Research: Magazine moment 2021

The implementation of
the survey and the
respondents
The data for this study was collected by means of an online
panel conducted by Taloustutkimus during the period 17–
25 May 2021.
A total of 1,166 people responded to the survey.
Women n = 590
Men n = 575
Other n = 0
15–24 years n = 160
25–34 years n = 157
35–44 years n = 170
45–54 years n = 175
55–64 years n = 167
65–69 years n = 167
70+ years n = 170

Magazine moment 2021
The survey respondents included both
subscribers and single-copy buyers
84% of the respondents
were subscribers, i.e.
they have a subscription
to at least one magazine.
29% of the respondents
buy single copies of
magazines.
71
15
13
0 20 40 60 80 100
I have a subscription to at least one print
magazine delivered to my home
I do not subscribe to any print magazines,
but I buy single copies of magazines on a
regular basis
I have a subscription to at least one print
magazine delivered to my home and I also
buy single copies of magazines
%
What kind of a reader are you? | n = 1,166

Contents
01
02
03
04
Reading habits
Readership of different types of
magazines and digital content
Value received for the time spent on
content
Suitability of media for following
different topics
05
06
07
08
Media consumption in different
situations and concurrent consumption
of multiple types of media
Media & emotions
Advertising
Summary

Reading habits

63% read magazines at least on a weekly basis,
94% at least on a monthly basis
7
9
5
10
3
4
7
7
8
11
30
33
27
19
19
25
27
34
35
47
27
29
24
24
25
31
29
22
30
25
14
12
17
11
18
17
21
14
14
5
17
13
21
24
22
18
14
18
11
10
6
5
6
13
12
5
2
6
1
2
0 10 20 30 40 50 60 70 80 90 100
All
Men
Women
15–24 years
25–34 years
35–44 years
45–54 years
55–64 years
65–69 years
70+ years
Daily Several times
per week
Once
a week
Every other
week
Once
a month
Less frequently
How often do you read magazines? | n = 1,166

1
1
1
3
4
2
1
1
26
27
25
40
34
31
28
23
16
14
44
42
45
36
39
44
46
51
46
42
18
18
18
16
15
18
17
17
19
27
8
8
7
3
6
4
6
5
14
14
3
3
2
3
2
1
3
3
5
4
26,1
26,4
25,7
22,1
22,8
23,2
25,7
26,0
31,2
31,2
0 10 20 30 40 50 60 70 80 90 100
All
Men
Women
15–24 years
25–34 years
35–44 years
45–54 years
55–64 years
65–69 years
70+ years
Less than 5 minutes 5–15 minutes 16–30 minutes 31–45 minutes
The average duration of a reading session is
26 minutes
How long do you typically spend on reading magazines in a single session? | n = 1,166

65% read their magazines in their entirety always or
often
22
22
23
14
21
26
22
22
26
23
42
41
44
42
46
41
49
39
38
42
20
21
20
29
19
17
19
25
19
16
12
14
10
11
10
14
8
10
16
14
3
2
4
4
3
2
2
4
1
5
0 10 20 30 40 50 60 70 80 90 100
All
Men
Women
15–24 years
25–34 years
35–44 years
45–54 years
55–64 years
65–69 years
70+ years
Always Frequently Occasionally Rarely Never
I read the magazines I subscribe to, or buy single copies of, in their entirety | n = 1,166

People read magazines in the
evening when they can set aside
time for it
People mostly read
print magazines in the
afternoon or evening.
12
18
47
54
2
15
17
43
57
3
9
18
51
51
2
0 20 40 60 80 100
Morning
Daytime
Afternoon
Evening
Night
All
Men
Women
%
When do you typically read the magazine of your choice? | n = 1,166

Magazine reading in the morning is the most common among young
people, while people who are in the busy years of family life mostly read
in the evening
23
19
14
10 9 8 3
20
22
18 17
15
17 16
63 62
51
41
31
41
44
37
52
65
60 60
51 52
2 2 2 3 3 2 2 0
10
20
30
40
50
60
70
15–24
years
25–34
years
35–44
years
45–54
years
55–64
years
65–69
years
70+
years
Morning
Daytime
Afternoon
Evening
Night
When do you typically read the magazine of your choice? | n = 1,166

Reasons for why evenings are the preferred time to read: people
read magazines to recover from the day’s work and household
chores
“Helps me relax at the end of the day”
– woman, 19
“I like to rest after work by reading a magazine.”
–woman, 22
“I like to relax in the evening when the day’s work is done. It also gives me the chance to plan what to
cook in the following days”
– woman, 35
“It’s a good time to relax at the end of the workday.”
– man, 50
“In the evening when the day’s work and chores are done, you can relax with a magazine with a clear
conscience.”
– man, 65

Reasons for why evenings are the preferred time to read: in the
evening, people have the opportunity to focus on reading
“I don’t have the time to focus properly at other times of the day and I like to really get engrossed in a magazine”
– man, 39
“That’s when I have time to relax and focus on the things I enjoy”
– woman, 54
“If I buy a magazine at the supermarket, I read it when I get home in the afternoon or save it for the evening when I have time
to spare.”
– woman, 64
“There are no distractions”
– man, 72
“That’s when I usually have time to read and focus on what I read”
– woman, 24
“When the kids have gone to bed, I have quiet time to spend on reading.”
– man, 45

Reasons for why evenings are the preferred time to read: reading a
magazine is a way to calm down before going to bed
“I read in bed when I’m getting ready to sleep. It’s a quiet time when I can focus on reading and there are no
other stimuli to distract me.”
– woman, 33
“I have quiet time before going to sleep. This is when my partner is already asleep or also reading.”
– man, 65
“Relaxing after the day’s chores, before sleeping.”
– man, 42
“The best time to read is just before sleeping, in bed. That’s when I can relax for a while with a magazine.”
– woman, 42
“Reading in the evening before sleeping is a nice relaxing activity.”
– woman, 22

People prefer to read magazines at
home
70
43
32
24
13
4
4
3
0 20 40 60 80 100
In the living room, on a sofa or armchair
In the kitchen, at the dining table
In the bedroom
On the balcony/terrace when the weather
allows it
In the bathroom
At work
On public transport or when riding in a car
as a passenger
Elsewhere
%
Where do you usually read the magazine of your choice? | n = 1,166
People read magazines
at home: in the living
room, kitchen and
bedroom.
Women are more likely
than men to read on
their terrace, while men
are more likely to read in
the bathroom.

