Yhteishyvä
Yhteishyvä is read by the members of the cooperative societies that make up the S-Group. The magazine is part of retail media. Readers find information on benefits for co-op members, information to support their purchase decisions and hints and ideas for a good life. The magazine also features interesting articles on various subjects, entertainment and inspiration. Yhteishyvä has national coverage, and the products and services presented on its pages should be available at S-Group outlets or at the outlets of the group's partner enterprises all over the country.
Issues per year
4 issues per year
Circulation
526 672 (Source: LT2024)
Copies
650 000
Magazine website
Magazine in Social Media
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 10.2.2025 | 27.12.2024 | 10.1.2025 | |
| 2 | 10.5.2025 | 26.3.2025 | 4.4.2025 | |
| 3 | 10.8.2025 | 6.6.2025 | 13.6.2025 | |
| 4 | 10.11.2025 | 3.10.2025 | 10.10.2025 |
Ei aikatauluja vuodelle 2026.
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 420 x 273 mm | 3 mm | 25 200 € |
| 1/1 portrait | Not specified | 210 x 273 mm | 3 mm | 14 000 € |
| 1/2 portrait | Not specified | 100 x 273 mm | 3 mm | 8 100 € |
| 1/2 landscape | Not specified | 210 x 132 mm | 3 mm | 8 100 € |
| 1/4 portrait | Not specified | 55 x 273 mm | 3 mm | 5 900 € |
| 1/4 landscape | Not specified | 210 x 68 mm | 3 mm | 5 900 € | *) size without marginal Prices valid until 31.12.2025 |
Size
210 x 273 mm
Printing method
Offset
Binding
Stiftaus
Printer
PunaMusta Oy
Delivery of ad material and instructions
ICC profile
Technical information
ICC profile Cover paper MWC Gloss, Profile: PSO Coated V3, Paper LWC Gloss, Profile: PSO LWC Improved Text and frames must be at least 10 mm away from the edge.
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Placement | Size | Bleed | Price (tax 0%) | *) size without marginal Prices valid until 31.12.2026 |
|---|
Size
210 x 273 mm
Printing method
Offset
Binding
Stiftaus
Printer
PunaMusta Oy
Delivery of ad material and instructions
ICC profile
Technical information
ICC profile Cover paper MWC Gloss, Profile: PSO Coated V3, Paper LWC Gloss, Profile: PSO LWC Improved Text and frames must be at least 10 mm away from the edge."
Terms of delivery
Check the delivery conditions from the publisher
| Ad | Description | Placement | Size | Price (tax 0%)  |
|---|---|---|---|---|
| Desktop | 980x400 px | 20 € / CPM (Cost per thousand) | ||
| Mobile | 300x300 px | 20 € / CPM (Cost per thousand) | ||
| Desktop | 980x120 px | 8 € / CPM (Cost per thousand) | ||
| Desktop | 300x250 px | 8 € / CPM (Cost per thousand) | Prices valid until 31.12.2025 |
| Ad | Description | Size | Price (tax 0%) |
Prices valid until 31.12.2026 |
|---|
Readers
Readers
1 882 600
Total reach
2 039 800
How many times read
1,6
Minutes of reading
39 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 1 882 600
Minutes of reading39 min
How many times read1,6
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 65 | 1223 700 |
| Men | 49 | 35 | 658 900 | |
| Native language | Finnish | 95 | 98 | 1844 900 |
| Swedish | 5 | 2 | 37 700 | |
| Age | 15-24 y | 13 | 4 | 75 300 |
| 25-34 y | 14 | 9 | 169 400 | |
| 35-44 y | 14 | 14 | 263 600 | |
| 45-54 y | 14 | 15 | 282 400 | |
| 55-64 y | 15 | 18 | 338 900 | |
| 65+ y | 30 | 40 | 753 000 | |
| Gender + age | Female 15-29 years | 9 | 5 | 94 100 |
| Female 30-49 years | 14 | 18 | 338 900 | |
| Female 50+ years | 28 | 42 | 790 700 | |
| Male 15-29 years | 10 | 2 | 37 700 | |
| Male 30-49 years | 15 | 9 | 169 400 | |
| Male 50+ years | 24 | 24 | 451 800 | |
| Household position | Lives at home with parents | 7 | 2 | 37 700 |
| Lives alone | 29 | 26 | 489 500 | |
| Lives with spouse | 36 | 41 | 771 900 | |
| Lives with spouse and children | 24 | 26 | 489 500 | |
| Single parent | 2 | 3 | 56 500 | |
| Other | 3 | 2 | 37 700 | |
| Grandchildren under 18 years of age | Yes | 20 | 26 | 489 500 |
| No | 39 | 48 | 903 600 | |
| No answer (under 45 year olds) | 41 | 27 | 508 300 | |
| Education | Elementary school | 4 | 5 | 94 100 |
| Secondary school | 6 | 5 | 94 100 | |
| Vocational | 27 | 27 | 508 300 | |
| High school | 13 | 10 | 188 300 | |
| University of Applied Sciences | 20 | 21 | 395 300 | |
| University | 28 | 30 | 564 800 | |
| Something else | 2 | 2 | 37 700 | |
| Decision-maker in grocery purchases | Yes | 93 | 95 | 1788 500 |
| No | 6 | 5 | 94 100 | |
| Can not say | 1 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 77 | 1449 600 |
| No | 32 | 23 | 433 000 | |
| Size of the household | 1 pers | 28 | 26 | 489 500 |
| 2 pers | 38 | 44 | 828 300 | |
| 3 pers | 14 | 13 | 244 700 | |
| 4 pers | 12 | 11 | 207 100 | |
| 5+ pers | 7 | 6 | 113 000 | |
| Household income (gross) | Below 20 000 € /y | 10 | 7 | 131 800 |
| 20 000 - 35 000 € /y | 17 | 18 | 338 900 | |
| 35 001 - 50 000 € /y | 18 | 20 | 376 500 | |
| 50 001 - 85 000 € /y | 21 | 23 | 433 000 | |
| 85 001 - 100 000 € /y | 8 | 9 | 169 400 | |
| Over 100 000 € /y | 10 | 11 | 207 100 | |
| Dont want to tell | 5 | 6 | 113 000 | |
| Cant say / No answer | 10 | 6 | 113 000 | |
| Family with kids | Yes | 32 | 30 | 564 800 |
| No | 68 | 70 | 1317 800 | |
| Number of children in the household (5th grade) | 1 child | 13 | 13 | 244 700 |
| 2 children | 13 | 12 | 225 900 | |
| 3 children | 5 | 4 | 75 300 | |
| 4 children | 1 | 1 | 18 800 | |
| 5+ children | 1 | 1 | 18 800 | |
| There are no children | 67 | 70 | 1317 800 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 16 | 301 200 |
| Dog | 26 | 25 | 470 600 | |
| Some other pet | 5 | 5 | 94 100 | |
| No pets | 61 | 61 | 1148 400 | |
| Health services used in the household | Public health services | 85 | 87 | 1637 900 |
| Employer - funded health care services | 50 | 47 | 884 800 | |
| Private, self-funded healthcare services | 39 | 44 | 828 300 | |
| Private health insurance services | 26 | 25 | 470 600 | |
| No health care | 1 | 0 | 0 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 32 | 28 | 527 100 |
| Row house or semi-detached house | 17 | 18 | 338 900 | |
| Detached house | 46 | 49 | 922 500 | |
| Farm | 4 | 4 | 75 300 | |
| Something else | 1 | 1 | 18 800 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 83 | 1562 600 |
| Rented residence | 20 | 15 | 282 400 | |
| Right of residence apartment | 2 | 2 | 37 700 | |
| Something else | 1 | 1 | 18 800 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 44 | 828 300 |
| No | 58 | 55 | 1035 400 | |
| Can not say | 1 | 1 | 18 800 | |
| Number of cars in household | One car | 45 | 48 | 903 600 |
| Two cars | 30 | 32 | 602 400 | |
| Three or more cars | 10 | 9 | 169 400 | |
| No car | 14 | 11 | 207 100 | |
| Type of car, if buying now | New | 21 | 23 | 433 000 |
| Used | 70 | 68 | 1280 200 | |
| Company car | 5 | 3 | 56 500 | |
| Leasing (personal) | 9 | 9 | 169 400 | |
| Shared car | 3 | 2 | 37 700 | |
| Doesn't use a car | 8 | 7 | 131 800 | |
| Can not say | 5 | 5 | 94 100 | |
| Advertising ban at the door / mailbox | Yes | 27 | 22 | 414 200 |
| No | 72 | 78 | 1468 400 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 12 | 225 900 |
| No | 76 | 82 | 1543 700 | |
| Can not say | 5 | 6 | 113 000 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 17 | 320 000 |
| Turku or Tampere | 8 | 7 | 131 800 | |
| Oulu | 4 | 4 | 75 300 | |
| 70 000 - 150 000 inhabitants town | 14 | 16 | 301 200 | |
| Urban municipality | 25 | 26 | 489 500 | |
| Conurbation | 16 | 16 | 301 200 | |
| Countryside | 13 | 14 | 263 600 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 16 | 301 200 |
| 5-6 days a week | 4 | 5 | 94 100 | |
| 1-4 days a week | 24 | 30 | 564 800 | |
| Monthly | 25 | 27 | 508 300 | |
| Rarely | 26 | 19 | 357 700 | |
| Never | 8 | 3 | 56 500 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 23 | 433 000 |
| 5-6 days a week | 5 | 5 | 94 100 | |
| 1-4 days a week | 20 | 21 | 395 300 | |
| Monthly | 15 | 16 | 301 200 | |
| Rarely | 23 | 22 | 414 200 | |
| Never | 13 | 13 | 244 700 | |
| Can not say | 1 | 1 | 18 800 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 32 | 602 400 |
| 5-6 days a week | 5 | 6 | 113 000 | |
| 1-4 days a week | 23 | 27 | 508 300 | |
| Monthly | 15 | 13 | 244 700 | |
| Rarely | 24 | 19 | 357 700 | |
| Never | 8 | 4 | 75 300 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 58 | 1091 900 |
| 5-6 days a week | 9 | 9 | 169 400 | |
| 1-4 days a week | 17 | 16 | 301 200 | |
| Monthly | 6 | 4 | 75 300 | |
| Rarely | 8 | 7 | 131 800 | |
| Never | 5 | 5 | 94 100 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 5 | 94 100 |
