Several publicly funded surveys on media usage within the populations of each Nordic country are conducted regularly. The purpose of this factsheet is to briefly describe these surveys and indicate where the results are available online. It also addresses the challenges of comparing data across surveys and countries and highlights some international studies with comparable data for several of the Nordic countries.
Media usage studies – an overview
Comparative analyses of media usage between countries are complex and require recurring clarifications. There is no unified study of media usage across the five Nordic countries, and the national data that exists are rarely fully comparable due to differences in sampling methods, data collection approaches, questionnaire formulations, and response options. Furthermore, direct comparisons must consider that media structures in the Nordic countries are not uniform.
However, there are surveys that allow for certain comparisons between different Nordic countries, and also with other countries. Within the European Statistical Cooperation (EES) in the EU, for example, surveys are conducted on media use and trust in the media. These are the Standard Eurobarometer and Eurostat's surveys on Internet use in the population. The latter are carried out by national statistical authorities, including in the five Nordic countries (see further under each country below). In addition, the Reuters Institute for the Study of Journalism at the University of Oxford conducts annual surveys of how news is consumed in many countries throughout the world.
This factsheet presents surveys that are publicly funded and/or conducted by independent organisations; in some way concern news media (daily press, radio, television, Internet) in a representative part of the population; and which collect their data via web surveys, telephone interviews, or postal surveys. This means that studies on cultural habits (e.g., books, films and series, cinema, and music) are not included, nor are surveys on certain parts of the population (e.g., children and young people). The factsheet also does not link to surveys that only measure one medium (e.g., television viewing) or to media measurements that only provide data based on web tracking or other types of technical data.
International surveys
Conducting international media surveys always 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.
Below are three recurring surveys that include several or all of the Nordic countries and that offer data on, among other things, news consumption, use of digital platforms, and trust in the media.
Statistics on media use and trust in the EU countries (Eurobarometer)
The European Commission's Standard Eurobarometer survey is conducted and published twice a year. Data on media use and trust are normally included in the autumn report. The survey is usually conducted in November through interviews, either physically in the respondents' homes or via computer-assisted video interviews (CAVI), which is used in the Nordic countries. The national surveys are coordinated by TNS opinion. Data for the EU member countries Denmark, Finland, and Sweden are included in all statistics. Iceland and Norway are included in the statistics on media trust. The questions on media use are formulated to measure how often respondents use each type of media. The scale used is as follows: every day; two or three times a week; once a week; two or three times a month; less often or never. The questions on trust are measured by asking respondents to indicate their trust on a two-point scale with the following options: tend to trust; tend not to trust; don't know. The statistics are calculated on the population aged 15 and over. The results are presented in national reports and in a comparative statistical report (follow the link below, select surveys from autumn/winter, and go to annex).
Statistics on Internet use in Europe from Eurostat
Eurostat, the EU's statistical office, carries out an annual survey on Internet use in cooperation with national statistical authorities in the EU, candidate countries, and some EEA countries. The survey is usually carried out in the first quarter, but the collection methods and periods vary between countries and may include interviews, postal surveys, and online surveys. The results are presented in the Digital Economy and Society Database, which contains statistics on Internet access and use. The survey uses different question types, such as yes/no questions ("When did you last use internet?" with the alternative "Within the last three months" yes/no); frequency questions ("How often do you use the Internet?"); and multiple-choice questions ("Which of the following activities do you do on the Internet, e.g., send e-mail or read the news?"). The statistics cover the population aged 16–74 and include data from Denmark, Finland, Iceland, Norway, and Sweden. More information about the surveys can be found under each country below.
- Database: Digital economy and society
- Eurostat information on the ICT usage survey in households and by individuals
Digital News Report
The Digital News Report from the Reuters Institute for the Study of Journalism at the University of Oxford is an annual global survey that analyses trends and attitudes around digital news. Each year, the report focuses on a different theme. The 2024 survey analysed, among other things, the use of and attitudes towards artificial intelligence. Some questions recur regularly, such as which platforms are used, trust in news media, and the ability to distinguish between reliable and unreliable content. The study also examines how many people have paid for news online and what payment models are used. The statistics are based on different time frames: Usage in the last week measures the reach of different news sources, social media, and videos, while usage in the last three months measures consumption of news podcasts. Payment for online news and news avoidance are measured over the past year. Data collection takes place via a web panel in January and February and covers people aged 16 and over, with statistics reported based on gender, age, education, employment, income, and urban or rural residence.