Weekdays,
14 %
Weekends,
11 %
Both are OK,
75 %
Weekdays and weekends are not defining factors for reading
a magazine – people like to have magazine moments at both
times
Do you read on weekdays or weekends? | n = 1,166

In the choice of when to read, what’s more important than the
day of the week is being able to allocate time to reading
– nevertheless, among young age groups, slightly less than half of the respondents prefer reading either on weekdays or weekends
14
14
14
24
14
9
17
11
11
12
11
11
10
21
11
14
13
11
4
1
75
74
76
55
75
77
71
78
84
87
0 10 20 30 40 50 60 70 80 90 100
All
Men
Women
15–24 years
25–34 years
35–44 years
45–54 years
55–64 years
65–69 years
70+ years
%
Weekdays Weekends Both are OK
Do you read on weekdays or weekends? | n = 1,166

I read more,
32 %
Holidays are not a
factor
in my reading habits,
54 %
I read less, 14 %
Nearly 1/3 of the respondents read more when they are
on holiday
How do holiday periods affect reading? | n = 1,166

Women and young people, in particular, read more
when they are on holiday
32
26
38
50
46
39
38
27
17
7
55
56
53
35
44
52
51
56
68
75
14
18
9
17
11
8
11
17
16
18
0 10 20 30 40 50 60 70 80 90 100
All
Men
Women
15–24 years
25–34 years
35–44 years
45–54 years
55–64 years
65–69 years
70+ years
%
I read more Holidays are not a factor
in my reading habits
I read less
How do holiday periods affect reading? | n = 1,166

Which statement better describes
the way you read the magazine of
your choice?
“I usually pick up a
magazine when I’m not
in a hurry to go
anywhere. When you’re
busy, you can’t focus
on a magazine.”
– woman, 45
n = 1,166
22 78
When I read, I also
do other things at the same time
When I read a magazine,
I focus only on reading
34 66
I read magazines
as soon as they come out
I don’t read magazines right after they come out.
I wait until I have enough time to read them.
36 64
I prefer to read my
magazines in a single session
I read my magazines in small sessions
and go back to them when the right time comes

Focusing on a magazine is high in all age groups – young people are
more likely to multitask while reading
22
22
22
37
27
25
19
14
13
16
78
78
78
63
73
75
81
86
87
84
0 10 20 30 40 50 60 70 80 90 100
All
Men
Women
15–24 years
25–34 years
35–44 years
45–54 years
55–64 years
65–69 years
70+ years
When I read, I also
do other things at the same time
When I read a magazine,
I focus only on reading
Which statement better describes the way you read the magazine of your choice? | n = 1,166

Pensioners are more likely to read a magazine as soon as it
comes out – people in other age groups wait for the right
moment
34
35
32
31
28
29
27
32
43
45
66
65
68
69
72
71
73
68
57
55
0 10 20 30 40 50 60 70 80 90 100
All
Men
Women
15–24 years
25–34 years
35–44 years
45–54 years
55–64 years
65–69 years
70+ years
I read magazines
as soon as they come out
I don’t read magazines right after they come out.
I wait until I have enough time to read them.

Magazines are typically read more than once
36
33
38
49
38
38
32
35
29
29
64
67
62
51
62
62
68
65
71
71
0 10 20 30 40 50 60 70 80 90 100
All
Men
Women
15–24 years
25–34 years
35–44 years
45–54 years
55–64 years
65–69 years
70+ years
I prefer to read my magazines in a single session
I read my magazines in small sessions and go back to them when the right time comes

The life of a magazine continues after it has been read – 82% of the
respondents keep their magazines or pass them on to others
32
26
23
16
1
0
2
0 20 40 60 80 100
I keep it with other magazines so I can go back to it later
I leave the magazine in a visible location in my home so I can go back to
it later or other people can read it
I pass it on to a friend or relative so they can read it too
I dispose of the magazine by placing it in the paper waste collection
container
I put the magazine in the waste bin
I sell the magazine
Other
%
After I have finished reading my favourite magazine… | n = 1,166

How do you keep interesting content from
your favourite magazine? (e.g. a full article, a
picture or product information in an
advertisement)
46
29
26
20
5
3
7
0 20 40 60 80 100
I keep the magazine
I use my phone to take a photo of the
magazine content
I cut or tear out the page I’m interested
in and keep it for later use
I look for more information online
I write it down
I mark the interesting content with a
post-it note or some other note
Other
n = 1,166 In the 24–35 age group,
one in two respondents
use their phone to take
photos of interesting
content in a magazine.
Women are more likely
to take photos of
magazine content than
men.

Reading habits
• 94% of the respondents read magazines at least
on a monthly basis.
• Reading magazines on a daily basis is particularly
common among men, young people (15–24 age
group) and people over 70 years of age.
• People spend an average of 26 minutes on
reading a magazine in one reading session.
• Approximately 2/3 of the respondents read
magazines they subscribe to or buy single copies
of always or frequently.
• People mostly read print magazines in the
afternoon or evening.

Reading habits
• People read magazines at home.
• Most of the respondents have time for magazine
moments on both weekdays and weekends.
• They focus on reading their magazine and read
when they have enough time for it.
• 82% of the respondents either keep their
magazines after reading them or pass them on
to others.
• Young adults, in particular, take photos of
interesting content they find in magazines.

Readership of different
types of magazines

Regular readership of different
types of magazines
1/2
65
26
19
19
19
18
17
16
16
13
12
11
0 20 40 60 80 100
Customer magazines
Magazines on news, current affairs, business and finance
Women’s magazines
Science magazines
Professional magazines
Home and gardening magazines
Hobby magazines
Magazines published by non-profit organisations
Technical and hi-fi magazines
General topic magazines
Well-being, beauty and health magazines
Car and motor vehicle magazines
Which of the following types of magazines do you read regularly? | n = 1,166
Customer magazines
have the highest
readership among
different magazine
types.
They are read regularly
by people in all age
groups.

