Finnish Magazine Rate Cards

Tiede

Tiede interests people more than ever. Finland's largest science media makes life more interesting by showing even the most ordinary things in a new light. Tiede surprises its readers with every issue and also reveals what is yet to come. The readers of Tiede are quality-conscious trendsetters who want to try out new things. They spend more money than the average population in almost all product groups.

Magazine's website: tiede.fi Follow us :

Contact info
Media info
Timetable
Advertisement rates
Technical info
NRS Facts

Advertisement sales

Advertisement sales	Sanoma Media Finland Oy
Phone	010 808 085
Email	etunimi.sukunimi@sanoma.com
Contact person	Sirkka Pulkkinen mediapalvelu@sanoma.com
Www	http://media.sanoma.fi/

Contact info

Publisher	Sanoma Media Finland Oy
Visiting address	Porkkalankatu 20 A 00180 Helsinki
Postal address	PL 100 00040 Sanoma
Phone	09 1201
Päätoimittaja	Jukka Ruukki
Toimitussihteeri	Tuula Kinnarinen

Circulation or copies

Issues per year	14

Readership

Readership	279 000
Total reach	297 000
How many times read	2,5
Minutes of reading	53 min
Sources	KMT 2020

Timetable

Issue	Publishing date	Reservation	Material	Research number	Additional info
1	14.01.2021	16.12.2020	18.12.2020		Thema: Smart home of the future
2	03.02.2021	14.01.2021	18.01.2021		Thema: Ancient DNA reveals our roots.
3	03.03.2021	11.02.2021	15.02.2021		Thema: Good, bad plastic
4	24.03.2021	04.03.2021	08.03.2021		Thema: Where do dreams come from?
5	14.04.2021	22.03.2021	24.03.2021		Thema: Readers ask about spring – Tiede answers.
6	12.05.2021	20.04.2021	22.04.2021		Thema: Lost giants of ancient history
7	16.06.2021	27.05.2021	31.05.2021		Thema: Save the groundwater.
8	14.07.2021	23.06.2021	28.06.2021		Thema: The most amazing scientific experiments
9	04.08.2021	15.07.2021	19.07.2021		Thema: Secret heroes of the brain
10	01.09.2021	12.08.2021	16.08.2021		Thema: Readers ask about autumn – Tiede responds.
11	29.09.2021	09.09.2021	13.09.2021		Thema: One man's garbage is the other's gold.
12	20.10.2021	30.09.2021	04.10.2021		Thema: Giants of the universe
13	17.11.2021	28.10.2021	01.11.2021		Thema: Nobel Prizes
14	09.12.2021	18.11.2021	22.11.2021		Thema: Science will take place in 2022.

Advertisement rates

2/1

Position: Not specified

Size including margin: 420 x 280 mm

4-colour price 9947 €

2/1

Position: First spread

Size including margin: 420 x 280 mm

4-colour price 11478 €

2/1

Position: 2. Spread

Size including margin: 420 x 280 mm

4-colour price 10955 €

1/1

Position: Not specified

Size including margin: 210 x 280 mm

4-colour price 4974 €

1/1

Position: 2. Cover

Size including margin: 210 x 280 mm

4-colour price 5471 €

1/1

Position: 3. Cover

Size including margin: 210 x 280 mm

4-colour price 5471 €

1/1

Position: Back cover

Size including margin: 210 x 255 mm

4-colour price 5713 €

1/2

Position: Not specified

Size including margin: 102 x 280 mm

4-colour price 3571 €

1/2

Position: Not specified

Size including margin: 210 x 137 mm

4-colour price 3571 €

1/3

Position: Not specified

Size including margin: 70 x 280 mm

4-colour price 3084 €

1/3

Position: Not specified

Size including margin: 210 x 92 mm

4-colour price 3084 €

1/4

Position: Not specified

Size including margin: 50 x 280 mm

4-colour price 2589 €

1/4

Position: Not specified

Size including margin: 210 x 69 mm

4-colour price 2589 €

1/4

Position: Not specified

Size including margin: 102 x 137 mm

4-colour price 2589 €

Info about inserts

Technical data

Size mm	210 x 280 mm
Bleed mm	5 mm
Printing process	Offset
Binding	Saddle-stitching

