Taloustaito
Taloustaito Magazine – Personal Finance and Investment Taloustaito is the largest business magazine in the Nordics with a monthly circulation of 232 310 (2022, Finnish Audit Bureau of Circulations). Taloustaito focuses on personal finance and gives insight into taxation, family law, private investments, stocks and mutual funds, insurance, housing, cars, and property management. The readership is 58% male, 42% female, 40% 45-64 years old.
Issues per year
10 issues per year
Circulation
220 362 (Source: LT2024)
Copies
245 381
Magazine website
Magazine in Social Media
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 22.1.2025 | 8.1.2025 | 13.1.2025 | Thema: Forest Ownership and Investment, Tax return for forestry |
| 2 | 19.2.2025 | 3.2.2025 | 7.2.2025 | Thema: Small Business |
| 3 | 19.3.2025 | 3.3.2025 | 7.3.2025 | Thema: Tax Return - Advice and Commentary |
| 4 | 30.4.2025 | 14.4.2025 | 17.4.2025 | The Economy of Automotive |
| 5 - 6 | 11.6.2025 | 26.5.2025 | 30.5.2025 | Thema: Housing and Energy |
| 7 | 13.8.2025 | 1.8.2025 | 4.8.2025 | Thema: Health and Money |
| 8 | 17.9.2025 | 1.9.2025 | 5.9.2025 | Everyday Security and Insurance / Research issue, ask your media vendor for more information |
| 9 | 15.10.2025 | 29.9.2025 | 3.10.2025 | Thema: Household and family finances |
| 10 | 12.11.2025 | 27.10.2025 | 31.10.2025 | Thema: Personal Saving and Investments |
| 11 - 12 | 17.12.2025 | 1.12.2025 | 5.12.2025 | Thema: Special Issue on 2026 Taxes - What will change? / Traveller's financial tips |
Ei aikatauluja vuodelle 2026.
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 400 x 280 mm | 5 mm | 14 335 € |
| 1/1 portrait | Not specified | 200 x 280 mm | 5 mm | 7 925 € |
| 2-kansi portrait | 2. Cover | 200 x 280 mm | 5 mm | 8 475 € |
| 3-kansi portrait | 3. Cover | 200 x 280 mm | 5 mm | 8 475 € |
| takakansi portrait | Back cover | 200 x 250 mm | 5 mm | 8 475 € |
| 1/2 portrait | Not specified | 97 x 280 mm | 5 mm | 4 385 € |
| 1/2 landscape | Not specified | 200 x 135 mm | 5 mm | 4 385 € |
| 1/4 portrait | Not specified | 88 x 125 mm | 5 mm | 2 335 € |
| 1/4 landscape | Not specified | 180 x 65 mm | 5 mm | 2 335 € | *) size without marginal Prices valid until 31.12.2025 |
Size
200 x 280 mm
Printing method
Offset
Binding
Stiftaus
Printer
UPC Print - Finland
Delivery of ad material and instructions
ICC profile
Technical information
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Placement | Size | Bleed | Price (tax 0%) | *) size without marginal Prices valid until 31.12.2026 |
|---|
Size
200 x 280 mm
Printing method
Offset
Binding
Stiftaus
Printer
UPC Print - Finland
Delivery of ad material and instructions
ICC profile
Technical information
"
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Description | Placement | Size | Price (tax 0%)  |
|---|---|---|---|---|
| Desktop | Parade, CrossScreen | At the top of the page, above the content | 980 x 400 desktop ja 300 x 300 mobiili px | 23 € / CPM (Cost per thousand) |
| Desktop | Skyscraper | On the right side of the page | 160 x 600 px | 10 € / CPM (Cost per thousand) | Prices valid until 31.12.2025 |
| Ad | Description | Size | Price (tax 0%) |
Prices valid until 31.12.2026 |
|---|
Readers
Readers
492 300
Total reach
513 000
How many times read
2
Minutes of reading
54 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 492 300
Minutes of reading54 min
How many times read2
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 41 | 201 800 |
| Men | 49 | 59 | 290 500 | |
| Native language | Finnish | 95 | 97 | 477 500 |
| Swedish | 5 | 3 | 14 800 | |
| Age | 15-24 y | 13 | 2 | 9 800 |
| 25-34 y | 14 | 8 | 39 400 | |
| 35-44 y | 14 | 13 | 64 000 | |
| 45-54 y | 14 | 17 | 83 700 | |
| 55-64 y | 15 | 21 | 103 400 | |
| 65+ y | 30 | 39 | 192 000 | |
| Gender + age | Female 15-29 years | 9 | 1 | 4 900 |
| Female 30-49 years | 14 | 11 | 54 200 | |
| Female 50+ years | 28 | 30 | 147 700 | |
| Male 15-29 years | 10 | 4 | 19 700 | |
| Male 30-49 years | 15 | 15 | 73 800 | |
| Male 50+ years | 24 | 40 | 196 900 | |
| Household position | Lives at home with parents | 7 | 1 | 4 900 |
| Lives alone | 29 | 22 | 108 300 | |
| Lives with spouse | 36 | 46 | 226 500 | |
| Lives with spouse and children | 24 | 27 | 132 900 | |
| Single parent | 2 | 2 | 9 800 | |
| Other | 3 | 1 | 4 900 | |
| Grandchildren under 18 years of age | Yes | 20 | 29 | 142 800 |
| No | 39 | 49 | 241 200 | |
| No answer (under 45 year olds) | 41 | 22 | 108 300 | |
| Education | Elementary school | 4 | 4 | 19 700 |
| Secondary school | 6 | 3 | 14 800 | |
| Vocational | 27 | 25 | 123 100 | |
| High school | 13 | 8 | 39 400 | |
| University of Applied Sciences | 20 | 21 | 103 400 | |
| University | 28 | 36 | 177 200 | |
| Something else | 2 | 2 | 9 800 | |
| Decision-maker in grocery purchases | Yes | 93 | 93 | 457 800 |
| No | 6 | 6 | 29 500 | |
| Can not say | 1 | 1 | 4 900 | |
| Use of glasses or contact lenses | Yes | 68 | 75 | 369 200 |
| No | 32 | 25 | 123 100 | |
| Size of the household | 1 pers | 28 | 21 | 103 400 |
| 2 pers | 38 | 48 | 236 300 | |
| 3 pers | 14 | 14 | 68 900 | |
| 4 pers | 12 | 11 | 54 200 | |
| 5+ pers | 7 | 5 | 24 600 | |
| Household income (gross) | Below 20 000 € /y | 10 | 4 | 19 700 |
| 20 000 - 35 000 € /y | 17 | 13 | 64 000 | |
| 35 001 - 50 000 € /y | 18 | 19 | 93 500 | |
| 50 001 - 85 000 € /y | 21 | 26 | 128 000 | |
| 85 001 - 100 000 € /y | 8 | 11 | 54 200 | |
| Over 100 000 € /y | 10 | 18 | 88 600 | |
| Dont want to tell | 5 | 5 | 24 600 | |
| Cant say / No answer | 10 | 5 | 24 600 | |
| Family with kids | Yes | 32 | 29 | 142 800 |
| No | 68 | 71 | 349 500 | |
| Number of children in the household (5th grade) | 1 child | 13 | 13 | 64 000 |
| 2 children | 13 | 11 | 54 200 | |
| 3 children | 5 | 4 | 19 700 | |
| 4 children | 1 | 1 | 4 900 | |
| 5+ children | 1 | 1 | 4 900 | |
| There are no children | 67 | 71 | 349 500 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 16 | 78 800 |
| Dog | 26 | 24 | 118 200 | |
| Some other pet | 5 | 4 | 19 700 | |
| No pets | 61 | 62 | 305 200 | |
| Health services used in the household | Public health services | 85 | 84 | 413 500 |
| Employer - funded health care services | 50 | 50 | 246 200 | |
| Private, self-funded healthcare services | 39 | 48 | 236 300 | |
| Private health insurance services | 26 | 26 | 128 000 | |
| No health care | 1 | 1 | 4 900 | |
| Can not say | 1 | 1 | 4 900 | |
| Housing | Apartment | 32 | 25 | 123 100 |
| Row house or semi-detached house | 17 | 18 | 88 600 | |
| Detached house | 46 | 51 | 251 100 | |
| Farm | 4 | 6 | 29 500 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 88 | 433 200 |
| Rented residence | 20 | 10 | 49 200 | |
| Right of residence apartment | 2 | 2 | 9 800 | |
| Something else | 1 | 1 | 4 900 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 49 | 241 200 |
| No | 58 | 50 | 246 200 | |
| Can not say | 1 | 1 | 4 900 | |
| Number of cars in household | One car | 45 | 47 | 231 400 |
| Two cars | 30 | 35 | 172 300 | |
| Three or more cars | 10 | 10 | 49 200 | |
| No car | 14 | 8 | 39 400 | |
| Type of car, if buying now | New | 21 | 28 | 137 800 |
| Used | 70 | 68 | 334 800 | |
| Company car | 5 | 6 | 29 500 | |
| Leasing (personal) | 9 | 11 | 54 200 | |
| Shared car | 3 | 2 | 9 800 | |
| Doesn't use a car | 8 | 5 | 24 600 | |
| Can not say | 5 | 5 | 24 600 | |
| Advertising ban at the door / mailbox | Yes | 27 | 23 | 113 200 |
| No | 72 | 77 | 379 100 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 16 | 78 800 |
| No | 76 | 80 | 393 800 | |
| Can not say | 5 | 4 | 19 700 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 19 | 93 500 |
| Turku or Tampere | 8 | 7 | 34 500 | |
| Oulu | 4 | 3 | 14 800 | |
| 70 000 - 150 000 inhabitants town | 14 | 13 | 64 000 | |
| Urban municipality | 25 | 28 | 137 800 | |
| Conurbation | 16 | 16 | 78 800 | |
