Women’s use of information sources during the purchase process / Spring 2017 Cars | 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 Spring 2017 Target group: woman, n=2 461 , est. 2 282 000

For example when comparing quality and features of a product/service. 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.

Purchase process / Cars (women) 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. Ideas and tips Purchase decision Print magazines 18 15 % Magazine websites 5 6 Blogs and vlogs 2 3 Social media (f.ex. Facebook) 9 Newspapers 17 Newspaper websites Television Radio 1

Purchase process / Style and fashion (women) 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. Ideas and tips Purchase decision Print magazines 50 31 % Magazine websites 10 8 Blogs and vlogs 16 12 Social media (f.ex. Facebook) 19 Newspapers 9 Newspaper websites 3 2 Television Radio 1

Purchase process / Travelling (women) 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. Ideas and tips Purchase decision Print magazines 38 24 % Magazine websites 11 8 Blogs and vlogs 14 12 Social media (f.ex. Facebook) 21 17 Newspapers 19 15 Newspaper websites 5 4 Television Radio 2 1

Purchase process / Food and cooking (women) 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. Ideas and tips Purchase decision Print magazines 60 32 % Magazine websites 21 15 Blogs and vlogs 20 14 Social media (f.ex. Facebook) 25 18 Newspapers 27 19 Newspaper websites 7 5 Television 11 Radio 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? Which of the following information sources you use when making a purchase decision? For example when comparing quality and features of a product/service. Ideas and tips Purchase decision Print magazines 47 30 % Magazine websites 10 8 Blogs and vlogs 12 9 Social media (f.ex. Facebook) 15 Newspapers 17 Newspaper websites 4 3 Television 16 Radio 1

Purchase process / Cosmetics and cosmetic brands (women) 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. Ideas and tips Purchase decision Print magazines 39 26 % Magazine websites 8 Blogs and vlogs 16 14 Social media (f.ex. Facebook) 15 Newspapers 9 Newspaper websites 2 Television 12 6 Radio 1

Purchase process / Furniture and decorating (women) 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. Ideas and tips Purchase decision Print magazines 50 27 % Magazine websites 9 8 Blogs and vlogs 13 10 Social media (f.ex. Facebook) 16 Newspapers Newspaper websites 2 Television Radio

Purchase process / Building and renovating (women) 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. Ideas and tips Purchase decision Print magazines 38 22 % Magazine websites 6 7 Blogs and vlogs Social media (f.ex. Facebook) 9 Newspapers 13 12 Newspaper websites 2 Television 17 8 Radio 1

Purchase process / Gardening (women) 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. Ideas and tips Purchase decision Print magazines 48 28 % Magazine websites 9 8 Blogs and vlogs 7 Social media (f.ex. Facebook) 11 Newspapers Newspaper websites 2 Television 21 12 Radio 1

Purchase process / Home entertainment and IT (women) 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. Ideas and tips Purchase decision Print magazines 24 17 % Magazine websites 7 8 Blogs and vlogs 6 Social media (f.ex. Facebook) 12 13 Newspapers 15 Newspaper websites 3 Television Radio 2

Purchase process / Saving and investing money (women) 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. Ideas and tips Purchase decision Print magazines 24 17 % Magazine websites 6 Blogs and vlogs 3 4 Social media (f.ex. Facebook) 7 Newspapers 16 14 Newspaper websites Television Radio 1

Looking for ideas and tips / summary (women) ”Which of the following information sources you use when looking for ideas and tips of different products?” %

Looking for ideas and tips / summary (women) ”Which of the following information sources you use when looking for ideas and tips of different products?” %

Looking for ideas and tips / summary (women) ”Which of the following information sources you use when looking for ideas and tips of different products?” %

Purchase decision / summary (women) ” Which of the following information sources you use when making a purchase decision? For example when comparing quality and features of a product/service. %

Purchase decision / summary (women) ” Which of the following information sources you use when making a purchase decision? For example when comparing quality and features of a product/service. %

Purchase decision / summary (women) ” Which of the following information sources you use when making a purchase decision? For example when comparing quality and features of a product/service. %

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

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