |
Contact info
Media sales
- Suomen Osuuskauppojen Keskuskunta SOK
- Fleminginkatu 34
- 00510 Helsinki
- www.s-kanava.fi
Kehityspäällikkö
- Lauri Ilves
- lauri.ilves@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