| Countryside | 13 | 14 | 68 900 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 20 | 98 500 |
| 5-6 days a week | 4 | 6 | 29 500 | |
| 1-4 days a week | 24 | 34 | 167 400 | |
| Monthly | 25 | 24 | 118 200 | |
| Rarely | 26 | 14 | 68 900 | |
| Never | 8 | 2 | 9 800 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 25 | 123 100 |
| 5-6 days a week | 5 | 6 | 29 500 | |
| 1-4 days a week | 20 | 22 | 108 300 | |
| Monthly | 15 | 15 | 73 800 | |
| Rarely | 23 | 20 | 98 500 | |
| Never | 13 | 11 | 54 200 | |
| Can not say | 1 | 1 | 4 900 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 37 | 182 200 |
| 5-6 days a week | 5 | 7 | 34 500 | |
| 1-4 days a week | 23 | 26 | 128 000 | |
| Monthly | 15 | 12 | 59 100 | |
| Rarely | 24 | 15 | 73 800 | |
| Never | 8 | 3 | 14 800 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 61 | 300 300 |
| 5-6 days a week | 9 | 9 | 44 300 | |
| 1-4 days a week | 17 | 16 | 78 800 | |
| Monthly | 6 | 3 | 14 800 | |
| Rarely | 8 | 6 | 29 500 | |
| Never | 5 | 5 | 24 600 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 4 | 19 700 |
| 5-6 days a week | 4 | 4 | 19 700 | |
| 1-4 days a week | 41 | 47 | 231 400 | |
| Monthly | 18 | 19 | 93 500 | |
| Rarely | 23 | 19 | 93 500 | |
| Never | 9 | 6 | 29 500 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Free online TV services | Daily | 17 | 18 | 88 600 |
| 5-6 days a week | 10 | 11 | 54 200 | |
| 1-4 days a week | 30 | 34 | 167 400 | |
| Monthly | 21 | 18 | 88 600 | |
| Rarely | 15 | 13 | 64 000 | |
| Never | 6 | 5 | 24 600 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 13 | 64 000 |
| 5-6 days a week | 10 | 9 | 44 300 | |
| 1-4 days a week | 22 | 22 | 108 300 | |
| Monthly | 9 | 9 | 44 300 | |
| Rarely | 13 | 14 | 68 900 | |
| Never | 30 | 32 | 157 500 | |
| Can not say | 1 | 1 | 4 900 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 56 | 275 700 |
| 5-6 days a week | 10 | 12 | 59 100 | |
| 1-4 days a week | 19 | 16 | 78 800 | |
| Monthly | 12 | 8 | 39 400 | |
| Rarely | 12 | 7 | 34 500 | |
| Never | 3 | 2 | 9 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 42 | 206 800 |
| 5-6 days a week | 12 | 13 | 64 000 | |
| 1-4 days a week | 22 | 21 | 103 400 | |
| Monthly | 12 | 8 | 39 400 | |
| Rarely | 13 | 10 | 49 200 | |
| Never | 8 | 6 | 29 500 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 28 | 137 800 |
| 5-6 days a week | 6 | 8 | 39 400 | |
| 1-4 days a week | 16 | 19 | 93 500 | |
| Monthly | 13 | 12 | 59 100 | |
| Rarely | 27 | 22 | 108 300 | |
| Never | 15 | 11 | 54 200 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 19 | 93 500 |
| 5-6 days a week | 9 | 10 | 49 200 | |
| 1-4 days a week | 21 | 22 | 108 300 | |
| Monthly | 14 | 13 | 64 000 | |
| Rarely | 23 | 20 | 98 500 | |
| Never | 16 | 14 | 68 900 | |
| Can not say | 1 | 1 | 4 900 | |
| The frequency of listening: Podcasts | Daily | 6 | 4 | 19 700 |
| 5-6 days a week | 3 | 3 | 14 800 | |
| 1-4 days a week | 11 | 10 | 49 200 | |
| Monthly | 14 | 14 | 68 900 | |
| Rarely | 27 | 29 | 142 800 | |
| Never | 36 | 38 | 187 100 | |
| Can not say | 2 | 2 | 9 800 | |
| User frequency and following: Social media | Daily | 59 | 52 | 256 000 |
| 5-6 days a week | 8 | 8 | 39 400 | |
| 1-4 days a week | 8 | 8 | 39 400 | |
| Monthly | 3 | 3 | 14 800 | |
| Rarely | 6 | 7 | 34 500 | |
| Never | 16 | 21 | 103 400 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 8 | 39 400 |
| 5-6 days a week | 6 | 3 | 14 800 | |
| 1-4 days a week | 13 | 10 | 49 200 | |
| Monthly | 8 | 8 | 39 400 | |
| Rarely | 20 | 23 | 113 200 | |
| Never | 38 | 46 | 226 500 | |
| Can not say | 1 | 2 | 9 800 | |
| User frequency: Instant messaging | Daily | 69 | 67 | 329 800 |
| 5-6 days a week | 11 | 10 | 49 200 | |
| 1-4 days a week | 9 | 10 | 49 200 | |
| Monthly | 3 | 3 | 14 800 | |
| Rarely | 2 | 3 | 14 800 | |
| Never | 6 | 7 | 34 500 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: Printed books | Daily | 16 | 19 | 93 500 |
| 5-6 days a week | 6 | 6 | 29 500 | |
| 1-4 days a week | 14 | 14 | 68 900 | |
| Monthly | 22 | 24 | 118 200 | |
| Rarely | 34 | 32 | 157 500 | |
| Never | 7 | 6 | 29 500 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 2 | 9 800 |
| 5-6 days a week | 1 | 1 | 4 900 | |
| 1-4 days a week | 4 | 4 | 19 700 | |
| Monthly | 7 | 7 | 34 500 | |
| Rarely | 30 | 30 | 147 700 | |
| Never | 53 | 54 | 265 800 | |
| Can not say | 1 | 1 | 4 900 | |
| Listening frequency: Audiobooks | Daily | 6 | 6 | 29 500 |
| 5-6 days a week | 3 | 2 | 9 800 | |
| 1-4 days a week | 6 | 5 | 24 600 | |
| Monthly | 8 | 7 | 34 500 | |
| Rarely | 23 | 21 | 103 400 | |
| Never | 54 | 58 | 285 500 | |
| Can not say | 1 | 1 | 4 900 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 15 | 73 800 |
| 5-6 days a week | 9 | 8 | 39 400 | |
| 1-4 days a week | 23 | 23 | 113 200 | |
| Monthly | 21 | 23 | 113 200 | |
| Rarely | 17 | 18 | 88 600 | |
| Never | 10 | 12 | 59 100 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: Linkedl | Daily | 4 | 4 | 19 700 |
| 5-6 days a week | 2 | 3 | 14 800 | |
| 1-4 days a week | 8 | 11 | 54 200 | |
| Monthly | 8 | 8 | 39 400 | |
| Rarely | 12 | 13 | 64 000 | |
| Never | 59 | 54 | 265 800 | |
| Cant say / No answer | 6 | 7 | 34 500 | |
| Usage/following: Facebook | Daily | 39 | 39 | 192 000 |
| 5-6 days a week | 8 | 8 | 39 400 | |
| 1-4 days a week | 11 | 11 | 54 200 | |
| Monthly | 6 | 5 | 24 600 | |
| Rarely | 9 | 7 | 34 500 | |
| Never | 22 | 24 | 118 200 | |
| Cant say / No answer | 4 | 6 | 29 500 | |
| Usage/Following: Instagram | Daily | 32 | 25 | 123 100 |
| 5-6 days a week | 7 | 6 | 29 500 | |
| 1-4 days a week | 9 | 10 | 49 200 | |
| Monthly | 5 | 5 | 24 600 | |
| Rarely | 9 | 10 | 49 200 | |
| Never | 33 | 38 | 187 100 | |
| Cant say / No answer | 5 | 6 | 29 500 | |
| Usage/following rate: Snapchat | Daily | 15 | 5 | 24 600 |
| 5-6 days a week | 2 | 1 | 4 900 | |
| 1-4 days a week | 3 | 2 | 9 800 | |
| Monthly | 2 | 2 | 9 800 | |
| Rarely | 5 | 5 | 24 600 | |
| Never | 69 | 79 | 388 900 | |
| Cant say / No answer | 5 | 6 | 29 500 | |
| Usage/Following: Twitter | Daily | 5 | 6 | 29 500 |
| 5-6 days a week | 2 | 2 | 9 800 | |
| 1-4 days a week | 4 | 4 | 19 700 | |
| Monthly | 5 | 4 | 19 700 | |
| Rarely | 11 | 10 | 49 200 | |
| Never | 68 | 68 | 334 800 | |
| Cant say / No answer | 5 | 6 | 29 500 | |
| Usage/Following: TikTok | Daily | 10 | 4 | 19 700 |
| 5-6 days a week | 3 | 2 | 9 800 | |
| 1-4 days a week | 4 | 3 | 14 800 | |
| Monthly | 3 | 3 | 14 800 | |
| Rarely | 8 | 8 | 39 400 | |
| Never | 68 | 74 | 364 300 | |
| Cant say / No answer | 4 | 6 | 29 500 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 10 | 49 200 |
| Partially agree | 43 | 41 | 201 800 | |
| Partially disagree | 30 | 35 | 172 300 | |
| Completely disagree | 10 | 12 | 59 100 | |
| Can not say | 3 | 2 | 9 800 | |
| I prefer domestic products | Completely agree | 33 | 34 | 167 400 |
| Partially agree | 55 | 55 | 270 800 | |
| Partially disagree | 9 | 9 | 44 300 | |
| Completely disagree | 1 | 1 | 4 900 | |
| Can not say | 2 | 1 | 4 900 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 20 | 98 500 |
| Partially agree | 54 | 56 | 275 700 | |
| Partially disagree | 18 | 18 | 88 600 | |
| Completely disagree | 4 | 4 | 19 700 | |
| Can not say | 3 | 2 | 9 800 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 24 | 118 200 |
| Partially agree | 58 | 61 | 300 300 | |
| Partially disagree | 15 | 11 | 54 200 | |
| Completely disagree | 1 | 1 | 4 900 | |
| Can not say | 2 | 2 | 9 800 | |
| I usually choose the cheapest option | Completely agree | 12 | 8 | 39 400 |
| Partially agree | 48 | 46 | 226 500 | |
| Partially disagree | 33 | 38 | 187 100 | |
| Completely disagree | 5 | 6 | 29 500 | |
| Can not say | 2 | 2 | 9 800 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 36 | 177 200 |
| Partially agree | 50 | 51 | 251 100 | |
| Partially disagree | 9 | 10 | 49 200 | |
| Completely disagree | 2 | 2 | 9 800 | |