| 5-6 days a week | 4 | 5 | 94 100 | |
| 1-4 days a week | 41 | 48 | 903 600 | |
| Monthly | 18 | 17 | 320 000 | |
| Rarely | 23 | 20 | 376 500 | |
| Never | 9 | 5 | 94 100 | |
| Can not say | 1 | 1 | 18 800 | |
| The frequency of watching: Free online TV services | Daily | 17 | 19 | 357 700 |
| 5-6 days a week | 10 | 11 | 207 100 | |
| 1-4 days a week | 30 | 31 | 583 600 | |
| Monthly | 21 | 19 | 357 700 | |
| Rarely | 15 | 13 | 244 700 | |
| Never | 6 | 7 | 131 800 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 14 | 263 600 |
| 5-6 days a week | 10 | 9 | 169 400 | |
| 1-4 days a week | 22 | 20 | 376 500 | |
| Monthly | 9 | 9 | 169 400 | |
| Rarely | 13 | 13 | 244 700 | |
| Never | 30 | 35 | 658 900 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 53 | 997 800 |
| 5-6 days a week | 10 | 11 | 207 100 | |
| 1-4 days a week | 19 | 18 | 338 900 | |
| Monthly | 12 | 9 | 169 400 | |
| Rarely | 12 | 7 | 131 800 | |
| Never | 3 | 2 | 37 700 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 39 | 734 200 |
| 5-6 days a week | 12 | 14 | 263 600 | |
| 1-4 days a week | 22 | 21 | 395 300 | |
| Monthly | 12 | 9 | 169 400 | |
| Rarely | 13 | 10 | 188 300 | |
| Never | 8 | 7 | 131 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 27 | 508 300 |
| 5-6 days a week | 6 | 7 | 131 800 | |
| 1-4 days a week | 16 | 17 | 320 000 | |
| Monthly | 13 | 12 | 225 900 | |
| Rarely | 27 | 25 | 470 600 | |
| Never | 15 | 13 | 244 700 | |
| Can not say | 1 | 1 | 18 800 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 17 | 320 000 |
| 5-6 days a week | 9 | 9 | 169 400 | |
| 1-4 days a week | 21 | 21 | 395 300 | |
| Monthly | 14 | 13 | 244 700 | |
| Rarely | 23 | 22 | 414 200 | |
| Never | 16 | 16 | 301 200 | |
| Can not say | 1 | 1 | 18 800 | |
| The frequency of listening: Podcasts | Daily | 6 | 4 | 75 300 |
| 5-6 days a week | 3 | 3 | 56 500 | |
| 1-4 days a week | 11 | 9 | 169 400 | |
| Monthly | 14 | 13 | 244 700 | |
| Rarely | 27 | 29 | 546 000 | |
| Never | 36 | 41 | 771 900 | |
| Can not say | 2 | 2 | 37 700 | |
| User frequency and following: Social media | Daily | 59 | 57 | 1073 100 |
| 5-6 days a week | 8 | 8 | 150 600 | |
| 1-4 days a week | 8 | 8 | 150 600 | |
| Monthly | 3 | 3 | 56 500 | |
| Rarely | 6 | 6 | 113 000 | |
| Never | 16 | 18 | 338 900 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 9 | 169 400 |
| 5-6 days a week | 6 | 4 | 75 300 | |
| 1-4 days a week | 13 | 10 | 188 300 | |
| Monthly | 8 | 8 | 150 600 | |
| Rarely | 20 | 23 | 433 000 | |
| Never | 38 | 45 | 847 200 | |
| Can not say | 1 | 1 | 18 800 | |
| User frequency: Instant messaging | Daily | 69 | 68 | 1280 200 |
| 5-6 days a week | 11 | 11 | 207 100 | |
| 1-4 days a week | 9 | 10 | 188 300 | |
| Monthly | 3 | 3 | 56 500 | |
| Rarely | 2 | 2 | 37 700 | |
| Never | 6 | 6 | 113 000 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: Printed books | Daily | 16 | 20 | 376 500 |
| 5-6 days a week | 6 | 7 | 131 800 | |
| 1-4 days a week | 14 | 15 | 282 400 | |
| Monthly | 22 | 21 | 395 300 | |
| Rarely | 34 | 32 | 602 400 | |
| Never | 7 | 5 | 94 100 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 56 500 |
| 5-6 days a week | 1 | 1 | 18 800 | |
| 1-4 days a week | 4 | 4 | 75 300 | |
| Monthly | 7 | 6 | 113 000 | |
| Rarely | 30 | 28 | 527 100 | |
| Never | 53 | 57 | 1073 100 | |
| Can not say | 1 | 1 | 18 800 | |
| Listening frequency: Audiobooks | Daily | 6 | 7 | 131 800 |
| 5-6 days a week | 3 | 3 | 56 500 | |
| 1-4 days a week | 6 | 5 | 94 100 | |
| Monthly | 8 | 7 | 131 800 | |
| Rarely | 23 | 21 | 395 300 | |
| Never | 54 | 57 | 1073 100 | |
| Can not say | 1 | 1 | 18 800 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 12 | 225 900 |
| 5-6 days a week | 9 | 7 | 131 800 | |
| 1-4 days a week | 23 | 22 | 414 200 | |
| Monthly | 21 | 24 | 451 800 | |
| Rarely | 17 | 21 | 395 300 | |
| Never | 10 | 13 | 244 700 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: Linkedl | Daily | 4 | 4 | 75 300 |
| 5-6 days a week | 2 | 2 | 37 700 | |
| 1-4 days a week | 8 | 8 | 150 600 | |
| Monthly | 8 | 8 | 150 600 | |
| Rarely | 12 | 11 | 207 100 | |
| Never | 59 | 61 | 1148 400 | |
| Cant say / No answer | 6 | 6 | 113 000 | |
| Usage/following: Facebook | Daily | 39 | 45 | 847 200 |
| 5-6 days a week | 8 | 8 | 150 600 | |
| 1-4 days a week | 11 | 10 | 188 300 | |
| Monthly | 6 | 5 | 94 100 | |
| Rarely | 9 | 7 | 131 800 | |
| Never | 22 | 21 | 395 300 | |
| Cant say / No answer | 4 | 5 | 94 100 | |
| Usage/Following: Instagram | Daily | 32 | 31 | 583 600 |
| 5-6 days a week | 7 | 6 | 113 000 | |
| 1-4 days a week | 9 | 9 | 169 400 | |
| Monthly | 5 | 5 | 94 100 | |
| Rarely | 9 | 10 | 188 300 | |
| Never | 33 | 35 | 658 900 | |
| Cant say / No answer | 5 | 5 | 94 100 | |
| Usage/following rate: Snapchat | Daily | 15 | 8 | 150 600 |
| 5-6 days a week | 2 | 1 | 18 800 | |
| 1-4 days a week | 3 | 2 | 37 700 | |
| Monthly | 2 | 2 | 37 700 | |
| Rarely | 5 | 5 | 94 100 | |
| Never | 69 | 77 | 1449 600 | |
| Cant say / No answer | 5 | 5 | 94 100 | |
| Usage/Following: Twitter | Daily | 5 | 4 | 75 300 |
| 5-6 days a week | 2 | 2 | 37 700 | |
| 1-4 days a week | 4 | 3 | 56 500 | |
| Monthly | 5 | 3 | 56 500 | |
| Rarely | 11 | 9 | 169 400 | |
| Never | 68 | 73 | 1374 300 | |
| Cant say / No answer | 5 | 5 | 94 100 | |
| Usage/Following: TikTok | Daily | 10 | 5 | 94 100 |
| 5-6 days a week | 3 | 2 | 37 700 | |
| 1-4 days a week | 4 | 4 | 75 300 | |
| Monthly | 3 | 3 | 56 500 | |
| Rarely | 8 | 9 | 169 400 | |
| Never | 68 | 73 | 1374 300 | |
| Cant say / No answer | 4 | 5 | 94 100 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 13 | 244 700 |
| Partially agree | 43 | 43 | 809 500 | |
| Partially disagree | 30 | 31 | 583 600 | |
| Completely disagree | 10 | 11 | 207 100 | |
| Can not say | 3 | 3 | 56 500 | |
| I prefer domestic products | Completely agree | 33 | 35 | 658 900 |
| Partially agree | 55 | 56 | 1054 300 | |
| Partially disagree | 9 | 7 | 131 800 | |
| Completely disagree | 1 | 1 | 18 800 | |
| Can not say | 2 | 1 | 18 800 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 21 | 395 300 |
| Partially agree | 54 | 57 | 1073 100 | |
| Partially disagree | 18 | 16 | 301 200 | |
| Completely disagree | 4 | 3 | 56 500 | |
| Can not say | 3 | 3 | 56 500 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 23 | 433 000 |
| Partially agree | 58 | 60 | 1129 600 | |
| Partially disagree | 15 | 14 | 263 600 | |
| Completely disagree | 1 | 1 | 18 800 | |
| Can not say | 2 | 2 | 37 700 | |
| I usually choose the cheapest option | Completely agree | 12 | 10 | 188 300 |
| Partially agree | 48 | 49 | 922 500 | |
| Partially disagree | 33 | 34 | 640 100 | |
| Completely disagree | 5 | 5 | 94 100 | |
| Can not say | 2 | 2 | 37 700 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 38 | 715 400 |
| Partially agree | 50 | 51 | 960 100 | |
| Partially disagree | 9 | 8 | 150 600 | |
| Completely disagree | 2 | 2 | 37 700 | |
| Can not say | 1 | 1 | 18 800 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 5 | 94 100 |
| Partially agree | 24 | 23 | 433 000 | |
| Partially disagree | 38 | 39 | 734 200 | |
| Completely disagree | 24 | 24 | 451 800 | |
| Can not say | 9 | 9 | 169 400 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 75 300 |
| Partially agree | 36 | 36 | 677 700 | |
| Partially disagree | 45 | 46 | 866 000 | |
| Completely disagree | 11 | 11 | 207 100 | |
| Can not say | 4 | 3 | 56 500 | |
| I prefer local shops and services | Completely agree | 27 | 30 | 564 800 |
| Partially agree | 58 | 59 | 1110 700 | |
| Partially disagree | 11 | 10 | 188 300 | |
| Completely disagree | 1 | 1 | 18 800 | |
| Can not say | 2 | 1 | 18 800 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 3 | 56 500 |
| Partially agree | 28 | 27 | 508 300 | |
| Partially disagree | 29 | 30 | 564 800 | |
| Completely disagree | 32 | 33 | 621 300 | |
| Can not say | 7 | 7 | 131 800 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 8 | 150 600 |
| Partially agree | 32 | 33 | 621 300 | |
| Partially disagree | 37 | 37 | 696 600 | |
| Completely disagree | 20 | 19 | 357 700 | |
| Can not say | 2 | 2 | 37 700 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 17 | 320 000 |
| Partially agree | 50 | 53 | 997 800 | |
| Partially disagree | 24 | 23 | 433 000 | |
| Completely disagree | 6 | 5 | 94 100 | |
| Can not say | 4 | 3 | 56 500 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 18 | 338 900 |
| Partially agree | 51 | 55 | 1035 400 | |