Printing house

Printer	Walstead CE , Starachowice

Technical info / material

Ad material delivery	Aineistot toimitetaan aineistolinkin kautta. Ilmoitusvarauksessa kerrottu aineistontoimittaja saa linkin sähköpostiinsa.
Technical data	Vältät tekstien leikkaantumisen, kun et sijoita tekstejä etkä muita oleellisia asioita (esim. logoja) 5 mm lähemmäksi ilmoituksen ulkoreunaa. PDF:ään lisätään 5 mm leikkausvara (bleed) ja leikkuumerkit. Tarkemmat tekniset tiedot: media.sanoma.fi/suunnittelijan-tyokalut/aineistotiedot/printti-aineisto-ohjeet#aikakauslehdet.

Readers: 279 000 / NRS 2020 Download magazine graphs (PDF)

Reader profile
Attitude towards advertising
Reading habits and advertising effects
Purchase process
Buyer profile

Reader profile		All 15+ %	Tiede Readers %	Tiede Amount of readers
Sex	Women	51	42	117 180
Sex	Men	49	58	161 820

Age	15-24 y	13	12	33 480
	25-34 y	14	11	30 690
	35-44 y	14	17	47 430
	45-54 y	14	14	39 060
	55-64 y	16	18	50 220
	65+ y	28	28	78 120

Gender + age	Female 15-29 years	10	6	16 740
	Female 30-49 years	14	11	30 690
	Female 50+ years	28	25	69 750
	Male 15-29 years	10	12	33 480
	Male 30-49 years	14	18	50 220
	Male 50+ years	24	28	78 120

Household position	Lives at home with parents	7	7	19 530
	Lives alone	25	25	69 750
	Lives with spouse	38	37	103 230
	Lives with spouse and children	25	26	72 540
	Single parent	2	2	5 580
	Other	2	2	5 580

Profession	Top Management	3	4	11 160
	white-collar worker, higher-level	14	19	53 010
	White-collar worker	14	12	33 480
	Worker	11	9	25 110
	Farmer	1	1	2 790
	Other entrepreneur	4	3	8 370
	Pensioner	31	30	83 700
	Student, pupil	12	12	33 480
	Homewife, home dad	1	1	2 790
	Unemployed	3	3	8 370
	Other	4	5	13 950
	No answer	2	2	5 580

Education	Elementary school	6	4	11 160
	Secondary school	7	6	16 740
	Vocational	30	21	58 590
	High school	14	15	41 850
	University of Applied Sciences	18	17	47 430
	University	24	37	103 230
	Something else	2	1	2 790

Size of the household	1 pers	27	27	75 330
	2 pers	38	37	103 230
	3 pers	14	14	39 060
	4 pers	13	14	39 060
	5+ pers	8	8	22 320

Household income (gross)	Below 20 000 € /y	13	11	30 690
	20 000 - 35 000 € /y	22	20	55 800
	35 001 - 50 000 € /y	20	20	55 800
	50 001 - 85 000 € /y	21	22	61 380
	85 001 - 100 000 € /y	5	6	16 740
	Over 100 000 € /y	6	9	25 110
	Don't want to tell	6	5	13 950
	Can't say / No answer	8	7	19 530

Decision-maker in grocery purchases	Yes	94	93	259 470
	Don't know	6	7	19 530
	Can not say	0	0	0

Housing	Apartment	34	35	97 650
	Row house or semi-detached house	17	17	47 430
	Detached house	44	44	122 760
	Farm	3	3	8 370
	Something else	1	1	2 790
	Can not say	0	0	0

Ownership of housing	Owner-occupied residence	73	74	206 460
	Rented residence	23	22	61 380
	Right of residence apartment	2	2	5 580
	Something else	1	1	2 790
	Can not say	1	0	0

Cottage or holiday home in regular use	Yes	41	40	111 600
	No	58	58	161 820
	Can not say	1	2	5 580

Number of cars in household	One car	47	48	133 920
	Two cars	29	29	80 910
	Three or more cars	9	9	25 110
	No car	14	15	41 850

