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
572 437 (Source: LT2025)
Copies
650 000
Magazine website
Magazine in Social Media
Timetables
| Issue | Issue | Booking Date | Material Date | Themes and info |
|---|---|---|---|---|
| 1 | 10.2.2026 | 29.12.2025 | 12.1.2026 | |
| 2 | 10.5.2026 | 24.3.2026 | 7.4.2026 | |
| 3 | 10.8.2026 | 5.6.2026 | 16.6.2026 | |
| 4 | 10.11.2026 | 29.9.2026 | 12.10.2026 |
Ei aikatauluja vuodelle 2027.
Prices
| Ad | Placement | Size | Bleed | Price (tax 0%) |
|---|---|---|---|---|
| 2/1 landscape | Not specified | 420 x 273 mm | 3 mm | 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 31.12.2026 |
Size
210 x 273 mm
Printing method
Offset
Binding
Stitching
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 31.12.2027 |
|---|
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 31.12.2026 |
| Ad | Description | Size | Price (tax 0%) |
Prices valid until 31.12.2027 |
|---|
Readers
Readers
1 814 300
Total reach
2 018 900
How many times read
1,7
Minutes of reading
42 min
Source: NRS 2026
Gender
Source: NRS 2026
Audience in digital and print
Source: NRS 2026
Age
Source: NRS 2026
Municipality type
Source: NRS 2026
Education
Source: NRS 2026
Gross household income, daily purchases
Source: NRS 2026
NRS Facts
Print readers include only those who read the printed magazine.
|
Readers 1 814 300
Minutes of reading42 min
How many times read1,7
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 66 | 1197 400 |
| Men | 49 | 34 | 616 900 | |
| Native language | Finnish | 95 | 98 | 1778 000 |
| Swedish | 5 | 2 | 36 300 | |
| Age | 15-24 y | 13 | 4 | 72 600 |
| 25-34 y | 14 | 8 | 145 100 | |
| 35-44 y | 14 | 13 | 235 900 | |
| 45-54 y | 14 | 15 | 272 100 | |
| 55-64 y | 15 | 18 | 326 600 | |
| 65+ y | 30 | 42 | 762 000 | |
| Gender + age | Female 15-29 years | 9 | 6 | 108 900 |
| Female 30-49 years | 14 | 17 | 308 400 | |
| Female 50+ years | 28 | 44 | 798 300 | |
| Male 15-29 years | 10 | 2 | 36 300 | |
| Male 30-49 years | 15 | 8 | 145 100 | |
| Male 50+ years | 24 | 24 | 435 400 | |
| Household position | Lives at home with parents | 7 | 2 | 36 300 |
| Lives alone | 29 | 27 | 489 900 | |
| Lives with spouse | 36 | 42 | 762 000 | |
| Lives with spouse and children | 23 | 23 | 417 300 | |
| Single parent | 2 | 3 | 54 400 | |
| Other | 2 | 2 | 36 300 | |
| Grandchildren under 18 years of age | Yes | 20 | 27 | 489 900 |
| No | 39 | 48 | 870 900 | |
| No answer (under 45 year olds) | 41 | 25 | 453 600 | |
| Education | Elementary school | 4 | 5 | 90 700 |
| Secondary school | 6 | 5 | 90 700 | |
| Vocational | 26 | 27 | 489 900 | |
| High school | 13 | 11 | 199 600 | |
| University of Applied Sciences | 19 | 19 | 344 700 | |
| University | 30 | 31 | 562 400 | |
| Something else | 2 | 2 | 36 300 | |
| Decision-maker in grocery purchases | Yes | 93 | 96 | 1741 700 |
| No | 7 | 4 | 72 600 | |
| Can not say | 0 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 78 | 1415 200 |
| No | 32 | 22 | 399 100 | |
| Size of the household | 1 pers | 28 | 27 | 489 900 |
| 2 pers | 38 | 44 | 798 300 | |
| 3 pers | 14 | 13 | 235 900 | |
| 4 pers | 12 | 10 | 181 400 | |
| 5+ pers | 7 | 5 | 90 700 | |
| Household income (gross) | Below 20 000 € /y | 10 | 7 | 127 000 |
| 20 000 - 35 000 € /y | 15 | 18 | 326 600 | |
| 35 001 - 50 000 € /y | 18 | 20 | 362 900 | |
| 50 001 - 85 000 € /y | 21 | 22 | 399 100 | |
| 85 001 - 100 000 € /y | 8 | 9 | 163 300 | |
| Over 100 000 € /y | 12 | 11 | 199 600 | |
| Dont want to tell | 7 | 8 | 145 100 | |
| Cant say / No answer | 9 | 4 | 72 600 | |
| Family with kids | Yes | 33 | 28 | 508 000 |
| No | 67 | 72 | 1306 300 | |
| Number of children in the household (5th grade) | 1 child | 13 | 12 | 217 700 |
| 2 children | 12 | 11 | 199 600 | |
| 3 children | 5 | 4 | 72 600 | |
| 4 children | 1 | 1 | 18 100 | |
| 5+ children | 1 | 1 | 18 100 | |
| There are no children | 67 | 72 | 1306 300 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 15 | 272 100 |
| Dog | 24 | 24 | 435 400 | |
| Some other pet | 5 | 5 | 90 700 | |
| No pets | 62 | 63 | 1143 000 | |
| Health services used in the household | Public health services | 85 | 88 | 1596 600 |
| Employer - funded health care services | 51 | 46 | 834 600 | |
| Private, self-funded healthcare services | 39 | 44 | 798 300 | |
| Private health insurance services | 27 | 24 | 435 400 | |
| No health care | 1 | 1 | 18 100 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 33 | 30 | 544 300 |
| Row house or semi-detached house | 17 | 18 | 326 600 | |
| Detached house | 45 | 47 | 852 700 | |
| Farm | 4 | 4 | 72 600 | |
| Something else | 1 | 1 | 18 100 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 81 | 1469 600 |
| Rented residence | 22 | 16 | 290 300 | |
| Right of residence apartment | 2 | 2 | 36 300 | |
| Something else | 1 | 1 | 18 100 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 45 | 816 400 |
| No | 58 | 55 | 997 900 | |
| Can not say | 1 | 1 | 18 100 | |
| Number of cars in household | One car | 46 | 49 | 889 000 |
| Two cars | 29 | 29 | 526 100 | |
| Three or more cars | 10 | 10 | 181 400 | |
| No car | 15 | 12 | 217 700 | |
| Type of car, if buying now | New | 18 | 21 | 381 000 |
| Used | 71 | 69 | 1251 900 | |
| Company car | 5 | 4 | 72 600 | |
| Leasing (personal) | 9 | 9 | 163 300 | |
| Shared car | 2 | 2 | 36 300 | |
| Doesn't use a car | 8 | 8 | 145 100 | |
| Can not say | 5 | 5 | 90 700 | |
| Advertising ban at the door / mailbox | Yes | 29 | 23 | 417 300 |
| No | 70 | 76 | 1378 900 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 12 | 217 700 |
| No | 75 | 82 | 1487 700 | |
| Can not say | 5 | 6 | 108 900 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 17 | 308 400 |
| Turku or Tampere | 8 | 7 | 127 000 | |
| Oulu | 4 | 4 | 72 600 | |
| 70 000 - 150 000 inhabitants town | 14 | 16 | 290 300 | |
| Urban municipality | 24 | 26 | 471 700 | |
| Conurbation | 17 | 18 | 326 600 | |
| Countryside | 12 | 13 | 235 900 | Source: NRS 2026 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 17 | 308 400 |
| 5-6 days a week | 4 | 5 | 90 700 | |
| 1-4 days a week | 23 | 30 | 544 300 | |
| Monthly | 25 | 26 | 471 700 | |
| Rarely | 27 | 19 | 344 700 | |
| Never | 9 | 3 | 54 400 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 24 | 435 400 |
| 5-6 days a week | 5 | 5 | 90 700 | |
| 1-4 days a week | 18 | 19 | 344 700 | |
| Monthly | 16 | 16 | 290 300 | |
| Rarely | 24 | 23 | 417 300 | |
| Never | 13 | 13 | 235 900 | |
| Can not say | 1 | 1 | 18 100 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 32 | 580 600 |
| 5-6 days a week | 4 | 5 | 90 700 | |
| 1-4 days a week | 22 | 26 | 471 700 | |
| Monthly | 16 | 14 | 254 000 | |
| Rarely | 25 | 18 | 326 600 | |
| Never | 9 | 4 | 72 600 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 60 | 1088 600 |
| 5-6 days a week | 9 | 8 | 145 100 | |
| 1-4 days a week | 16 | 16 | 290 300 | |
| Monthly | 7 | 5 | 90 700 | |
| Rarely | 8 | 7 | 127 000 | |
| Never | 5 | 5 | 90 700 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 5 | 90 700 |
| 5-6 days a week | 3 | 4 | 72 600 | |
| 1-4 days a week | 38 | 46 | 834 600 | |
| Monthly | 20 | 20 | 362 900 | |
| Rarely | 24 | 20 | 362 900 | |
| Never | 10 | 6 | 108 900 | |
| Can not say | 1 | 1 | 18 100 | |
| The frequency of watching: Free online TV services | Daily | 19 | 22 | 399 100 |
| 5-6 days a week | 10 | 11 | 199 600 | |
| 1-4 days a week | 29 | 29 | 526 100 | |
| Monthly | 20 | 17 | 308 400 | |
| Rarely | 15 | 13 | 235 900 | |
| Never | 6 | 7 | 127 000 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 15 | 272 100 |
| 5-6 days a week | 10 | 8 | 145 100 | |
| 1-4 days a week | 22 | 20 | 362 900 | |
| Monthly | 9 | 9 | 163 300 | |
| Rarely | 12 | 11 | 199 600 | |
| Never | 29 | 36 | 653 100 | |
| Can not say | 1 | 1 | 18 100 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 53 | 961 600 |
| 5-6 days a week | 10 | 10 | 181 400 | |
