Regular surveys on media habits are conducted in the Nordic countries, but methodological differences make comparisons difficult. Question formulations, data collection methods, and sample selections vary, affecting analytical possibilities.
In Sweden, Nordicom and the SOM Institute provide detailed statistics on media consumption and media trust, while Statistics Sweden (SCB) and the Swedish Internet Foundation map IT and Internet usage. Norway conducts extensive measurements through reports such as the Norwegian Media Barometer, while Denmark and Finland have multiple organisations collecting data. However, Iceland lacks systematic studies on its population’s media usage.
International comparisons and challenges
For broader comparisons, international surveys include the Nordic region. The Eurobarometer and Eurostat’s measurements of Internet use provide EU-level insights, while the Reuters Institute’s Digital News Report analyses global news consumption.
Conducting international media surveys poses major practical and methodological challenges. Despite standardised questionnaires and harmonised methods, cultural differences, variations in media landscapes, and technological infrastructure can affect both the collection of data and the interpretation of the results. At the same time, these surveys are invaluable for understanding differences in trends and behaviours between countries.
Read the factsheet Studies on Media Usage in the Nordic Countries
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