| Partially disagree | 22 | 20 | 376 500 | |
| Completely disagree | 6 | 5 | 94 100 | |
| Can not say | 3 | 3 | 56 500 | |
| I prefer well-known brands | Completely agree | 12 | 12 | 225 900 |
| Partially agree | 58 | 60 | 1129 600 | |
| Partially disagree | 21 | 21 | 395 300 | |
| Completely disagree | 5 | 4 | 75 300 | |
| Can not say | 3 | 3 | 56 500 | |
| I prefer used products in my purchases | Completely agree | 14 | 13 | 244 700 |
| Partially agree | 41 | 40 | 753 000 | |
| Partially disagree | 31 | 32 | 602 400 | |
| Completely disagree | 12 | 12 | 225 900 | |
| Can not say | 3 | 2 | 37 700 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 14 | 263 600 |
| Quite positively | 61 | 64 | 1204 900 | |
| Quite negatively | 16 | 14 | 263 600 | |
| Very negative | 4 | 3 | 56 500 | |
| Can not say | 6 | 5 | 94 100 | |
| Magazines | Very positive | 13 | 14 | 263 600 |
| Quite positively | 60 | 62 | 1167 200 | |
| Quite negatively | 17 | 16 | 301 200 | |
| Very negative | 4 | 3 | 56 500 | |
| Can not say | 6 | 5 | 94 100 | |
| Free and local newspapers | Very positive | 24 | 26 | 489 500 |
| Quite positively | 56 | 58 | 1091 900 | |
| Quite negatively | 11 | 8 | 150 600 | |
| Very negative | 4 | 2 | 37 700 | |
| Can not say | 6 | 5 | 94 100 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 7 | 131 800 |
| Quite positively | 45 | 46 | 866 000 | |
| Quite negatively | 30 | 29 | 546 000 | |
| Very negative | 10 | 8 | 150 600 | |
| Can not say | 8 | 10 | 188 300 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 5 | 94 100 |
| Quite positively | 33 | 33 | 621 300 | |
| Quite negatively | 32 | 32 | 602 400 | |
| Very negative | 17 | 15 | 282 400 | |
| Can not say | 12 | 15 | 282 400 | |
| Blogs | Very positive | 4 | 3 | 56 500 |
| Quite positively | 25 | 23 | 433 000 | |
| Quite negatively | 29 | 28 | 527 100 | |
| Very negative | 16 | 15 | 282 400 | |
| Can not say | 26 | 31 | 583 600 | |
| Newsletters to email | Very positive | 2 | 2 | 37 700 |
| Quite positively | 17 | 18 | 338 900 | |
| Quite negatively | 34 | 36 | 677 700 | |
| Very negative | 43 | 41 | 771 900 | |
| Can not say | 4 | 4 | 75 300 | |
| Other websites | Very positive | 3 | 3 | 56 500 |
| Quite positively | 38 | 36 | 677 700 | |
| Quite negatively | 34 | 35 | 658 900 | |
| Very negative | 14 | 12 | 225 900 | |
| Can not say | 11 | 14 | 263 600 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 7 | 131 800 |
| Quite positively | 46 | 47 | 884 800 | |
| Quite negatively | 29 | 31 | 583 600 | |
| Very negative | 13 | 11 | 207 100 | |
| Can not say | 4 | 4 | 75 300 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 4 | 75 300 |
| Quite positively | 35 | 34 | 640 100 | |
| Quite negatively | 33 | 34 | 640 100 | |
| Very negative | 20 | 19 | 357 700 | |
| Can not say | 7 | 8 | 150 600 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 22 | 414 200 |
| Quite positively | 46 | 49 | 922 500 | |
| Quite negatively | 17 | 14 | 263 600 | |
| Very negative | 14 | 11 | 207 100 | |
| Can not say | 5 | 4 | 75 300 | |
| Out-of-home advertising | Very positive | 11 | 11 | 207 100 |
| Quite positively | 52 | 52 | 979 000 | |
| Quite negatively | 21 | 21 | 395 300 | |
| Very negative | 9 | 7 | 131 800 | |
| Can not say | 8 | 9 | 169 400 | 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 | 20 | 376 500 |
| Partially agree | 60 | 63 | 1186 000 | |
| Partially disagree | 11 | 9 | 169 400 | |
| Completely disagree | 3 | 2 | 37 700 | |
| Can not say | 9 | 6 | 113 000 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 18 | 338 900 |
| Partially agree | 57 | 61 | 1148 400 | |
| Partially disagree | 14 | 11 | 207 100 | |
| Completely disagree | 5 | 4 | 75 300 | |
| Can not say | 8 | 6 | 113 000 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 24 | 451 800 |
| Partially agree | 46 | 46 | 866 000 | |
| Partially disagree | 12 | 11 | 207 100 | |
| Completely disagree | 5 | 4 | 75 300 | |
| Can not say | 15 | 15 | 282 400 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 33 | 621 300 |
| Partially agree | 49 | 50 | 941 300 | |
| Partially disagree | 7 | 6 | 113 000 | |
| Completely disagree | 2 | 2 | 37 700 | |
| Can not say | 10 | 9 | 169 400 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 17 | 320 000 |
| Partially agree | 51 | 52 | 979 000 | |
| Partially disagree | 14 | 13 | 244 700 | |
| Completely disagree | 3 | 2 | 37 700 | |
| Can not say | 16 | 16 | 301 200 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 11 | 207 100 |
| Partially agree | 52 | 53 | 997 800 | |
| Partially disagree | 18 | 18 | 338 900 | |
| Completely disagree | 3 | 2 | 37 700 | |
| Can not say | 17 | 16 | 301 200 | |
| Finnish magazines are of high quality | Completely agree | 23 | 25 | 470 600 |
| Partially agree | 58 | 60 | 1129 600 | |
| Partially disagree | 9 | 8 | 150 600 | |
| Completely disagree | 1 | 1 | 18 800 | |
| Can not say | 9 | 6 | 113 000 | |
| I follow important magazines on social media | Completely agree | 7 | 6 | 113 000 |
| Partially agree | 25 | 26 | 489 500 | |
| Partially disagree | 23 | 23 | 433 000 | |
| Completely disagree | 36 | 35 | 658 900 | |
| Can not say | 10 | 9 | 169 400 | |
| I read important magazines from cover to cover | Completely agree | 16 | 20 | 376 500 |
| Partially agree | 33 | 37 | 696 600 | |
| Partially disagree | 29 | 27 | 508 300 | |
| Completely disagree | 17 | 13 | 244 700 | |
| Can not say | 5 | 3 | 56 500 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 9 | 169 400 |
| Partially agree | 45 | 47 | 884 800 | |
| Partially disagree | 28 | 27 | 508 300 | |
| Completely disagree | 10 | 9 | 169 400 | |
| Can not say | 10 | 8 | 150 600 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 11 | 207 100 |
| Partially agree | 35 | 36 | 677 700 | |
| Partially disagree | 23 | 24 | 451 800 | |
| Completely disagree | 23 | 23 | 433 000 | |
| Can not say | 9 | 7 | 131 800 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 9 | 169 400 |
| Partially agree | 33 | 35 | 658 900 | |
| Partially disagree | 27 | 27 | 508 300 | |
| Completely disagree | 24 | 22 | 414 200 | |
| Can not say | 8 | 6 | 113 000 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 16 | 301 200 |
| Partially agree | 50 | 53 | 997 800 | |
| Partially disagree | 19 | 18 | 338 900 | |
| Completely disagree | 13 | 10 | 188 300 | |
| Can not say | 5 | 4 | 75 300 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 10 | 188 300 |
| Partially agree | 29 | 32 | 602 400 | |
| Partially disagree | 27 | 27 | 508 300 | |
| Completely disagree | 29 | 26 | 489 500 | |
| Can not say | 7 | 5 | 94 100 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 1 | 18 800 |
| Partially agree | 18 | 14 | 263 600 | |
| Partially disagree | 33 | 34 | 640 100 | |
| Completely disagree | 38 | 40 | 753 000 | |
| Can not say | 10 | 11 | 207 100 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 19 | 357 700 |
| Partially agree | 41 | 44 | 828 300 | |
| Partially disagree | 23 | 21 | 395 300 | |
| Completely disagree | 12 | 9 | 169 400 | |
| Can not say | 8 | 6 | 113 000 | 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 | 12 | 225 900 |
| Newspapers | 12 | 14 | 263 600 | |
| Magazine websites | 7 | 7 | 131 800 | |
| Newspaper websites | 8 | 9 | 169 400 | |
| Blogs | 3 | 2 | 37 700 | |
| Social media | 16 | 12 | 225 900 | |
| Other websites | 44 | 43 | 809 500 | |
| Television | 11 | 11 | 207 100 | |
| Radio | 2 | 2 | 37 700 | |
| Direct mail | 10 | 11 | 207 100 | |
| None of these | 39 | 40 | 753 000 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 16 | 301 200 |
| Newspapers | 15 | 18 | 338 900 | |
| Magazine websites | 9 | 9 | 169 400 | |
| Newspaper websites | 11 | 12 | 225 900 | |
| Blogs | 6 | 4 | 75 300 | |
| Social media | 28 | 22 | 414 200 | |
| Other websites | 50 | 48 | 903 600 | |
| Television | 19 | 20 | 376 500 | |
| Radio | 3 | 3 | 56 500 | |
| Direct mail | 35 | 41 | 771 900 | |
| None of these | 16 | 16 | 301 200 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 24 | 451 800 |
| Newspapers | 8 | 11 | 207 100 | |
| Magazine websites | 10 | 12 | 225 900 | |
| Newspaper websites | 7 | 8 | 150 600 | |
| Blogs | 7 | 7 | 131 800 | |
| Social media | 31 | 29 | 546 000 | |
| Other websites | 17 | 18 | 338 900 | |
| Television | 14 | 17 | 320 000 | |
| Radio | 2 | 3 | 56 500 | |
| Direct mail | 17 | 23 | 433 000 | |
| None of these | 43 | 38 | 715 400 | |
| Information sources, travel | Print magazines | 16 | 20 | 376 500 |
| Newspapers | 15 | 18 | 338 900 | |
| Magazine websites | 10 | 11 | 207 100 | |