| 1-4 days a week | 19 | 17 | 308 400 | |
| Monthly | 12 | 9 | 163 300 | |
| Rarely | 13 | 8 | 145 100 | |
| Never | 4 | 2 | 36 300 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 41 | 743 900 |
| 5-6 days a week | 11 | 12 | 217 700 | |
| 1-4 days a week | 20 | 19 | 344 700 | |
| Monthly | 12 | 9 | 163 300 | |
| Rarely | 14 | 11 | 199 600 | |
| Never | 9 | 8 | 145 100 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 30 | 544 300 |
| 5-6 days a week | 5 | 6 | 108 900 | |
| 1-4 days a week | 15 | 16 | 290 300 | |
| Monthly | 13 | 11 | 199 600 | |
| Rarely | 27 | 24 | 435 400 | |
| Never | 16 | 13 | 235 900 | |
| Can not say | 1 | 1 | 18 100 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 18 | 326 600 |
| 5-6 days a week | 9 | 8 | 145 100 | |
| 1-4 days a week | 19 | 19 | 344 700 | |
| Monthly | 14 | 13 | 235 900 | |
| Rarely | 23 | 23 | 417 300 | |
| Never | 17 | 18 | 326 600 | |
| Can not say | 1 | 1 | 18 100 | |
| The frequency of listening: Podcasts | Daily | 7 | 5 | 90 700 |
| 5-6 days a week | 4 | 3 | 54 400 | |
| 1-4 days a week | 12 | 9 | 163 300 | |
| Monthly | 14 | 12 | 217 700 | |
| Rarely | 26 | 27 | 489 900 | |
| Never | 35 | 40 | 725 700 | |
| Can not say | 2 | 2 | 36 300 | |
| User frequency and following: Social media | Daily | 62 | 60 | 1088 600 |
| 5-6 days a week | 7 | 7 | 127 000 | |
| 1-4 days a week | 7 | 7 | 127 000 | |
| Monthly | 3 | 3 | 54 400 | |
| Rarely | 6 | 6 | 108 900 | |
| Never | 15 | 17 | 308 400 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 12 | 217 700 |
| 5-6 days a week | 5 | 3 | 54 400 | |
| 1-4 days a week | 13 | 10 | 181 400 | |
| Monthly | 8 | 8 | 145 100 | |
| Rarely | 20 | 22 | 399 100 | |
| Never | 36 | 43 | 780 100 | |
| Can not say | 1 | 1 | 18 100 | |
| Reading frequency: Printed books | Daily | 17 | 20 | 362 900 |
| 5-6 days a week | 6 | 7 | 127 000 | |
| 1-4 days a week | 15 | 15 | 272 100 | |
| Monthly | 22 | 21 | 381 000 | |
| Rarely | 34 | 31 | 562 400 | |
| Never | 7 | 5 | 90 700 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 54 400 |
| 5-6 days a week | 2 | 1 | 18 100 | |
| 1-4 days a week | 4 | 4 | 72 600 | |
| Monthly | 6 | 6 | 108 900 | |
| Rarely | 30 | 27 | 489 900 | |
| Never | 54 | 58 | 1052 300 | |
| Can not say | 1 | 1 | 18 100 | |
| Listening frequency: Audiobooks | Daily | 8 | 8 | 145 100 |
| 5-6 days a week | 3 | 3 | 54 400 | |
| 1-4 days a week | 6 | 5 | 90 700 | |
| Monthly | 8 | 7 | 127 000 | |
| Rarely | 23 | 20 | 362 900 | |
| Never | 52 | 56 | 1016 000 | |
| Can not say | 1 | 0 | 0 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 14 | 254 000 |
| 5-6 days a week | 9 | 7 | 127 000 | |
| 1-4 days a week | 20 | 20 | 362 900 | |
| Monthly | 20 | 23 | 417 300 | |
| Rarely | 19 | 23 | 417 300 | |
| Never | 10 | 14 | 254 000 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: LinkedIn | Daily | 6 | 4 | 72 600 |
| 5-6 days a week | 2 | 2 | 36 300 | |
| 1-4 days a week | 7 | 7 | 127 000 | |
| Monthly | 8 | 8 | 145 100 | |
| Rarely | 13 | 12 | 217 700 | |
| Never | 52 | 55 | 997 900 | |
| Cant say / No answer | 11 | 13 | 235 900 | |
| Usage/following: Facebook | Daily | 40 | 45 | 816 400 |
| 5-6 days a week | 6 | 7 | 127 000 | |
| 1-4 days a week | 11 | 10 | 181 400 | |
| Monthly | 5 | 4 | 72 600 | |
| Rarely | 10 | 7 | 127 000 | |
| Never | 17 | 15 | 272 100 | |
| Cant say / No answer | 10 | 11 | 199 600 | |
| Usage/Following: Instagram | Daily | 37 | 34 | 616 900 |
| 5-6 days a week | 6 | 5 | 90 700 | |
| 1-4 days a week | 9 | 9 | 163 300 | |
| Monthly | 5 | 4 | 72 600 | |
| Rarely | 8 | 8 | 145 100 | |
| Never | 25 | 27 | 489 900 | |
| Cant say / No answer | 10 | 12 | 217 700 | |
| Usage/following rate: Snapchat | Daily | 16 | 9 | 163 300 |
| 5-6 days a week | 2 | 1 | 18 100 | |
| 1-4 days a week | 2 | 2 | 36 300 | |
| Monthly | 2 | 1 | 18 100 | |
| Rarely | 5 | 5 | 90 700 | |
| Never | 62 | 70 | 1270 000 | |
| Cant say / No answer | 11 | 12 | 217 700 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 3 | 54 400 |
| 5-6 days a week | 2 | 1 | 18 100 | |
| 1-4 days a week | 4 | 3 | 54 400 | |
| Monthly | 3 | 3 | 54 400 | |
| Rarely | 11 | 10 | 181 400 | |
| Never | 66 | 69 | 1251 900 | |
| Cant say / No answer | 10 | 12 | 217 700 | |
| Usage/Following: TikTok | Daily | 13 | 7 | 127 000 |
| 5-6 days a week | 2 | 1 | 18 100 | |
| 1-4 days a week | 4 | 4 | 72 600 | |
| Monthly | 3 | 2 | 36 300 | |
| Rarely | 8 | 8 | 145 100 | |
| Never | 62 | 66 | 1197 400 | |
| Cant say / No answer | 10 | 12 | 217 700 | |
| Usage/following frequency: Jodel | Daily | 3 | 2 | 36 300 |
| 5-6 days a week | 1 | 0 | 0 | |
| 1-4 days a week | 2 | 1 | 18 100 | |
| Monthly | 3 | 2 | 36 300 | |
| Rarely | 6 | 4 | 72 600 | |
| Never | 71 | 74 | 1342 600 | |
| Cant say / No answer | 15 | 17 | 308 400 | |
| Usage/following frequency: Threads | Daily | 3 | 3 | 54 400 |
| 5-6 days a week | 1 | 1 | 18 100 | |
| 1-4 days a week | 4 | 3 | 54 400 | |
| Monthly | 3 | 3 | 54 400 | |
| Rarely | 5 | 4 | 72 600 | |
| Never | 69 | 69 | 1251 900 | |
| Cant say / No answer | 15 | 17 | 308 400 | |
| Usage/following frequency: Bluesky | Daily | 0 | 0 | 0 |
| 5-6 days a week | 0 | 0 | 0 | |
| 1-4 days a week | 1 | 1 | 18 100 | |
| Monthly | 1 | 1 | 18 100 | |
| Rarely | 3 | 2 | 36 300 | |
| Never | 80 | 79 | 1433 300 | |
| Cant say / No answer | 15 | 17 | 308 400 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 13 | 235 900 |
| Partially agree | 42 | 42 | 762 000 | |
| Partially disagree | 29 | 31 | 562 400 | |
| Completely disagree | 10 | 11 | 199 600 | |
| Can not say | 3 | 3 | 54 400 | |
| I prefer domestic products | Completely agree | 33 | 34 | 616 900 |
| Partially agree | 55 | 56 | 1016 000 | |
| Partially disagree | 9 | 8 | 145 100 | |
| Completely disagree | 1 | 1 | 18 100 | |
| Can not say | 2 | 1 | 18 100 | |
| I consciously make responsible choices in my consumption | Completely agree | 21 | 22 | 399 100 |
| Partially agree | 54 | 57 | 1034 200 | |
| Partially disagree | 18 | 16 | 290 300 | |
| Completely disagree | 4 | 3 | 54 400 | |
| Can not say | 4 | 3 | 54 400 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 23 | 417 300 |
| Partially agree | 58 | 60 | 1088 600 | |
| Partially disagree | 14 | 14 | 254 000 | |
| Completely disagree | 1 | 1 | 18 100 | |
| Can not say | 3 | 2 | 36 300 | |
| I usually choose the cheapest option | Completely agree | 13 | 12 | 217 700 |
| Partially agree | 48 | 49 | 889 000 | |
| Partially disagree | 32 | 33 | 598 700 | |
| Completely disagree | 5 | 5 | 90 700 | |
| Can not say | 2 | 2 | 36 300 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 40 | 725 700 |
| Partially agree | 49 | 50 | 907 200 | |
| Partially disagree | 9 | 8 | 145 100 | |
| Completely disagree | 2 | 1 | 18 100 | |
| Can not say | 1 | 1 | 18 100 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 5 | 4 | 72 600 |
| Partially agree | 23 | 24 | 435 400 | |
| Partially disagree | 38 | 38 | 689 400 | |
| Completely disagree | 24 | 25 | 453 600 | |
| Can not say | 10 | 9 | 163 300 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 5 | 90 700 |
| Partially agree | 37 | 36 | 653 100 | |
| Partially disagree | 43 | 45 | 816 400 | |
| Completely disagree | 10 | 11 | 199 600 | |
| Can not say | 4 | 4 | 72 600 | |
| I prefer local shops and services | Completely agree | 28 | 30 | 544 300 |
| Partially agree | 58 | 59 | 1070 400 | |
| Partially disagree | 11 | 9 | 163 300 | |
| Completely disagree | 1 | 1 | 18 100 | |
| Can not say | 2 | 1 | 18 100 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 4 | 72 600 |
| Partially agree | 27 | 26 | 471 700 | |
| Partially disagree | 28 | 30 | 544 300 | |
| Completely disagree | 33 | 34 | 616 900 | |
| Can not say | 7 | 7 | 127 000 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 8 | 145 100 |
| Partially agree | 32 | 33 | 598 700 | |
| Partially disagree | 36 | 36 | 653 100 | |
| Completely disagree | 20 | 19 | 344 700 | |