Regular readership of different
types of magazines
2/2
Top 5 magazine types read
regularly by women
1. Customer magazines
2. Women’s magazines
3. Home and gardening magazines
4. Magazines on well-being, beauty
and health
5. Magazines published by non-
profit organisations
Top 5 magazine types read
regularly by men
1. Customer magazines
2. Magazines on news, current
affairs, business and finance
3. Technical and hi-fi magazines
4. Science magazines
5. Car and motor vehicle magazines
11
11
9
7
7
6
5
4
4
2
2
0 20 40 60 80 100
Food and drink magazines
Comics
Magazines on entertainment, celebrities and TV
Computer magazines
Magazines targeted at the 50+ age group
Travel magazines
Art, literature and culture magazines
Music magazines
Magazines on religion and spiritual topics
Children and youth magazines
None of the above
Which of the following types of magazines do you read regularly? | n = 1,166

The respondents’ favourites among
magazines that they read regularly are
women’s magazines and magazines on news,
current affairs, business and finance
23% of the female
respondents said their
favourite magazine is a
women’s magazine.
18% of the male
respondents
specified a magazine on
news, current affairs,
business and finance as
their favourite magazine.
12
12
7
6
6
6
6
5
5
4
4
4
3
3
3
3
2
2
5
Women’s magazines
Magazines on news, current affairs,…
Science magazines
General topic magazines
Customer magazines
Special topic magazines
Technical and hi-fi magazines
Hobby magazines
Professional magazines and magazines…
Home and gardening magazines
Magazines on entertainment, celebrities…
Food and drink magazines
Comics
Car and motor vehicle magazines
Nature, hunting and fishing magazines
Magazines targeted at the 50+ age group
Computer and gaming magazines
Well-being, beauty and health magazines
Other
What is your favourite
Finnish magazine that
you read regularly?
| n = 1,070
Presented as an open question and the magazine groups were subsequently coded from the responses.

56% of magazine readers also read magazine content in
digital format
40
18
10
44
56
0 20 40 60 80 100
Yes, I read magazine articles on the magazines’ websites
Yes, I read magazine articles as browsable digital editions
Yes, I use the application version of a magazine on my phone
I don’t read magazine content digitally at all
READ DIGITALLY, NET
%
Do you read magazine content in digital format? | n=1,166

Reasons for not reading magazine content in digital format:
prefer to read print magazines, not interested in digital content, want to
avoid looking at screens
38
21
17
11
10
5
2
2
1
1
0
0
0
2
8
0 10 20 30 40 50
I prefer print magazines/the feel of paper/the reading experience/it’s more casual
Not interested/no need/no desire/don’t like it/no time/doesn’t suit me
Looking at screens is unhealthy/it’s hard on the eyes/I spend too much looking at screens as it is
Difficult/cumbersome/can’t see all of the content at the same time/seeing the big picture
Easier than a print magazine/more convenient to read/more convenient to handle/seeing the big picture
Don’t know enough about them/don’t feel like looking for it/don’t know how/no experience/out of habit
Difficult/stressful to focus
Requires payment/some articles are behind a paywall and blurred
Can’t see them/Don’t own a tablet/Don’t own a smartphone
Haven’t found interesting content in digital format/no digital version available
Can’t afford it
Advertisements disrupt the experience
Technical problems/need to charge the device/uses electricity/network connection issues
Other
Can’t say
Among the respondents who do not read magazine content in digital format, n = 512

Reasons for not reading magazine content in digital format: the reading
experience is compared to reading print magazines – compared to digital
formats, the concrete magazine feels nice and manageable
“I can browse the magazine, leave it open and pick it up later. When you have a stack of magazines on a table, you
can choose which one you want to read at any given time. A physical magazine allows you to focus on reading
without having to fiddle with a digital device.”
– man, 72
“I like browsing a magazine. You tend to notice sections that you might miss if you read the digital version.”
– woman, 63
“I enjoy reading a physical magazine. I like having something concrete in my hand, and looking at the pictures is
also nicer when you read the print version.”
– woman, 15
“I want to read and hold a physical magazine, to browse it and go back to the beginning when I want to. It’s easier
to handle than a digital device, especially if you’re lying down on your sofa.”
– woman, 67
“The mobile views of an article are often small and I prefer traditional print magazines.”
– woman, 25
“It’s impractical. I want to read and scan the entire article, not just the small part that fits the screen of a smart
device. Sometimes I’ll look for an old article in the digital version if I unexpectedly want to show it to a friend.”
– woman, 29

Reasons for not reading magazines in digital format: consumption of
digital media is high anyway, print media provides variation and the
ability to limit the reading session
“Life is already full of digital content. I don’t want any more of it if I have other options”
– man, 37
“I spend enough time looking at screens as it is, with the world today being so digital (work, banking, etc.). I enjoy
the feel of a print magazine and the variation it offers to looking at screens.”
– man, 42
“I read newspapers in digital format and that’s enough for me. A magazine is a thing in itself, like a book. You don’t
just browse it or scan it, like you might when it comes to the day’s news headlines. When you read a magazine, you
take your time and solve a crossword puzzle, for example.”
– woman, 68
“At work I spend eight hours a day sitting in front of a screen. I want to rest my eyes at lunch and in the evening.
The concrete print edition is kinder on your eyes (the adverse impact of blue light) and when you read content
printed on paper, the muscles of the eye get to move more than when you read content on a narrow digital device.”
– woman, 32

Reasons for not reading magazines in digital format:
the print magazine is easier to focus on
“When you use a phone, you spent time reading various discussion forums and such instead of magazines”
– woman, 31
“Digital media increases your stress levels, paper magazines reduce them.”
– woman, 63
“Reading a digital magazine doesn’t feel natural. It’s difficult to focus on digital content.”
– man, 31
“I find it easier to focus on reading a magazine in paper format. If I read a magazine in digital format, I tend to do
something else online instead of reading the magazine.”
– woman, 38
“When you read, you focus (you need to focus and you can focus) much more than when you watch TV, listen to
the radio or use a mobile phone.”
– woman, 45