Advertising ban at the door / mailbox	Yes	23	26	72 540
	No	76	74	206 460
	Can not say	1	1	2 790

lifecycle	In paid job, entrepreneur, freelancer, farmer	51	53	147 870
	Temporarily absent (= time off from work, care or study, maternity leave)	2	2	5 580
	Retired	31	30	83 700
	Unemployed / laid off	3	3	8 370
	Schoolboy or student	12	12	33 480
	Housewife or father	1	1	2 790
	In the military or performing civilian service	0	0	0
	Other	1	1	2 790
	Don't want to say	0	0	0
	Can not say	0	0	0

Participation in workplace procurement decisions	Yes	25	26	72 540
	No	25	25	69 750
	Can't say / No answer	51	49	136 710

Health services used in the household	Public health services	85	84	234 360
	Employer - funded health care services	48	50	139 500
	Private, self-funded healthcare services	39	42	117 180
	Private health insurance services	21	23	64 170
	No health care	1	1	2 790
	Can not say	1	1	2 790

Type of municipality (7 class)	Greater Helsinki	19	24	66 960
	Turku or Tampere	8	10	27 900
	Oulu	4	5	13 950
	70 000 - 150 000 inhabitants town	13	12	33 480
	Urban municipality	26	24	66 960
	Conurbation	16	14	39 060
	Countryside	13	11	30 690

Pets in household	Cat	16	15	41 850
	Dog	26	23	64 170
	Some other pet	5	5	13 950
	No pets	61	65	181 350

Family with kids	Yes	34	35	97 650
Family with kids	No	66	65	181 350

Use of glasses or contact lenses	Yes	68	66	184 140
Use of glasses or contact lenses	No	32	34	94 860
How often different content is read
The frequency of reading: Print magazines	Daily	14	17	47 430
	5-6 days a week	5	7	19 530
	1-4 days a week	30	39	108 810
	Monthly	26	26	72 540
	Rarely	19	9	25 110
	Never	4	2	5 580
	Can not say	0	0	0

The frequency of reading: Magazine content in digital format	Daily	19	17	47 430
	5-6 days a week	6	8	22 320
	1-4 days a week	19	25	69 750
	Monthly	16	17	47 430
	Rarely	26	23	64 170
	Never	13	10	27 900
	Can not say	1	1	2 790

The frequency of reading: Print newspapers or afternoon papers	Daily	34	40	111 600
	5-6 days a week	6	6	16 740
	1-4 days a week	25	25	69 750
	Monthly	14	14	39 060
	Rarely	17	12	33 480
	Never	4	3	8 370
	Can not say	0	0	0

The frequency of reading: Newspaper or afternoon paper content in digital format	Daily	51	56	156 240
	5-6 days a week	11	11	30 690
	1-4 days a week	18	17	47 430
	Monthly	7	5	13 950
	Rarely	9	7	19 530
	Never	5	4	11 160
	Can not say	0	0	0

The frequency of reading: Free and free delivery newspapers	Daily	7	7	19 530
	5-6 days a week	5	5	13 950
	1-4 days a week	40	39	108 810
	Monthly	19	19	53 010
	Rarely	21	21	58 590
	Never	7	7	19 530
	Can not say	2	1	2 790

The frequency of watching: Free online TV services	Daily	19	20	55 800
	5-6 days a week	10	10	27 900
	1-4 days a week	30	30	83 700
	Monthly	19	19	53 010
	Rarely	15	14	39 060
	Never	5	6	16 740
	Can not say	1	1	2 790

The frequency of watching: Pay TV and streaming services	Daily	17	14	39 060
	5-6 days a week	10	10	27 900
	1-4 days a week	19	20	55 800
	Monthly	9	10	27 900
	Rarely	11	10	27 900
	Never	34	34	94 860
	Can not say	1	1	2 790

The frequency of watching: Programs of YLE (national proadcaster) TV channels	Daily	48	48	133 920
	5-6 days a week	10	10	27 900
	1-4 days a week	19	18	50 220
	Monthly	10	11	30 690
	Rarely	9	8	22 320
	Never	3	3	8 370
	Can not say	0	0	0