| Can not say | 1 | 1 | 4 900 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 6 | 29 500 |
| Partially agree | 24 | 22 | 108 300 | |
| Partially disagree | 38 | 40 | 196 900 | |
| Completely disagree | 24 | 23 | 113 200 | |
| Can not say | 9 | 10 | 49 200 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 19 700 |
| Partially agree | 36 | 38 | 187 100 | |
| Partially disagree | 45 | 45 | 221 500 | |
| Completely disagree | 11 | 11 | 54 200 | |
| Can not say | 4 | 3 | 14 800 | |
| I prefer local shops and services | Completely agree | 27 | 28 | 137 800 |
| Partially agree | 58 | 59 | 290 500 | |
| Partially disagree | 11 | 10 | 49 200 | |
| Completely disagree | 1 | 1 | 4 900 | |
| Can not say | 2 | 1 | 4 900 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 3 | 14 800 |
| Partially agree | 28 | 26 | 128 000 | |
| Partially disagree | 29 | 31 | 152 600 | |
| Completely disagree | 32 | 35 | 172 300 | |
| Can not say | 7 | 5 | 24 600 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 44 300 |
| Partially agree | 32 | 35 | 172 300 | |
| Partially disagree | 37 | 36 | 177 200 | |
| Completely disagree | 20 | 17 | 83 700 | |
| Can not say | 2 | 3 | 14 800 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 15 | 73 800 |
| Partially agree | 50 | 51 | 251 100 | |
| Partially disagree | 24 | 26 | 128 000 | |
| Completely disagree | 6 | 6 | 29 500 | |
| Can not say | 4 | 3 | 14 800 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 16 | 78 800 |
| Partially agree | 51 | 54 | 265 800 | |
| Partially disagree | 22 | 22 | 108 300 | |
| Completely disagree | 6 | 6 | 29 500 | |
| Can not say | 3 | 2 | 9 800 | |
| I prefer well-known brands | Completely agree | 12 | 13 | 64 000 |
| Partially agree | 58 | 62 | 305 200 | |
| Partially disagree | 21 | 19 | 93 500 | |
| Completely disagree | 5 | 3 | 14 800 | |
| Can not say | 3 | 3 | 14 800 | |
| I prefer used products in my purchases | Completely agree | 14 | 9 | 44 300 |
| Partially agree | 41 | 39 | 192 000 | |
| Partially disagree | 31 | 35 | 172 300 | |
| Completely disagree | 12 | 14 | 68 900 | |
| Can not say | 3 | 3 | 14 800 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 15 | 73 800 |
| Quite positively | 61 | 63 | 310 100 | |
| Quite negatively | 16 | 14 | 68 900 | |
| Very negative | 4 | 3 | 14 800 | |
| Can not say | 6 | 4 | 19 700 | |
| Magazines | Very positive | 13 | 14 | 68 900 |
| Quite positively | 60 | 62 | 305 200 | |
| Quite negatively | 17 | 16 | 78 800 | |
| Very negative | 4 | 3 | 14 800 | |
| Can not say | 6 | 5 | 24 600 | |
| Free and local newspapers | Very positive | 24 | 26 | 128 000 |
| Quite positively | 56 | 57 | 280 600 | |
| Quite negatively | 11 | 9 | 44 300 | |
| Very negative | 4 | 3 | 14 800 | |
| Can not say | 6 | 4 | 19 700 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 7 | 34 500 |
| Quite positively | 45 | 44 | 216 600 | |
| Quite negatively | 30 | 32 | 157 500 | |
| Very negative | 10 | 9 | 44 300 | |
| Can not say | 8 | 8 | 39 400 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 4 | 19 700 |
| Quite positively | 33 | 30 | 147 700 | |
| Quite negatively | 32 | 33 | 162 500 | |
| Very negative | 17 | 17 | 83 700 | |
| Can not say | 12 | 15 | 73 800 | |
| Blogs | Very positive | 4 | 3 | 14 800 |
| Quite positively | 25 | 22 | 108 300 | |
| Quite negatively | 29 | 28 | 137 800 | |
| Very negative | 16 | 18 | 88 600 | |
| Can not say | 26 | 29 | 142 800 | |
| Newsletters to email | Very positive | 2 | 1 | 4 900 |
| Quite positively | 17 | 18 | 88 600 | |
| Quite negatively | 34 | 35 | 172 300 | |
| Very negative | 43 | 43 | 211 700 | |
| Can not say | 4 | 3 | 14 800 | |
| Other websites | Very positive | 3 | 3 | 14 800 |
| Quite positively | 38 | 37 | 182 200 | |
| Quite negatively | 34 | 33 | 162 500 | |
| Very negative | 14 | 14 | 68 900 | |
| Can not say | 11 | 13 | 64 000 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 6 | 29 500 |
| Quite positively | 46 | 49 | 241 200 | |
| Quite negatively | 29 | 31 | 152 600 | |
| Very negative | 13 | 11 | 54 200 | |
| Can not say | 4 | 4 | 19 700 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 4 | 19 700 |
| Quite positively | 35 | 37 | 182 200 | |
| Quite negatively | 33 | 35 | 172 300 | |
| Very negative | 20 | 18 | 88 600 | |
| Can not say | 7 | 7 | 34 500 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 20 | 98 500 |
| Quite positively | 46 | 48 | 236 300 | |
| Quite negatively | 17 | 17 | 83 700 | |
| Very negative | 14 | 12 | 59 100 | |
| Can not say | 5 | 4 | 19 700 | |
| Out-of-home advertising | Very positive | 11 | 10 | 49 200 |
| Quite positively | 52 | 52 | 256 000 | |
| Quite negatively | 21 | 23 | 113 200 | |
| Very negative | 9 | 7 | 34 500 | |
| Can not say | 8 | 7 | 34 500 | 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 | 19 | 93 500 |
| Partially agree | 60 | 62 | 305 200 | |
| Partially disagree | 11 | 10 | 49 200 | |
| Completely disagree | 3 | 2 | 9 800 | |
| Can not say | 9 | 7 | 34 500 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 17 | 83 700 |
| Partially agree | 57 | 58 | 285 500 | |
| Partially disagree | 14 | 14 | 68 900 | |
| Completely disagree | 5 | 3 | 14 800 | |
| Can not say | 8 | 7 | 34 500 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 28 | 137 800 |
| Partially agree | 46 | 47 | 231 400 | |
| Partially disagree | 12 | 9 | 44 300 | |
| Completely disagree | 5 | 4 | 19 700 | |
| Can not say | 15 | 13 | 64 000 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 37 | 182 200 |
| Partially agree | 49 | 48 | 236 300 | |
| Partially disagree | 7 | 5 | 24 600 | |
| Completely disagree | 2 | 2 | 9 800 | |
| Can not say | 10 | 8 | 39 400 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 19 | 93 500 |
| Partially agree | 51 | 54 | 265 800 | |
| Partially disagree | 14 | 11 | 54 200 | |
| Completely disagree | 3 | 2 | 9 800 | |
| Can not say | 16 | 14 | 68 900 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 12 | 59 100 |
| Partially agree | 52 | 53 | 260 900 | |
| Partially disagree | 18 | 17 | 83 700 | |
| Completely disagree | 3 | 2 | 9 800 | |
| Can not say | 17 | 15 | 73 800 | |
| Finnish magazines are of high quality | Completely agree | 23 | 25 | 123 100 |
| Partially agree | 58 | 59 | 290 500 | |
| Partially disagree | 9 | 8 | 39 400 | |
| Completely disagree | 1 | 1 | 4 900 | |
| Can not say | 9 | 6 | 29 500 | |
| I follow important magazines on social media | Completely agree | 7 | 6 | 29 500 |
| Partially agree | 25 | 25 | 123 100 | |
| Partially disagree | 23 | 23 | 113 200 | |
| Completely disagree | 36 | 37 | 182 200 | |
| Can not say | 10 | 9 | 44 300 | |
| I read important magazines from cover to cover | Completely agree | 16 | 20 | 98 500 |
| Partially agree | 33 | 36 | 177 200 | |
| Partially disagree | 29 | 27 | 132 900 | |
| Completely disagree | 17 | 14 | 68 900 | |
| Can not say | 5 | 4 | 19 700 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 7 | 34 500 |
| Partially agree | 45 | 46 | 226 500 | |
| Partially disagree | 28 | 28 | 137 800 | |
| Completely disagree | 10 | 11 | 54 200 | |
| Can not say | 10 | 8 | 39 400 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 10 | 49 200 |
| Partially agree | 35 | 37 | 182 200 | |
| Partially disagree | 23 | 23 | 113 200 | |
| Completely disagree | 23 | 22 | 108 300 | |
| Can not say | 9 | 8 | 39 400 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 8 | 39 400 |
| Partially agree | 33 | 35 | 172 300 | |
| Partially disagree | 27 | 28 | 137 800 | |
| Completely disagree | 24 | 22 | 108 300 | |
| Can not say | 8 | 7 | 34 500 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 13 | 64 000 |
| Partially agree | 50 | 48 | 236 300 | |
| Partially disagree | 19 | 21 | 103 400 | |
| Completely disagree | 13 | 14 | 68 900 | |
| Can not say | 5 | 5 | 24 600 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 8 | 39 400 |