Reading digital magazine content differs from the reading experience of a
print magazine particularly in terms of being current and easily accessible
In your opinion, how is reading digital magazine content different from reading a print magazine? | Among those who also read magazine content in digital format, n = 654
17
15
14
8
6
3
2
1
1
0
0
0 5 10 15 20
It’s always with me/convenient/easy/quick/access to current information
It’s harder to focus/turns into browsing/feels more rushed/can’t get engrossed in the content/reading individual articles
Harder to read when you need to scroll and zoom/clumsy/requires a reading device/password
Easier to find content/search function/archive/links to background material/additional information
Reading a digital magazine is hard on the eyes/makes my eyes tired/it’s hard to see the text in a bright environment
More concise/less text/abridged/more superficial
Advertisements/video clips disrupt the reading experience
No physical storage space needed/taking screenshots is easy
Conserves nature/no paper waste
Some articles are behind a paywall
Articles are “equal”/news headlines are the same size/misleading/hard to gauge whether a topic is important

How is reading digital content different from reading a
print magazine: digital is easily accessible
“In the digital edition you can find just about anything depending on what you feel like reading about”
– woman, 44
“Digital content is always with you and it doesn’t take up extra space.”
– woman, 26
“The digital content is always with you, even when you’re not at home. The paper version is more pleasant to read
and it’s faster to find the sections you’re looking for.”
– man, 49
“The digital magazine is always with you in your mobile device, as are the magazine’s archives, which makes it easy
to go back to an interesting story. I have the full annual volumes of certain magazines on my shelf. Nevertheless, if I
need to read something in a previous edition, I tend to use the digital archive because it’s easy to use and finding
the story you’re looking for is faster as long as the digital archive extends back to the period in question.”
– man, 59
“Digital versions are nice to read on the screen of my mobile phone; for example, at night when I’m tucked under
the blanket.”
– woman, 32
“It’s easier to carry your phone with you and read when you’re out in public”
– woman, 18
Among those who also read magazine content in digital format, n = 654

How is reading digital content different from reading a print
magazine: digital content is read one article at a time, whereas
print readers read the entire magazine
“Reading articles in digital format is OK, but I don’t want to read an entire magazine on my phone, for example. I value the print
version more highly (and the same goes for books).”
– woman, 42
“When you read a print magazine, you get a curated whole. When you read a digital magazine, you read individual articles.”
– man, 38
“When you read the digital version, you browse the headlines rather than read the articles themselves. When you read the
print version, you read it in order, one article at a time”
– woman, 54
“When you read a digital magazine, you tend to just browse the headlines. When you read the print version, you are more likely
to read the full article”
– woman, 20
“I’m more picky about choosing which articles to read in a digital magazine. When I read a print magazine, I almost always read
most of the articles.”
– man, 27
“I only read a few articles. I’m more picky. I might not finish an article I start reading. Reading digital content feels more rushed
and superficial”
– woman, 38

Print magazines compare favourably to the digital reading experience
especially when it comes to the richness of the experience and the feel
In your opinion, how is reading digital magazine content different from reading a print magazine?
Among those who read magazine content in digital format, n = 654
21
6
3
3
1
1
0
0 5 10 15 20 25 30
Reading a print magazine gives me a good feeling or different feeling/more pleasant to
read/is conducive to longer reading sessions
Easy to carry along or handle/the feel of paper
Relaxing/calming/gives a nice feeling or experience/more personal/fewer disruptions
Easier to see the big picture/more visual
Easier to find a specific article/easier to continue reading at a later time
Allows me to cut out and archive the parts I’m interested in
Higher-quality and more in-depth content

How is reading digital content different from reading a
print magazine: richness of the experience, the feel
“I enjoy the feel of a magazine and even the way it smells. Browsing a physical magazine is nicer than browsing a
digital edition.”
– woman, 65
“When I read a print magazine, I like scanning the entire page and read all the little captions. I like the feel of a
physical magazine. You just don’t get that same feeling when you read the digital version. I often stop reading in the
middle of an article when some notification or other stimulus pops up.”
– woman, 23
“The print magazine has a better feel. I appreciate the visual layout and the way it feels in your hand.”
– woman, 27
“Reading a digital version feels more distant. Reading a paper version feels more personal and the magazine is
easier to handle.”
– man, 55
“Bringing it out and browsing it is not as appealing because you don’t see it lying around and the reading never
happens half accidentally, as is the case with a print magazine. Then again, the digital version is convenient to
access when you’re not at home and you need to wait for something.”
– man, 65
“When you stare at your phone and read something online, it lacks the richness of experience. You can genuinely
relax when you read a paper magazine on your sofa or out on your lawn and you’re not always holding your phone.”
– woman, 24

• Customer magazines have the highest readership
among different magazine types.
• The respondents’ favourite Finnish magazines are
women’s magazines and magazines on news, current
affairs, business and finance.
• 56% of magazine readers also read magazine content
in digital format.
• Print magazines are considered to be more rich in
experience, whereas digital magazines are considered
to be more current and always accessible. Digital
archives and search functions are also appreciated.
Readership of different
types of magazines

Value received for
the time spent on
content

73% of the respondents feel that they get good value for their
time always or often when they read print magazine content
14
15
13
9
15
15
13
19
16
12
59
56
62
57
57
56
67
53
63
58
24
25
22
31
24
26
17
25
19
25
3
4
3
3
3
3
3
3
2
5
0
0
1
0 10 20 30 40 50 60 70 80 90 100
All
Men
Women
15–24 years
25–34 years
35–44 years
45–54 years
55–64 years
65–69 years
70+ years
%
I feel that I get good value for my time when I read print magazine content… | n = 1,166