| Newspaper websites | 11 | 12 | 225 900 | |
| Blogs | 12 | 10 | 188 300 | |
| Social media | 38 | 35 | 658 900 | |
| Other websites | 49 | 52 | 979 000 | |
| Television | 17 | 19 | 357 700 | |
| Radio | 3 | 3 | 56 500 | |
| Direct mail | 9 | 11 | 207 100 | |
| None of these | 25 | 22 | 414 200 | |
| Information sources, style and fashion | Print magazines | 22 | 29 | 546 000 |
| Newspapers | 11 | 14 | 263 600 | |
| Magazine websites | 12 | 14 | 263 600 | |
| Newspaper websites | 8 | 9 | 169 400 | |
| Blogs | 9 | 8 | 150 600 | |
| Social media | 37 | 34 | 640 100 | |
| Other websites | 34 | 35 | 658 900 | |
| Television | 18 | 21 | 395 300 | |
| Radio | 2 | 2 | 37 700 | |
| Direct mail | 25 | 31 | 583 600 | |
| None of these | 28 | 25 | 470 600 | |
| Information sources, building and renovating | Print magazines | 17 | 21 | 395 300 |
| Newspapers | 13 | 15 | 282 400 | |
| Magazine websites | 9 | 9 | 169 400 | |
| Newspaper websites | 9 | 9 | 169 400 | |
| Blogs | 7 | 6 | 113 000 | |
| Social media | 26 | 22 | 414 200 | |
| Other websites | 33 | 34 | 640 100 | |
| Television | 18 | 20 | 376 500 | |
| Radio | 2 | 2 | 37 700 | |
| Direct mail | 27 | 33 | 621 300 | |
| None of these | 31 | 29 | 546 000 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 43 | 809 500 |
| Newspapers | 25 | 30 | 564 800 | |
| Magazine websites | 21 | 23 | 433 000 | |
| Newspaper websites | 23 | 24 | 451 800 | |
| Blogs | 14 | 13 | 244 700 | |
| Social media | 45 | 41 | 771 900 | |
| Other websites | 32 | 30 | 564 800 | |
| Television | 29 | 32 | 602 400 | |
| Radio | 7 | 7 | 131 800 | |
| Direct mail | 26 | 32 | 602 400 | |
| None of these | 11 | 9 | 169 400 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 8 | 150 600 |
| Newspapers | 10 | 13 | 244 700 | |
| Magazine websites | 3 | 4 | 75 300 | |
| Newspaper websites | 5 | 6 | 113 000 | |
| Blogs | 1 | 1 | 18 800 | |
| Social media | 12 | 11 | 207 100 | |
| Other websites | 27 | 28 | 527 100 | |
| Television | 12 | 14 | 263 600 | |
| Radio | 2 | 2 | 37 700 | |
| Direct mail | 16 | 20 | 376 500 | |
| None of these | 52 | 47 | 884 800 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 29 | 546 000 |
| Newspapers | 14 | 17 | 320 000 | |
| Magazine websites | 11 | 12 | 225 900 | |
| Newspaper websites | 9 | 10 | 188 300 | |
| Blogs | 7 | 7 | 131 800 | |
| Social media | 31 | 28 | 527 100 | |
| Other websites | 31 | 30 | 564 800 | |
| Television | 19 | 21 | 395 300 | |
| Radio | 2 | 2 | 37 700 | |
| Direct mail | 31 | 37 | 696 600 | |
| None of these | 24 | 21 | 395 300 | |
| Information sources, saving and investing | Print magazines | 9 | 11 | 207 100 |
| Newspapers | 11 | 12 | 225 900 | |
| Magazine websites | 6 | 6 | 113 000 | |
| Newspaper websites | 11 | 10 | 188 300 | |
| Blogs | 7 | 5 | 94 100 | |
| Social media | 22 | 17 | 320 000 | |
| Other websites | 32 | 30 | 564 800 | |
| Television | 8 | 8 | 150 600 | |
| Radio | 3 | 2 | 37 700 | |
| Direct mail | 4 | 5 | 94 100 | |
| None of these | 44 | 47 | 884 800 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 17 | 320 000 |
| Newspapers | 13 | 16 | 301 200 | |
| Magazine websites | 8 | 9 | 169 400 | |
| Newspaper websites | 9 | 10 | 188 300 | |
| Blogs | 5 | 5 | 94 100 | |
| Social media | 26 | 24 | 451 800 | |
| Other websites | 39 | 40 | 753 000 | |
| Television | 13 | 14 | 263 600 | |
| Radio | 3 | 3 | 56 500 | |
| Direct mail | 15 | 19 | 357 700 | |
| None of these | 36 | 32 | 602 400 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 14 | 263 600 |
| Newspapers | 16 | 19 | 357 700 | |
| Magazine websites | 7 | 7 | 131 800 | |
| Newspaper websites | 9 | 11 | 207 100 | |
| Blogs | 5 | 4 | 75 300 | |
| Social media | 26 | 23 | 433 000 | |
| Other websites | 42 | 42 | 790 700 | |
| Television | 14 | 16 | 301 200 | |
| Radio | 2 | 2 | 37 700 | |
| Direct mail | 30 | 37 | 696 600 | |
| None of these | 28 | 25 | 470 600 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 19 | 357 700 |
| Well-being and health | 50 | 60 | 1129 600 | |
| Charity work | 13 | 15 | 282 400 | |
| Self development | 32 | 32 | 602 400 | |
| Celebrities | 14 | 15 | 282 400 | |
| Fishing | 16 | 13 | 244 700 | |
| Beauty care and cosmetics | 16 | 19 | 357 700 | |
| Literature | 27 | 32 | 602 400 | |
| Domestic and foreign news | 52 | 56 | 1054 300 | |
| Domestic travel | 32 | 37 | 696 600 | |
| Culture | 33 | 36 | 677 700 | |
| Crafts | 25 | 30 | 564 800 | |
| Nature and going outdoor | 52 | 58 | 1091 900 | |
| Hunting | 10 | 7 | 131 800 | |
| Style and fashion | 20 | 22 | 414 200 | |
| Music and concerts | 36 | 39 | 734 200 | |
| Going on summer cottage | 29 | 29 | 546 000 | |
| Local affairs | 55 | 65 | 1223 700 | |
| Computer/console/mobile playing | 17 | 9 | 169 400 | |
| Politics | 42 | 42 | 790 700 | |
| Gardening and plants | 30 | 40 | 753 000 | |
| Building and renovating | 34 | 36 | 677 700 | |
| Food and drink | 38 | 41 | 771 900 | |
| Cooking, baking, recipes | 38 | 47 | 884 800 | |
| Investment | 23 | 20 | 376 500 | |
| Decorating | 28 | 34 | 640 100 | |
| Economic and finances | 35 | 35 | 658 900 | |
| Science | 35 | 32 | 602 400 | |
| Travelling abroad | 34 | 34 | 640 100 | |
| Sports, exercising | 45 | 44 | 828 300 | |
| Sailing, boating | 10 | 7 | 131 800 | |
| Consumer electronics and information technology | 21 | 15 | 282 400 | |
| Environmental matters | 31 | 33 | 621 300 | |
| 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 | 37 700 |
| Buying an apartment | 11 | 9 | 169 400 | |
| Home renovation | 27 | 28 | 527 100 | |
| Buying a car | 27 | 25 | 470 600 | |
| Buying a boat | 3 | 2 | 37 700 | |
| None of these | 51 | 52 | 979 000 | |
| Purchases in the last 12 months | Furniture and furnishings | 44 | 44 | 828 300 |
| Repair and construction products | 39 | 41 | 771 900 | |
| Domestic appliances | 38 | 40 | 753 000 | |
| Electronics or IT products | 49 | 45 | 847 200 | |
| Cars | 19 | 18 | 338 900 | |
| Clothing and footwear | 84 | 85 | 1600 200 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 39 | 734 200 | |
| Sports clothing, footwear or equipment | 58 | 58 | 1091 900 | |
| Saving or investing products or services | 29 | 28 | 527 100 | |
| Cosmetics and beauty products | 49 | 55 | 1035 400 | |
| Mobile phones | 29 | 28 | 527 100 | |
| Travels | 50 | 51 | 960 100 | |
| Products and services for health and well-being | 61 | 66 | 1242 500 | |
| None of the above | 1 | 1 | 18 800 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 30 | 28 | 527 100 |
| Repair and construction products | 33 | 35 | 658 900 | |
| Domestic appliances | 18 | 18 | 338 900 | |
| Electronics or IT products | 27 | 21 | 395 300 | |
| Cars | 14 | 13 | 244 700 | |
| Clothing and footwear | 67 | 69 | 1299 000 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 30 | 564 800 | |
| Sports clothing, footwear or equipment | 44 | 43 | 809 500 | |
| Saving or investing products or services | 24 | 23 | 433 000 | |
| Cosmetics and beauty products | 38 | 44 | 828 300 | |
| Mobile phones | 16 | 15 | 282 400 | |
| Travels | 46 | 47 | 884 800 | |
| Products and services for health and well-being | 49 | 54 | 1016 600 | |
| None of the above | 6 | 5 | 94 100 | |
| Will consider switching over the next 12 months | Bank | 7 | 7 | 131 800 |
| Insurance company | 11 | 10 | 188 300 | |
| electric company | 17 | 17 | 320 000 | |
| Internet Connection | 10 | 9 | 169 400 | |
| Phone-subscription | 14 | 13 | 244 700 | |
| None of the above | 48 | 50 | 941 300 | |
| Can not say | 18 | 18 | 338 900 | |
| Uses of extra money | Magazines, books, movies | 16 | 17 | 320 000 |
| Eating, drinking, partying in a restaurant | 35 | 33 | 621 300 | |
| Exercise hobbies and equipment | 28 | 26 | 489 500 | |
| Cultural events (e.g. concerts, theater, festivals) | 36 | 39 | 734 200 | |
| Renovation, decoration | 23 | 24 | 451 800 | |
| Health services and one's own well-being | 22 | 25 | 470 600 | |
| Travelling | 44 | 47 | 884 800 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 9 | 169 400 | |
| Clothes, shoes and bags | 22 | 21 | 395 300 | |
| Home services (cleaning and other housekeeping services) | 5 | 6 | 113 000 | |
| Car, boat, motorcycle | 11 | 9 | 169 400 | |
| Cosmetics and beauty care | 12 | 12 | 225 900 | |
| Saving, investing | 49 | 48 | 903 600 | |
| Other | 8 | 8 | 150 600 | |
| There is no extra money after mandatory expenses | 8 | 8 | 150 600 | |
| Can not say | 3 | 3 | 56 500 | Source: NRS 2025 |
The total audience includes those who read printed and digital magazines.