| Partially agree | 29 | 27 | 132 900 | |
| Partially disagree | 27 | 27 | 132 900 | |
| Completely disagree | 29 | 33 | 162 500 | |
| Can not say | 7 | 6 | 29 500 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 1 | 4 900 |
| Partially agree | 18 | 12 | 59 100 | |
| Partially disagree | 33 | 33 | 162 500 | |
| Completely disagree | 38 | 45 | 221 500 | |
| Can not say | 10 | 9 | 44 300 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 15 | 73 800 |
| Partially agree | 41 | 44 | 216 600 | |
| Partially disagree | 23 | 24 | 118 200 | |
| Completely disagree | 12 | 12 | 59 100 | |
| Can not say | 8 | 5 | 24 600 | 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 | 16 | 78 800 |
| Newspapers | 12 | 18 | 88 600 | |
| Magazine websites | 7 | 10 | 49 200 | |
| Newspaper websites | 8 | 11 | 54 200 | |
| Blogs | 3 | 3 | 14 800 | |
| Social media | 16 | 13 | 64 000 | |
| Other websites | 44 | 51 | 251 100 | |
| Television | 11 | 14 | 68 900 | |
| Radio | 2 | 2 | 9 800 | |
| Direct mail | 10 | 12 | 59 100 | |
| None of these | 39 | 32 | 157 500 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 18 | 88 600 |
| Newspapers | 15 | 20 | 98 500 | |
| Magazine websites | 9 | 10 | 49 200 | |
| Newspaper websites | 11 | 13 | 64 000 | |
| Blogs | 6 | 5 | 24 600 | |
| Social media | 28 | 20 | 98 500 | |
| Other websites | 50 | 54 | 265 800 | |
| Television | 19 | 21 | 103 400 | |
| Radio | 3 | 3 | 14 800 | |
| Direct mail | 35 | 41 | 201 800 | |
| None of these | 16 | 14 | 68 900 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 20 | 98 500 |
| Newspapers | 8 | 10 | 49 200 | |
| Magazine websites | 10 | 10 | 49 200 | |
| Newspaper websites | 7 | 7 | 34 500 | |
| Blogs | 7 | 5 | 24 600 | |
| Social media | 31 | 21 | 103 400 | |
| Other websites | 17 | 16 | 78 800 | |
| Television | 14 | 18 | 88 600 | |
| Radio | 2 | 3 | 14 800 | |
| Direct mail | 17 | 20 | 98 500 | |
| None of these | 43 | 47 | 231 400 | |
| Information sources, travel | Print magazines | 16 | 20 | 98 500 |
| Newspapers | 15 | 19 | 93 500 | |
| Magazine websites | 10 | 12 | 59 100 | |
| Newspaper websites | 11 | 13 | 64 000 | |
| Blogs | 12 | 10 | 49 200 | |
| Social media | 38 | 31 | 152 600 | |
| Other websites | 49 | 56 | 275 700 | |
| Television | 17 | 18 | 88 600 | |
| Radio | 3 | 3 | 14 800 | |
| Direct mail | 9 | 11 | 54 200 | |
| None of these | 25 | 21 | 103 400 | |
| Information sources, style and fashion | Print magazines | 22 | 26 | 128 000 |
| Newspapers | 11 | 14 | 68 900 | |
| Magazine websites | 12 | 12 | 59 100 | |
| Newspaper websites | 8 | 9 | 44 300 | |
| Blogs | 9 | 6 | 29 500 | |
| Social media | 37 | 26 | 128 000 | |
| Other websites | 34 | 35 | 172 300 | |
| Television | 18 | 21 | 103 400 | |
| Radio | 2 | 2 | 9 800 | |
| Direct mail | 25 | 29 | 142 800 | |
| None of these | 28 | 30 | 147 700 | |
| Information sources, building and renovating | Print magazines | 17 | 22 | 108 300 |
| Newspapers | 13 | 18 | 88 600 | |
| Magazine websites | 9 | 10 | 49 200 | |
| Newspaper websites | 9 | 10 | 49 200 | |
| Blogs | 7 | 6 | 29 500 | |
| Social media | 26 | 20 | 98 500 | |
| Other websites | 33 | 39 | 192 000 | |
| Television | 18 | 21 | 103 400 | |
| Radio | 2 | 2 | 9 800 | |
| Direct mail | 27 | 34 | 167 400 | |
| None of these | 31 | 26 | 128 000 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 40 | 196 900 |
| Newspapers | 25 | 31 | 152 600 | |
| Magazine websites | 21 | 22 | 108 300 | |
| Newspaper websites | 23 | 27 | 132 900 | |
| Blogs | 14 | 12 | 59 100 | |
| Social media | 45 | 35 | 172 300 | |
| Other websites | 32 | 34 | 167 400 | |
| Television | 29 | 33 | 162 500 | |
| Radio | 7 | 7 | 34 500 | |
| Direct mail | 26 | 30 | 147 700 | |
| None of these | 11 | 12 | 59 100 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 9 | 44 300 |
| Newspapers | 10 | 13 | 64 000 | |
| Magazine websites | 3 | 3 | 14 800 | |
| Newspaper websites | 5 | 6 | 29 500 | |
| Blogs | 1 | 1 | 4 900 | |
| Social media | 12 | 9 | 44 300 | |
| Other websites | 27 | 29 | 142 800 | |
| Television | 12 | 14 | 68 900 | |
| Radio | 2 | 2 | 9 800 | |
| Direct mail | 16 | 19 | 93 500 | |
| None of these | 52 | 48 | 236 300 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 30 | 147 700 |
| Newspapers | 14 | 19 | 93 500 | |
| Magazine websites | 11 | 13 | 64 000 | |
| Newspaper websites | 9 | 11 | 54 200 | |
| Blogs | 7 | 5 | 24 600 | |
| Social media | 31 | 22 | 108 300 | |
| Other websites | 31 | 32 | 157 500 | |
| Television | 19 | 22 | 108 300 | |
| Radio | 2 | 2 | 9 800 | |
| Direct mail | 31 | 35 | 172 300 | |
| None of these | 24 | 23 | 113 200 | |
| Information sources, saving and investing | Print magazines | 9 | 14 | 68 900 |
| Newspapers | 11 | 15 | 73 800 | |
| Magazine websites | 6 | 8 | 39 400 | |
| Newspaper websites | 11 | 12 | 59 100 | |
| Blogs | 7 | 7 | 34 500 | |
| Social media | 22 | 16 | 78 800 | |
| Other websites | 32 | 36 | 177 200 | |
| Television | 8 | 9 | 44 300 | |
| Radio | 3 | 3 | 14 800 | |
| Direct mail | 4 | 5 | 24 600 | |
| None of these | 44 | 41 | 201 800 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 17 | 83 700 |
| Newspapers | 13 | 16 | 78 800 | |
| Magazine websites | 8 | 9 | 44 300 | |
| Newspaper websites | 9 | 10 | 49 200 | |
| Blogs | 5 | 4 | 19 700 | |
| Social media | 26 | 19 | 93 500 | |
| Other websites | 39 | 42 | 206 800 | |
| Television | 13 | 13 | 64 000 | |
| Radio | 3 | 3 | 14 800 | |
| Direct mail | 15 | 17 | 83 700 | |
| None of these | 36 | 35 | 172 300 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 15 | 73 800 |
| Newspapers | 16 | 21 | 103 400 | |
| Magazine websites | 7 | 7 | 34 500 | |
| Newspaper websites | 9 | 10 | 49 200 | |
| Blogs | 5 | 4 | 19 700 | |
| Social media | 26 | 19 | 93 500 | |
| Other websites | 42 | 44 | 216 600 | |
| Television | 14 | 16 | 78 800 | |
| Radio | 2 | 2 | 9 800 | |
| Direct mail | 30 | 35 | 172 300 | |
| None of these | 28 | 27 | 132 900 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 31 | 152 600 |
| Well-being and health | 50 | 53 | 260 900 | |
| Charity work | 13 | 12 | 59 100 | |
| Self development | 32 | 32 | 157 500 | |
| Celebrities | 14 | 9 | 44 300 | |
| Fishing | 16 | 17 | 83 700 | |
| Beauty care and cosmetics | 16 | 12 | 59 100 | |
| Literature | 27 | 27 | 132 900 | |
| Domestic and foreign news | 52 | 58 | 285 500 | |
| Domestic travel | 32 | 34 | 167 400 | |
| Culture | 33 | 29 | 142 800 | |
| Crafts | 25 | 22 | 108 300 | |
| Nature and going outdoor | 52 | 55 | 270 800 | |
| Hunting | 10 | 12 | 59 100 | |
| Style and fashion | 20 | 16 | 78 800 | |
| Music and concerts | 36 | 33 | 162 500 | |
| Going on summer cottage | 29 | 31 | 152 600 | |
| Local affairs | 55 | 59 | 290 500 | |
| Computer/console/mobile playing | 17 | 8 | 39 400 | |
| Politics | 42 | 49 | 241 200 | |
| Gardening and plants | 30 | 33 | 162 500 | |
| Building and renovating | 34 | 49 | 241 200 | |
| Food and drink | 38 | 38 | 187 100 | |
| Cooking, baking, recipes | 38 | 35 | 172 300 | |
| Investment | 23 | 38 | 187 100 | |
| Decorating | 28 | 24 | 118 200 | |
| Economic and finances | 35 | 56 | 275 700 | |
| Science | 35 | 36 | 177 200 | |
| Travelling abroad | 34 | 33 | 162 500 | |
| Sports, exercising | 45 | 46 | 226 500 | |
| Sailing, boating | 10 | 13 | 64 000 | |
| Consumer electronics and information technology | 21 | 22 | 108 300 | |
| Environmental matters | 31 | 28 | 137 800 | |
| None of the above | 0 | 0 | 0 | |
| Purchases made and planned | ||||
| Planned acquisitions in the househould over the next 2 years | Building a house | 2 | 2 | 9 800 |
| Buying an apartment | 11 | 10 | 49 200 | |
| Home renovation | 27 | 31 | 152 600 | |
| Buying a car | 27 | 29 | 142 800 | |
| Buying a boat | 3 | 4 | 19 700 | |
| None of these | 51 | 47 | 231 400 | |
| Purchases in the last 12 months | Furniture and furnishings | 44 | 44 | 216 600 |
