The document reports the results of a survey on information source use during the purchase process. It found that print magazines were the most commonly used source for finding product ideas and tips, ranging from 38% for gardening to 13% for building and renovating. For purchase decisions, print magazines were again prominent but decreased to a range of 26% for food and cooking to 15% for cars. Across categories, social media, television, and newspaper use increased for purchase decisions compared to initial research. The full results are available via the Finnish Magazine Rate Cards website.

1. Source: NRS MG + total Spring 2017
n=4 783 , est. 4 462 000
Use of information sources
during the purchase process / Spring 2017
(everyone over 12 years old)
Cars | Style & Fashion | Travelling | Health & Well-being |
Food & Cooking | Cosmetics & Cosmetic Brands |
Furniture & Decorating | Building & Renovating | Gardening |
Home entertainment electronics & Information technology |
Saving & investing

2. Source: NRS MG + total Spring 2017
n=4 783 est. 4 462 000
Which of the following information sources you
use when looking for ideas and tips of different
products?
Which of the following information sources you
use when making a purchase decision?
For example when comparing quality and features
of a product/service.

3. Source: NRS MG + total Spring 2017
n=4 783 est. 4 462 000
Purchase process / Cars (everyone over 12 years old)
Ideas and tips Purchase decision
Print magazines 22 18 %
Magazine websites 10 10 %
Blogs and 3 4 %
Social media
(esim. Facebook)
10 10 %
Newspapers 19 17 %
Newspaper websites 6 6 %
Television 10 6 %
Radio 1 1 %
Which of the following information sources you use when looking for ideas and tips of
different products?
Which of the following information sources you use when making a purchase decision?
For example when comparing quality and features of a product/service.

4. Source: NRS MG + total Spring 2017
n=4 783 est. 4 462 000
Purchase process / Style and fashion (everyone over 12 years old)
Ideas and tips Purchase decision
Print magazines 33 22 %
Magazine websites 8 7 %
Blogs and vlogs 10 8 %
Social media
(esim. Facebook)
14 11 %
Newspapers 8 8 %
Newspaper websites 3 3 %
Television 14 7 %
Radio 1 1 %
Which of the following information sources you use when looking for ideas and tips of
different products?
Which of the following information sources you use when making a purchase decision?
For example when comparing quality and features of a product/service.

5. Source: NRS MG + total Spring 2017
n=4 783 est. 4 462 000
Purchase process / Travelling (everyone over 12 years old)
Ideas and tips Purchase decision
Print magazines 30 20 %
Magazine websites 11 9 %
Blogs and vlogs 10 8 %
Social media
(esim. Facebook)
17 14 %
Newspapers 17 13 %
Newspaper websites 6 4 %
Television 17 9 %
Radio 2 1 %
Which of the following information sources you use when looking for ideas and tips of
different products?
Which of the following information sources you use when making a purchase decision?
For example when comparing quality and features of a product/service.

6. Source: NRS MG + total Spring 2017
n=4 783 est. 4 462 000
Purchase process / Food and cooking (everyone over 12 years old)
Ideas and tips Purchase decision
Print magazines 46 26 %
Magazine websites 18 12 %
Blogs and vlogs 15 11 %
Social media
(esim. Facebook)
21 15 %
Newspapers 22 17 %
Newspaper websites 8 6 %
Television 24 10 %
Radio 3 1 %
Which of the following information sources you use when looking for ideas and tips of
different products?
Which of the following information sources you use when making a purchase decision?
For example when comparing quality and features of a product/service.

7. Source: NRS MG + total Spring 2017
n=4 783 est. 4 462 000
Purchase process / Health and well-being (everyone over 12 years old)
Ideas and tips Purchase decision
Print magazines 34 22 %
Magazine websites 8 7 %
Blogs and vlogs 8 6 %
Social media
(esim. Facebook)
11 10 %
Newspapers 14 11 %
Newspaper websites 4 3 %
Television 13 7 %
Radio 3 1 %
Which of the following information sources you use when looking for ideas and tips of
different products?
Which of the following information sources you use when making a purchase decision?
For example when comparing quality and features of a product/service.