39% of the respondents feel that they get good value for their time always
or often when they read digital media content – satisfaction rates are the
highest among young age groups and men
3
5
2
8
3
2
2
3
2
3
36
37
34
41
39
30
32
34
41
35
44
43
44
43
45
54
49
45
31
40
12
11
14
7
8
12
12
13
20
15
5
4
6
2
6
2
5
5
7
8
0 10 20 30 40 50 60 70 80 90 100
All
Men
Women
15–24 years
25–34 years
35–44 years
45–54 years
55–64 years
65–69 years
70+ years
%
I feel that I get good value for my time when I read digital media content… | n = 1,166

• 73% of the respondents feel that they get
good value for their time spent with a
print magazine. Only 3% say they get
good value for their time only rarely (0%
never).
• 39% of the respondents feel that they get
good value for their time spent with
digital media. Satisfaction with digital
content is higher among young people
than in older age groups.
Value received for the
time spent on content

Suitability of media
for following different
topics

36
17
15
13
9
3
2
1
1
47
0 20 40 60 80 100
Print magazines
Magazine websites
TV
YouTube or other video streaming service
Print newspaper
Blog
Social media
Radio
Podcast
This topic does not interest me/can’t say
different topics
Cars and motor vehicles
Respondents interested in
this topic are more likely
than average to read
technical and hi-fi
magazines as well as car
and motor vehicle
magazines.
In your opinion, which media are especially well suited to following these topics?
| n=1,166

different topics Electronics and
information technology
32
28
18
7
7
7
7
3
1
38
0 20 40 60 80 100
Print magazines
Magazine websites
TV
Social media
Blog
Print newspaper
Podcast
Radio
%
technical and hi-fi
magazines,
science magazines and
computer and gaming
magazines.
| n=1,166

different topicsCosmetics and beauty
26
15
12
11
11
5
3
1
1
53
0 20 40 60 80 100
Print magazines
Social media
Blog
Magazine websites
TV
Print newspaper
Podcast
Radio
%
than average to read well-
being, beauty and health
magazines, women’s
magazines and food and
drink magazines.
| n=1,166

different topics
Travel
41
24
20
16
16
15
13
3
2
20
0 20 40 60 80 100
Print magazines
Magazine websites
TV
Blog
Social media
Print newspaper
Podcast
Radio
%
The respondents interested
in this topic read a rather
broad range of various
magazines.
The types of magazines that
are read more frequently than
average include customer
magazines, women’s
magazines, travel magazines,
home and gardening
magazines, food and drink
magazines and magazines on
news, current affairs,
business and finance.
| n=1,166

different topics
Fashion
32
17
14
14
9
9
6
1
1
44
0 20 40 60 80 100
Print magazines
Social media
Blog
Magazine websites
TV
Print newspaper
Podcast
Radio
%
this topic are more likely than
average to read women’s
magazines and home and
gardening magazines, for
example.
| n=1,166

different topics
Renovation and construction
40
20
19
16
11
7
7
1
1
32
0 20 40 60 80 100
Print magazines
TV
Magazine websites
Print newspaper
Social media
Blog
Radio
Podcast
%
magazines published by
non-profit organisations as
well as home and
gardening magazines.
| n=1,166

different topics
Food and cooking
49
25
23
17
16
15
14
1
1
18
0 20 40 60 80 100
Print magazines
Magazine websites
TV
Blog
Social media
Print newspaper
Podcast
Radio
%
customer magazines,
women’s magazines, home
and gardening magazines,
food and drink magazines
as well as well-being,
beauty and health
magazines.
| n=1,166

different topics
Interior design
44
19
15
13
12
9
5
1
1
34
0 20 40 60 80 100
Print magazines
TV
Magazine websites
Social media
Blog
Print newspaper
Radio
Podcast
%
customer magazines,
women’s magazines as
well as home and
gardening magazines.
| n=1,166

different topics
Saving and investing
30
23
21
12
10
8
7
5
4
34
0 20 40 60 80 100
Print magazines
Print newspaper
Magazine websites
Podcast
Blog
Social media
TV
Radio
%
customer magazines,
magazines on news,
current affairs, business
and finance as well as
technical and hi-fi
magazines.
| n=1,166

different topics
Health and well-being
50
23
17
17
14
10
8
4
4
22
0 20 40 60 80 100
Print magazines
Magazine websites
TV
Print newspaper
Social media
Blog
Podcast
Radio
%
customer magazines,
women’s magazines, home
and gardening magazines
as well as well-being,
beauty and health
magazines.
| n=1,166

different topics
Sports
38
24
18
14
12
7
6
2
2
36
0 20 40 60 80 100
TV
Print newspaper
Magazine websites
Radio
Print magazines
Social media
Podcast
Blog
%
magazines on news,
current affairs, business
and finance as well as well-
being, beauty and health
magazines and technical
and hi-fi magazines.
| n=1,166

• Print magazines are very well suited for
following most topics.
• Media that are suitable for young
people include digital media and social
media in all topic categories.
• The combination of print magazine +
online edition increases magazines’
suitability to following various topics.
Suitability of media
for following different
topics

Media consumption in
different situations

People choose print magazines when they want to relax and take their time with a
topic – they choose digital media when they want to pass the time and be
entertained
67
57
45
43
43
41
39
34
31
29
14
8
7
5
18
18
32
45
41
37
35
46
52
57
28
11
36
18
0 10 20 30 40 50 60 70 80 90 100
When I want to relax
To get time for myself
When I want to read critical analyses
When I want to learn something new
To find new perspectives
To find professional information
When I want to be inspired
When I’m waiting for something (e.g. in a waiting room or at a bus stop)
When I want to be entertained
To kill time
While I’m cooking
When I spend time with other people
On my way to work or school
When I’m in a rush
Print magazines Some digital media
Which type of media do you choose in the following situations? | n = 1,166