| Can not say | 3 | 3 | 54 400 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 17 | 308 400 |
| Partially agree | 49 | 52 | 943 400 | |
| Partially disagree | 23 | 22 | 399 100 | |
| Completely disagree | 7 | 5 | 90 700 | |
| Can not say | 5 | 4 | 72 600 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 19 | 344 700 |
| Partially agree | 50 | 53 | 961 600 | |
| Partially disagree | 23 | 21 | 381 000 | |
| Completely disagree | 6 | 4 | 72 600 | |
| Can not say | 4 | 3 | 54 400 | |
| I prefer well-known brands | Completely agree | 13 | 13 | 235 900 |
| Partially agree | 59 | 60 | 1088 600 | |
| Partially disagree | 20 | 20 | 362 900 | |
| Completely disagree | 5 | 4 | 72 600 | |
| Can not say | 3 | 3 | 54 400 | |
| I prefer used products in my purchases | Completely agree | 15 | 13 | 235 900 |
| Partially agree | 39 | 40 | 725 700 | |
| Partially disagree | 31 | 32 | 580 600 | |
| Completely disagree | 11 | 12 | 217 700 | |
| Can not say | 3 | 3 | 54 400 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 14 | 254 000 |
| Quite positively | 61 | 64 | 1161 200 | |
| Quite negatively | 16 | 15 | 272 100 | |
| Very negative | 4 | 3 | 54 400 | |
| Can not say | 6 | 5 | 90 700 | |
| Magazines | Very positive | 12 | 12 | 217 700 |
| Quite positively | 60 | 62 | 1124 900 | |
| Quite negatively | 18 | 17 | 308 400 | |
| Very negative | 4 | 3 | 54 400 | |
| Can not say | 7 | 6 | 108 900 | |
| Free and local newspapers | Very positive | 22 | 24 | 435 400 |
| Quite positively | 56 | 58 | 1052 300 | |
| Quite negatively | 11 | 9 | 163 300 | |
| Very negative | 4 | 2 | 36 300 | |
| Can not say | 6 | 5 | 90 700 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 6 | 108 900 |
| Quite positively | 43 | 43 | 780 100 | |
| Quite negatively | 33 | 33 | 598 700 | |
| Very negative | 11 | 9 | 163 300 | |
| Can not say | 8 | 9 | 163 300 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 4 | 72 600 |
| Quite positively | 30 | 29 | 526 100 | |
| Quite negatively | 35 | 36 | 653 100 | |
| Very negative | 19 | 17 | 308 400 | |
| Can not say | 11 | 14 | 254 000 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 3 | 54 400 |
| Quite positively | 25 | 22 | 399 100 | |
| Quite negatively | 35 | 37 | 671 300 | |
| Very negative | 23 | 23 | 417 300 | |
| Can not say | 13 | 15 | 272 100 | |
| Newsletters to email | Very positive | 2 | 1 | 18 100 |
| Quite positively | 16 | 16 | 290 300 | |
| Quite negatively | 35 | 37 | 671 300 | |
| Very negative | 45 | 42 | 762 000 | |
| Can not say | 3 | 3 | 54 400 | |
| Other websites | Very positive | 2 | 2 | 36 300 |
| Quite positively | 32 | 31 | 562 400 | |
| Quite negatively | 39 | 40 | 725 700 | |
| Very negative | 15 | 14 | 254 000 | |
| Can not say | 12 | 13 | 235 900 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 6 | 108 900 |
| Quite positively | 44 | 45 | 816 400 | |
| Quite negatively | 31 | 32 | 580 600 | |
| Very negative | 14 | 13 | 235 900 | |
| Can not say | 4 | 4 | 72 600 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 3 | 54 400 |
| Quite positively | 33 | 32 | 580 600 | |
| Quite negatively | 35 | 36 | 653 100 | |
| Very negative | 21 | 21 | 381 000 | |
| Can not say | 7 | 7 | 127 000 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 17 | 308 400 |
| Quite positively | 44 | 48 | 870 900 | |
| Quite negatively | 21 | 19 | 344 700 | |
| Very negative | 15 | 11 | 199 600 | |
| Can not say | 5 | 4 | 72 600 | |
| Out-of-home advertising | Very positive | 11 | 10 | 181 400 |
| Quite positively | 51 | 51 | 925 300 | |
| Quite negatively | 22 | 23 | 417 300 | |
| Very negative | 9 | 8 | 145 100 | |
| Can not say | 8 | 8 | 145 100 | Source: NRS 2026 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 16 | 19 | 344 700 |
| Partially agree | 59 | 63 | 1143 000 | |
| Partially disagree | 10 | 8 | 145 100 | |
| Completely disagree | 3 | 2 | 36 300 | |
| Can not say | 11 | 7 | 127 000 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 18 | 326 600 |
| Partially agree | 56 | 60 | 1088 600 | |
| Partially disagree | 14 | 12 | 217 700 | |
| Completely disagree | 4 | 3 | 54 400 | |
| Can not say | 10 | 7 | 127 000 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 37 | 671 300 |
| Partially agree | 39 | 40 | 725 700 | |
| Partially disagree | 17 | 15 | 272 100 | |
| Completely disagree | 4 | 2 | 36 300 | |
| Can not say | 8 | 6 | 108 900 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 23 | 417 300 |
| Partially agree | 44 | 45 | 816 400 | |
| Partially disagree | 11 | 10 | 181 400 | |
| Completely disagree | 5 | 4 | 72 600 | |
| Can not say | 18 | 18 | 326 600 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 33 | 598 700 |
| Partially agree | 47 | 47 | 852 700 | |
| Partially disagree | 7 | 6 | 108 900 | |
| Completely disagree | 3 | 2 | 36 300 | |
| Can not say | 12 | 11 | 199 600 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 16 | 290 300 |
| Partially agree | 51 | 53 | 961 600 | |
| Partially disagree | 13 | 12 | 217 700 | |
| Completely disagree | 3 | 2 | 36 300 | |
| Can not say | 18 | 17 | 308 400 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 11 | 199 600 |
| Partially agree | 50 | 53 | 961 600 | |
| Partially disagree | 17 | 17 | 308 400 | |
| Completely disagree | 3 | 2 | 36 300 | |
| Can not say | 20 | 18 | 326 600 | |
| Finnish magazines are of high quality | Completely agree | 22 | 24 | 435 400 |
| Partially agree | 57 | 58 | 1052 300 | |
| Partially disagree | 9 | 9 | 163 300 | |
| Completely disagree | 1 | 1 | 18 100 | |
| Can not say | 10 | 8 | 145 100 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 11 | 199 600 |
| Partially agree | 48 | 51 | 925 300 | |
| Partially disagree | 22 | 21 | 381 000 | |
| Completely disagree | 7 | 7 | 127 000 | |
| Can not say | 13 | 10 | 181 400 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 12 | 217 700 |
| Partially agree | 33 | 34 | 616 900 | |
| Partially disagree | 22 | 23 | 417 300 | |
| Completely disagree | 22 | 21 | 381 000 | |
| Can not say | 11 | 9 | 163 300 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 10 | 181 400 |
| Partially agree | 31 | 34 | 616 900 | |
| Partially disagree | 26 | 26 | 471 700 | |
| Completely disagree | 24 | 22 | 399 100 | |
| Can not say | 10 | 8 | 145 100 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 16 | 290 300 |
| Partially agree | 48 | 52 | 943 400 | |
| Partially disagree | 20 | 18 | 326 600 | |
| Completely disagree | 12 | 9 | 163 300 | |
| Can not say | 7 | 5 | 90 700 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 10 | 181 400 |
| Partially agree | 28 | 31 | 562 400 | |
| Partially disagree | 27 | 27 | 489 900 | |
| Completely disagree | 28 | 24 | 435 400 | |
| Can not say | 10 | 8 | 145 100 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 4 | 72 600 |
| Partially agree | 36 | 37 | 671 300 | |
| Partially disagree | 35 | 36 | 653 100 | |
| Completely disagree | 9 | 8 | 145 100 | |
| Can not say | 16 | 15 | 272 100 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 20 | 362 900 |
| Partially agree | 39 | 43 | 780 100 | |
| Partially disagree | 23 | 21 | 381 000 | |
| Completely disagree | 12 | 9 | 163 300 | |
| Can not say | 10 | 7 | 127 000 | |
| I follow one or more magazines on social media | Completely agree | 7 | 7 | 127 000 |
| Partially agree | 20 | 20 | 362 900 | |
| Partially disagree | 23 | 24 | 435 400 | |
| Completely disagree | 42 | 42 | 762 000 | |
| Can not say | 7 | 6 | 108 900 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 42 | 762 000 |
| Partially agree | 27 | 27 | 489 900 | |
| Partially disagree | 11 | 12 | 217 700 | |
| Completely disagree | 14 | 16 | 290 300 | |
| Can not say | 2 | 2 | 36 300 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 34 | 616 900 |
| Partially agree | 39 | 40 | 725 700 | |
| Partially disagree | 13 | 12 | 217 700 | |
| Completely disagree | 10 | 10 | 181 400 | |