The frequency of watching: Programs of commercial TV channels	Daily	40	39	108 810
	5-6 days a week	12	13	36 270
	1-4 days a week	22	22	61 380
	Monthly	9	9	25 110
	Rarely	9	10	27 900
	Never	7	7	19 530
	Can not say	0	0	0

The frequency of listening: Programs of YLE (national proadcaster) radio-channels	Daily	24	25	69 750
	5-6 days a week	7	8	22 320
	1-4 days a week	18	19	53 010
	Monthly	11	11	30 690
	Rarely	25	25	69 750
	Never	14	12	33 480
	Can not say	2	1	2 790

The frequency of listening: Programs of commercial radio channels	Daily	20	20	55 800
	5-6 days a week	11	12	33 480
	1-4 days a week	23	22	61 380
	Monthly	13	13	36 270
	Rarely	18	18	50 220
	Never	14	14	39 060
	Can not say	1	1	2 790

The frequency of listening: Podcasts	Daily	3	3	8 370
	5-6 days a week	2	2	5 580
	1-4 days a week	8	9	25 110
	Monthly	12	12	33 480
	Rarely	26	28	78 120
	Never	45	41	114 390
	Can not say	4	3	8 370

User frequency and following: Social media	Daily	56	53	147 870
	5-6 days a week	6	7	19 530
	1-4 days a week	8	8	22 320
	Monthly	4	4	11 160
	Rarely	6	6	16 740
	Never	20	21	58 590
	Can not say	1	1	2 790

User frequency and following: Bloggers, YouTubers, or social media influencers	Daily	11	11	30 690
	5-6 days a week	5	5	13 950
	1-4 days a week	10	10	27 900
	Monthly	8	8	22 320
	Rarely	24	23	64 170
	Never	40	42	117 180
	Can not say	1	1	2 790

User frequency: Instant messaging	Daily	64	65	181 350
	5-6 days a week	10	10	27 900
	1-4 days a week	10	10	27 900
	Monthly	4	4	11 160
	Rarely	3	2	5 580
	Never	9	10	27 900
	Can not say	1	0	0

A paid Finnish newspaper is subscribed to my household (print or digital)	Yes	59	62	172 980
	No	40	36	100 440
	Can not say	1	1	2 790

I tend to buy tabloids	Yes	9	10	27 900
	No	89	89	248 310
	Can not say	1	1	2 790

A paid Finnish magazine is subscribed to my household (print or digital)	Yes	49	52	145 080
	No	49	47	131 130
	Can not say	2	2	5 580

I tend to buy single copy magazines	Yes	18	19	53 010
	No	80	79	220 410
	Can not say	2	2	5 580

Tiede magazine's reader profile / Source NRS 2020

Attitude towards advertising in different media channels		All 15+ %	Tiede Readers %	Tiede Amount of readers
Attitude towards advertising: Newspapers	Positive	47	47	131 130
	Neutrally	41	42	117 180
	Negative	13	12	33 480

Attitude towards advertising: Magazines	Positive	47	50	139 500
	Neutrally	39	38	106 020
	Negative	13	13	36 270

Attitude towards advertising: Free and local newspapers	Positive	58	59	164 610
	Neutrally	33	32	89 280
	Negative	9	8	22 320

Attitude towards advertising: Newspaper/Magazine websites or applications	Positive	28	28	78 120
	Neutrally	41	40	111 600
	Negative	31	33	92 070

Attitude towards advertising: Social media (Facebook, Instagram etc.)	Positive	21	19	53 010
	Neutrally	37	37	103 230
	Negative	42	45	125 550

Attitude towards advertising: Blogs	Positive	15	13	36 270
	Neutrally	45	44	122 760
	Negative	40	43	119 970

Attitude towards advertising: Newsletters to email	Positive	8	7	19 530
	Neutrally	17	15	41 850
	Negative	75	78	217 620

Attitude towards advertising: Other websites	Positive	18	18	50 220
	Neutrally	44	43	119 970
	Negative	38	39	108 810

Attitude towards advertising: Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.)	Positive	33	33	92 070
	Neutrally	37	38	106 020
	Negative	29	28	78 120

Attitude towards advertising: Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.)	Positive	23	22	61 380
	Neutrally	36	36	100 440
	Negative	41	41	114 390