| Repair and construction products | 39 | 46 | 226 500 | |
| Domestic appliances | 38 | 44 | 216 600 | |
| Electronics or IT products | 49 | 51 | 251 100 | |
| Cars | 19 | 21 | 103 400 | |
| Clothing and footwear | 84 | 84 | 413 500 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 39 | 192 000 | |
| Sports clothing, footwear or equipment | 58 | 60 | 295 400 | |
| Saving or investing products or services | 29 | 37 | 182 200 | |
| Cosmetics and beauty products | 49 | 44 | 216 600 | |
| Mobile phones | 29 | 29 | 142 800 | |
| Travels | 50 | 54 | 265 800 | |
| Products and services for health and well-being | 61 | 63 | 310 100 | |
| None of the above | 1 | 1 | 4 900 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 30 | 27 | 132 900 |
| Repair and construction products | 33 | 40 | 196 900 | |
| Domestic appliances | 18 | 19 | 93 500 | |
| Electronics or IT products | 27 | 27 | 132 900 | |
| Cars | 14 | 16 | 78 800 | |
| Clothing and footwear | 67 | 66 | 324 900 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 29 | 142 800 | |
| Sports clothing, footwear or equipment | 44 | 44 | 216 600 | |
| Saving or investing products or services | 24 | 29 | 142 800 | |
| Cosmetics and beauty products | 38 | 34 | 167 400 | |
| Mobile phones | 16 | 16 | 78 800 | |
| Travels | 46 | 50 | 246 200 | |
| Products and services for health and well-being | 49 | 50 | 246 200 | |
| None of the above | 6 | 5 | 24 600 | |
| Will consider switching over the next 12 months | Bank | 7 | 8 | 39 400 |
| Insurance company | 11 | 12 | 59 100 | |
| electric company | 17 | 20 | 98 500 | |
| Internet Connection | 10 | 10 | 49 200 | |
| Phone-subscription | 14 | 14 | 68 900 | |
| None of the above | 48 | 47 | 231 400 | |
| Can not say | 18 | 17 | 83 700 | |
| Uses of extra money | Magazines, books, movies | 16 | 17 | 83 700 |
| Eating, drinking, partying in a restaurant | 35 | 31 | 152 600 | |
| Exercise hobbies and equipment | 28 | 28 | 137 800 | |
| Cultural events (e.g. concerts, theater, festivals) | 36 | 36 | 177 200 | |
| Renovation, decoration | 23 | 26 | 128 000 | |
| Health services and one's own well-being | 22 | 22 | 108 300 | |
| Travelling | 44 | 48 | 236 300 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 13 | 64 000 | |
| Clothes, shoes and bags | 22 | 17 | 83 700 | |
| Home services (cleaning and other housekeeping services) | 5 | 6 | 29 500 | |
| Car, boat, motorcycle | 11 | 15 | 73 800 | |
| Cosmetics and beauty care | 12 | 9 | 44 300 | |
| Saving, investing | 49 | 51 | 251 100 | |
| Other | 8 | 8 | 39 400 | |
| There is no extra money after mandatory expenses | 8 | 6 | 29 500 | |
| Can not say | 3 | 3 | 14 800 | Source: NRS 2025 |
The total audience includes those who read printed and digital magazines.
|
Total reach 513 000
Only print
Only print
Print and online
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 41 | 201 800 |
| Men | 49 | 59 | 290 500 | |
| Native language | Finnish | 95 | 97 | 477 500 |
| Swedish | 5 | 3 | 14 800 | |
| Age | 15-24 y | 13 | 2 | 9 800 |
| 25-34 y | 14 | 8 | 39 400 | |
| 35-44 y | 14 | 13 | 64 000 | |
| 45-54 y | 14 | 17 | 83 700 | |
| 55-64 y | 15 | 21 | 103 400 | |
| 65+ y | 30 | 39 | 192 000 | |
| Gender + age | Female 15-29 years | 9 | 1 | 4 900 |
| Female 30-49 years | 14 | 11 | 54 200 | |
| Female 50+ years | 28 | 29 | 147 700 | |
| Male 15-29 years | 10 | 4 | 19 700 | |
| Male 30-49 years | 15 | 15 | 73 800 | |
| Male 50+ years | 24 | 40 | 196 900 | |
| Household position | Lives at home with parents | 7 | 1 | 4 900 |
| Lives alone | 29 | 22 | 108 300 | |
| Lives with spouse | 36 | 46 | 226 500 | |
| Lives with spouse and children | 24 | 27 | 132 900 | |
| Single parent | 2 | 2 | 9 800 | |
| Other | 3 | 2 | 4 900 | |
| Grandchildren under 18 years of age | Yes | 20 | 28 | 142 800 |
| No | 39 | 49 | 241 200 | |
| No answer (under 45 year olds) | 41 | 23 | 108 300 | |
| Education | Elementary school | 4 | 4 | 19 700 |
| Secondary school | 6 | 3 | 14 800 | |
| Vocational | 27 | 25 | 123 100 | |
| High school | 13 | 8 | 39 400 | |
| University of Applied Sciences | 20 | 21 | 103 400 | |
| University | 28 | 36 | 177 200 | |
| Something else | 2 | 2 | 9 800 | |
| Decision-maker in grocery purchases | Yes | 93 | 93 | 457 800 |
| No | 6 | 6 | 29 500 | |
| Can not say | 1 | 1 | 4 900 | |
| Use of glasses or contact lenses | Yes | 68 | 75 | 369 200 |
| No | 32 | 25 | 123 100 | |
| Size of the household | 1 pers | 28 | 22 | 103 400 |
| 2 pers | 38 | 48 | 236 300 | |
| 3 pers | 14 | 14 | 68 900 | |
| 4 pers | 12 | 11 | 54 200 | |
| 5+ pers | 7 | 5 | 24 600 | |
| Household income (gross) | Below 20 000 € /y | 10 | 4 | 19 700 |
| 20 000 - 35 000 € /y | 17 | 13 | 64 000 | |
| 35 001 - 50 000 € /y | 18 | 19 | 93 500 | |
| 50 001 - 85 000 € /y | 21 | 26 | 128 000 | |
| 85 001 - 100 000 € /y | 8 | 11 | 54 200 | |
| Over 100 000 € /y | 10 | 18 | 88 600 | |
| Dont want to tell | 5 | 5 | 24 600 | |
| Cant say / No answer | 10 | 5 | 24 600 | |
| Family with kids | Yes | 32 | 29 | 142 800 |
| No | 68 | 71 | 349 500 | |
| Number of children in the household (5th grade) | 1 child | 13 | 13 | 64 000 |
| 2 children | 13 | 11 | 54 200 | |
| 3 children | 5 | 4 | 19 700 | |
| 4 children | 1 | 1 | 4 900 | |
| 5+ children | 1 | 1 | 4 900 | |
| There are no children | 67 | 71 | 349 500 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 16 | 78 800 |
| Dog | 26 | 24 | 118 200 | |
| Some other pet | 5 | 4 | 19 700 | |
| No pets | 61 | 62 | 305 200 | |
| Health services used in the household | Public health services | 85 | 84 | 413 500 |
| Employer - funded health care services | 50 | 50 | 246 200 | |
| Private, self-funded healthcare services | 39 | 48 | 236 300 | |
| Private health insurance services | 26 | 26 | 128 000 | |
| No health care | 1 | 1 | 4 900 | |
| Can not say | 1 | 1 | 4 900 | |
| Housing | Apartment | 32 | 25 | 123 100 |
| Row house or semi-detached house | 17 | 18 | 88 600 | |
| Detached house | 46 | 51 | 251 100 | |
| Farm | 4 | 6 | 29 500 | |
| Something else | 1 | 0 | 0 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 87 | 433 200 |
| Rented residence | 20 | 10 | 49 200 | |
| Right of residence apartment | 2 | 2 | 9 800 | |
| Something else | 1 | 1 | 4 900 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 49 | 241 200 |
| No | 58 | 50 | 246 200 | |
| Can not say | 1 | 1 | 4 900 | |
| Number of cars in household | One car | 45 | 47 | 231 400 |
| Two cars | 30 | 35 | 172 300 | |
| Three or more cars | 10 | 10 | 49 200 | |
| No car | 14 | 8 | 39 400 | |
| Type of car, if buying now | New | 21 | 27 | 137 800 |
| Used | 70 | 68 | 334 800 | |
| Company car | 5 | 6 | 29 500 | |
| Leasing (personal) | 9 | 11 | 54 200 | |
| Shared car | 3 | 2 | 9 800 | |
| Doesn't use a car | 8 | 5 | 24 600 | |
| Can not say | 5 | 5 | 24 600 | |
| Advertising ban at the door / mailbox | Yes | 27 | 23 | 113 200 |
| No | 72 | 76 | 379 100 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 16 | 78 800 |
| No | 76 | 80 | 393 800 | |
| Can not say | 5 | 4 | 19 700 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 19 | 93 500 |
| Turku or Tampere | 8 | 7 | 34 500 | |
| Oulu | 4 | 3 | 14 800 | |
| 70 000 - 150 000 inhabitants town | 14 | 13 | 64 000 | |
| Urban municipality | 25 | 27 | 137 800 | |
| Conurbation | 16 | 16 | 78 800 | |
| Countryside | 13 | 14 | 68 900 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 19 | 98 500 |
| 5-6 days a week | 4 | 6 | 29 500 | |
| 1-4 days a week | 24 | 34 | 167 400 | |
| Monthly | 25 | 25 | 118 200 | |
| Rarely | 26 | 14 | 68 900 | |
| Never | 8 | 2 | 9 800 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 25 | 123 100 |
| 5-6 days a week | 5 | 6 | 29 500 | |
| 1-4 days a week | 20 | 22 | 108 300 | |
| Monthly | 15 | 15 | 73 800 | |
| Rarely | 23 | 20 | 98 500 | |
| Never | 13 | 11 | 54 200 | |
| Can not say | 1 | 1 | 4 900 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 37 | 182 200 |