| Can not say | 3 | 3 | 54 400 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 16 | 290 300 |
| Partially agree | 33 | 33 | 598 700 | |
| Partially disagree | 21 | 22 | 399 100 | |
| Completely disagree | 24 | 25 | 453 600 | |
| Can not say | 4 | 4 | 72 600 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 17 | 308 400 |
| Partially agree | 33 | 33 | 598 700 | |
| Partially disagree | 25 | 25 | 453 600 | |
| Completely disagree | 21 | 22 | 399 100 | |
| Can not say | 3 | 2 | 36 300 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 20 | 362 900 |
| Partially agree | 21 | 21 | 381 000 | |
| Partially disagree | 17 | 17 | 308 400 | |
| Completely disagree | 37 | 37 | 671 300 | |
| Can not say | 8 | 5 | 90 700 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 25 | 453 600 |
| Partially agree | 52 | 52 | 943 400 | |
| Partially disagree | 12 | 11 | 199 600 | |
| Completely disagree | 4 | 4 | 72 600 | |
| Can not say | 8 | 8 | 145 100 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 75 | 1360 700 |
| Partially agree | 16 | 16 | 290 300 | |
| Partially disagree | 3 | 3 | 54 400 | |
| Completely disagree | 2 | 2 | 36 300 | |
| Can not say | 5 | 5 | 90 700 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 33 | 598 700 |
| Partially agree | 39 | 40 | 725 700 | |
| Partially disagree | 15 | 13 | 235 900 | |
| Completely disagree | 8 | 6 | 108 900 | |
| Can not say | 7 | 7 | 127 000 | Source: NRS 2026 |
| Ideas and inspiration from magazines | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| From which topics do you get ideas and inspiration from print magazines? | Food and cooking | 52 | 59 | 1070 400 |
| Cosmetics and beauty care | 16 | 21 | 381 000 | |
| Interior design and furniture | 26 | 31 | 562 400 | |
| Renovation and building | 24 | 26 | 471 700 | |
| Domestic appliances | 10 | 11 | 199 600 | |
| Consumer electronics and IT equipment | 13 | 11 | 199 600 | |
| Saving and investing | 14 | 14 | 254 000 | |
| Style and fashion | 21 | 26 | 471 700 | |
| Cars | 14 | 11 | 199 600 | |
| Travelling | 23 | 27 | 489 900 | |
| Sports clothing, footwear or equipment | 14 | 16 | 290 300 | |
| Health and wellness products/services | 19 | 24 | 435 400 | |
| None of these | 16 | 13 | 235 900 | |
| Can not say | 10 | 9 | 163 300 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 51 | 925 300 |
| Cosmetics and beauty care | 17 | 20 | 362 900 | |
| Interior design and furniture | 21 | 23 | 417 300 | |
| Renovation and building | 21 | 21 | 381 000 | |
| Domestic appliances | 10 | 10 | 181 400 | |
| Consumer electronics and IT equipment | 17 | 13 | 235 900 | |
| Saving and investing | 13 | 12 | 217 700 | |
| Style and fashion | 19 | 22 | 399 100 | |
| Cars | 13 | 11 | 199 600 | |
| Travelling | 23 | 25 | 453 600 | |
| Sports clothing, footwear or equipment | 16 | 15 | 272 100 | |
| Health and wellness products/services | 18 | 20 | 362 900 | |
| None of these | 21 | 21 | 381 000 | |
| Can not say | 12 | 11 | 199 600 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 18 | 326 600 |
| Well-being and health | 50 | 59 | 1070 400 | |
| Charity work | 14 | 15 | 272 100 | |
| Self development | 32 | 32 | 580 600 | |
| Celebrities | 13 | 14 | 254 000 | |
| Fishing | 15 | 12 | 217 700 | |
| Beauty care and cosmetics | 16 | 19 | 344 700 | |
| Literature | 29 | 34 | 616 900 | |
| Domestic and foreign news | 51 | 55 | 997 900 | |
| Domestic travel | 33 | 38 | 689 400 | |
| Culture | 34 | 39 | 707 600 | |
| Crafts | 25 | 30 | 544 300 | |
| Nature and going outdoor | 52 | 57 | 1034 200 | |
| Hunting | 9 | 7 | 127 000 | |
| Style and fashion | 20 | 22 | 399 100 | |
| Music and concerts | 37 | 39 | 707 600 | |
| Going on summer cottage | 29 | 30 | 544 300 | |
| Local affairs | 56 | 65 | 1179 300 | |
| Computer/console/mobile playing | 17 | 8 | 145 100 | |
| Politics | 43 | 43 | 780 100 | |
| Gardening and plants | 29 | 39 | 707 600 | |
| Online gambling or betting | 5 | 4 | 72 600 | |
| Building and renovating | 34 | 36 | 653 100 | |
| Food and drink | 38 | 41 | 743 900 | |
| Cooking, baking, recipes | 38 | 46 | 834 600 | |
| Investment | 24 | 21 | 381 000 | |
| Decorating | 28 | 35 | 635 000 | |
| Economic and finances | 36 | 35 | 635 000 | |
| Science | 37 | 33 | 598 700 | |
| Travelling abroad | 34 | 34 | 616 900 | |
| Sports, exercising | 45 | 43 | 780 100 | |
| Sailing, boating | 9 | 7 | 127 000 | |
| Consumer electronics and information technology | 20 | 13 | 235 900 | |
| Environmental matters | 31 | 34 | 616 900 | |
| 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 | 1 | 18 100 |
| Buying an apartment | 11 | 10 | 181 400 | |
| Home renovation | 27 | 28 | 508 000 | |
| Buying a car | 27 | 25 | 453 600 | |
| Buying a boat | 3 | 3 | 54 400 | |
| None of these | 51 | 53 | 961 600 | |
| Purchases in the last 12 months | Furniture and furnishings | 43 | 43 | 780 100 |
| Repair and construction products | 38 | 39 | 707 600 | |
| Domestic appliances | 37 | 39 | 707 600 | |
| Electronics or IT products | 49 | 44 | 798 300 | |
| Cars | 19 | 18 | 326 600 | |
| Clothing and footwear | 84 | 86 | 1560 300 | |
| Eyeglasses, contact lenses or sunglasses | 36 | 39 | 707 600 | |
| Sports clothing, footwear or equipment | 57 | 55 | 997 900 | |
| Saving or investing products or services | 32 | 30 | 544 300 | |
| Cosmetics and beauty products | 49 | 56 | 1016 000 | |
| Mobile phones | 29 | 27 | 489 900 | |
| Travels | 50 | 51 | 925 300 | |
| Products and services for health and well-being | 61 | 65 | 1179 300 | |
| None of the above | 1 | 1 | 18 100 | |
| Intentions to purchase within 12 months | Furniture and furnishings | 29 | 27 | 489 900 |
| Repair and construction products | 33 | 34 | 616 900 | |
| Domestic appliances | 17 | 18 | 326 600 | |
| Electronics or IT products | 27 | 21 | 381 000 | |
| Cars | 14 | 13 | 235 900 | |
| Clothing and footwear | 68 | 69 | 1251 900 | |
| Eyeglasses, contact lenses or sunglasses | 27 | 30 | 544 300 | |
| Sports clothing, footwear or equipment | 43 | 41 | 743 900 | |
| Saving or investing products or services | 27 | 25 | 453 600 | |
| Cosmetics and beauty products | 39 | 45 | 816 400 | |
| Mobile phones | 15 | 14 | 254 000 | |
| Travels | 46 | 47 | 852 700 | |
| Products and services for health and well-being | 50 | 54 | 979 700 | |
| None of the above | 6 | 5 | 90 700 | |
| Will consider switching over the next 12 months | Bank | 7 | 7 | 127 000 |
| Insurance company | 11 | 10 | 181 400 | |
| electric company | 15 | 14 | 254 000 | |
| Internet Connection | 10 | 9 | 163 300 | |
| Phone-subscription | 17 | 16 | 290 300 | |
| None of the above | 48 | 50 | 907 200 | |
| Can not say | 17 | 17 | 308 400 | |
| Uses of extra money | Travelling | 43 | 45 | 816 400 |
| Exercise hobbies and equipment | 28 | 25 | 453 600 | |
| Cultural events (e.g. concerts, theatre, festivals, cinema) | 39 | 42 | 762 000 | |
| Eating, drinking, partying in a restaurant | 38 | 34 | 616 900 | |
| Health services and one's own well-being | 22 | 26 | 471 700 | |
| Renovation, decoration | 23 | 25 | 453 600 | |
| Home services (cleaning and other housekeeping services) | 6 | 8 | 145 100 | |
| Pet services and supplies | 11 | 11 | 199 600 | |
| Car, boat, motorcycle | 13 | 10 | 181 400 | |
| Entertainment electronics and information technology equipment, mobile phones | 14 | 8 | 145 100 | |
| Streaming services and channel packages (music, series, films, sports) | 17 | 14 | 254 000 | |
| Magazine/newspaper subscriptions (print or digital) | 9 | 10 | 181 400 | |
| Books (print, e-books, audiobooks) | 18 | 19 | 344 700 | |
| Clothes, shoes and bags | 24 | 23 | 417 300 | |
| Cosmetics and beauty care | 13 | 14 | 254 000 | |
| Saving, investing | 50 | 49 | 889 000 | |
| Other | 7 | 6 | 108 900 | |
| There is no extra money after mandatory expenses | 8 | 8 | 145 100 | |
| Can not say | 3 | 3 | 54 400 | Source: NRS 2026 |
The total audience includes those who read printed and digital magazines.