|
Total reach 2 039 800
Only print
Only print
Print and online
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 65 | 1223 700 |
| Men | 49 | 35 | 658 900 | |
| Native language | Finnish | 95 | 98 | 1844 900 |
| Swedish | 5 | 2 | 37 700 | |
| Age | 15-24 y | 13 | 5 | 75 300 |
| 25-34 y | 14 | 10 | 169 400 | |
| 35-44 y | 14 | 14 | 263 600 | |
| 45-54 y | 14 | 15 | 282 400 | |
| 55-64 y | 15 | 18 | 338 900 | |
| 65+ y | 30 | 38 | 753 000 | |
| Gender + age | Female 15-29 years | 9 | 6 | 94 100 |
| Female 30-49 years | 14 | 18 | 338 900 | |
| Female 50+ years | 28 | 40 | 790 700 | |
| Male 15-29 years | 10 | 3 | 37 700 | |
| Male 30-49 years | 15 | 9 | 169 400 | |
| Male 50+ years | 24 | 23 | 451 800 | |
| Household position | Lives at home with parents | 7 | 2 | 37 700 |
| Lives alone | 29 | 26 | 489 500 | |
| Lives with spouse | 36 | 41 | 771 900 | |
| Lives with spouse and children | 24 | 26 | 489 500 | |
| Single parent | 2 | 3 | 56 500 | |
| Other | 3 | 2 | 37 700 | |
| Grandchildren under 18 years of age | Yes | 20 | 25 | 489 500 |
| No | 39 | 46 | 903 600 | |
| No answer (under 45 year olds) | 41 | 29 | 508 300 | |
| Education | Elementary school | 4 | 5 | 94 100 |
| Secondary school | 6 | 5 | 94 100 | |
| Vocational | 27 | 26 | 508 300 | |
| High school | 13 | 11 | 188 300 | |
| University of Applied Sciences | 20 | 21 | 395 300 | |
| University | 28 | 30 | 564 800 | |
| Something else | 2 | 2 | 37 700 | |
| Decision-maker in grocery purchases | Yes | 93 | 95 | 1788 500 |
| No | 6 | 5 | 94 100 | |
| Can not say | 1 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 76 | 1449 600 |
| No | 32 | 24 | 433 000 | |
| Size of the household | 1 pers | 28 | 26 | 489 500 |
| 2 pers | 38 | 43 | 828 300 | |
| 3 pers | 14 | 14 | 244 700 | |
| 4 pers | 12 | 11 | 207 100 | |
| 5+ pers | 7 | 6 | 113 000 | |
| Household income (gross) | Below 20 000 € /y | 10 | 8 | 131 800 |
| 20 000 - 35 000 € /y | 17 | 18 | 338 900 | |
| 35 001 - 50 000 € /y | 18 | 20 | 376 500 | |
| 50 001 - 85 000 € /y | 21 | 22 | 433 000 | |
| 85 001 - 100 000 € /y | 8 | 9 | 169 400 | |
| Over 100 000 € /y | 10 | 11 | 207 100 | |
| Dont want to tell | 5 | 5 | 113 000 | |
| Cant say / No answer | 10 | 6 | 113 000 | |
| Family with kids | Yes | 32 | 31 | 564 800 |
| No | 68 | 69 | 1317 800 | |
| Number of children in the household (5th grade) | 1 child | 13 | 13 | 244 700 |
| 2 children | 13 | 12 | 225 900 | |
| 3 children | 5 | 4 | 75 300 | |
| 4 children | 1 | 1 | 18 800 | |
| 5+ children | 1 | 1 | 18 800 | |
| There are no children | 67 | 69 | 1317 800 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 16 | 16 | 301 200 |
| Dog | 26 | 25 | 470 600 | |
| Some other pet | 5 | 5 | 94 100 | |
| No pets | 61 | 61 | 1148 400 | |
| Health services used in the household | Public health services | 85 | 87 | 1637 900 |
| Employer - funded health care services | 50 | 48 | 884 800 | |
| Private, self-funded healthcare services | 39 | 43 | 828 300 | |
| Private health insurance services | 26 | 26 | 470 600 | |
| No health care | 1 | 1 | 0 | |
| Can not say | 1 | 1 | 0 | |
| Housing | Apartment | 32 | 29 | 527 100 |
| Row house or semi-detached house | 17 | 18 | 338 900 | |
| Detached house | 46 | 49 | 922 500 | |
| Farm | 4 | 4 | 75 300 | |
| Something else | 1 | 1 | 18 800 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 76 | 82 | 1562 600 |
| Rented residence | 20 | 16 | 282 400 | |
| Right of residence apartment | 2 | 2 | 37 700 | |
| Something else | 1 | 1 | 18 800 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 44 | 828 300 |
| No | 58 | 55 | 1035 400 | |
| Can not say | 1 | 1 | 18 800 | |
| Number of cars in household | One car | 45 | 48 | 903 600 |
| Two cars | 30 | 31 | 602 400 | |
| Three or more cars | 10 | 9 | 169 400 | |
| No car | 14 | 12 | 207 100 | |
| Type of car, if buying now | New | 21 | 22 | 433 000 |
| Used | 70 | 68 | 1280 200 | |
| Company car | 5 | 4 | 56 500 | |
| Leasing (personal) | 9 | 9 | 169 400 | |
| Shared car | 3 | 3 | 37 700 | |
| Doesn't use a car | 8 | 7 | 131 800 | |
| Can not say | 5 | 5 | 94 100 | |
| Advertising ban at the door / mailbox | Yes | 27 | 23 | 414 200 |
| No | 72 | 77 | 1468 400 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 13 | 225 900 |
| No | 76 | 81 | 1543 700 | |
| Can not say | 5 | 6 | 113 000 | |
| Type of municipality (7 class) | Greater Helsinki | 19 | 17 | 320 000 |
| Turku or Tampere | 8 | 8 | 131 800 | |
| Oulu | 4 | 4 | 75 300 | |
| 70 000 - 150 000 inhabitants town | 14 | 16 | 301 200 | |
| Urban municipality | 25 | 26 | 489 500 | |
| Conurbation | 16 | 16 | 301 200 | |
| Countryside | 13 | 13 | 263 600 | Source: NRS 2025 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 15 | 301 200 |
| 5-6 days a week | 4 | 5 | 94 100 | |
| 1-4 days a week | 24 | 30 | 564 800 | |
| Monthly | 25 | 27 | 508 300 | |
| Rarely | 26 | 21 | 357 700 | |
| Never | 8 | 3 | 56 500 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 23 | 433 000 |
| 5-6 days a week | 5 | 5 | 94 100 | |
| 1-4 days a week | 20 | 22 | 395 300 | |
| Monthly | 15 | 16 | 301 200 | |
| Rarely | 23 | 21 | 414 200 | |
| Never | 13 | 12 | 244 700 | |
| Can not say | 1 | 1 | 18 800 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 25 | 31 | 602 400 |
| 5-6 days a week | 5 | 5 | 113 000 | |
| 1-4 days a week | 23 | 26 | 508 300 | |
| Monthly | 15 | 14 | 244 700 | |
| Rarely | 24 | 20 | 357 700 | |
| Never | 8 | 4 | 75 300 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 54 | 58 | 1091 900 |
| 5-6 days a week | 9 | 9 | 169 400 | |
| 1-4 days a week | 17 | 16 | 301 200 | |
| Monthly | 6 | 5 | 75 300 | |
| Rarely | 8 | 7 | 131 800 | |
| Never | 5 | 5 | 94 100 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and free delivery newspapers | Daily | 4 | 4 | 94 100 |
| 5-6 days a week | 4 | 5 | 94 100 | |
| 1-4 days a week | 41 | 47 | 903 600 | |
| Monthly | 18 | 17 | 320 000 | |
| Rarely | 23 | 20 | 376 500 | |
| Never | 9 | 6 | 94 100 | |
| Can not say | 1 | 1 | 18 800 | |
| The frequency of watching: Free online TV services | Daily | 17 | 19 | 357 700 |
| 5-6 days a week | 10 | 11 | 207 100 | |
| 1-4 days a week | 30 | 30 | 583 600 | |
| Monthly | 21 | 19 | 357 700 | |
| Rarely | 15 | 13 | 244 700 | |
| Never | 6 | 6 | 131 800 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Pay TV and streaming services | Daily | 15 | 14 | 263 600 |
| 5-6 days a week | 10 | 9 | 169 400 | |
| 1-4 days a week | 22 | 21 | 376 500 | |
| Monthly | 9 | 9 | 169 400 | |
| Rarely | 13 | 13 | 244 700 | |
| Never | 30 | 34 | 658 900 | |
| Can not say | 1 | 1 | 0 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 44 | 51 | 997 800 |
| 5-6 days a week | 10 | 11 | 207 100 | |
| 1-4 days a week | 19 | 18 | 338 900 | |
| Monthly | 12 | 9 | 169 400 | |
| Rarely | 12 | 8 | 131 800 | |
| Never | 3 | 2 | 37 700 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 38 | 734 200 |
| 5-6 days a week | 12 | 13 | 263 600 | |
| 1-4 days a week | 22 | 22 | 395 300 | |
| Monthly | 12 | 10 | 169 400 | |
| Rarely | 13 | 10 | 188 300 | |
| Never | 8 | 7 | 131 800 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 21 | 26 | 508 300 |
| 5-6 days a week | 6 | 7 | 131 800 | |
| 1-4 days a week | 16 | 17 | 320 000 | |
| Monthly | 13 | 12 | 225 900 | |
| Rarely | 27 | 25 | 470 600 | |
| Never | 15 | 13 | 244 700 | |
