Source: NRS MG + total 2016Target group: women, n=4 810, est. 2 284 000

Women’s use of information sources during the purchase process

in 2016Cars | Style & Fashion | Travelling | Health & Well-being |

Food & Cooking | Cosmetics & Cosmetic Brands | Furniture & Decorating | Building & Renovating | Gardening | Home entertainment electronics & Information technology |

Saving & investing

Source: NRS MG + total 2016Target group: women, n=4 810, est. 2 284 000

”Which of the following information sources you use when looking for ideas and tips of different

products / when comparing quality and features of a product/service / when making a purchase

decision?

Source: NRS MG + total 2016Target group: women, n=4 810, est. 2 284 000

Ideas and tips Comparing / evaluating Purchase decision

Print magazines 16 16 16 %

Magazine websites 7 7 7 %

Blogs 1 3 3 %

Newspapers 18 15 16 %

Newspaper websites 5 5 4 %

Television 6 6 4 %

Radio 1 1 0 %

© TNS

Purchase process / Cars (women)Which of the following information sources you use when looking for ideas and tips of different products / when comparing quality and features of a product/service / when making a purchase decision?

Source: NRS MG + total 2016Target group: women, n=4 810, est. 2 284 000

Purchase process / Style and fashion (women)

Ideas and tips Comparing / evaluating Purchase decision

Print magazines 48 31 27 %

Magazine websites 13 11 10 %

Blogs 15 11 10 %

Newspapers 10 11 13 %

Newspaper websites 3 3 2 %

Television 12 9 6 %

Radio 1 1 1 %

Which of the following information sources you use when looking for ideas and tips of different products / when comparing quality and features of a product/service / when making a purchase decision?

Source: NRS MG + total 2016Target group: women, n=4 810, est. 2 284 000

Ideas and tips Comparing / evaluating Purchase decision

Print magazines 37 27 23 %

Magazine websites 14 12 11 %

Blogs 12 10 9 %

Newspapers 17 14 14 %

Newspaper websites 6 5 5 %

Television 15 9 7 %

Radio 2 1 1 %

Purchase process / Travelling (women)Which of the following information sources you use when looking for ideas and tips of different products / when comparing quality and features of a product/service / when making a purchase decision?

Source: NRS MG + total 2016Target group: women, n=4 810, est. 2 284 000

Ideas and tips Comparing / evaluating Purchase decision

Print magazines 54 38 30 %

Magazine websites 28 16 13 %

Blogs 21 14 11 %

Newspapers 21 15 20 %

Newspaper websites 10 6 4 %

Television 20 12 9 %

Radio 1 1 1 %

Purchase process / Food and cooking (women)Which of the following information sources you use when looking for ideas and tips of different products / when comparing quality and features of a product/service / when making a purchase decision?

Source: NRS MG + total 2016Target group: women, n=4 810, est. 2 284 000

Ideas and tips Comparing / evaluating Purchase decision

Print magazines 42 30 26 %

Magazine websites 12 10 9 %

Blogs 9 8 7 %

Newspapers 15 13 14 %

Newspaper websites 5 4 3 %

Television 12 7 6 %

Radio 3 2 1 %

Purchase process / Health and well-being (women)Which of the following information sources you use when looking for ideas and tips of different products / when comparing quality and features of a product/service / when making a purchase decision?

Source: NRS MG + total 2016Target group: women, n=4 810, est. 2 284 000

Ideas and tips Comparing / evaluating Purchase decision

Print magazines 36 28 24 %

Magazine websites 10 11 11 %

Blogs 12 11 11 %

Newspapers 6 9 10 %

Newspaper websites 2 3 2 %

Television 9 6 6 %

Radio 1 0 0 %

Purchase process / Cosmetics and cosmetics brands (women)Which of the following information sources you use when looking for ideas and tips of different products / when comparing quality and features of a product/service / when making a purchase decision?

Source: NRS MG + total 2016Target group: women, n=4 810, est. 2 284 000

Ideas and tips Comparing / evaluating Purchase decision

Print magazines 47 30 26 %

Magazine websites 12 11 10 %

Blogs 12 8 8 %

Newspapers 14 12 14 %

Newspaper websites 3 3 3 %

Television 12 8 6 %

Radio 0 0 0 %

Purchase process / Furniture and decorating (women)Which of the following information sources you use when looking for ideas and tips of different products / when comparing quality and features of a product/service / when making a purchase decision?

Source: NRS MG + total 2016Target group: women, n=4 810, est. 2 284 000

Ideas and tips Comparing / evaluating Purchase decision

Print magazines 33 24 20 %

Magazine websites 9 8 8 %

Blogs 7 5 5 %

Newspapers 10 12 14 %

Newspaper websites 2 3 3 %

Television 12 8 5 %

Radio 1 0 0 %

Purchase process / Building and renovating (women)Which of the following information sources you use when looking for ideas and tips of different products / when comparing quality and features of a product/service / when making a purchase decision?

Source: NRS MG + total 2016Target group: women, n=4 810, est. 2 284 000

Ideas and tips Comparing / evaluating Purchase decision

Print magazines 46 29 25 %

Magazine websites 10 9 8 %

Blogs 7 5 6 %

Newspapers 12 10 13 %

Newspaper websites 3 3 2 %

Television 14 10 6 %

Radio 1 1 1 %

Purchase process / Gardening (women)Which of the following information sources you use when looking for ideas and tips of different products / when comparing quality and features of a product/service / when making a purchase decision?

Source: NRS MG + total 2016Target group: women, n=4 810, est. 2 284 000

Ideas and tips Comparing / evaluating Purchase decision

Print magazines 23 21 17 %

Magazine websites 10 10 10 %

Blogs 4 5 6 %

Newspapers 15 14 16 %

Newspaper websites 4 5 3 %

Television 8 7 5 %

Radio 1 1 0 %

Purchase process / Home entertainment and IT (women)Which of the following information sources you use when looking for ideas and tips of different products / when comparing quality and features of a product/service / when making a purchase decision?

Source: NRS MG + total 2016Target group: women, n=4 810, est. 2 284 000

Ideas and tips Comparing / evaluating Purchase decision

Print magazines 22 17 16 %

Magazine websites 6 6 6 %

Blogs 2 3 3 %

Newspapers 14 14 13 %

Newspaper websites 4 4 4 %

Television 5 4 3 %

Radio 1 1 1 %

Purchase process / Saving and investing money (women)Which of the following information sources you use when looking for ideas and tips of different products / when comparing quality and features of a product/service / when making a purchase decision?

All the results of National Readership Survey (NRS) for individual magazine titles

can be found in Finnish Magazine Rate Cards service

www.ratecards.fi