|
Total reach 2 018 900
Only print 1 594 900
Only print 201 900
Print and online 222 100
|
Reader profile | All 15+ % | Magazine Readers % | Amount of readers |
|---|---|---|---|---|
| Sex | Women | 51 | 66 | 1197 400 |
| Men | 49 | 34 | 616 900 | |
| Native language | Finnish | 95 | 98 | 1778 000 |
| Swedish | 5 | 2 | 36 300 | |
| Age | 15-24 y | 13 | 5 | 72 600 |
| 25-34 y | 14 | 9 | 145 100 | |
| 35-44 y | 14 | 14 | 235 900 | |
| 45-54 y | 14 | 15 | 272 100 | |
| 55-64 y | 15 | 17 | 326 600 | |
| 65+ y | 30 | 39 | 762 000 | |
| Gender + age | Female 15-29 years | 9 | 7 | 108 900 |
| Female 30-49 years | 14 | 18 | 308 400 | |
| Female 50+ years | 28 | 41 | 798 300 | |
| Male 15-29 years | 10 | 2 | 36 300 | |
| Male 30-49 years | 15 | 9 | 145 100 | |
| Male 50+ years | 24 | 23 | 435 400 | |
| Household position | Lives at home with parents | 7 | 3 | 36 300 |
| Lives alone | 29 | 27 | 489 900 | |
| Lives with spouse | 36 | 41 | 762 000 | |
| Lives with spouse and children | 23 | 24 | 417 300 | |
| Single parent | 2 | 3 | 54 400 | |
| Other | 2 | 2 | 36 300 | |
| Grandchildren under 18 years of age | Yes | 20 | 26 | 489 900 |
| No | 39 | 46 | 870 900 | |
| No answer (under 45 year olds) | 41 | 29 | 453 600 | |
| Education | Elementary school | 4 | 5 | 90 700 |
| Secondary school | 6 | 5 | 90 700 | |
| Vocational | 26 | 26 | 489 900 | |
| High school | 13 | 11 | 199 600 | |
| University of Applied Sciences | 19 | 19 | 344 700 | |
| University | 30 | 32 | 562 400 | |
| Something else | 2 | 2 | 36 300 | |
| Decision-maker in grocery purchases | Yes | 93 | 95 | 1741 700 |
| No | 7 | 4 | 72 600 | |
| Can not say | 0 | 0 | 0 | |
| Use of glasses or contact lenses | Yes | 68 | 76 | 1415 200 |
| No | 32 | 24 | 399 100 | |
| Size of the household | 1 pers | 28 | 27 | 489 900 |
| 2 pers | 38 | 43 | 798 300 | |
| 3 pers | 14 | 13 | 235 900 | |
| 4 pers | 12 | 11 | 181 400 | |
| 5+ pers | 7 | 6 | 90 700 | |
| Household income (gross) | Below 20 000 € /y | 10 | 8 | 127 000 |
| 20 000 - 35 000 € /y | 15 | 17 | 326 600 | |
| 35 001 - 50 000 € /y | 18 | 20 | 362 900 | |
| 50 001 - 85 000 € /y | 21 | 22 | 399 100 | |
| 85 001 - 100 000 € /y | 8 | 9 | 163 300 | |
| Over 100 000 € /y | 12 | 12 | 199 600 | |
| Dont want to tell | 7 | 8 | 145 100 | |
| Cant say / No answer | 9 | 5 | 72 600 | |
| Family with kids | Yes | 33 | 30 | 508 000 |
| No | 67 | 70 | 1306 300 | |
| Number of children in the household (5th grade) | 1 child | 13 | 13 | 217 700 |
| 2 children | 12 | 11 | 199 600 | |
| 3 children | 5 | 4 | 72 600 | |
| 4 children | 1 | 1 | 18 100 | |
| 5+ children | 1 | 1 | 18 100 | |
| There are no children | 67 | 70 | 1306 300 | |
| Doesn't want to answer | 0 | 0 | 0 | |
| Pets in household | Cat | 15 | 15 | 272 100 |
| Dog | 24 | 25 | 435 400 | |
| Some other pet | 5 | 5 | 90 700 | |
| No pets | 62 | 63 | 1143 000 | |
| Health services used in the household | Public health services | 85 | 87 | 1596 600 |
| Employer - funded health care services | 51 | 48 | 834 600 | |
| Private, self-funded healthcare services | 39 | 44 | 798 300 | |
| Private health insurance services | 27 | 25 | 435 400 | |
| No health care | 1 | 1 | 18 100 | |
| Can not say | 1 | 0 | 0 | |
| Housing | Apartment | 33 | 31 | 544 300 |
| Row house or semi-detached house | 17 | 18 | 326 600 | |
| Detached house | 45 | 46 | 852 700 | |
| Farm | 4 | 4 | 72 600 | |
| Something else | 1 | 1 | 18 100 | |
| Can not say | 0 | 0 | 0 | |
| Ownership of housing | Owner-occupied residence | 75 | 79 | 1469 600 |
| Rented residence | 22 | 17 | 290 300 | |
| Right of residence apartment | 2 | 2 | 36 300 | |
| Something else | 1 | 1 | 18 100 | |
| Can not say | 1 | 0 | 0 | |
| Cottage or holiday home in regular use | Yes | 41 | 44 | 816 400 |
| No | 58 | 56 | 997 900 | |
| Can not say | 1 | 1 | 18 100 | |
| Number of cars in household | One car | 46 | 49 | 889 000 |
| Two cars | 29 | 29 | 526 100 | |
| Three or more cars | 10 | 10 | 181 400 | |
| No car | 15 | 13 | 217 700 | |
| Type of car, if buying now | New | 18 | 20 | 381 000 |
| Used | 71 | 69 | 1251 900 | |
| Company car | 5 | 4 | 72 600 | |
| Leasing (personal) | 9 | 9 | 163 300 | |
| Shared car | 2 | 2 | 36 300 | |
| Doesn't use a car | 8 | 8 | 145 100 | |
| Can not say | 5 | 5 | 90 700 | |
| Advertising ban at the door / mailbox | Yes | 29 | 25 | 417 300 |
| No | 70 | 74 | 1378 900 | |
| Can not say | 1 | 0 | 0 | |
| Using AdBlocker or similar application | Yes | 19 | 13 | 217 700 |
| No | 75 | 81 | 1487 700 | |
| Can not say | 5 | 6 | 108 900 | |
| Type of municipality (7 class) | Greater Helsinki | 20 | 17 | 308 400 |
| Turku or Tampere | 8 | 8 | 127 000 | |
| Oulu | 4 | 4 | 72 600 | |
| 70 000 - 150 000 inhabitants town | 14 | 15 | 290 300 | |
| Urban municipality | 24 | 26 | 471 700 | |
| Conurbation | 17 | 17 | 326 600 | |
| Countryside | 12 | 13 | 235 900 | Source: NRS 2026 |
| How often different content is read | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| The frequency of reading: Print magazines | Daily | 12 | 16 | 308 400 |
| 5-6 days a week | 4 | 5 | 90 700 | |
| 1-4 days a week | 23 | 28 | 544 300 | |
| Monthly | 25 | 26 | 471 700 | |
| Rarely | 27 | 21 | 344 700 | |
| Never | 9 | 4 | 54 400 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of reading: Magazine content in digital format | Daily | 23 | 24 | 435 400 |
| 5-6 days a week | 5 | 5 | 90 700 | |
| 1-4 days a week | 18 | 20 | 344 700 | |
| Monthly | 16 | 16 | 290 300 | |
| Rarely | 24 | 23 | 417 300 | |
| Never | 13 | 12 | 235 900 | |
| Can not say | 1 | 1 | 18 100 | |
| The frequency of reading: Print newspapers or afternoon papers | Daily | 24 | 30 | 580 600 |
| 5-6 days a week | 4 | 5 | 90 700 | |
| 1-4 days a week | 22 | 25 | 471 700 | |
| Monthly | 16 | 15 | 254 000 | |
| Rarely | 25 | 20 | 326 600 | |
| Never | 9 | 5 | 72 600 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Newspaper or afternoon paper content in digital format | Daily | 55 | 60 | 1088 600 |
| 5-6 days a week | 9 | 8 | 145 100 | |
| 1-4 days a week | 16 | 16 | 290 300 | |
| Monthly | 7 | 5 | 90 700 | |
| Rarely | 8 | 6 | 127 000 | |
| Never | 5 | 5 | 90 700 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of reading: Free and local newspapers | Daily | 4 | 4 | 90 700 |
| 5-6 days a week | 3 | 4 | 72 600 | |
| 1-4 days a week | 38 | 44 | 834 600 | |
| Monthly | 20 | 20 | 362 900 | |
| Rarely | 24 | 21 | 362 900 | |
| Never | 10 | 6 | 108 900 | |
| Can not say | 1 | 1 | 18 100 | |
| The frequency of watching: Free online TV services | Daily | 19 | 21 | 399 100 |
| 5-6 days a week | 10 | 11 | 199 600 | |
| 1-4 days a week | 29 | 29 | 526 100 | |
| Monthly | 20 | 18 | 308 400 | |
| Rarely | 15 | 13 | 235 900 | |
| Never | 6 | 7 | 127 000 | |
| Can not say | 1 | 0 | 0 | |
| The frequency of watching: Pay TV and streaming services | Daily | 17 | 16 | 272 100 |
| 5-6 days a week | 10 | 8 | 145 100 | |
| 1-4 days a week | 22 | 21 | 362 900 | |
| Monthly | 9 | 9 | 163 300 | |
| Rarely | 12 | 11 | 199 600 | |
| Never | 29 | 34 | 653 100 | |
| Can not say | 1 | 1 | 18 100 | |
| The frequency of watching: Programs of YLE (national broadcaster) TV channels | Daily | 42 | 50 | 961 600 |
| 5-6 days a week | 10 | 10 | 181 400 | |
| 1-4 days a week | 19 | 18 | 308 400 | |
| Monthly | 12 | 10 | 163 300 | |
| Rarely | 13 | 9 | 145 100 | |
| Never | 4 | 2 | 36 300 | |
| Can not say | 0 | 0 | 0 | |
| The frequency of watching: Programs of commercial TV channels | Daily | 33 | 39 | 743 900 |
| 5-6 days a week | 11 | 12 | 217 700 | |
| 1-4 days a week | 20 | 20 | 344 700 | |