| Can not say | 1 | 1 | 18 800 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 16 | 17 | 320 000 |
| 5-6 days a week | 9 | 9 | 169 400 | |
| 1-4 days a week | 21 | 22 | 395 300 | |
| Monthly | 14 | 13 | 244 700 | |
| Rarely | 23 | 22 | 414 200 | |
| Never | 16 | 16 | 301 200 | |
| Can not say | 1 | 1 | 18 800 | |
| The frequency of listening: Podcasts | Daily | 6 | 4 | 75 300 |
| 5-6 days a week | 3 | 3 | 56 500 | |
| 1-4 days a week | 11 | 10 | 169 400 | |
| Monthly | 14 | 13 | 244 700 | |
| Rarely | 27 | 29 | 546 000 | |
| Never | 36 | 39 | 771 900 | |
| Can not say | 2 | 2 | 37 700 | |
| User frequency and following: Social media | Daily | 59 | 58 | 1073 100 |
| 5-6 days a week | 8 | 8 | 150 600 | |
| 1-4 days a week | 8 | 7 | 150 600 | |
| Monthly | 3 | 3 | 56 500 | |
| Rarely | 6 | 6 | 113 000 | |
| Never | 16 | 17 | 338 900 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 14 | 10 | 169 400 |
| 5-6 days a week | 6 | 4 | 75 300 | |
| 1-4 days a week | 13 | 11 | 188 300 | |
| Monthly | 8 | 8 | 150 600 | |
| Rarely | 20 | 22 | 433 000 | |
| Never | 38 | 43 | 847 200 | |
| Can not say | 1 | 1 | 18 800 | |
| User frequency: Instant messaging | Daily | 69 | 69 | 1280 200 |
| 5-6 days a week | 11 | 11 | 207 100 | |
| 1-4 days a week | 9 | 10 | 188 300 | |
| Monthly | 3 | 3 | 56 500 | |
| Rarely | 2 | 2 | 37 700 | |
| Never | 6 | 6 | 113 000 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: Printed books | Daily | 16 | 19 | 376 500 |
| 5-6 days a week | 6 | 7 | 131 800 | |
| 1-4 days a week | 14 | 15 | 282 400 | |
| Monthly | 22 | 21 | 395 300 | |
| Rarely | 34 | 32 | 602 400 | |
| Never | 7 | 5 | 94 100 | |
| Can not say | 1 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 56 500 |
| 5-6 days a week | 1 | 1 | 18 800 | |
| 1-4 days a week | 4 | 4 | 75 300 | |
| Monthly | 7 | 7 | 113 000 | |
| Rarely | 30 | 29 | 527 100 | |
| Never | 53 | 56 | 1073 100 | |
| Can not say | 1 | 1 | 18 800 | |
| Listening frequency: Audiobooks | Daily | 6 | 7 | 131 800 |
| 5-6 days a week | 3 | 3 | 56 500 | |
| 1-4 days a week | 6 | 5 | 94 100 | |
| Monthly | 8 | 7 | 131 800 | |
| Rarely | 23 | 21 | 395 300 | |
| Never | 54 | 56 | 1073 100 | |
| Can not say | 1 | 1 | 18 800 | |
| Usage/viewing frequency: YouTube | Daily | 19 | 13 | 225 900 |
| 5-6 days a week | 9 | 7 | 131 800 | |
| 1-4 days a week | 23 | 22 | 414 200 | |
| Monthly | 21 | 24 | 451 800 | |
| Rarely | 17 | 21 | 395 300 | |
| Never | 10 | 13 | 244 700 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: Linkedl | Daily | 4 | 4 | 75 300 |
| 5-6 days a week | 2 | 2 | 37 700 | |
| 1-4 days a week | 8 | 8 | 150 600 | |
| Monthly | 8 | 8 | 150 600 | |
| Rarely | 12 | 12 | 207 100 | |
| Never | 59 | 60 | 1148 400 | |
| Cant say / No answer | 6 | 6 | 113 000 | |
| Usage/following: Facebook | Daily | 39 | 44 | 847 200 |
| 5-6 days a week | 8 | 8 | 150 600 | |
| 1-4 days a week | 11 | 10 | 188 300 | |
| Monthly | 6 | 5 | 94 100 | |
| Rarely | 9 | 7 | 131 800 | |
| Never | 22 | 21 | 395 300 | |
| Cant say / No answer | 4 | 5 | 94 100 | |
| Usage/Following: Instagram | Daily | 32 | 32 | 583 600 |
| 5-6 days a week | 7 | 6 | 113 000 | |
| 1-4 days a week | 9 | 9 | 169 400 | |
| Monthly | 5 | 5 | 94 100 | |
| Rarely | 9 | 10 | 188 300 | |
| Never | 33 | 34 | 658 900 | |
| Cant say / No answer | 5 | 5 | 94 100 | |
| Usage/following rate: Snapchat | Daily | 15 | 9 | 150 600 |
| 5-6 days a week | 2 | 1 | 18 800 | |
| 1-4 days a week | 3 | 2 | 37 700 | |
| Monthly | 2 | 2 | 37 700 | |
| Rarely | 5 | 5 | 94 100 | |
| Never | 69 | 76 | 1449 600 | |
| Cant say / No answer | 5 | 5 | 94 100 | |
| Usage/Following: Twitter | Daily | 5 | 4 | 75 300 |
| 5-6 days a week | 2 | 2 | 37 700 | |
| 1-4 days a week | 4 | 4 | 56 500 | |
| Monthly | 5 | 4 | 56 500 | |
| Rarely | 11 | 10 | 169 400 | |
| Never | 68 | 73 | 1374 300 | |
| Cant say / No answer | 5 | 5 | 94 100 | |
| Usage/Following: TikTok | Daily | 10 | 6 | 94 100 |
| 5-6 days a week | 3 | 2 | 37 700 | |
| 1-4 days a week | 4 | 4 | 75 300 | |
| Monthly | 3 | 3 | 56 500 | |
| Rarely | 8 | 9 | 169 400 | |
| Never | 68 | 72 | 1374 300 | |
| Cant say / No answer | 4 | 5 | 94 100 | Source: NRS 2025 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 14 | 13 | 244 700 |
| Partially agree | 43 | 43 | 809 500 | |
| Partially disagree | 30 | 31 | 583 600 | |
| Completely disagree | 10 | 10 | 207 100 | |
| Can not say | 3 | 3 | 56 500 | |
| I prefer domestic products | Completely agree | 33 | 35 | 658 900 |
| Partially agree | 55 | 56 | 1054 300 | |
| Partially disagree | 9 | 8 | 131 800 | |
| Completely disagree | 1 | 1 | 18 800 | |
| Can not say | 2 | 1 | 18 800 | |
| I consciously make responsible choices in my consumption | Completely agree | 20 | 21 | 395 300 |
| Partially agree | 54 | 57 | 1073 100 | |
| Partially disagree | 18 | 16 | 301 200 | |
| Completely disagree | 4 | 3 | 56 500 | |
| Can not say | 3 | 3 | 56 500 | |
| When shopping, quality is more important to me than price | Completely agree | 23 | 23 | 433 000 |
| Partially agree | 58 | 60 | 1129 600 | |
| Partially disagree | 15 | 14 | 263 600 | |
| Completely disagree | 1 | 1 | 18 800 | |
| Can not say | 2 | 2 | 37 700 | |
| I usually choose the cheapest option | Completely agree | 12 | 10 | 188 300 |
| Partially agree | 48 | 49 | 922 500 | |
| Partially disagree | 33 | 34 | 640 100 | |
| Completely disagree | 5 | 5 | 94 100 | |
| Can not say | 2 | 2 | 37 700 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 37 | 38 | 715 400 |
| Partially agree | 50 | 51 | 960 100 | |
| Partially disagree | 9 | 8 | 150 600 | |
| Completely disagree | 2 | 2 | 37 700 | |
| Can not say | 1 | 1 | 18 800 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 6 | 5 | 94 100 |
| Partially agree | 24 | 24 | 433 000 | |
| Partially disagree | 38 | 39 | 734 200 | |
| Completely disagree | 24 | 24 | 451 800 | |
| Can not say | 9 | 9 | 169 400 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 4 | 75 300 |
| Partially agree | 36 | 36 | 677 700 | |
| Partially disagree | 45 | 46 | 866 000 | |
| Completely disagree | 11 | 11 | 207 100 | |
| Can not say | 4 | 3 | 56 500 | |
| I prefer local shops and services | Completely agree | 27 | 29 | 564 800 |
| Partially agree | 58 | 59 | 1110 700 | |
| Partially disagree | 11 | 10 | 188 300 | |
| Completely disagree | 1 | 1 | 18 800 | |
| Can not say | 2 | 1 | 18 800 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 4 | 56 500 |
| Partially agree | 28 | 28 | 508 300 | |
| Partially disagree | 29 | 30 | 564 800 | |
| Completely disagree | 32 | 32 | 621 300 | |
| Can not say | 7 | 7 | 131 800 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 8 | 150 600 |
| Partially agree | 32 | 33 | 621 300 | |
| Partially disagree | 37 | 37 | 696 600 | |
| Completely disagree | 20 | 19 | 357 700 | |
| Can not say | 2 | 2 | 37 700 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 17 | 320 000 |
| Partially agree | 50 | 53 | 997 800 | |
| Partially disagree | 24 | 23 | 433 000 | |
| Completely disagree | 6 | 5 | 94 100 | |
| Can not say | 4 | 3 | 56 500 | |
| Ecology is an important purchase reason for me | Completely agree | 17 | 18 | 338 900 |
| Partially agree | 51 | 55 | 1035 400 | |
| Partially disagree | 22 | 20 | 376 500 | |
| Completely disagree | 6 | 5 | 94 100 | |
| Can not say | 3 | 3 | 56 500 | |