| 5-6 days a week | 5 | 7 | 34 500 | |
| 1-4 days a week | 23 | 26 | 128 000 | |
| Monthly | 15 | 12 | 59 100 | |
| Rarely | 24 | 15 | 73 800 | |
| Never | 8 | 3 | 14 800 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 61 | 300 300 |
| 5-6 days a week | 9 | 9 | 44 300 | |
| 1-4 days a week | 17 | 16 | 78 800 | |
| Monthly | 6 | 3 | 14 800 | |
| Rarely | 8 | 6 | 29 500 | |
| Never | 5 | 5 | 24 600 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 4 | 19 700 |
| 5-6 days a week | 4 | 4 | 19 700 | |
| 1-4 days a week | 41 | 47 | 231 400 | |
| Monthly | 18 | 19 | 93 500 | |
| Rarely | 23 | 19 | 93 500 | |
| Never | 9 | 6 | 29 500 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Free online TV services | Daily | 17 | 18 | 88 600 |
| 5-6 days a week | 10 | 11 | 54 200 | |
| 1-4 days a week | 30 | 34 | 167 400 | |
| Monthly | 21 | 18 | 88 600 | |
| Rarely | 15 | 13 | 64 000 | |
| Never | 6 | 5 | 24 600 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 13 | 64 000 |
| 5-6 days a week | 10 | 10 | 44 300 | |
| 1-4 days a week | 22 | 22 | 108 300 | |
| Monthly | 9 | 9 | 44 300 | |
| Rarely | 13 | 14 | 68 900 | |
| Never | 30 | 32 | 157 500 | |
| Can not say | 1 | 1 | 4 900 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 56 | 275 700 |
| 5-6 days a week | 10 | 12 | 59 100 | |
| 1-4 days a week | 19 | 16 | 78 800 | |
| Monthly | 12 | 8 | 39 400 | |
| Rarely | 12 | 7 | 34 500 | |
| Never | 3 | 2 | 9 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 41 | 206 800 |
| 5-6 days a week | 12 | 13 | 64 000 | |
| 1-4 days a week | 22 | 21 | 103 400 | |
| Monthly | 12 | 8 | 39 400 | |
| Rarely | 13 | 10 | 49 200 | |
| Never | 8 | 6 | 29 500 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 28 | 137 800 |
| 5-6 days a week | 6 | 8 | 39 400 | |
| 1-4 days a week | 16 | 19 | 93 500 | |
| Monthly | 13 | 12 | 59 100 | |
| Rarely | 27 | 22 | 108 300 | |
| Never | 15 | 11 | 54 200 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 19 | 93 500 |
| 5-6 days a week | 9 | 10 | 49 200 | |
| 1-4 days a week | 21 | 22 | 108 300 | |
| Monthly | 14 | 13 | 64 000 | |
| Rarely | 23 | 20 | 98 500 | |
| Never | 16 | 14 | 68 900 | |
| Can not say | 1 | 1 | 4 900 | |
| The frequency of listening: Podcasts | Daily | 6 | 4 | 19 700 |
| 5-6 days a week | 3 | 3 | 14 800 | |
| 1-4 days a week | 11 | 10 | 49 200 | |
| Monthly | 14 | 14 | 68 900 | |
| Rarely | 27 | 29 | 142 800 | |
| Never | 36 | 38 | 187 100 | |
| Can not say | 2 | 2 | 9 800 | |
| User frequency and following: Social media | Daily | 59 | 52 | 256 000 |
| 5-6 days a week | 8 | 8 | 39 400 | |
| 1-4 days a week | 8 | 8 | 39 400 | |
| Monthly | 3 | 3 | 14 800 | |
| Rarely | 6 | 7 | 34 500 | |
| Never | 16 | 21 | 103 400 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 9 | 39 400 |
| 5-6 days a week | 6 | 3 | 14 800 | |
| 1-4 days a week | 13 | 10 | 49 200 | |
| Monthly | 8 | 8 | 39 400 | |
| Rarely | 20 | 23 | 113 200 | |
| Never | 38 | 46 | 226 500 | |
| Can not say | 1 | 2 | 9 800 | |
| User frequency: Instant messaging | Daily | 69 | 67 | 329 800 |
| 5-6 days a week | 11 | 10 | 49 200 | |
| 1-4 days a week | 9 | 10 | 49 200 | |
| Monthly | 3 | 3 | 14 800 | |
| Rarely | 2 | 3 | 14 800 | |
| Never | 6 | 7 | 34 500 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: Printed books | Daily | 16 | 18 | 93 500 |
| 5-6 days a week | 6 | 6 | 29 500 | |
| 1-4 days a week | 14 | 14 | 68 900 | |
| Monthly | 22 | 24 | 118 200 | |
| Rarely | 34 | 32 | 157 500 | |
| Never | 7 | 6 | 29 500 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 2 | 9 800 |
| 5-6 days a week | 1 | 1 | 4 900 | |
| 1-4 days a week | 4 | 4 | 19 700 | |
| Monthly | 7 | 7 | 34 500 | |
| Rarely | 30 | 31 | 147 700 | |
| Never | 53 | 54 | 265 800 | |
| Can not say | 1 | 1 | 4 900 | |
| Listening frequency: Audiobooks | Daily | 6 | 6 | 29 500 |
| 5-6 days a week | 3 | 2 | 9 800 | |
| 1-4 days a week | 6 | 5 | 24 600 | |
| Monthly | 8 | 7 | 34 500 | |
| Rarely | 23 | 21 | 103 400 | |
| Never | 54 | 58 | 285 500 | |
| Can not say | 1 | 1 | 4 900 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 15 | 73 800 |
| 5-6 days a week | 9 | 8 | 39 400 | |
| 1-4 days a week | 23 | 23 | 113 200 | |
| Monthly | 21 | 23 | 113 200 | |
| Rarely | 17 | 18 | 88 600 | |
| Never | 10 | 12 | 59 100 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: Linkedl | Daily | 4 | 5 | 19 700 |
| 5-6 days a week | 2 | 3 | 14 800 | |
| 1-4 days a week | 8 | 11 | 54 200 | |
| Monthly | 8 | 8 | 39 400 | |
| Rarely | 12 | 13 | 64 000 | |
| Never | 59 | 54 | 265 800 | |
| Cant say / No answer | 6 | 7 | 34 500 | |
| Usage/following: Facebook | Daily | 39 | 39 | 192 000 |
| 5-6 days a week | 8 | 8 | 39 400 | |
| 1-4 days a week | 11 | 11 | 54 200 | |
| Monthly | 6 | 5 | 24 600 | |
| Rarely | 9 | 8 | 34 500 | |
| Never | 22 | 23 | 118 200 | |
| Cant say / No answer | 4 | 6 | 29 500 | |
| Usage/Following: Instagram | Daily | 32 | 25 | 123 100 |
| 5-6 days a week | 7 | 6 | 29 500 | |
| 1-4 days a week | 9 | 10 | 49 200 | |
| Monthly | 5 | 5 | 24 600 | |
| Rarely | 9 | 10 | 49 200 | |
| Never | 33 | 38 | 187 100 | |
| Cant say / No answer | 5 | 6 | 29 500 | |
| Usage/following rate: Snapchat | Daily | 15 | 5 | 24 600 |
| 5-6 days a week | 2 | 1 | 4 900 | |
| 1-4 days a week | 3 | 2 | 9 800 | |
| Monthly | 2 | 2 | 9 800 | |
| Rarely | 5 | 5 | 24 600 | |
| Never | 69 | 79 | 388 900 | |
| Cant say / No answer | 5 | 6 | 29 500 | |
| Usage/Following: Twitter | Daily | 5 | 6 | 29 500 |
| 5-6 days a week | 2 | 2 | 9 800 | |
| 1-4 days a week | 4 | 4 | 19 700 | |
| Monthly | 5 | 4 | 19 700 | |
| Rarely | 11 | 10 | 49 200 | |
| Never | 68 | 68 | 334 800 | |
| Cant say / No answer | 5 | 6 | 29 500 | |
| Usage/Following: TikTok | Daily | 10 | 5 | 19 700 |
| 5-6 days a week | 3 | 2 | 9 800 | |
| 1-4 days a week | 4 | 3 | 14 800 | |
| Monthly | 3 | 3 | 14 800 | |
| Rarely | 8 | 8 | 39 400 | |
| Never | 68 | 74 | 364 300 | |
| Cant say / No answer | 4 | 6 | 29 500 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 10 | 49 200 |
| Partially agree | 43 | 41 | 201 800 | |
| Partially disagree | 30 | 35 | 172 300 | |
| Completely disagree | 10 | 12 | 59 100 | |
| Can not say | 3 | 2 | 9 800 | |
| I prefer domestic products | Completely agree | 33 | 34 | 167 400 |
| Partially agree | 55 | 56 | 270 800 | |
| Partially disagree | 9 | 9 | 44 300 | |
| Completely disagree | 1 | 1 | 4 900 | |
| Can not say | 2 | 1 | 4 900 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 20 | 98 500 |
| Partially agree | 54 | 56 | 275 700 | |
| Partially disagree | 18 | 18 | 88 600 | |
| Completely disagree | 4 | 4 | 19 700 | |
| Can not say | 3 | 2 | 9 800 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 24 | 118 200 |
| Partially agree | 58 | 61 | 300 300 | |
| Partially disagree | 15 | 12 | 54 200 | |
| Completely disagree | 1 | 1 | 4 900 | |
| Can not say | 2 | 2 | 9 800 | |
| I usually choose the cheapest option | Completely agree | 12 | 8 | 39 400 |
| Partially agree | 48 | 46 | 226 500 | |
| Partially disagree | 33 | 38 | 187 100 | |
| Completely disagree | 5 | 6 | 29 500 | |
| Can not say | 2 | 2 | 9 800 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 36 | 177 200 |
| Partially agree | 50 | 51 | 251 100 | |
| Partially disagree | 9 | 10 | 49 200 | |
| Completely disagree | 2 | 2 | 9 800 | |
| Can not say | 1 | 1 | 4 900 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 6 | 29 500 |
| Partially agree | 24 | 22 | 108 300 | |
| Partially disagree | 38 | 40 | 196 900 | |
| Completely disagree | 24 | 23 | 113 200 | |
| Can not say | 9 | 10 | 49 200 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 19 700 |
| Partially agree | 36 | 38 | 187 100 | |
| Partially disagree | 45 | 45 | 221 500 | |
| Completely disagree | 11 | 11 | 54 200 | |
| Can not say | 4 | 3 | 14 800 | |
| I prefer local shops and services | Completely agree | 27 | 28 | 137 800 |