| Monthly | 12 | 10 | 163 300 | |
| Rarely | 14 | 11 | 199 600 | |
| Never | 9 | 8 | 145 100 | |
| Can not say | 1 | 1 | 0 | |
| The frequency of listening: Programs of YLE (national broadcaster) radio-channels | Daily | 23 | 28 | 544 300 |
| 5-6 days a week | 5 | 6 | 108 900 | |
| 1-4 days a week | 15 | 16 | 290 300 | |
| Monthly | 13 | 11 | 199 600 | |
| Rarely | 27 | 25 | 435 400 | |
| Never | 16 | 14 | 235 900 | |
| Can not say | 1 | 1 | 18 100 | |
| The frequency of listening: Programs of commercial radio channels | Daily | 17 | 18 | 326 600 |
| 5-6 days a week | 9 | 8 | 145 100 | |
| 1-4 days a week | 19 | 19 | 344 700 | |
| Monthly | 14 | 13 | 235 900 | |
| Rarely | 23 | 23 | 417 300 | |
| Never | 17 | 17 | 326 600 | |
| Can not say | 1 | 1 | 18 100 | |
| The frequency of listening: Podcasts | Daily | 7 | 6 | 90 700 |
| 5-6 days a week | 4 | 4 | 54 400 | |
| 1-4 days a week | 12 | 10 | 163 300 | |
| Monthly | 14 | 13 | 217 700 | |
| Rarely | 26 | 27 | 489 900 | |
| Never | 35 | 38 | 725 700 | |
| Can not say | 2 | 2 | 36 300 | |
| User frequency and following: Social media | Daily | 62 | 61 | 1088 600 |
| 5-6 days a week | 7 | 7 | 127 000 | |
| 1-4 days a week | 7 | 7 | 127 000 | |
| Monthly | 3 | 3 | 54 400 | |
| Rarely | 6 | 5 | 108 900 | |
| Never | 15 | 16 | 308 400 | |
| Can not say | 0 | 0 | 0 | |
| User frequency and following: Bloggers, YouTubers, or social media influencers | Daily | 17 | 13 | 217 700 |
| 5-6 days a week | 5 | 4 | 54 400 | |
| 1-4 days a week | 13 | 11 | 181 400 | |
| Monthly | 8 | 8 | 145 100 | |
| Rarely | 20 | 22 | 399 100 | |
| Never | 36 | 41 | 780 100 | |
| Can not say | 1 | 1 | 18 100 | |
| Reading frequency: Printed books | Daily | 17 | 20 | 362 900 |
| 5-6 days a week | 6 | 7 | 127 000 | |
| 1-4 days a week | 15 | 15 | 272 100 | |
| Monthly | 22 | 21 | 381 000 | |
| Rarely | 34 | 31 | 562 400 | |
| Never | 7 | 5 | 90 700 | |
| Can not say | 0 | 0 | 0 | |
| Reading frequency: E-books | Daily | 3 | 3 | 54 400 |
| 5-6 days a week | 2 | 1 | 18 100 | |
| 1-4 days a week | 4 | 4 | 72 600 | |
| Monthly | 6 | 6 | 108 900 | |
| Rarely | 30 | 28 | 489 900 | |
| Never | 54 | 57 | 1052 300 | |
| Can not say | 1 | 1 | 18 100 | |
| Listening frequency: Audiobooks | Daily | 8 | 9 | 145 100 |
| 5-6 days a week | 3 | 3 | 54 400 | |
| 1-4 days a week | 6 | 6 | 90 700 | |
| Monthly | 8 | 8 | 127 000 | |
| Rarely | 23 | 21 | 362 900 | |
| Never | 52 | 54 | 1016 000 | |
| Can not say | 1 | 0 | 0 | |
| Usage/viewing frequency: YouTube | Daily | 22 | 14 | 254 000 |
| 5-6 days a week | 9 | 7 | 127 000 | |
| 1-4 days a week | 20 | 20 | 362 900 | |
| Monthly | 20 | 23 | 417 300 | |
| Rarely | 19 | 22 | 417 300 | |
| Never | 10 | 13 | 254 000 | |
| Can not say | 0 | 0 | 0 | |
| Usage/following: LinkedIn | Daily | 6 | 5 | 72 600 |
| 5-6 days a week | 2 | 2 | 36 300 | |
| 1-4 days a week | 7 | 7 | 127 000 | |
| Monthly | 8 | 8 | 145 100 | |
| Rarely | 13 | 12 | 217 700 | |
| Never | 52 | 54 | 997 900 | |
| Cant say / No answer | 11 | 12 | 235 900 | |
| Usage/following: Facebook | Daily | 40 | 45 | 816 400 |
| 5-6 days a week | 6 | 7 | 127 000 | |
| 1-4 days a week | 11 | 10 | 181 400 | |
| Monthly | 5 | 5 | 72 600 | |
| Rarely | 10 | 8 | 127 000 | |
| Never | 17 | 15 | 272 100 | |
| Cant say / No answer | 10 | 11 | 199 600 | |
| Usage/Following: Instagram | Daily | 37 | 36 | 616 900 |
| 5-6 days a week | 6 | 5 | 90 700 | |
| 1-4 days a week | 9 | 9 | 163 300 | |
| Monthly | 5 | 4 | 72 600 | |
| Rarely | 8 | 8 | 145 100 | |
| Never | 25 | 26 | 489 900 | |
| Cant say / No answer | 10 | 11 | 217 700 | |
| Usage/following rate: Snapchat | Daily | 16 | 10 | 163 300 |
| 5-6 days a week | 2 | 1 | 18 100 | |
| 1-4 days a week | 2 | 2 | 36 300 | |
| Monthly | 2 | 1 | 18 100 | |
| Rarely | 5 | 5 | 90 700 | |
| Never | 62 | 69 | 1270 000 | |
| Cant say / No answer | 11 | 12 | 217 700 | |
| Usage/following: X (formerly Twitter) | Daily | 4 | 3 | 54 400 |
| 5-6 days a week | 2 | 1 | 18 100 | |
| 1-4 days a week | 4 | 3 | 54 400 | |
| Monthly | 3 | 3 | 54 400 | |
| Rarely | 11 | 10 | 181 400 | |
| Never | 66 | 69 | 1251 900 | |
| Cant say / No answer | 10 | 11 | 217 700 | |
| Usage/Following: TikTok | Daily | 13 | 8 | 127 000 |
| 5-6 days a week | 2 | 1 | 18 100 | |
| 1-4 days a week | 4 | 4 | 72 600 | |
| Monthly | 3 | 2 | 36 300 | |
| Rarely | 8 | 8 | 145 100 | |
| Never | 62 | 65 | 1197 400 | |
| Cant say / No answer | 10 | 11 | 217 700 | |
| Usage/following frequency: Jodel | Daily | 3 | 2 | 36 300 |
| 5-6 days a week | 1 | 0 | 0 | |
| 1-4 days a week | 2 | 1 | 18 100 | |
| Monthly | 3 | 2 | 36 300 | |
| Rarely | 6 | 5 | 72 600 | |
| Never | 71 | 73 | 1342 600 | |
| Cant say / No answer | 15 | 16 | 308 400 | |
| Usage/following frequency: Threads | Daily | 3 | 3 | 54 400 |
| 5-6 days a week | 1 | 1 | 18 100 | |
| 1-4 days a week | 4 | 4 | 54 400 | |
| Monthly | 3 | 3 | 54 400 | |
| Rarely | 5 | 4 | 72 600 | |
| Never | 69 | 69 | 1251 900 | |
| Cant say / No answer | 15 | 16 | 308 400 | |
| Usage/following frequency: Bluesky | Daily | 0 | 0 | 0 |
| 5-6 days a week | 0 | 0 | 0 | |
| 1-4 days a week | 1 | 1 | 18 100 | |
| Monthly | 1 | 1 | 18 100 | |
| Rarely | 3 | 2 | 36 300 | |
| Never | 80 | 79 | 1433 300 | |
| Cant say / No answer | 15 | 16 | 308 400 | Source: NRS 2026 |
| Consumer claims | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I enjoy shopping | Completely agree | 15 | 14 | 235 900 |
| Partially agree | 42 | 43 | 762 000 | |
| Partially disagree | 29 | 31 | 562 400 | |
| Completely disagree | 10 | 10 | 199 600 | |
| Can not say | 3 | 3 | 54 400 | |
| I prefer domestic products | Completely agree | 33 | 34 | 616 900 |
| Partially agree | 55 | 56 | 1016 000 | |
| Partially disagree | 9 | 8 | 145 100 | |
| Completely disagree | 1 | 1 | 18 100 | |
| Can not say | 2 | 1 | 18 100 | |
| I consciously make responsible choices in my consumption | Completely agree | 21 | 22 | 399 100 |
| Partially agree | 54 | 56 | 1034 200 | |
| Partially disagree | 18 | 16 | 290 300 | |
| Completely disagree | 4 | 3 | 54 400 | |
| Can not say | 4 | 3 | 54 400 | |
| When shopping, quality is more important to me than price | Completely agree | 24 | 23 | 417 300 |
| Partially agree | 58 | 60 | 1088 600 | |
| Partially disagree | 14 | 14 | 254 000 | |
| Completely disagree | 1 | 1 | 18 100 | |
| Can not say | 3 | 2 | 36 300 | |
| I usually choose the cheapest option | Completely agree | 13 | 12 | 217 700 |
| Partially agree | 48 | 49 | 889 000 | |
| Partially disagree | 32 | 33 | 598 700 | |
| Completely disagree | 5 | 5 | 90 700 | |
| Can not say | 2 | 2 | 36 300 | |
| I often take advantage of discount and campaign prices in my purchases | Completely agree | 39 | 40 | 725 700 |
| Partially agree | 49 | 50 | 907 200 | |
| Partially disagree | 9 | 8 | 145 100 | |
| Completely disagree | 2 | 1 | 18 100 | |
| Can not say | 1 | 1 | 18 100 | |
| In my circle of friends, I am often the first to try new things | Completely agree | 5 | 4 | 72 600 |
| Partially agree | 23 | 24 | 435 400 | |
| Partially disagree | 38 | 38 | 689 400 | |
| Completely disagree | 24 | 24 | 453 600 | |
| Can not say | 10 | 9 | 163 300 | |
| In my opinion, money is for consumption and not for saving | Completely agree | 5 | 5 | 90 700 |
| Partially agree | 37 | 36 | 653 100 | |
| Partially disagree | 43 | 45 | 816 400 | |
| Completely disagree | 10 | 10 | 199 600 | |
| Can not say | 4 | 4 | 72 600 | |
| I prefer local shops and services | Completely agree | 28 | 29 | 544 300 |
| Partially agree | 58 | 59 | 1070 400 | |