Attitude towards advertising: Home delivered advertisements and catalogues	Positive	47	47	131 130
	Neutrally	30	29	80 910
	Negative	23	23	64 170

Attitude towards advertising: Out-of-home advertising	Positive	37	38	106 020
	Neutrally	46	46	128 340
	Negative	17	16	44 640

Tiede magazine's reader profile / Source NRS 2020

Reading device and advertising effect		All 15+ %	Tiede Readers %	Tiede Amount of readers
I relax and get inspired by magazines	Agree	81	83	231 570
	Disagree	14	13	36 270
	Can not say	5	4	11 160

I experience pampering moments with magazines	Agree	55	52	145 080
	Disagree	38	40	111 600
	Can not say	7	8	22 320

A professional magazine keeps me up to date on professional matters	Agree	75	79	220 410
	Disagree	14	12	33 480
	Can not say	12	9	25 110

The industry specialty magazine provides information on my hobbies and interests	Agree	86	88	245 520
	Disagree	8	6	16 740
	Can not say	7	5	13 950

Finnish magazines offer reliable comparisons and tests	Agree	70	72	200 880
	Disagree	19	18	50 220
	Can not say	11	10	27 900

Finnish magazines offer reliable product recommendations	Agree	65	67	186 930
	Disagree	23	22	61 380
	Can not say	12	11	30 690

Finnish magazines are of high quality	Agree	83	86	239 940
	Disagree	11	9	25 110
	Can not say	6	4	11 160

I follow important magazines on social media	Agree	35	32	89 280
	Disagree	59	62	172 980
	Can not say	5	5	13 950

I read important magazines from cover to cover	Agree	56	59	164 610
	Disagree	40	40	111 600
	Can not say	3	2	5 580

Ads are part of the content of the magazine	Agree	60	62	172 980
	Disagree	35	35	97 650
	Can not say	4	3	8 370

Ads in magazines make new things familiar	Agree	69	67	186 930
	Disagree	27	28	78 120
	Can not say	4	4	11 160

I have applied for additional information about the journal advertised product, eg. Online	Agree	52	52	145 080
	Disagree	44	45	125 550
	Can not say	4	3	8 370

I have purchased products based on the ad in magazine	Agree	45	44	122 760
	Disagree	50	53	147 870
	Can not say	5	4	11 160

I'm trying out tips or guidelines (like recipes) in magazine ads	Agree	62	59	164 610
	Disagree	36	39	108 810
	Can not say	3	2	5 580

I'm experimenting with product samples in magazines (like food or cosmetics)	Agree	40	36	100 440
	Disagree	56	61	170 190
	Can not say	4	3	8 370

I rely on product recommendations from bloggers and tubers	Agree	17	16	44 640
	Disagree	73	76	212 040
	Can not say	10	9	25 110

Tiede magazine's reader profile / Source NRS 2020

Use of information sources during the purchase process		All 15+ %	Tiede Readers %	Tiede Amount of readers
Searching ideas and tips
Information sources, cars and car purchase	Print magazines	13	16	44 640
	Newspapers	16	18	50 220
	Magazine websites	6	8	22 320
	Newspaper websites	5	7	19 530
	Blogs	2	2	5 580
	Social media	10	10	27 900
	Other websites	41	43	119 970
	Television	10	10	27 900
	Radio	1	2	5 580
	Direct mail	11	10	27 900
	None of the above	42	40	111 600

Information sources, consumer electronics and information technology	Print magazines	18	22	61 380
	Newspapers	21	23	64 170
	Magazine websites	9	10	27 900
	Newspaper websites	8	8	22 320
	Blogs	6	7	19 530
	Social media	20	20	55 800
	Other websites	49	52	145 080
	Television	18	17	47 430
	Radio	2	2	5 580
	Direct mail	38	35	97 650
	None of the above	17	16	44 640

Information sources, beauty care and cosmetics	Print magazines	22	20	55 800
	Newspapers	7	6	16 740
	Magazine websites	8	8	22 320
	Newspaper websites	4	4	11 160
	Blogs	10	8	22 320
	Social media	21	16	44 640
	Other websites	15	13	36 270
	Television	13	11	30 690
	Radio	2	1	2 790
	Direct mail	14	12	33 480
	None of the above	50	56	156 240

