According to a survey by the Finnish Periodical Publishers’ Association: - 79% of Finns read print magazines monthly, with print preferred across all age groups. - Younger people aged 18-24 consume more magazine content on computers (38% monthly) compared to the general population. - Mobile usage is popular for magazine content, with 44% of 12-17 year olds and 26% of Finns overall using magazines monthly on mobile. - Tablet usage for magazines has risen from 10% to 18% over the past 5 years.

1. Monthly reading of Magazines
in Finland, spring 2017
Finnish Periodical Publishers’ Association (Aikakausmedia)

2. 79 % of Finns read print magazines monthly.
Print is still the favourite medium of consuming
magazine media contents in all age groups.
Source: NRS MAG + total autumn 2016 / spring 2017

3. 79
59 60
71 80
85 88
0
10
20
30
40
50
60
70
80
90
100
ALL 12-17 y 18-24 y 25-34 y 35-44 y 45-64 y 65+ y
Monthly reading of print magazines in Finland,
spring 2017, % of population
Source: NRS MAG + total autumn 2016 / spring 2017

4. 18–24 year old readers consume more
magazine media content on a computer
compared to the whole population.
38 % of them read magazines monthly on
their desktop/laptop.
Source: NRS MAG + total autumn 2016 / spring 2017

5. 31
28
38 37 37
31
22
0
5
10
15
20
25
30
35
40
ALL 12-17 y 18-24 y 25-34 y 35-44 y 45-64 y 65+ y
Monthly reading of magazines on desktop/laptop
in Finland, spring 2017, % of population
Source: NRS MAG + total autumn 2016 / spring 2017

6. 26 % of Finns use magazine media contents
monthly on mobile, and even 44 % of young
people aged 12–17 do so.
Source: NRS MAG + total autumn 2016 / spring 2017

7. 26
44 43
40
37
19
10
0
5
10
15
20
25
30
35
40
45
50
ALL 12-17 y 18-24 y 25-34 y 35-44 y 45-64 y 65+ y
Monthly reading of magazines on mobile
in Finland, spring 2017, % of population
Source: NRS MAG + total autumn 2016 / spring 2017

8. In 5 years the monthly reading of magazines in
tablets has gone up from 10 % to 18 %.
Source: NRS MAG + total autumn 2016 / spring 2017

9. 18
20
16
20
26
20
13
0
5
10
15
20
25
30
ALL 12-17 y 18-24 y 25-34 y 35-44 y 45-64 y 65+ y
Monthly reading of magazines via tablet/e-reader
in Finland, spring 2017, % of population
Source: NRS MAG + total autumn 2016 / spring 2017

10. Audiences in digital magazine media shift from
desktop/laptop to mobile and tablet.
Source: NRS MAG + total autumn 2016 / spring 2017

11. Monthly reading of magazines on different platforms
in Finland, Spring 2013 – Spring 2017, % of population
Source: NRS spring 2013 - spring 2017
91 90 89 89
80 79 80 79 79
43 43 40 40
31
26
33 30 31
16
19
23 24 22
20
26 26 26
10 13 16 18 17 16 19 20 18
0
10
20
30
40
50
60
70
80
90
100
S 2013 A 2013 S 2014 A 2014 S 2015 A 2015 S 2016 A 2016 S 2017
Print
Desktop/laptop
Mobile
Tablet/e-reader

12. For people under 35, mobile is the most
popular platform to consume digital magazine
media content.
Source: NRS MAG + total autumn 2016 / spring 2017

13. Monthly reading of magazines on different platforms
in Finland, spring 2017, % of population
Source: NRS MAG + total autumn 2016 / spring 2017
79
59 60
71
80
85 88
31 28
38 37 37
31
22
26
44 43 40 37
19
10
18 20
16
20
26
20
13
0
10
20
30
40
50
60
70
80
90
100
ALL 12-17 y 18-24 y 25-34 y 35-44 y 45-64 y 65+ y
Print
Desktop/laptop
Mobile
Tablet/e-reader

14. Men consume digital magazine media content
more often than women.
Source: NRS MAG + total autumn 2016 / spring 2017

15. 83
26 24
16
74
36
29
21
0
10
20
30
40
50
60
70
80
90
Print Desktop/laptop Mobile Tablet/e-reader
Women Men
Women’s and men’s monthly reading of magazines on
different platforms in Finland, spring 2017, % of population
Source: NRS MAG + total autumn 2016 / spring 2017

16. More detailed information on
Finnish magazines and their
NRS results
www.ratecards.fi

17. www.aikakausmedia.fi  www.ratecards.fi
@aikakausmedia