The concurrent consumption of different types of
media is not common in the context of print media
82
80
78
76
72
68
55
49
39
18
20
22
24
28
32
45
51
61
0 10 20 30 40 50 60 70 80 90 100
When reading a magazine, n=1,092
When reading a newspaper, n=1,056
When reading a blog, n=619
When watching YouTube or other video streaming services, n=851
When browsing an online newspaper, online magazine or other…
When listening to a podcast, n=542
When using social media (e.g. Facebook, Instagram), n=856
When watching TV, n=1,067
When listening to the radio, n=991
I only consume
this media
I use some other media
at the same time
In what types of media consumption moments do you typically use some other type of media at the same time? n = uses the media in question

In what types of media consumption moments do you typically use some
other type of media at the same time? When reading a magazine
82
82
82
70
80
83
85
88
87
82
18
18
18
30
20
17
15
12
13
18
0 10 20 30 40 50 60 70 80 90 100
All, n=1,092
Men, n=537
Women, n=554
15–24 years, n=148
25–34 years, n=147
35–44 years, n=162
45–54 years, n=171
55–64 years, n=155
65–69 years, n=156
70+ years, n=153
I only consume
this media
I use some other media
at the same time
This question was only asked of those who consume this type of media

other type of media at the same time? When reading a newspaper
80
80
80
71
81
83
86
83
80
76
20
20
20
29
19
17
14
17
20
24
0 10 20 30 40 50 60 70 80 90 100
All, n=1,056
Men, n=510
Women, n=545
15–24 years, n=136
25–34 years, n=143
35–44 years, n=151
45–54 years, n=161
55–64 years, n=156
65–69 years, n=157
70+ years, n=152
I only consume this media I consume some other media at the same time

other type of media at the same time? When listening to the radio
39
41
37
35
33
39
35
44
42
43
61
59
63
65
67
61
65
56
58
57
0 10 20 30 40 50 60 70 80 90 100
All, n=991
Men, n=485
Women, n=506
15–24 years, n=131
25–34 years, n=130
35–44 years, n=144
45–54 years, n=145
55–64 years, n=151
65–69 years, n=149
70+ years, n=141

other type of media at the same time? When watching TV
49
55
43
38
31
36
50
59
59
70
51
45
57
62
69
64
50
41
41
30
0 10 20 30 40 50 60 70 80 90 100
All, n=1,067
Men, n=519
Women, n=547
15–24 years, n=149
25–34 years, n=144
35–44 years, n=152
45–54 years, n=160
55–64 years, n=157
65–69 years, n=157
70+ years, n=148

other type of media at the same time? When browsing an online
newspaper, online magazine or other online media
72
70
74
71
69
64
73
74
73
81
28
30
26
29
31
36
27
26
27
19
0 10 20 30 40 50 60 70 80 90 100
All, n=975
Men, n=487
Women, n=487
15–24 years, n=137
25–34 years, n=136
35–44 years, n=155
45–54 years, n=162
55–64 years, n=145
65–69 years, n=131
70+ years, n=109

other type of media at the same time?
When using social media (e.g. Facebook, Instagram)
55
53
57
57
49
41
53
66
53
73
45
47
43
43
51
59
47
34
47
27
0 10 20 30 40 50 60 70 80 90 100
All, n=856
Men, n=396
Women, n=459
15–24 years, n=145
25–34 years, n=136
35–44 years, n=146
45–54 years, n=127
55-64 years, n=116
65–69 years, n=97
70+ years, n=89

other type of media at the same time? When reading a blog
78
74
81
71
76
71
80
87
83
90
22
26
19
29
24
29
20
13
17
10
0 10 20 30 40 50 60 70 80 90 100
All, n=619
Men, n=294
Women, n=324
15–24 years, n=98
25–34 years, n=123
35–44 years, n=116
45–54 years, n=87
55–64 years, n=67
65–69 years, n=69
70+ years, n=59

other type of media at the same time? When watching YouTube or other
video streaming services
76
72
80
60
72
76
80
79
86
89
24
28
20
40
28
24
20
21
14
11
0 10 20 30 40 50 60 70 80 90 100
All, n=851
Men, n=432
Women, n=418
15–24 years, n=142
25–34 years, n=141
35–44 years, n=152
45–54 years, n=133
55–64 years, n=117
65–69 years, n=94
70+ years, n=72

other type of media at the same time? When listening to a podcast
68
65
71
50
69
68
73
78
80
84
32
35
29
50
31
32
27
22
20
16
0 10 20 30 40 50 60 70 80 90 100
All, n=542
Men, n=250
Women, n=292
15–24 years, n=126
25–34 years, n=104
35–44 years, n=93
45–54 years, n=75
55–64 years, n=55
65–69 years, n=46
70+ years, n=43

• People read magazines when they want
to relax, have some “me time” or get
engrossed in particularly important and
interesting content.
• Digital media is consumed particularly in
situations where people are passing time,
want to learn something new or are
travelling from Point A to Point B.
• The concurrent use of other media is the
most common in the context of listening
to the radio or watching TV.
Media consumption in
different situations

Media & emotions

Top 10 emotions – print magazines
18
16
10
9
8
7
6
5
5
2
0 5 10 15 20
Relaxed/carefree/relieved/chill/calm
Interested/excited/inspired
Hungry for…
Focused/attentive/present/engrossed/captivated
Relaxed/calm/unhurried/quiet
Nice/comfortable/lovely/satisfied/feeling OK/feeling well
Reading moment/reading experience/freedom/me time/alone time/a break…
Expectant/curious/voyeuristic/hopeful
Entertaining/luxurious/pleasant/happy/important
Pastime
Which emotion best describes the way you feel when you consume the following media? | n = 1,044