8. Source: NRS MG + total Spring 2017
n=4 783 est. 4 462 000
Purchase process / Cosmetics and cosmetic brands (everyone over 12 years old)
Ideas and tips Purchase decision
Print magazines 23 17 %
Magazine websites 5 6 %
Blogs and vlogs 9 8 %
Social media
(esim. Facebook)
10 11 %
Newspapers 7 7 %
Newspaper websites 2 2 %
Television 10 6 %
Radio 1 0 %
Which of the following information sources you use when looking for ideas and tips of
different products?
Which of the following information sources you use when making a purchase decision?
For example when comparing quality and features of a product/service.

9. Source: NRS MG + total Spring 2017
n=4 783 est. 4 462 000
Purchase process / Furniture and decorating (everyone over 12 years old)
Ideas and tips Purchase decision
Print magazines 35 21 %
Magazine websites 8 8 %
Blogs and vlogs 8 7 %
Social media
(esim. Facebook)
12 10 %
Newspapers 12 11 %
Newspaper websites 3 3 %
Television 13 7 %
Radio 1 1 %
Which of the following information sources you use when looking for ideas and tips of
different products?
Which of the following information sources you use when making a purchase decision?
For example when comparing quality and features of a product/service.

10. Source: NRS MG + total Spring 2017
n=4 783 est. 4 462 000
Purchase process / Building and renovating (everyone over 12 years old)
Ideas and tips Purchase decision
Print magazines 33 21 %
Magazine websites 8 9 %
Blogs and vlogs 6 5 %
Social media
(esim. Facebook)
9 9 %
Newspapers 14 12 %
Newspaper websites 3 4 %
Television 16 8 %
Radio 1 1 %
Which of the following information sources you use when looking for ideas and tips of
different products?
Which of the following information sources you use when making a purchase decision?
For example when comparing quality and features of a product/service.

11. Source: NRS MG + total Spring 2017
n=4 783 est. 4 462 000
Purchase process / Gardening (everyone over 12 years old)
Ideas and tips Purchase decision
Print magazines 38 22 %
Magazine websites 8 8 %
Blogs and vlogs 6 5 %
Social media
(esim. Facebook)
9 9 %
Newspapers 10 10 %
Newspaper websites 2 3 %
Television 17 10 %
Radio 1 1 %
Which of the following information sources you use when looking for ideas and tips of
different products?
Which of the following information sources you use when making a purchase decision?
For example when comparing quality and features of a product/service.

12. Source: NRS MG + total Spring 2017
n=4 783 est. 4 462 000
Purchase process / Home entertainment and IT (everyone over 12 years old)
Ideas and tips Purchase decision
Print magazines 26 19 %
Magazine websites 11 11 %
Blogs and vlogs 9 8 %
Social media
(esim. Facebook)
14 14 %
Newspapers 14 14 %
Newspaper websites 5 5 %
Television 14 9 %
Radio 2 1 %
Which of the following information sources you use when looking for ideas and tips of
different products?
Which of the following information sources you use when making a purchase decision?
For example when comparing quality and features of a product/service.

13. Source: NRS MG + total Spring 2017
n=4 783 est. 4 462 000
Purchase process / Saving and investing money (everyone over 12 years old)
Ideas and tips Purchase decision
Print magazines 23 15 %
Magazine websites 7 7 %
Blogs and vlogs 4 3 %
Social media
(esim. Facebook)
5 6 %
Newspapers 14 12 %
Newspaper websites 5 5 %
Television 6 6 %
Radio 2 1 %
Which of the following information sources you use when looking for ideas and tips of
different products?
Which of the following information sources you use when making a purchase decision?
For example when comparing quality and features of a product/service.