| Partially disagree | 11 | 10 | 163 300 | |
| Completely disagree | 1 | 1 | 18 100 | |
| Can not say | 2 | 1 | 18 100 | |
| I want to see advertising targeted to me based on my online behavior | Completely agree | 4 | 4 | 72 600 |
| Partially agree | 27 | 26 | 471 700 | |
| Partially disagree | 28 | 30 | 544 300 | |
| Completely disagree | 33 | 33 | 616 900 | |
| Can not say | 7 | 7 | 127 000 | |
| When I want a certain brand of product, the price doesn't matter | Completely agree | 9 | 9 | 145 100 |
| Partially agree | 32 | 33 | 598 700 | |
| Partially disagree | 36 | 36 | 653 100 | |
| Completely disagree | 20 | 19 | 344 700 | |
| Can not say | 3 | 3 | 54 400 | |
| I prefer certified products in my purchases (e.g. Fairtrade, The Nordic Swan Ecolabel, Avainlippu) | Completely agree | 16 | 16 | 308 400 |
| Partially agree | 49 | 52 | 943 400 | |
| Partially disagree | 23 | 22 | 399 100 | |
| Completely disagree | 7 | 5 | 90 700 | |
| Can not say | 5 | 4 | 72 600 | |
| Ecology is an important purchase reason for me | Completely agree | 18 | 19 | 344 700 |
| Partially agree | 50 | 53 | 961 600 | |
| Partially disagree | 23 | 21 | 381 000 | |
| Completely disagree | 6 | 4 | 72 600 | |
| Can not say | 4 | 3 | 54 400 | |
| I prefer well-known brands | Completely agree | 13 | 13 | 235 900 |
| Partially agree | 59 | 59 | 1088 600 | |
| Partially disagree | 20 | 20 | 362 900 | |
| Completely disagree | 5 | 4 | 72 600 | |
| Can not say | 3 | 3 | 54 400 | |
| I prefer used products in my purchases | Completely agree | 15 | 14 | 235 900 |
| Partially agree | 39 | 40 | 725 700 | |
| Partially disagree | 31 | 32 | 580 600 | |
| Completely disagree | 11 | 12 | 217 700 | |
| Can not say | 3 | 3 | 54 400 | Source: NRS 2026 |
| Attitude towards advertising in different media channels | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Newspapers | Very positive | 13 | 14 | 254 000 |
| Quite positively | 61 | 63 | 1161 200 | |
| Quite negatively | 16 | 15 | 272 100 | |
| Very negative | 4 | 3 | 54 400 | |
| Can not say | 6 | 5 | 90 700 | |
| Magazines | Very positive | 12 | 13 | 217 700 |
| Quite positively | 60 | 62 | 1124 900 | |
| Quite negatively | 18 | 17 | 308 400 | |
| Very negative | 4 | 3 | 54 400 | |
| Can not say | 7 | 6 | 108 900 | |
| Free and local newspapers | Very positive | 22 | 24 | 435 400 |
| Quite positively | 56 | 58 | 1052 300 | |
| Quite negatively | 11 | 10 | 163 300 | |
| Very negative | 4 | 3 | 36 300 | |
| Can not say | 6 | 5 | 90 700 | |
| Newspaper/Magazine websites or applications | Very positive | 5 | 6 | 108 900 |
| Quite positively | 43 | 43 | 780 100 | |
| Quite negatively | 33 | 33 | 598 700 | |
| Very negative | 11 | 9 | 163 300 | |
| Can not say | 8 | 8 | 163 300 | |
| Social media (Facebook, Instagram etc.) | Very positive | 5 | 4 | 72 600 |
| Quite positively | 30 | 30 | 526 100 | |
| Quite negatively | 35 | 36 | 653 100 | |
| Very negative | 19 | 17 | 308 400 | |
| Can not say | 11 | 13 | 254 000 | |
| Influencer advertising (e.g. in social media) | Very positive | 4 | 4 | 54 400 |
| Quite positively | 25 | 23 | 399 100 | |
| Quite negatively | 35 | 37 | 671 300 | |
| Very negative | 23 | 22 | 417 300 | |
| Can not say | 13 | 14 | 272 100 | |
| Newsletters to email | Very positive | 2 | 1 | 18 100 |
| Quite positively | 16 | 17 | 290 300 | |
| Quite negatively | 35 | 37 | 671 300 | |
| Very negative | 45 | 42 | 762 000 | |
| Can not say | 3 | 3 | 54 400 | |
| Other websites | Very positive | 2 | 2 | 36 300 |
| Quite positively | 32 | 32 | 562 400 | |
| Quite negatively | 39 | 40 | 725 700 | |
| Very negative | 15 | 14 | 254 000 | |
| Can not say | 12 | 12 | 235 900 | |
| Commercial TV channels (MTV3, Nelonen, Sub, FOX etc.) | Very positive | 6 | 6 | 108 900 |
| Quite positively | 44 | 46 | 816 400 | |
| Quite negatively | 31 | 32 | 580 600 | |
| Very negative | 14 | 13 | 235 900 | |
| Can not say | 4 | 4 | 72 600 | |
| Commercial radio channels (Radio Nova, SuomiPOP, NRJ, Iskelmä etc.) | Very positive | 4 | 4 | 54 400 |
| Quite positively | 33 | 33 | 580 600 | |
| Quite negatively | 35 | 36 | 653 100 | |
| Very negative | 21 | 21 | 381 000 | |
| Can not say | 7 | 7 | 127 000 | |
| Home delivered advertisements and catalogues | Very positive | 14 | 17 | 308 400 |
| Quite positively | 44 | 47 | 870 900 | |
| Quite negatively | 21 | 20 | 344 700 | |
| Very negative | 15 | 12 | 199 600 | |
| Can not say | 5 | 4 | 72 600 | |
| Out-of-home advertising | Very positive | 11 | 10 | 181 400 |
| Quite positively | 51 | 52 | 925 300 | |
| Quite negatively | 22 | 23 | 417 300 | |
| Very negative | 9 | 8 | 145 100 | |
| Can not say | 8 | 8 | 145 100 | Source: NRS 2026 |
| Reading device and advertising effect | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| I relax and get inspired by magazines | Completely agree | 16 | 19 | 344 700 |
| Partially agree | 59 | 62 | 1143 000 | |
| Partially disagree | 10 | 8 | 145 100 | |
| Completely disagree | 3 | 2 | 36 300 | |
| Can not say | 11 | 8 | 127 000 | |
| I stop and disconnect from hectic everyday life by reading magazines | Completely agree | 15 | 18 | 326 600 |
| Partially agree | 56 | 59 | 1088 600 | |
| Partially disagree | 14 | 12 | 217 700 | |
| Completely disagree | 4 | 3 | 54 400 | |
| Can not say | 10 | 8 | 127 000 | |
| When reading a magazine, I don't multitask | Completely agree | 33 | 36 | 671 300 |
| Partially agree | 39 | 40 | 725 700 | |
| Partially disagree | 17 | 15 | 272 100 | |
| Completely disagree | 4 | 3 | 36 300 | |
| Can not say | 8 | 6 | 108 900 | |
| A professional magazine keeps me up to date on professional matters | Completely agree | 21 | 23 | 417 300 |
| Partially agree | 44 | 45 | 816 400 | |
| Partially disagree | 11 | 10 | 181 400 | |
| Completely disagree | 5 | 4 | 72 600 | |
| Can not say | 18 | 18 | 326 600 | |
| The industry specialty magazine provides information on my hobbies and interests | Completely agree | 31 | 33 | 598 700 |
| Partially agree | 47 | 48 | 852 700 | |
| Partially disagree | 7 | 6 | 108 900 | |
| Completely disagree | 3 | 2 | 36 300 | |
| Can not say | 12 | 11 | 199 600 | |
| Finnish magazines offer reliable comparisons and tests | Completely agree | 16 | 16 | 290 300 |
| Partially agree | 51 | 53 | 961 600 | |
| Partially disagree | 13 | 13 | 217 700 | |
| Completely disagree | 3 | 2 | 36 300 | |
| Can not say | 18 | 17 | 308 400 | |
| Finnish magazines offer reliable product recommendations | Completely agree | 10 | 11 | 199 600 |
| Partially agree | 50 | 53 | 961 600 | |
| Partially disagree | 17 | 17 | 308 400 | |
| Completely disagree | 3 | 2 | 36 300 | |
| Can not say | 20 | 18 | 326 600 | |
| Finnish magazines are of high quality | Completely agree | 22 | 24 | 435 400 |
| Partially agree | 57 | 58 | 1052 300 | |
| Partially disagree | 9 | 9 | 163 300 | |
| Completely disagree | 1 | 1 | 18 100 | |
| Can not say | 10 | 8 | 145 100 | |
| Ads in magazines make new things familiar | Completely agree | 10 | 10 | 199 600 |
| Partially agree | 48 | 51 | 925 300 | |
| Partially disagree | 22 | 22 | 381 000 | |
| Completely disagree | 7 | 7 | 127 000 | |
| Can not say | 13 | 10 | 181 400 | |
| I have searched the internet for more information about a product advertised in a magazine | Completely agree | 12 | 12 | 217 700 |
| Partially agree | 33 | 35 | 616 900 | |
| Partially disagree | 22 | 23 | 417 300 | |
| Completely disagree | 22 | 21 | 381 000 | |
| Can not say | 11 | 9 | 163 300 | |
| I have purchased products based on the ad in magazine | Completely agree | 9 | 10 | 181 400 |