Where do the emotions experienced when reading a
magazine emerge from? Relaxation – your own magazine =
“me time”
“Taking a moment to yourself, a short break from the daily grind.”
– man, 43
“I only focus on the magazine and forget about everything else”
– woman, 37
“Reading magazines is a weekly ritual that I look forward to.”
– woman, 33
“I get to make my own choices about what articles interest me, what order I read the articles in and how much time I
spend reading.”
– man, 63
“I can relax, lie in bed or sit out on the balcony, drink a cup of coffee or eat something delicious, enjoy looking at pretty
pictures and read short articles on various topics”
– woman, 62
“There’s no media overload. You don’t get interrupted by phone notifications, for example”
– woman, 20
“Having a concrete magazine in your hand is a sign that you can relax and focus on reading.”
– man, 45

magazine emerge from? Inspiration – self-selected content
is interesting
“I subscribe to this magazine because I’m interested in it”
– woman, 54
“Interesting articles and tips for my own life and coping with the demands of daily life.”
– woman, 42
“I learn something new, I want to invest in my personal development”
– man, 30
“The feeling that comes across from the magazine. The pictures, text and articles”
– woman, 30
“I get to take my time and read about topics that interest me.”
– man, 66
“I choose magazines that address topics that interest and inspire me (interior design, handicrafts, cooking), which
means that I get inspired and relaxed when I read about them”
– woman, 23

magazine emerge from? Focus – the reading session does
not begin when you’re busy
“Magazines are full of interesting articles that get my full attention and get me to focus.”
– woman, 22
“When I read a print magazine, I focus on it more and pay more attention to it. It makes it possible to have some time
to yourself instead of always using your phone. It also makes it more acceptable in other people’s eyes to spend time
on reading.”
– man, 42
“I’m prepared to focus on the topics featured in the magazine.”
– woman, 44
“Good and interesting articles get my full attention.”
– woman, 49
“Longer reading sessions, longer stories.”
– man, 27
“When I read, I focus on that activity. I can’t do anything else at the same time. Nor do I want to.”
– woman, 38

Top 10 emotions – magazine websites
13
12
11
10
9
7
7
4
3
2
0 5 10 15 20
Hungry for knowledge/informative/learning/up-to-date/knowledgeable/smart/determined
Negative (including disappointed, annoyed, tasteless, frustrated, bored)
Busy/rushed/quick/restless/browsing
Pastime/diversion/free/entertaining
Curious/expectant
Good/nice/nice feeling/OK
Relaxed/calm/chill/unhurried
Anxious/restless/awkward/confused/lost/uncertain/incoherent
Routine/normal/ordinary
Which emotion best describes the way you feel when you consume the following media? | n = 593

Top 10 emotions – print newspapers
25
13
10
6
6
5
5
5
4
4
0 5 10 15 20 25 30
Hungry for knowledge/hungry for news/up-to-…
Relaxed/restful/unhurried
Interested/excited
Focused/engrossed/attentive/analytical
Pastime/reading moment in the morning, for example
Good/nice/satisfied/OK/gentle/happy/delighted
Everyday/normal/familiar/close/homey/ordinary/routine
Nostalgic/traditional/timeless/old-fashioned
Negative (including questioning, brainwashed, critical, annoyed, frustrated)
Curious/expectant

23
12
10
7
6
5
4
4
4
3
0 5 10 15 20 25 30
Hungry for knowledge/informative/learning/businesslike/open-minded/hungry for…
Busy/hectic/quick/efficient/scanning/browsing/casual
Curious/experimental
Annoyed/frustrated/irked/stressed/awkward
Negative (including irked, suspicious, disappointed)
Bored/indifferent/weary
Pastime/entertainment
Nice/comfortable/lovely/satisfied/OK
Cumbersome (to read/use)/disjointed/confusing
Top 10 emotions – newspaper websites

Top 10 emotions – TV
33
9
6
6
5
4
4
3
3
3
0 5 10 15 20 25 30 35 40
Relaxed/carefree/relieved/chill/calm
Entertaining/luxurious/happy/best/important
Good/pleasant/nice/satisfied/feeling OK
Hungry for knowledge/informative/up-to-date
Pastime
Lazy/idle/restful/languid
Bored/weary
Annoyed/frustrated/disappointed/a waste of time
Routine/normal/ordinary/familiar

Top 10 emotions – radio
22
14
8
7
6
5
5
5
4
4
0 5 10 15 20 25 30
Pastime/company/friend/background audio (in the car, at work)
Relaxed/relieved/chill/restful
Entertaining/luxurious/pleasant/best/important
Good/nice/satisfied/cool/feeling OK
Hungry for knowledge/informative/learning/up-to-date
Calm/restful/placid/unhurried/quiet
Everyday/normal/ordinary/familiar/recurring/daily/routine/habitual
Active/industrious/energetic/lively/enterprising/alert/awake
Focused/attentive/present/vigilant

Top 10 emotions – social media
13
10
8
7
7
6
6
4
4
4
0 5 10 15 20
Negative (including desperate, incredulous, brainless, disappointed,…
Curious/expectant/wondering/tense
Annoyed/frustrated/irked/stressed/awkward
Bored/weary/indifferent
Pastime/entertainment/diversion
Social/gregarious/belonging/being part of a community
Restless/anxious/nervous/agitated
Busy/hectic/quick/efficient
Good/nice/nice feeling/satisfied/OK

Top 10 emotions – blogs
22
19
9
7
7
4
4
2
1
10
15
0 5 10 15 20 25 30
Negative (including disgusted, angry, critical, annoyed, frustrated, bored)
Thirsty for knowledge/learning/up-to-date/knowledgeable/smart/determined
Good/great/nice/satisfied/OK/happy/fun/amused
Curious/expectant
Relaxed/calm/chill
Focused/engrossed/intense
Busy/quick/impatient/restless/scanning
Other
Can’t say/nothing

Top 10 emotions – YouTube
20
11
10
9
7
7
7
5
4
3
0 5 10 15 20 25
Fun/happy/amused/boisterous/euphoric/laughing
Relaxed/calm/unhurried
Thirsty for knowledge/learning/seeking/experimental/useful/rich in ideas
Negative (including dismayed, stupid, critical, bored, annoyed)
Good/lovely/nice/pleasant/satisfied/OK/happy
Listening to music/watching videos/films/sports
Curious/expectant
Impatient/eager/hectic/rushed/quick/restless/hyperactive