| Partially agree | 58 | 59 | 290 500 | |
| Partially disagree | 11 | 10 | 49 200 | |
| Completely disagree | 1 | 1 | 4 900 | |
| Can not say | 2 | 1 | 4 900 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 3 | 14 800 |
| Partially agree | 28 | 26 | 128 000 | |
| Partially disagree | 29 | 31 | 152 600 | |
| Completely disagree | 32 | 35 | 172 300 | |
| Can not say | 7 | 5 | 24 600 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 44 300 |
| Partially agree | 32 | 35 | 172 300 | |
| Partially disagree | 37 | 36 | 177 200 | |
| Completely disagree | 20 | 17 | 83 700 | |
| Can not say | 2 | 3 | 14 800 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 15 | 73 800 |
| Partially agree | 50 | 51 | 251 100 | |
| Partially disagree | 24 | 26 | 128 000 | |
| Completely disagree | 6 | 6 | 29 500 | |
| Can not say | 4 | 3 | 14 800 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 16 | 78 800 |
| Partially agree | 51 | 54 | 265 800 | |
| Partially disagree | 22 | 22 | 108 300 | |
| Completely disagree | 6 | 6 | 29 500 | |
| Can not say | 3 | 2 | 9 800 | |
| I prefer well-known brands | Completely agree | 12 | 13 | 64 000 |
| Partially agree | 58 | 62 | 305 200 | |
| Partially disagree | 21 | 19 | 93 500 | |
| Completely disagree | 5 | 4 | 14 800 | |
| Can not say | 3 | 3 | 14 800 | |
| I prefer used products in my purchases | Completely agree | 14 | 9 | 44 300 |
| Partially agree | 41 | 39 | 192 000 | |
| Partially disagree | 31 | 35 | 172 300 | |
| Completely disagree | 12 | 14 | 68 900 | |
| Can not say | 3 | 3 | 14 800 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 15 | 73 800 |
| Quite positively | 61 | 63 | 310 100 | |
| Quite negatively | 16 | 14 | 68 900 | |
| Very negative | 4 | 3 | 14 800 | |
| Can not say | 6 | 4 | 19 700 | |
| Magazines | Very positive | 13 | 14 | 68 900 |
| Quite positively | 60 | 62 | 305 200 | |
| Quite negatively | 17 | 16 | 78 800 | |
| Very negative | 4 | 3 | 14 800 | |
| Can not say | 6 | 5 | 24 600 | |
| Free and local newspapers | Very positive | 24 | 26 | 128 000 |
| Quite positively | 56 | 57 | 280 600 | |
| Quite negatively | 11 | 9 | 44 300 | |
| Very negative | 4 | 3 | 14 800 | |
| Can not say | 6 | 4 | 19 700 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 7 | 34 500 |
| Quite positively | 45 | 44 | 216 600 | |
| Quite negatively | 30 | 32 | 157 500 | |
| Very negative | 10 | 9 | 44 300 | |
| Can not say | 8 | 8 | 39 400 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 4 | 19 700 |
| Quite positively | 33 | 31 | 147 700 | |
| Quite negatively | 32 | 33 | 162 500 | |
| Very negative | 17 | 17 | 83 700 | |
| Can not say | 12 | 15 | 73 800 | |
| Blogs | Very positive | 4 | 3 | 14 800 |
| Quite positively | 25 | 23 | 108 300 | |
| Quite negatively | 29 | 28 | 137 800 | |
| Very negative | 16 | 18 | 88 600 | |
| Can not say | 26 | 29 | 142 800 | |
| Newsletters to email | Very positive | 2 | 1 | 4 900 |
| Quite positively | 17 | 18 | 88 600 | |
| Quite negatively | 34 | 35 | 172 300 | |
| Very negative | 43 | 43 | 211 700 | |
| Can not say | 4 | 3 | 14 800 | |
| Other websites | Very positive | 3 | 3 | 14 800 |
| Quite positively | 38 | 37 | 182 200 | |
| Quite negatively | 34 | 33 | 162 500 | |
| Very negative | 14 | 14 | 68 900 | |
| Can not say | 11 | 12 | 64 000 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 6 | 29 500 |
| Quite positively | 46 | 49 | 241 200 | |
| Quite negatively | 29 | 31 | 152 600 | |
| Very negative | 13 | 11 | 54 200 | |
| Can not say | 4 | 4 | 19 700 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 4 | 19 700 |
| Quite positively | 35 | 37 | 182 200 | |
| Quite negatively | 33 | 35 | 172 300 | |
| Very negative | 20 | 18 | 88 600 | |
| Can not say | 7 | 7 | 34 500 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 20 | 98 500 |
| Quite positively | 46 | 48 | 236 300 | |
| Quite negatively | 17 | 17 | 83 700 | |
| Very negative | 14 | 12 | 59 100 | |
| Can not say | 5 | 4 | 19 700 | |
| Out-of-home advertising | Very positive | 11 | 10 | 49 200 |
| Quite positively | 52 | 52 | 256 000 | |
| Quite negatively | 21 | 23 | 113 200 | |
| Very negative | 9 | 7 | 34 500 | |
| Can not say | 8 | 7 | 34 500 | 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 | 19 | 93 500 |
| Partially agree | 60 | 62 | 305 200 | |
| Partially disagree | 11 | 10 | 49 200 | |
| Completely disagree | 3 | 2 | 9 800 | |
| Can not say | 9 | 7 | 34 500 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 17 | 83 700 |
| Partially agree | 57 | 58 | 285 500 | |
| Partially disagree | 14 | 14 | 68 900 | |
| Completely disagree | 5 | 3 | 14 800 | |
| Can not say | 8 | 7 | 34 500 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 28 | 137 800 |
| Partially agree | 46 | 47 | 231 400 | |
| Partially disagree | 12 | 9 | 44 300 | |
| Completely disagree | 5 | 4 | 19 700 | |
| Can not say | 15 | 13 | 64 000 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 37 | 182 200 |
| Partially agree | 49 | 48 | 236 300 | |
| Partially disagree | 7 | 5 | 24 600 | |
| Completely disagree | 2 | 2 | 9 800 | |
| Can not say | 10 | 8 | 39 400 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 19 | 93 500 |
| Partially agree | 51 | 54 | 265 800 | |
| Partially disagree | 14 | 11 | 54 200 | |
| Completely disagree | 3 | 2 | 9 800 | |
| Can not say | 16 | 14 | 68 900 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 12 | 59 100 |
| Partially agree | 52 | 53 | 260 900 | |
| Partially disagree | 18 | 17 | 83 700 | |
| Completely disagree | 3 | 2 | 9 800 | |
| Can not say | 17 | 15 | 73 800 | |
| Finnish magazines are of high quality | Completely agree | 23 | 25 | 123 100 |
| Partially agree | 58 | 60 | 290 500 | |
| Partially disagree | 9 | 8 | 39 400 | |
| Completely disagree | 1 | 1 | 4 900 | |
| Can not say | 9 | 6 | 29 500 | |
| I follow important magazines on social media | Completely agree | 7 | 6 | 29 500 |
| Partially agree | 25 | 25 | 123 100 | |
| Partially disagree | 23 | 23 | 113 200 | |
| Completely disagree | 36 | 37 | 182 200 | |
| Can not say | 10 | 9 | 44 300 | |
| I read important magazines from cover to cover | Completely agree | 16 | 20 | 98 500 |
| Partially agree | 33 | 36 | 177 200 | |
| Partially disagree | 29 | 27 | 132 900 | |
| Completely disagree | 17 | 14 | 68 900 | |
| Can not say | 5 | 4 | 19 700 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 7 | 34 500 |
| Partially agree | 45 | 46 | 226 500 | |
| Partially disagree | 28 | 28 | 137 800 | |
| Completely disagree | 10 | 11 | 54 200 | |
| Can not say | 10 | 8 | 39 400 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 10 | 49 200 |
| Partially agree | 35 | 37 | 182 200 | |
| Partially disagree | 23 | 23 | 113 200 | |
| Completely disagree | 23 | 22 | 108 300 | |
| Can not say | 9 | 8 | 39 400 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 8 | 39 400 |
| Partially agree | 33 | 35 | 172 300 | |
| Partially disagree | 27 | 28 | 137 800 | |
| Completely disagree | 24 | 22 | 108 300 | |
| Can not say | 8 | 7 | 34 500 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 13 | 64 000 |
| Partially agree | 50 | 48 | 236 300 | |
| Partially disagree | 19 | 21 | 103 400 | |
| Completely disagree | 13 | 14 | 68 900 | |
| Can not say | 5 | 5 | 24 600 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 8 | 39 400 |
| Partially agree | 29 | 27 | 132 900 | |
| Partially disagree | 27 | 27 | 132 900 | |
| Completely disagree | 29 | 33 | 162 500 | |
| Can not say | 7 | 6 | 29 500 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 1 | 4 900 |
| Partially agree | 18 | 12 | 59 100 | |
| Partially disagree | 33 | 33 | 162 500 | |
| Completely disagree | 38 | 44 | 221 500 | |
| Can not say | 10 | 9 | 44 300 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 15 | 73 800 |
| Partially agree | 41 | 44 | 216 600 | |
| Partially disagree | 23 | 24 | 118 200 | |
| Completely disagree | 12 | 12 | 59 100 | |