The Digital News Report is published both as a report and in an interactive web tool, which includes data from Denmark, Finland, Norway, and Sweden. In these countries, the study is complemented by national analyses conducted by media researchers from each country.
National reports and surveys
The Nordic countries – with the exception of Greenland, the Faroe Islands, and Åland – regularly publish surveys that provide data on media use among a representative sample of the population in each country. However, in Norway and Sweden, comprehensive surveys are carried out for all media. In Denmark and Finland, data collection is carried out by a few different actors and using different methods. The links below go to a selection of data sources and reports in the Nordic countries.
Denmark
There is no comprehensive survey that alone provides a complete picture of Danes' media use. However, several different sources contribute statistics and analyses that together provide a detailed and nuanced picture of media use in Denmark. These reports cover everything from traditional media such as newspapers, television, and radio to digital platforms and social media, and they provide a broad understanding of the Danish media landscape. Below are reports and surveys that contribute data about Danes' media use.
Media usage in Denmark from DR
Every year, the Danish public service broadcaster DR publishes a report called Medieudviklingen [Media Development]. It includes data and analyses from selected surveys and analyses conducted by DR during the previous year and provides an overview of Danes' media usage. The report is based on data from various sources with varying collection methods. Data for traditional and streaming television and video comes from Nielsen-Seer-Undersökningen, which measures television viewing via technical equipment and panels. Radio data is collected with Kantar Gallup Radio Meter, which records listening behaviour via portable devices. Data on streaming music, podcasts, audiobooks, social media, and online reading are obtained from Kantar Media, while reach data for these media is based on a survey by Norstat. Data for the use of social media and print media comes from surveys conducted by Index Danmark/Kantar Gallup.
- Medieudviklingen | DR (in Danish)
ICT usage in households and by individuals from Statistics Denmark
ICT Usage in Households and by Individuals is an annual report on Danes' access to and use of the Internet, conducted by the Danish statistical authority, Statistics Denmark. Data collection is carried out in the spring using telephone interviews or online surveys. The statistics have been calculated since 2016 for the population, aged 15–89, and by gender, age, employment, family type, income, and geographical region. The survey examines Internet usage in households by asking whether the household has Internet access. The survey then asks when the respondent last used the Internet, with response options ranging from the last three months to never. For those who have used the Internet in the last three months, the survey asks how often they use the Internet, whether they have used the Internet or apps for specific activities such as sending e-mails or reading news, and which social media they have accessed. The statistics have been compiled since 2001. In its current form, it is comparable from 2008. Statistics from the survey are reported to Eurostat, which then publishes the statistics on their website together with data from other EU countries, candidate countries, and some EEA countries; this means that comparisons can be made between Denmark and other EU countries on the Eurostat website.
Survey on cultural and media habits at Statistics Denmark
The Cultural Habits Survey examines cultural, media, and leisure activities in the population aged 16 and over. Data is collected via either an online survey or a telephone interview. Statistics Denmark has been responsible for the survey since 2018, while previous surveys were conducted by the Ministry of Culture. From the first quarter of 2024, a new questionnaire will be used, which means that the results are not directly comparable back in time. Media habits included are news consumption, watching films and series, going to the cinema, listening to music, playing digital games, reading books, and visiting libraries. The questions are of the frequency type and measure how often respondents have performed various activities in the past 12 months. The response options are graded from "1 or more times a day" to "I have not done so in the past 12 months".
Report on Danes' news consumption from the Centre for News Research at Roskilde University
Danskernes brug af nyhedsmedier [Danes' Use of News Media] is an annual report on how news is consumed in Denmark, with a focus on digital platforms. The report is in Danish and is based on data from the Digital News Report conducted by the Reuters Institute for the Study of Journalism at the University of Oxford (see above). The report is written by researchers at the Centre for News Research at Roskilde University.