| Partially agree | 31 | 34 | 616 900 | |
| Partially disagree | 26 | 26 | 471 700 | |
| Completely disagree | 24 | 22 | 399 100 | |
| Can not say | 10 | 8 | 145 100 | |
| I'm trying out tips or guidelines (like recipes) in magazine ads | Completely agree | 14 | 17 | 290 300 |
| Partially agree | 48 | 52 | 943 400 | |
| Partially disagree | 20 | 18 | 326 600 | |
| Completely disagree | 12 | 9 | 163 300 | |
| Can not say | 7 | 5 | 90 700 | |
| I'm experimenting with product samples in magazines (like food or cosmetics) | Completely agree | 8 | 10 | 181 400 |
| Partially agree | 28 | 31 | 562 400 | |
| Partially disagree | 27 | 27 | 489 900 | |
| Completely disagree | 28 | 24 | 435 400 | |
| Can not say | 10 | 8 | 145 100 | |
| Advertising published in magazines is trustworthy | Completely agree | 4 | 4 | 72 600 |
| Partially agree | 36 | 37 | 671 300 | |
| Partially disagree | 35 | 36 | 653 100 | |
| Completely disagree | 9 | 8 | 145 100 | |
| Can not say | 16 | 15 | 272 100 | |
| The free customer magazine is an important customer benefit for me | Completely agree | 15 | 19 | 362 900 |
| Partially agree | 39 | 43 | 780 100 | |
| Partially disagree | 23 | 22 | 381 000 | |
| Completely disagree | 12 | 9 | 163 300 | |
| Can not say | 10 | 8 | 127 000 | |
| I follow one or more magazines on social media | Completely agree | 7 | 7 | 127 000 |
| Partially agree | 20 | 20 | 362 900 | |
| Partially disagree | 23 | 24 | 435 400 | |
| Completely disagree | 42 | 42 | 762 000 | |
| Can not say | 7 | 6 | 108 900 | |
| Digital reading claims | ||||
| I mostly read digital magazine content on my phone | Completely agree | 45 | 44 | 762 000 |
| Partially agree | 27 | 27 | 489 900 | |
| Partially disagree | 11 | 12 | 217 700 | |
| Completely disagree | 14 | 15 | 290 300 | |
| Can not say | 2 | 2 | 36 300 | |
| I usually read many articles at once when I visit magazine websites | Completely agree | 35 | 35 | 616 900 |
| Partially agree | 39 | 39 | 725 700 | |
| Partially disagree | 13 | 13 | 217 700 | |
| Completely disagree | 10 | 10 | 181 400 | |
| Can not say | 3 | 3 | 54 400 | |
| I often end up on newspaper websites through social media or other links | Completely agree | 18 | 17 | 290 300 |
| Partially agree | 33 | 33 | 598 700 | |
| Partially disagree | 21 | 22 | 399 100 | |
| Completely disagree | 24 | 24 | 453 600 | |
| Can not say | 4 | 4 | 72 600 | |
| I read newspaper websites or apps several times a day | Completely agree | 19 | 18 | 308 400 |
| Partially agree | 33 | 33 | 598 700 | |
| Partially disagree | 25 | 25 | 453 600 | |
| Completely disagree | 21 | 22 | 399 100 | |
| Can not say | 3 | 2 | 36 300 | |
| For me, the digital newspaper has replaced reading a printed newspaper | Completely agree | 18 | 20 | 362 900 |
| Partially agree | 21 | 21 | 381 000 | |
| Partially disagree | 17 | 17 | 308 400 | |
| Completely disagree | 37 | 37 | 671 300 | |
| Can not say | 8 | 6 | 90 700 | |
| Media statements | ||||
| I appreciate domestic media providing me with new perspectives I wouldn't otherwise encounter | Completely agree | 23 | 25 | 453 600 |
| Partially agree | 52 | 52 | 943 400 | |
| Partially disagree | 12 | 11 | 199 600 | |
| Completely disagree | 4 | 4 | 72 600 | |
| Can not say | 8 | 7 | 145 100 | |
| I want to know if media content has been generated using AI | Completely agree | 75 | 75 | 1360 700 |
| Partially agree | 16 | 16 | 290 300 | |
| Partially disagree | 3 | 3 | 54 400 | |
| Completely disagree | 2 | 2 | 36 300 | |
| Can not say | 5 | 4 | 90 700 | |
| I am willing to pay for well-crafted journalistic content | Completely agree | 31 | 33 | 598 700 |
| Partially agree | 39 | 40 | 725 700 | |
| Partially disagree | 15 | 14 | 235 900 | |
| Completely disagree | 8 | 6 | 108 900 | |
| Can not say | 7 | 7 | 127 000 | Source: NRS 2026 |
| Ideas and inspiration from magazines | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| From which topics do you get ideas and inspiration from print magazines? | Food and cooking | 52 | 59 | 1070 400 |
| Cosmetics and beauty care | 16 | 21 | 381 000 | |
| Interior design and furniture | 26 | 31 | 562 400 | |
| Renovation and building | 24 | 26 | 471 700 | |
| Domestic appliances | 10 | 11 | 199 600 | |
| Consumer electronics and IT equipment | 13 | 11 | 199 600 | |
| Saving and investing | 14 | 14 | 254 000 | |
| Style and fashion | 21 | 26 | 471 700 | |
| Cars | 14 | 11 | 199 600 | |
| Travelling | 23 | 26 | 489 900 | |
| Sports clothing, footwear or equipment | 14 | 16 | 290 300 | |
| Health and wellness products/services | 19 | 24 | 435 400 | |
| None of these | 16 | 13 | 235 900 | |
| Can not say | 10 | 9 | 163 300 | |
| From which topics do you get ideas and inspiration from digital magazines? | Food and cooking | 48 | 52 | 925 300 |
| Cosmetics and beauty care | 17 | 21 | 362 900 | |
| Interior design and furniture | 21 | 24 | 417 300 | |
| Renovation and building | 21 | 21 | 381 000 | |
| Domestic appliances | 10 | 10 | 181 400 | |
| Consumer electronics and IT equipment | 17 | 14 | 235 900 | |
| Saving and investing | 13 | 13 | 217 700 | |
| Style and fashion | 19 | 22 | 399 100 | |
| Cars | 13 | 11 | 199 600 | |
| Travelling | 23 | 25 | 453 600 | |
| Sports clothing, footwear or equipment | 16 | 16 | 272 100 | |
| Health and wellness products/services | 18 | 20 | 362 900 | |
| None of these | 21 | 20 | 381 000 | |
| Can not say | 12 | 11 | 199 600 | Source: NRS 2026 |
| Buyer profile | All 15+ % | Magazine Readers % | Amount of readers | |
|---|---|---|---|---|
| Interests | Cars, motor vehicles | 24 | 18 | 326 600 |
| Well-being and health | 50 | 59 | 1070 400 | |
| Charity work | 14 | 15 | 272 100 | |
| Self development | 32 | 33 | 580 600 | |
| Celebrities | 13 | 15 | 254 000 | |
| Fishing | 15 | 12 | 217 700 | |
| Beauty care and cosmetics | 16 | 20 | 344 700 | |
| Literature | 29 | 34 | 616 900 | |
| Domestic and foreign news | 51 | 55 | 997 900 | |
| Domestic travel | 33 | 38 | 689 400 | |
| Culture | 34 | 39 | 707 600 | |
| Crafts | 25 | 30 | 544 300 | |
| Nature and going outdoor | 52 | 57 | 1034 200 | |
| Hunting | 9 | 7 | 127 000 | |
| Style and fashion | 20 | 23 | 399 100 | |
| Music and concerts | 37 | 40 | 707 600 | |
| Going on summer cottage | 29 | 31 | 544 300 | |
| Local affairs | 56 | 64 | 1179 300 | |
| Computer/console/mobile playing | 17 | 9 | 145 100 | |
| Politics | 43 | 43 | 780 100 | |
| Gardening and plants | 29 | 38 | 707 600 | |
| Online gambling or betting | 5 | 4 | 72 600 | |
| Building and renovating | 34 | 35 | 653 100 | |
| Food and drink | 38 | 41 | 743 900 | |
| Cooking, baking, recipes | 38 | 47 | 834 600 | |
| Investment | 24 | 22 | 381 000 | |
| Decorating | 28 | 35 | 635 000 | |
| Economic and finances | 36 | 35 | 635 000 | |
| Science | 37 | 34 | 598 700 | |
| Travelling abroad | 34 | 35 | 616 900 | |
| Sports, exercising | 45 | 44 | 780 100 | |
| Sailing, boating | 9 | 7 | 127 000 | |
| Consumer electronics and information technology | 20 | 14 | 235 900 | |
| Environmental matters | 31 | 35 | 616 900 | |
| None of the above | 0 | 0 | 0 | Source: NRS 2026 |
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 2026
Contact info
Media sales
- Suomen Osuuskauppojen Keskuskunta SOK
- Fleminginkatu 34
- 00510 Helsinki
- www.s-kanava.fi
Kehityspäällikkö
- Lauri Ilves
- lauri.ilves@sok.fi
Media
Publisher
- Suomen Osuuskauppojen Keskuskunta SOK
Publisher
- Suomen Osuuskauppojen Keskuskunta SOK
Päätoimittaja
- Asta Kujala
Address
- Fleminginkatu 34
- 00510 Helsinki
Postal address
- PL 1
- 00088 S-RYHMÄ