| I prefer well-known brands | Completely agree | 12 | 12 | 225 900 |
| Partially agree | 58 | 60 | 1129 600 | |
| Partially disagree | 21 | 21 | 395 300 | |
| Completely disagree | 5 | 4 | 75 300 | |
| Can not say | 3 | 3 | 56 500 | |
| I prefer used products in my purchases | Completely agree | 14 | 14 | 244 700 |
| Partially agree | 41 | 40 | 753 000 | |
| Partially disagree | 31 | 32 | 602 400 | |
| Completely disagree | 12 | 12 | 225 900 | |
| Can not say | 3 | 3 | 37 700 | Source: NRS 2025 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 14 | 263 600 |
| Quite positively | 61 | 64 | 1204 900 | |
| Quite negatively | 16 | 14 | 263 600 | |
| Very negative | 4 | 3 | 56 500 | |
| Can not say | 6 | 5 | 94 100 | |
| Magazines | Very positive | 13 | 14 | 263 600 |
| Quite positively | 60 | 62 | 1167 200 | |
| Quite negatively | 17 | 15 | 301 200 | |
| Very negative | 4 | 3 | 56 500 | |
| Can not say | 6 | 5 | 94 100 | |
| Free and local newspapers | Very positive | 24 | 26 | 489 500 |
| Quite positively | 56 | 58 | 1091 900 | |
| Quite negatively | 11 | 9 | 150 600 | |
| Very negative | 4 | 2 | 37 700 | |
| Can not say | 6 | 5 | 94 100 | |
| Newspaper/Magazine websites or applications | Very positive | 7 | 7 | 131 800 |
| Quite positively | 45 | 46 | 866 000 | |
| Quite negatively | 30 | 30 | 546 000 | |
| Very negative | 10 | 8 | 150 600 | |
| Can not say | 8 | 9 | 188 300 | |
| Social media (Facebook, Instagram etc.) | Very positive | 6 | 5 | 94 100 |
| Quite positively | 33 | 33 | 621 300 | |
| Quite negatively | 32 | 32 | 602 400 | |
| Very negative | 17 | 15 | 282 400 | |
| Can not say | 12 | 14 | 282 400 | |
| Blogs | Very positive | 4 | 3 | 56 500 |
| Quite positively | 25 | 24 | 433 000 | |
| Quite negatively | 29 | 28 | 527 100 | |
| Very negative | 16 | 15 | 282 400 | |
| Can not say | 26 | 30 | 583 600 | |
| Newsletters to email | Very positive | 2 | 2 | 37 700 |
| Quite positively | 17 | 18 | 338 900 | |
| Quite negatively | 34 | 36 | 677 700 | |
| Very negative | 43 | 41 | 771 900 | |
| Can not say | 4 | 4 | 75 300 | |
| Other websites | Very positive | 3 | 3 | 56 500 |
| Quite positively | 38 | 37 | 677 700 | |
| Quite negatively | 34 | 35 | 658 900 | |
| Very negative | 14 | 12 | 225 900 | |
| Can not say | 11 | 13 | 263 600 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 7 | 7 | 131 800 |
| Quite positively | 46 | 47 | 884 800 | |
| Quite negatively | 29 | 31 | 583 600 | |
| Very negative | 13 | 11 | 207 100 | |
| Can not say | 4 | 4 | 75 300 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 4 | 75 300 |
| Quite positively | 35 | 35 | 640 100 | |
| Quite negatively | 33 | 34 | 640 100 | |
| Very negative | 20 | 19 | 357 700 | |
| Can not say | 7 | 8 | 150 600 | |
| Home delivered advertisements and catalogues | Very positive | 19 | 22 | 414 200 |
| Quite positively | 46 | 48 | 922 500 | |
| Quite negatively | 17 | 15 | 263 600 | |
| Very negative | 14 | 11 | 207 100 | |
| Can not say | 5 | 4 | 75 300 | |
| Out-of-home advertising | Very positive | 11 | 11 | 207 100 |
| Quite positively | 52 | 52 | 979 000 | |
| Quite negatively | 21 | 21 | 395 300 | |
| Very negative | 9 | 7 | 131 800 | |
| Can not say | 8 | 8 | 169 400 | 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 | 20 | 376 500 |
| Partially agree | 60 | 63 | 1186 000 | |
| Partially disagree | 11 | 9 | 169 400 | |
| Completely disagree | 3 | 2 | 37 700 | |
| Can not say | 9 | 6 | 113 000 | |
| I stop and disconnect from hectic everyday life by reading magazines. | Completely agree | 16 | 18 | 338 900 |
| Partially agree | 57 | 60 | 1148 400 | |
| Partially disagree | 14 | 12 | 207 100 | |
| Completely disagree | 5 | 3 | 75 300 | |
| Can not say | 8 | 6 | 113 000 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 23 | 24 | 451 800 |
| Partially agree | 46 | 46 | 866 000 | |
| Partially disagree | 12 | 11 | 207 100 | |
| Completely disagree | 5 | 4 | 75 300 | |
| Can not say | 15 | 15 | 282 400 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 33 | 621 300 |
| Partially agree | 49 | 50 | 941 300 | |
| Partially disagree | 7 | 6 | 113 000 | |
| Completely disagree | 2 | 2 | 37 700 | |
| Can not say | 10 | 9 | 169 400 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 17 | 320 000 |
| Partially agree | 51 | 52 | 979 000 | |
| Partially disagree | 14 | 13 | 244 700 | |
| Completely disagree | 3 | 2 | 37 700 | |
| Can not say | 16 | 16 | 301 200 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 11 | 11 | 207 100 |
| Partially agree | 52 | 53 | 997 800 | |
| Partially disagree | 18 | 18 | 338 900 | |
| Completely disagree | 3 | 2 | 37 700 | |
| Can not say | 17 | 16 | 301 200 | |
| Finnish magazines are of high quality | Completely agree | 23 | 25 | 470 600 |
| Partially agree | 58 | 60 | 1129 600 | |
| Partially disagree | 9 | 8 | 150 600 | |
| Completely disagree | 1 | 1 | 18 800 | |
| Can not say | 9 | 6 | 113 000 | |
| I follow important magazines on social media | Completely agree | 7 | 6 | 113 000 |
| Partially agree | 25 | 27 | 489 500 | |
| Partially disagree | 23 | 23 | 433 000 | |
| Completely disagree | 36 | 35 | 658 900 | |
| Can not say | 10 | 9 | 169 400 | |
| I read important magazines from cover to cover | Completely agree | 16 | 19 | 376 500 |
| Partially agree | 33 | 37 | 696 600 | |
| Partially disagree | 29 | 27 | 508 300 | |
| Completely disagree | 17 | 14 | 244 700 | |
| Can not say | 5 | 3 | 56 500 | |
| Ads in magazines make new things familiar | Completely agree | 7 | 8 | 169 400 |
| Partially agree | 45 | 47 | 884 800 | |
| Partially disagree | 28 | 27 | 508 300 | |
| Completely disagree | 10 | 9 | 169 400 | |
| Can not say | 10 | 8 | 150 600 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 10 | 11 | 207 100 |
| Partially agree | 35 | 36 | 677 700 | |
| Partially disagree | 23 | 24 | 451 800 | |
| Completely disagree | 23 | 22 | 433 000 | |
| Can not say | 9 | 7 | 131 800 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 9 | 169 400 |
| Partially agree | 33 | 35 | 658 900 | |
| Partially disagree | 27 | 27 | 508 300 | |
| Completely disagree | 24 | 22 | 414 200 | |
| Can not say | 8 | 6 | 113 000 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 13 | 16 | 301 200 |
| Partially agree | 50 | 53 | 997 800 | |
| Partially disagree | 19 | 18 | 338 900 | |
| Completely disagree | 13 | 10 | 188 300 | |
| Can not say | 5 | 4 | 75 300 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 9 | 10 | 188 300 |
| Partially agree | 29 | 32 | 602 400 | |
| Partially disagree | 27 | 26 | 508 300 | |
| Completely disagree | 29 | 25 | 489 500 | |
| Can not say | 7 | 5 | 94 100 | |
| I trust product recommendations from social media influencers | Completely agree | 2 | 1 | 18 800 |
| Partially agree | 18 | 15 | 263 600 | |
| Partially disagree | 33 | 34 | 640 100 | |
| Completely disagree | 38 | 39 | 753 000 | |
| Can not say | 10 | 11 | 207 100 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 16 | 19 | 357 700 |
| Partially agree | 41 | 44 | 828 300 | |
| Partially disagree | 23 | 22 | 395 300 | |
| Completely disagree | 12 | 9 | 169 400 | |
| Can not say | 8 | 6 | 113 000 | 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 | 11 | 225 900 |
| Newspapers | 12 | 14 | 263 600 | |
| Magazine websites | 7 | 7 | 131 800 | |
| Newspaper websites | 8 | 9 | 169 400 | |
| Blogs | 3 | 2 | 37 700 | |