Finland
Statistics Finland [Tilastokeskus] has long played a central role in reporting on media use in Finland. By collecting data from various sources on an annual basis, it has shed light on the economy, structure, and audience of the mass media sectors. This information has been presented in a statistical database, updated quarterly. Due to government budget cuts, these statistics will no longer be updated from 2025. For more information and access to older statistics, see Statistics Finland's Mass Media Statistics. However, Statistics Finland continues to conduct annual surveys of the population's use of information and communication technologies. In Finland, the TARU Research Centre at the University of Tampere also contributes research on, among other things, digital news habits. A brief description of these studies is given below. As in Denmark, there is no regular independent survey in Finland that systematically surveys the media use of the entire population.
Survey on Internet use by Statistics Finland
Use of Information and Communications Technology by Individuals is an annual survey on the population's use of information and communication technologies. The survey is conducted by the statistical authority, Statistics Finland [Tilastokeskus]. In 2013, the age limit for the survey sample was changed from 16–74 to 16–89 years old. The survey was conducted up to and including 2015 using telephone interviews. Since 2016, the survey has been conducted using a mixed-collection method, where respondents can choose to respond in a web form or by telephone.
The survey examines Internet usage in the household by asking about Internet access. Respondents are then asked when they last used the Internet. Those who have used the Internet in the past three months are then asked how often they use the Internet, whether they have used the Internet or apps for specific activities such as sending e-mails or reading news, and which social media they have accessed.
Statistics from the survey are reported to Eurostat. Eurostat then publishes the statistics on their website together with data from other EU countries, candidate countries, and some EEA countries. The main results are presented in Swedish and English, while more detailed statistics are published in Finnish.
Report from the University of Tampere
Uutismedia verkossa [News Media Online] is an annual report on how news is consumed in Finland, with a focus on digital platforms. The report is in Finnish and is based on data from the Digital News Report conducted by the Reuters Institute for the Study of Journalism at the University of Oxford (see above). The report is written by researchers at the at the University of Tampere.
Iceland
Statistics Iceland [Hagstofa Íslands], the Icelandic central statistics agency, is responsible for compiling and presenting statistics on the population's access to and use of the Internet. The tables are available in the Science and Technology database. Data on Internet usage (ICT Usage by Individuals) covers the population between 16 and 74 years of age. The database contains demographic breakdowns by gender, age, education, and geographical location. The survey examines Internet usage in households by asking whether the household has Internet access. The survey then asks when the respondent last used the Internet, with response options ranging from the last three months to never. For those who have used the Internet in the last three months, the survey asks how often they use the Internet, whether they have used the Internet or apps for specific activities such as sending e-mails or reading news, and which social media they have accessed. Statistics from the survey are reported to Eurostat. Eurostat then publishes the statistics on their website together with data from other EU countries, candidate countries, and some EEA countries. The Icelandic survey is not conducted every year. The latest figures are from 2019.
Norway
In Norway, there are several annual surveys that collect and present data that provide an insight into media usage in Norway. How much time do Norwegians spend on different media? What is their Internet use like? And what demographic differences are there? Below are three central surveys that provide a detailed picture of developments in Norway.
Survey on media use from Statistics Norway
The Norwegian Media Barometer is an annual survey, conducted since 1991 by the national statistics authority Statistics Norway, focusing on how the Norwegian population uses media on traditional and digital platforms. The survey uses yesterday as the unit of analysis, meaning participants report their media consumption from the previous day. The data collection was carried out up to and including 2021 for a whole year using telephone interviews. In 2022, a mixed-collection method was introduced instead, with the option of responding via an online survey or by telephone. The statistics covered the population aged 9–79 years until and including 2021. From 2022, the survey will cover the population aged 9 and over. The results of the survey are presented in an annual report that includes several demographic breakdowns, including by gender, age, education, and geography. The entire report is in Norwegian, but statistics and a summary are also available in English.