Information sources, travel	Print magazines	21	23	64 170
	Newspapers	18	21	58 590
	Magazine websites	10	11	30 690
	Newspaper websites	9	10	27 900
	Blogs	12	12	33 480
	Social media	28	26	72 540
	Other websites	51	50	139 500
	Television	18	19	53 010
	Radio	3	3	8 370
	Direct mail	10	12	33 480
	None of the above	26	25	69 750

Information sources, style and fashion	Print magazines	27	27	75 330
	Newspapers	14	16	44 640
	Magazine websites	11	12	33 480
	Newspaper websites	6	6	16 740
	Blogs	12	10	27 900
	Social media	27	24	66 960
	Other websites	31	30	83 700
	Television	18	18	50 220
	Radio	1	1	2 790
	Direct mail	25	24	66 960
	None of the above	33	35	97 650

Information sources, building and renovating	Print magazines	23	24	66 960
	Newspapers	15	16	44 640
	Magazine websites	9	11	30 690
	Newspaper websites	6	6	16 740
	Blogs	7	6	16 740
	Social media	17	15	41 850
	Other websites	33	34	94 860
	Television	20	19	53 010
	Radio	1	1	2 790
	Direct mail	26	25	69 750
	None of the above	34	34	94 860

Information sources, food, cooking and baking	Print magazines	38	39	108 810
	Newspapers	26	29	80 910
	Magazine websites	20	21	58 590
	Newspaper websites	15	16	44 640
	Blogs	18	17	47 430
	Social media	34	30	83 700
	Other websites	39	39	108 810
	Television	29	28	78 120
	Radio	4	6	16 740
	Direct mail	24	23	64 170
	None of the above	15	16	44 640

Information sources, eyeglasses, contact lenses or sunglasses	Print magazines	7	8	22 320
	Newspapers	13	14	39 060
	Magazine websites	3	3	8 370
	Newspaper websites	3	3	8 370
	Blogs	1	1	2 790
	Social media	7	6	16 740
	Other websites	22	21	58 590
	Television	11	10	27 900
	Radio	1	1	2 790
	Direct mail	18	16	44 640
	None of the above	55	57	159 030

Information sources, decorating and furniture purchases	Print magazines	28	28	78 120
	Newspapers	17	18	50 220
	Magazine websites	11	11	30 690
	Newspaper websites	6	6	16 740
	Blogs	10	9	25 110
	Social media	23	19	53 010
	Other websites	31	30	83 700
	Television	19	19	53 010
	Radio	1	1	2 790
	Direct mail	31	29	80 910
	None of the above	27	30	83 700

Information sources, saving and investing	Print magazines	9	10	27 900
	Newspapers	12	14	39 060
	Magazine websites	6	7	19 530
	Newspaper websites	7	8	22 320
	Blogs	6	6	16 740
	Social media	10	10	27 900
	Other websites	28	29	80 910
	Television	6	7	19 530
	Radio	2	2	5 580
	Direct mail	3	4	11 160
	None of the above	55	52	145 080

Information sources, health and wellbeing products / services	Print magazines	16	17	47 430
	Newspapers	16	18	50 220
	Magazine websites	7	7	19 530
	Newspaper websites	6	7	19 530
	Blogs	6	5	13 950
	Social media	18	14	39 060
	Other websites	33	31	86 490
	Television	12	12	33 480
	Radio	3	3	8 370
	Direct mail	17	17	47 430
	None of the above	42	43	119 970

Information sources, purchase of sportswear, -footwear or -equipment	Print magazines	15	16	44 640
	Newspapers	21	24	66 960
	Magazine websites	7	8	22 320
	Newspaper websites	7	7	19 530
	Blogs	5	5	13 950
	Social media	18	17	47 430
	Other websites	37	37	103 230
	Television	14	15	41 850
	Radio	1	1	2 790
	Direct mail	34	35	97 650
	None of the above	30	29	80 910

