The Media Barometer


Nordicom-Sweden's Media Barometer

The Media Barometer provides unique data on the access to and use of different media types in the Swedish population aged 9-79 years, from 1979 onward.

The Media Barometer is an annual measure of the reach of various media in Sweden– i.e., the share of the population that partakes in radio, television, teletext, video, cinema, cassette recordings, CDs, mp3, morning newspapers, evening tabloids, weekly and monthly newspapers, magazines and books – presented for an average day during the year. Media use is measured irrespective of distribution technology; radio and television via the web and mobile telephones, web editions of newspapers, audiobooks and social media are all included.

The aim is to provide serial data that describe trends and changes in people’s media use. The measures are based on telephone interviews with a random sample of the population aged 9-79 years.

The Media Barometer measures actual contact with the public. That is to say, the focus rests not on people’s media habits but on actual behaviour during a given period of time. In technical terms, the measures may be said to focus on ‘recency’ rather than ‘frequency’, i.e., the regularity of media use. Respondents are asked about their media behaviour ‘yesterday’; that is, the day preceding the interview forms the temporal unit of measure of media consumption. Did they read a morning newspaper? Watch television?

Respondents who report having used a given medium ‘yesterday’ are asked how long they used it. Obviously, this is a gross measure based, what is more, on subjective estimates, but it does allow us to study trends. Over the past 15 years, respondents have also been asked what time of day they use certain media.



The report is in Swedish and can be ordered here.



Nordicom-Sweden's Internet Barometer


A specific question area in the Media Barometer concerns Swedes’ Internet habits. The results were presented during the years 2002 - 2012 in a special Internet Barometer.

From 2013, the Internet Barometer is built into the main publication.  A selection of pages from Mediebarometern focusing on internet and media are available for free download here (in Swedish).

Previous Internet Barometers can be found here.