Survey on Internet use from Statistics Norway
ICT Usage in Households is an annual survey on Norwegians' access to and use of the Internet. The survey is conducted by Statistics Norway. Data collection was carried out from 2003 to 2019 using telephone interviews. In 2020, it was also possible to answer the survey via a web form. Since 2021, an online survey has been used with the option of answering by telephone. The survey examines Internet use in households by asking about Internet access. Respondents are then asked when they last used the Internet. Those who have used the Internet in the last three months are then asked how often they use the Internet, whether they have used the Internet or apps for specific activities such as sending e-mails or reading news, and which social media they have accessed. The tables from the study can be found in Statistics Norway's database under Technology and Innovation. The statistics are calculated for the population aged 16–79 and by gender and age. Statistics from the survey are reported to Eurostat. Eurostat then publishes the statistics on their website together with data from other EU countries, candidate countries, and some EEA countries.
Norwegians’ digital news use
Nordmenns digitale nyhetsbruk [Norwegians’ Digital News Use] is an annual report on how news is consumed in Norway with a focus on digital platforms. The report is in Norwegian and is based on data from the Digital News Report conducted by the Reuters Institute for the Study of Journalism at the University of Oxford (see above). The report was written by researchers at the Institute for Information and Media Science at the University of Bergen.
Sweden
There are several comprehensive surveys that map the media and Internet use of Swedes, as well as statistics on trust in various news sources. The studies provide insight into everything from traditional media platforms to digital trends and Internet use at home. The surveys also highlight demographic differences and long-term developments. Below are the most important studies and reports that provide a detailed picture of media and Internet use in Sweden.
Nordicom’s media use survey
The Media Barometer is an annual survey on media use with a focus on how the Swedish population uses media on traditional and digital platforms. The Media Barometer is conducted by Nordicom at the University of Gothenburg. The survey uses yesterday as a unit of analysis, meaning participants report their media consumption from the previous day. The data collection is carried out over a whole year. The study was conducted between 1979 and 2018 with the help of telephone interviews. Since 2019, an online survey has been used, but with the option to answer by telephone. The statistics covered the population aged 9–79 up to and including 2019. In 2020, the age range was extended to 85 years. The report includes demographic breakdowns by gender, age, education, and geography. The Media Barometer has been conducted every year since 1979. The full report is in Swedish, but statistics are also available in English.
Survey on Internet use from Statistics Sweden
The Swedish statistics agency, Statistics Sweden, annually conducts the population's IT use survey. The statistics show private individuals' access to and use of the Internet. The data collection is carried out in the spring using telephone interviews or a web survey. The statistics were calculated on the population aged 16–85 up to and including 2023. From 2024, the statistics are calculated on people aged 16 and over. The survey investigates Internet use in the household by asking about Internet access. Respondents are then asked a question about when they last used the Internet. Those who used the Internet in the last three months are then asked how often they use the Internet, whether they used the Internet or apps for specific activities such as sending e-mails or reading news, and which social media they used. Data are presented based on gender, age, employment, family type, income, and geographic region. Statistics from the survey are reported to Eurostat. Eurostat then publishes the statistics on their website together with data from other EU countries, candidate countries, and some EEA countries.
Survey on media habits, news habits, and media trust from the SOM Institute
The SOM Institute at the University of Gothenburg conducts annual surveys about Swedes' habits, behaviours, opinions, and values regarding society, politics, and the media. The statistical report Swedish Trends is updated every year with new data on opinions, attitudes, and habits among the Swedish population. The questions about media habits are designed to measure how often and in what way the participants use different types of media. The data collection takes place via mail and/or web surveys during the autumn. The statistics are calculated from 2022 on the population aged 16–90 years. Comparable statistics have been available since 1995.
Survey on Internet usage from the Internet Foundation [Internetstiftelsen]
The Swedish Internet Foundation conducts an annual survey, The Swedes and the Internet, which maps the Swedish population's use of the Internet. Behind the survey is the Internet Foundation, which is an independent, private foundation. The data collection takes place in the spring via a web panel. The statistics are calculated on the population aged 16 and over. The questions in the survey are designed to measure different aspects of Internet use. They include, among other things, which digital services and platforms are used, such as social media and streaming services. The questions are often formulated as multiple-choice questions or scale questions where the participants indicate the frequency of their Internet use, for example, daily, weekly, or rarely. Data is presented based on gender, age, education, employment, income, and geography. The survey has been carried out since 2000. The results are presented both in a report and in an interactive web tool in Swedish and with summaries in English.
- The Swedes and the Internet (Summaries in English)
- Svenskarna och internet(in Swedish)