Top 10 emotions – podcasts
17
13
10
9
8
6
4
4
4
3
0 5 10 15 20
Interested/excited/inspired/motivated
Relaxed/calm/unhurried/restful
Thirsty for knowledge/learning/up-to-date/knowledgeable/informative/intelligent
Pastime/free/entertaining
Focused/engrossed/attentive/acquainted/ruminative/listening
Good/nice/satisfied/OK/great/happy/in a good mood
Bored/indifferent/weary/frustrated
Fun/cheerful/amused/happy
Negative (including angry, exasperated, provocative, sad, superficial)
Curious/expectant

• There are a lot of positive emotions
associated with media consumption.
There are hardly any negative emotions
associated with reading print
magazines or listening to radio or
podcasts.
• The consumption of digital media – and
social media in particular – involve
negative emotions, even strong ones, to
a greater extent.
Media & emotions

Advertising

Statements concerning advertising
35
17
16
16
13
13
6
40
34
30
21
24
44
21
12
39
42
49
49
33
55
13
10
12
15
14
10
18
0 20 40 60 80 100
I want the advertised product or service to be related to the topics featured in the
magazine
Competitions and lucky draws in print advertisements attract my attention
Competitions and lucky draws on magazine websites attract my attention
If an advertising concerns a cosmetics product or fragrance, I want to it to include a
sample for me to try
I’d be happy to participate in an advertiser’s test group on a magazine’s website
Ideally, advertisements bring added value to the content of a magazine
For me, influencer marketing in blogs and social media is a preferred way to receive
advertising
Agree
Agree
somewhat Disagree
Can’t
say
How would you describe your attitude towards advertising in magazines? | n = 1,166

I want the advertised product or service to be related to the
topics featured in the magazine
35
30
39
50
41
38
38
34
22
22
40
41
38
41
48
41
37
37
38
37
12
15
10
5
3
10
14
16
20
18
13
14
13
4
8
12
12
14
20
24
0 10 20 30 40 50 60 70 80 90 100
All
Men
Women
15–24 years
25–34 years
35–44 years
45–54 years
55–64 years
65–69 years
70+ years
Agree
Agree
somewhat Disagree
Can’t
say
n = 1,166

Competitions and lucky draws in print advertisements
attract my attention
17
13
20
27
20
17
21
14
11
8
34
33
35
46
40
39
31
29
26
26
39
43
35
21
36
36
41
47
48
45
10
11
10
6
4
8
7
10
15
21
0 10 20 30 40 50 60 70 80 90 100
All
Men
Women
15–24 years
25–34 years
35–44 years
45–54 years
55–64 years
65–69 years
70+ years
Agree
Agree
somewhat Disagree
Can’t
say
n = 1,166

Competitions and lucky draws on magazine websites
attract my attention
16
11
21
23
21
18
20
12
11
8
30
30
29
39
35
34
26
26
23
24
42
47
37
29
36
42
43
52
48
42
12
12
13
9
8
6
10
10
18
25
0 10 20 30 40 50 60 70 80 90 100
All
Men
Women
15–24 years
25–34 years
35–44 years
45–54 years
55–64 years
65–69 years
70+ years
Agree
Agree
somewhat Disagree
Can’t
say
n = 1,166

If an advertising concerns a cosmetics product or fragrance, I
want to it to include a sample for me to try
16
6
24
28
23
18
15
11
10
5
21
14
28
33
25
19
22
17
20
12
49
59
39
28
39
48
50
59
53
62
15
21
8
12
13
14
13
13
16
20
0 10 20 30 40 50 60 70 80 90 100
All
Men
Women
15–24 years
25–34 years
35–44 years
45–54 years
55–64 years
65–69 years
70+ years
Agree
Agree
somewhat Disagree
Can’t
say
n = 1,166

Ideally, advertisements bring added value to the content of
a magazine
13
13
13
16
15
16
12
17
6
9
44
42
46
48
48
48
46
43
40
38
33
34
32
26
26
31
33
35
42
36
10
11
8
10
10
5
9
6
12
16
0 10 20 30 40 50 60 70 80 90 100
All
Men
Women
15–24 years
25–34 years
35–44 years
45–54 years
55–64 years
65–69 years
70+ years
Agree
Agree
somewhat Disagree
Can’t
say
n = 1,166

I’d be happy to participate in an advertiser’s test group on a
magazine’s website
13
9
18
19
21
19
14
10
7
4
24
23
25
38
29
34
27
19
11
10
49
53
45
24
34
38
45
62
70
66
14
15
12
19
15
9
14
10
12
20
0 10 20 30 40 50 60 70 80 90 100
All
Men
Women
15–24 years
25–34 years
35–44 years
45–54 years
55–64 years
65–69 years
70+ years
Agree
Agree
somewhat Disagree
Can’t
say
n = 1,166

For me, influencer marketing in blogs and social media is a
preferred way to receive advertising
6
5
7
20
6
8
3
4
2
21
18
24
45
31
27
15
11
8
10
55
61
49
24
48
54
69
61
68
59
18
16
20
11
16
11
13
24
22
31
0 10 20 30 40 50 60 70 80 90 100
All
Men
Women
15–24 years
25–34 years
35–44 years
45–54 years
55–64 years
65–69 years
70+ years
Agree
Agree
somewhat Disagree
Can’t
say
n = 1,166

Advertising
• 2/3 of the respondents want advertisements to
be related to the topics featured in the
magazine. Young readers are especially
particular about this.
• More than half of the respondents agree or
somewhat agree with the statement that,
ideally, advertisements bring added value to
the content of a magazine.

Advertising
• More than half of the female respondents
want to get a product sample with a
cosmetics advertisement.
• 65% of the young respondents feel that
influencer marketing in blogs and social
media is a preferred way to receive
advertising

Summary
The emotions associated with magazine moments are positive, such as relaxation, inspiration and the thirst for
knowledge.
People prefer to focus fully on their magazine moments and there is no room for the concurrent use of other
media.
Magazine moments are typically spent on the sofa at home and people like to allocate sufficient time to them.
Magazines are well suited for following a wide range of topics.
More than half of the surveyed readers also consume digital magazine content.
73% of the respondents feel that they get good value for their time always or often when they read print
magazine content.

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Research: Magazine moment 2021

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Research: Magazine moment 2021