14. Source: NRS MG + total Spring 2017
n=4 783 est. 4 462 000
Looking for ideas and tips / summary (everyone over 12 years old)
”Which of the following information sources you use when looking for ideas and tips of different products?”
46
38
35 34
24
17
13 13
22
10
12
14
21
9
12 11
18
8 8 8
15
6
8 88
2 3 43
1 1
3
0
5
10
15
20
25
30
35
40
45
50
Food & Cooking Gardening Furniture & Decorating Health & Well-being
Print Magazines
Television
Newspapers
Social Media
Magazine websites
Blogs & vlogs
Newspaper websites
Radio
%

15. Source: NRS MG + total Spring 2017
n=4 783 est. 4 462 000
33 33
30
26
16
14
17
1414
8
17
14
9
14
17
14
8 8
11 11
6
10 10
9
3 3
6
5
1 1
2 2
0
5
10
15
20
25
30
35
Building & Renovating Style & Fashion Travelling Home entertainment & IT
Print Magazines
Television
Newspapers
Social Media
Magazine websites
Blogs & vlogs
Newspaper websites
Radio
%
Looking for ideas and tips / summary (everyone over 12 years old)
”Which of the following information sources you use when looking for ideas and tips of different products?”

16. Source: NRS MG + total Spring 2017
n=4 783 est. 4 462 000
23 23
22
6
10 10
14
7
19
5
10 10
7
5
10
4
9
3
5
2
6
2
1 1
0
5
10
15
20
25
Saving & Investing money Cosmetics Cars
Print Magazines
Television
Newspapers
Social Media
Magazine websites
Blogs & vlogs
Newspaper websites
Radio
%
Looking for ideas and tips / summary (everyone over 12 years old)
”Which of the following information sources you use when looking for ideas and tips of different products?”

17. Source: NRS MG + total Spring 2017
n=4 783 est. 4 462 000
26
22 22 22
17
10
11
8
15
9
10
11
12
8
7 7
11
5
6
8
10 10
7 7
6
3 3 3
1 1 1 1
0
5
10
15
20
25
30
Food & Cooking Gardening Health & Well-being Style & Fashion
Print Magazines
Newspapers
Social media
Magazine websites
Blogs & vlogs
Television
Newspaper websites
Radio
%
Purchase decision / summary (everyone over 12 years old)
” Which of the following information sources you use when making a purchase decision? For example when comparing quality and features of a product/service.

18. Source: NRS MG + total Spring 2017
n=4 783 est. 4 462 000
21 21
20
19
12
11
13
14
9
10
14 14
9
8
9
11
5
7
8 88
7
9 9
4
3
4
5
1 1 1 1
0
5
10
15
20
25
Building & Renovating Furniture & Decorating Travelling Home enterntainment & IT
Print Magazines
Newspapers
Social media
Magazine websites
Blogs & vlogs
Television
Newspaper websites
Radio
%
Purchase decision / summary (everyone over 12 years old)
” Which of the following information sources you use when making a purchase decision? For example when comparing quality and features of a product/service.

19. Source: NRS MG + total Spring 2017
n=4 783 est. 4 462 000
18
17
15
17
7
12
10
11
6
10
6
7
4
8
3
6 6 66
2
5
1
0
1
0
2
4
6
8
10
12
14
16
18
20
Cars Cosmetics Saving & Investing money
Print Magazines
Newspapers
Social media
Magazine websites
Blogs & vlogs
Television
Newspaper websites
Radio
%
Purchase decision / summary (everyone over 12 years old)
” Which of the following information sources you use when making a purchase decision? For example when comparing quality and features of a product/service.

20. All the results of National Readership
Survey (NRS) for individual magazine
titles can be found in
Finnish Magazine Rate Cards service
www.ratecards.fi

21. www.aikakausmedia.fi  www.mediakortit.fi
@aikakausmedia