| Can not say | 8 | 5 | 24 600 | 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 | 16 | 78 800 |
| Newspapers | 12 | 18 | 88 600 | |
| Magazine websites | 7 | 10 | 49 200 | |
| Newspaper websites | 8 | 11 | 54 200 | |
| Blogs | 3 | 3 | 14 800 | |
| Social media | 16 | 13 | 64 000 | |
| Other websites | 44 | 51 | 251 100 | |
| Television | 11 | 13 | 68 900 | |
| Radio | 2 | 2 | 9 800 | |
| Direct mail | 10 | 12 | 59 100 | |
| None of these | 39 | 32 | 157 500 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 18 | 88 600 |
| Newspapers | 15 | 20 | 98 500 | |
| Magazine websites | 9 | 10 | 49 200 | |
| Newspaper websites | 11 | 13 | 64 000 | |
| Blogs | 6 | 5 | 24 600 | |
| Social media | 28 | 20 | 98 500 | |
| Other websites | 50 | 54 | 265 800 | |
| Television | 19 | 21 | 103 400 | |
| Radio | 3 | 3 | 14 800 | |
| Direct mail | 35 | 41 | 201 800 | |
| None of these | 16 | 14 | 68 900 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 20 | 98 500 |
| Newspapers | 8 | 10 | 49 200 | |
| Magazine websites | 10 | 10 | 49 200 | |
| Newspaper websites | 7 | 7 | 34 500 | |
| Blogs | 7 | 5 | 24 600 | |
| Social media | 31 | 21 | 103 400 | |
| Other websites | 17 | 16 | 78 800 | |
| Television | 14 | 17 | 88 600 | |
| Radio | 2 | 3 | 14 800 | |
| Direct mail | 17 | 20 | 98 500 | |
| None of these | 43 | 47 | 231 400 | |
| Information sources, travel | Print magazines | 16 | 20 | 98 500 |
| Newspapers | 15 | 19 | 93 500 | |
| Magazine websites | 10 | 12 | 59 100 | |
| Newspaper websites | 11 | 13 | 64 000 | |
| Blogs | 12 | 11 | 49 200 | |
| Social media | 38 | 31 | 152 600 | |
| Other websites | 49 | 56 | 275 700 | |
| Television | 17 | 18 | 88 600 | |
| Radio | 3 | 3 | 14 800 | |
| Direct mail | 9 | 11 | 54 200 | |
| None of these | 25 | 21 | 103 400 | |
| Information sources, style and fashion | Print magazines | 22 | 25 | 128 000 |
| Newspapers | 11 | 14 | 68 900 | |
| Magazine websites | 12 | 12 | 59 100 | |
| Newspaper websites | 8 | 9 | 44 300 | |
| Blogs | 9 | 6 | 29 500 | |
| Social media | 37 | 26 | 128 000 | |
| Other websites | 34 | 35 | 172 300 | |
| Television | 18 | 21 | 103 400 | |
| Radio | 2 | 2 | 9 800 | |
| Direct mail | 25 | 28 | 142 800 | |
| None of these | 28 | 31 | 147 700 | |
| Information sources, building and renovating | Print magazines | 17 | 22 | 108 300 |
| Newspapers | 13 | 18 | 88 600 | |
| Magazine websites | 9 | 10 | 49 200 | |
| Newspaper websites | 9 | 10 | 49 200 | |
| Blogs | 7 | 6 | 29 500 | |
| Social media | 26 | 21 | 98 500 | |
| Other websites | 33 | 39 | 192 000 | |
| Television | 18 | 21 | 103 400 | |
| Radio | 2 | 2 | 9 800 | |
| Direct mail | 27 | 34 | 167 400 | |
| None of these | 31 | 26 | 128 000 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 40 | 196 900 |
| Newspapers | 25 | 31 | 152 600 | |
| Magazine websites | 21 | 22 | 108 300 | |
| Newspaper websites | 23 | 27 | 132 900 | |
| Blogs | 14 | 12 | 59 100 | |
| Social media | 45 | 35 | 172 300 | |
| Other websites | 32 | 34 | 167 400 | |
| Television | 29 | 33 | 162 500 | |
| Radio | 7 | 7 | 34 500 | |
| Direct mail | 26 | 30 | 147 700 | |
| None of these | 11 | 12 | 59 100 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 9 | 44 300 |
| Newspapers | 10 | 13 | 64 000 | |
| Magazine websites | 3 | 3 | 14 800 | |
| Newspaper websites | 5 | 6 | 29 500 | |
| Blogs | 1 | 1 | 4 900 | |
| Social media | 12 | 9 | 44 300 | |
| Other websites | 27 | 29 | 142 800 | |
| Television | 12 | 14 | 68 900 | |
| Radio | 2 | 2 | 9 800 | |
| Direct mail | 16 | 19 | 93 500 | |
| None of these | 52 | 48 | 236 300 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 30 | 147 700 |
| Newspapers | 14 | 19 | 93 500 | |
| Magazine websites | 11 | 13 | 64 000 | |
| Newspaper websites | 9 | 11 | 54 200 | |
| Blogs | 7 | 6 | 24 600 | |
| Social media | 31 | 22 | 108 300 | |
| Other websites | 31 | 32 | 157 500 | |
| Television | 19 | 22 | 108 300 | |
| Radio | 2 | 2 | 9 800 | |
| Direct mail | 31 | 35 | 172 300 | |
| None of these | 24 | 23 | 113 200 | |
| Information sources, saving and investing | Print magazines | 9 | 14 | 68 900 |
| Newspapers | 11 | 15 | 73 800 | |
| Magazine websites | 6 | 8 | 39 400 | |
| Newspaper websites | 11 | 12 | 59 100 | |
| Blogs | 7 | 7 | 34 500 | |
| Social media | 22 | 16 | 78 800 | |
| Other websites | 32 | 36 | 177 200 | |
| Television | 8 | 9 | 44 300 | |
| Radio | 3 | 3 | 14 800 | |
| Direct mail | 4 | 5 | 24 600 | |
| None of these | 44 | 41 | 201 800 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 16 | 83 700 |
| Newspapers | 13 | 15 | 78 800 | |
| Magazine websites | 8 | 9 | 44 300 | |
| Newspaper websites | 9 | 10 | 49 200 | |
| Blogs | 5 | 4 | 19 700 | |
| Social media | 26 | 20 | 93 500 | |
| Other websites | 39 | 42 | 206 800 | |
| Television | 13 | 13 | 64 000 | |
| Radio | 3 | 3 | 14 800 | |
| Direct mail | 15 | 17 | 83 700 | |
| None of these | 36 | 35 | 172 300 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 15 | 73 800 |
| Newspapers | 16 | 20 | 103 400 | |
| Magazine websites | 7 | 7 | 34 500 | |
| Newspaper websites | 9 | 10 | 49 200 | |
| Blogs | 5 | 4 | 19 700 | |
| Social media | 26 | 19 | 93 500 | |
| Other websites | 42 | 44 | 216 600 | |
| Television | 14 | 16 | 78 800 | |
| Radio | 2 | 2 | 9 800 | |
| Direct mail | 30 | 35 | 172 300 | |
| None of these | 28 | 27 | 132 900 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 32 | 152 600 |
| Well-being and health | 50 | 53 | 260 900 | |
| Charity work | 13 | 13 | 59 100 | |
| Self development | 32 | 33 | 157 500 | |
| Celebrities | 14 | 9 | 44 300 | |
| Fishing | 16 | 17 | 83 700 | |
| Beauty care and cosmetics | 16 | 12 | 59 100 | |
| Literature | 27 | 28 | 132 900 | |
| Domestic and foreign news | 52 | 58 | 285 500 | |
| Domestic travel | 32 | 34 | 167 400 | |
| Culture | 33 | 29 | 142 800 | |
| Crafts | 25 | 22 | 108 300 | |
| Nature and going outdoor | 52 | 55 | 270 800 | |
| Hunting | 10 | 12 | 59 100 | |
| Style and fashion | 20 | 16 | 78 800 | |
| Music and concerts | 36 | 33 | 162 500 | |
| Going on summer cottage | 29 | 31 | 152 600 | |
| Local affairs | 55 | 59 | 290 500 | |
| Computer/console/mobile playing | 17 | 8 | 39 400 | |
| Politics | 42 | 49 | 241 200 | |
| Gardening and plants | 30 | 33 | 162 500 | |
| Building and renovating | 34 | 48 | 241 200 | |
| Food and drink | 38 | 38 | 187 100 | |
| Cooking, baking, recipes | 38 | 35 | 172 300 | |
| Investment | 23 | 38 | 187 100 | |
| Decorating | 28 | 24 | 118 200 | |
| Economic and finances | 35 | 56 | 275 700 | |
| Science | 35 | 36 | 177 200 | |
| Travelling abroad | 34 | 33 | 162 500 | |
| Sports, exercising | 45 | 46 | 226 500 | |
| Sailing, boating | 10 | 13 | 64 000 | |
| Consumer electronics and information technology | 21 | 22 | 108 300 | |
| Environmental matters | 31 | 28 | 137 800 | |
| None of the above | 0 | 0 | 0 | Source: NRS 2025 |
Online & social media
Magazine website
Magazine in Social Media
Average weekly reach & weekly page views
Source: FIAM
The reach figures and the number of weekly pageviews are the averages of the weekly figures for each month. The weeks are determined as part of the numbers of the month in which the greater part of the days of that week fall. Figures for individual weeks can be seen on FIAM's public weekly list.
Some channels and Followers August 2025
Contact info
Media sales
- Verotieto Oy
- Kalevankatu 4
- 00100 Helsinki
- veronmaksajat@veronmaksajat.fi
- www.veronmaksajat.fi
mediamyynti
- Riku Suuriniemi
- riku.suuriniemi@saarsalo.fi
mediamyynti
- Sanna Mäkinen
- 041 313 2706
- sanna.makinen@saarsalo.fi
Media-asiantuntija
- Aniina Vänskä
- 09 6188 7217
- aniina.vanska@veronmaksajat.fi
Media
Publisher
- Verotieto Oy
Publisher
- Verotieto Oy
Päätoimittaja
- Antti Oksanen
Address
- Kalevankatu 4
- 00100 Helsinki
Postal address
- Kalevankatu 4
- 00100 Helsinki
Phone
- +358 9 618 871
- toimitus@veronmaksajat.fi