| Social media | 16 | 12 | 225 900 | |
| Other websites | 44 | 43 | 809 500 | |
| Television | 11 | 11 | 207 100 | |
| Radio | 2 | 2 | 37 700 | |
| Direct mail | 10 | 11 | 207 100 | |
| None of these | 39 | 40 | 753 000 | |
| Information sources, consumer electronics and information technology | Print magazines | 13 | 16 | 301 200 |
| Newspapers | 15 | 18 | 338 900 | |
| Magazine websites | 9 | 10 | 169 400 | |
| Newspaper websites | 11 | 12 | 225 900 | |
| Blogs | 6 | 4 | 75 300 | |
| Social media | 28 | 23 | 414 200 | |
| Other websites | 50 | 49 | 903 600 | |
| Television | 19 | 20 | 376 500 | |
| Radio | 3 | 3 | 56 500 | |
| Direct mail | 35 | 40 | 771 900 | |
| None of these | 16 | 16 | 301 200 | |
| Information sources, beauty care and cosmetics | Print magazines | 18 | 24 | 451 800 |
| Newspapers | 8 | 10 | 207 100 | |
| Magazine websites | 10 | 13 | 225 900 | |
| Newspaper websites | 7 | 8 | 150 600 | |
| Blogs | 7 | 7 | 131 800 | |
| Social media | 31 | 31 | 546 000 | |
| Other websites | 17 | 18 | 338 900 | |
| Television | 14 | 17 | 320 000 | |
| Radio | 2 | 3 | 56 500 | |
| Direct mail | 17 | 22 | 433 000 | |
| None of these | 43 | 37 | 715 400 | |
| Information sources, travel | Print magazines | 16 | 19 | 376 500 |
| Newspapers | 15 | 18 | 338 900 | |
| Magazine websites | 10 | 11 | 207 100 | |
| Newspaper websites | 11 | 12 | 225 900 | |
| Blogs | 12 | 11 | 188 300 | |
| Social media | 38 | 36 | 658 900 | |
| Other websites | 49 | 52 | 979 000 | |
| Television | 17 | 19 | 357 700 | |
| Radio | 3 | 3 | 56 500 | |
| Direct mail | 9 | 11 | 207 100 | |
| None of these | 25 | 22 | 414 200 | |
| Information sources, style and fashion | Print magazines | 22 | 28 | 546 000 |
| Newspapers | 11 | 14 | 263 600 | |
| Magazine websites | 12 | 14 | 263 600 | |
| Newspaper websites | 8 | 9 | 169 400 | |
| Blogs | 9 | 8 | 150 600 | |
| Social media | 37 | 35 | 640 100 | |
| Other websites | 34 | 35 | 658 900 | |
| Television | 18 | 21 | 395 300 | |
| Radio | 2 | 2 | 37 700 | |
| Direct mail | 25 | 31 | 583 600 | |
| None of these | 28 | 24 | 470 600 | |
| Information sources, building and renovating | Print magazines | 17 | 20 | 395 300 |
| Newspapers | 13 | 15 | 282 400 | |
| Magazine websites | 9 | 10 | 169 400 | |
| Newspaper websites | 9 | 9 | 169 400 | |
| Blogs | 7 | 7 | 113 000 | |
| Social media | 26 | 23 | 414 200 | |
| Other websites | 33 | 34 | 640 100 | |
| Television | 18 | 20 | 376 500 | |
| Radio | 2 | 2 | 37 700 | |
| Direct mail | 27 | 32 | 621 300 | |
| None of these | 31 | 29 | 546 000 | |
| Information sources, food, cooking and baking | Print magazines | 35 | 43 | 809 500 |
| Newspapers | 25 | 29 | 564 800 | |
| Magazine websites | 21 | 24 | 433 000 | |
| Newspaper websites | 23 | 24 | 451 800 | |
| Blogs | 14 | 14 | 244 700 | |
| Social media | 45 | 43 | 771 900 | |
| Other websites | 32 | 31 | 564 800 | |
| Television | 29 | 31 | 602 400 | |
| Radio | 7 | 7 | 131 800 | |
| Direct mail | 26 | 31 | 602 400 | |
| None of these | 11 | 9 | 169 400 | |
| Information sources, eyeglasses, contact lenses or sunglasses | Print magazines | 6 | 8 | 150 600 |
| Newspapers | 10 | 12 | 244 700 | |
| Magazine websites | 3 | 4 | 75 300 | |
| Newspaper websites | 5 | 6 | 113 000 | |
| Blogs | 1 | 1 | 18 800 | |
| Social media | 12 | 11 | 207 100 | |
| Other websites | 27 | 28 | 527 100 | |
| Television | 12 | 14 | 263 600 | |
| Radio | 2 | 2 | 37 700 | |
| Direct mail | 16 | 19 | 376 500 | |
| None of these | 52 | 48 | 884 800 | |
| Information sources, decorating and furniture purchases | Print magazines | 23 | 29 | 546 000 |
| Newspapers | 14 | 16 | 320 000 | |
| Magazine websites | 11 | 13 | 225 900 | |
| Newspaper websites | 9 | 10 | 188 300 | |
| Blogs | 7 | 7 | 131 800 | |
| Social media | 31 | 30 | 527 100 | |
| Other websites | 31 | 31 | 564 800 | |
| Television | 19 | 21 | 395 300 | |
| Radio | 2 | 2 | 37 700 | |
| Direct mail | 31 | 36 | 696 600 | |
| None of these | 24 | 21 | 395 300 | |
| Information sources, saving and investing | Print magazines | 9 | 10 | 207 100 |
| Newspapers | 11 | 12 | 225 900 | |
| Magazine websites | 6 | 6 | 113 000 | |
| Newspaper websites | 11 | 10 | 188 300 | |
| Blogs | 7 | 6 | 94 100 | |
| Social media | 22 | 18 | 320 000 | |
| Other websites | 32 | 31 | 564 800 | |
| Television | 8 | 8 | 150 600 | |
| Radio | 3 | 2 | 37 700 | |
| Direct mail | 4 | 4 | 94 100 | |
| None of these | 44 | 46 | 884 800 | |
| Information sources, health and wellbeing products / services | Print magazines | 13 | 16 | 320 000 |
| Newspapers | 13 | 15 | 301 200 | |
| Magazine websites | 8 | 9 | 169 400 | |
| Newspaper websites | 9 | 10 | 188 300 | |
| Blogs | 5 | 5 | 94 100 | |
| Social media | 26 | 25 | 451 800 | |
| Other websites | 39 | 40 | 753 000 | |
| Television | 13 | 14 | 263 600 | |
| Radio | 3 | 3 | 56 500 | |
| Direct mail | 15 | 19 | 357 700 | |
| None of these | 36 | 32 | 602 400 | |
| Information sources, purchase of sportswear, -footwear or -equipment | Print magazines | 12 | 14 | 263 600 |
| Newspapers | 16 | 18 | 357 700 | |
| Magazine websites | 7 | 7 | 131 800 | |
| Newspaper websites | 9 | 11 | 207 100 | |
| Blogs | 5 | 4 | 75 300 | |
| Social media | 26 | 24 | 433 000 | |
| Other websites | 42 | 42 | 790 700 | |
| Television | 14 | 16 | 301 200 | |
| Radio | 2 | 2 | 37 700 | |
| Direct mail | 30 | 36 | 696 600 | |
| None of these | 28 | 25 | 470 600 | Source: NRS 2025 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 25 | 19 | 357 700 |
| Well-being and health | 50 | 60 | 1129 600 | |
| Charity work | 13 | 15 | 282 400 | |
| Self development | 32 | 33 | 602 400 | |
| Celebrities | 14 | 15 | 282 400 | |
| Fishing | 16 | 13 | 244 700 | |
| Beauty care and cosmetics | 16 | 20 | 357 700 | |
| Literature | 27 | 32 | 602 400 | |
| Domestic and foreign news | 52 | 56 | 1054 300 | |
| Domestic travel | 32 | 37 | 696 600 | |
| Culture | 33 | 37 | 677 700 | |
| Crafts | 25 | 30 | 564 800 | |
| Nature and going outdoor | 52 | 58 | 1091 900 | |
| Hunting | 10 | 8 | 131 800 | |
| Style and fashion | 20 | 23 | 414 200 | |
| Music and concerts | 36 | 39 | 734 200 | |
| Going on summer cottage | 29 | 30 | 546 000 | |
| Local affairs | 55 | 64 | 1223 700 | |
| Computer/console/mobile playing | 17 | 10 | 169 400 | |
| Politics | 42 | 42 | 790 700 | |
| Gardening and plants | 30 | 40 | 753 000 | |
| Building and renovating | 34 | 36 | 677 700 | |
| Food and drink | 38 | 42 | 771 900 | |
| Cooking, baking, recipes | 38 | 47 | 884 800 | |
| Investment | 23 | 21 | 376 500 | |
| Decorating | 28 | 34 | 640 100 | |
| Economic and finances | 35 | 35 | 658 900 | |
| Science | 35 | 33 | 602 400 | |
| Travelling abroad | 34 | 34 | 640 100 | |
| Sports, exercising | 45 | 45 | 828 300 | |
| Sailing, boating | 10 | 8 | 131 800 | |
| Consumer electronics and information technology | 21 | 16 | 282 400 | |
| Environmental matters | 31 | 34 | 621 300 | |
| 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
- Suomen Osuuskauppojen Keskuskunta SOK
- Fleminginkatu 34
- 00510 Helsinki
- www.s-kanava.fi
- Aleksi Rautakorpi
- aleksi.rautakorpi@sok.fi
Media
Publisher
- Suomen Osuuskauppojen Keskuskunta SOK
Publisher
- Suomen Osuuskauppojen Keskuskunta SOK
Päätoimittaja
- Asta Kujala
Address
- Fleminginkatu 34
- 00510 Helsinki
Postal address
- PL 1
- 00088 S-RYHMÄ