Tiede magazine's reader profile / Source NRS 2020

Buyer profile		All 15+ %	Tiede Readers %	Tiede Amount of readers
Interests	Cars, motor vehicles	25	31	86 490
	Well-being and health	48	50	139 500
	Charity work	15	14	39 060
	Fishing	17	16	44 640
	Beauty care and cosmetics	17	13	36 270
	Literature	32	42	117 180
	Domestic and foreign news	59	70	195 300
	Domestic travel	32	31	86 490
	Culture	36	49	136 710
	Nature and going outdoor	50	52	145 080
	Hunting	9	9	25 110
	Style and fashion	23	19	53 010
	Music and concerts	38	38	106 020
	Going on summer cottage	25	22	61 380
	Local affairs	66	71	198 090
	Computer/console/mobile playing	19	30	83 700
	Politics	43	57	159 030
	Gardening and plants	31	28	78 120
	Building and renovating	33	34	94 860
	Food and drink	42	42	117 180
	Cooking, baking, recipes	42	44	122 760
	Investment	19	22	61 380
	Decorating	32	23	64 170
	Economic and finances	34	41	114 390
	Travelling abroad	41	35	97 650
	Sports, exercising	43	43	119 970
	Sailing, boating	9	9	25 110
	Consumer electronics and information technology	26	38	106 020
	Environmental matters	39	54	150 660
	None of the above	1	1	2 790
Purchases made and planned
Purchases in the last 12 months	Furniture and furnishings	45	44	122 760
	Repair and construction products	40	42	117 180
	Domestic appliances	38	38	106 020
	Electronics or IT products	52	55	153 450
	Cars	20	22	61 380
	Clothing and footwear	84	83	231 570
	Eyeglasses, contact lenses or sunglasses	36	36	100 440
	Sports clothing, footwear or equipment	61	62	172 980
	Saving or investing products or services	24	26	72 540
	Cosmetics and beauty products	49	45	125 550
	Mobile phones	36	37	103 230
	Travels	51	52	145 080
	Products and services for health and well-being	59	59	164 610
	None of the above	1	1	2 790

Intentions to purchase within 12 months	Furniture and furnishings	30	29	80 910
	Repair and construction products	33	35	97 650
	Domestic appliances	19	20	55 800
	Electronics or IT products	27	29	80 910
	Cars	13	13	36 270
	Clothing and footwear	68	68	189 720
	Eyeglasses, contact lenses or sunglasses	26	26	72 540
	Sports clothing, footwear or equipment	44	46	128 340
	Saving or investing products or services	19	20	55 800
	Cosmetics and beauty products	37	34	94 860
	Mobile phones	17	18	50 220
	Travels	46	48	133 920
	Products and services for health and well-being	47	46	128 340
	None of the above	6	6	16 740

Planned acquisitions in the househould over the next 2 years	Building a house	2	3	8 370
	Buying an apartment	11	12	33 480
	Home renovation	27	26	72 540
	Buying a car	24	24	66 960
	Buying a boat	4	4	11 160
	None of these	51	50	139 500

Will consider switching over the next 12 months	Bank	7	8	22 320
	Insurance company	10	10	27 900
	electric company	13	16	44 640
	Internet Connection	10	12	33 480
	Phone-subscription	14	15	41 850
	None of the above	46	45	125 550
	Can not say	22	19	53 010

Use of extra money	Magazines, books, movies	21	25	69 750
	Eating, drinking, partying in a restaurant	35	37	103 230
	Exercises and sports equipment	27	28	78 120
	Cultural events (eg. concerts, theater, festivals)	36	38	106 020
	Renovation, interior design	25	24	66 960
	Health services and personal well-being	18	18	50 220
	Travel	43	44	122 760
	Consumer electronics and IT equipment, mobile phones	15	17	47 430
	Clothes, shoes and bags	27	25	69 750
	Home services (cleaning and other housekeeping services)	4	6	16 740
	Car, boat, motorcycle	12	13	36 270
	Cosmetics and beauty care	13	11	30 690
	Saving, investing	44	46	128 340
	Other	8	9	25 110
	There is no extra money left after mandatory expenses	7	6	16 740
	Can not say	2	2	5 580
Planning on buying/doing in the next 12 months

Tiede magazine's reader profile / Source NRS 2020