NEWS | 16 Mar 2015

The media day 2014: Book, web TV and digital radio increases

[NORDICOM] In 2014 the consumption of newspapers, television and radio online continued to increase, but the use of traditional television, radio and paper products was still considerably higher. This is reflected in the first results from Nordicom-Sweden's annual media use survey, the Media Barometer, for 2014.

The use of media on an average day in 2014 shows no dramatic changes from 2013. Based on the media development, the first results from the annual media use survey appear reasonable.

Source: Nordicom-Sweden's Media Barometer 2014 - the first results
Download the graph in PDF-format

Book reading has increased
Book reading on an average day increased from 34 per cent in 2013 to 36 per cent in 2014. The increase has occurred in several groups: women (+4 percentage points), children (+11 percentage points) and 15-24-year-olds (an increase from 29 to 37 per cent, i.e. +8 percentage points). This result is in line with sales data for 2014, presented by the Swedish Publishers’ Association and the Swedish Booksellers’ Association, which show a decline in total book sales but increased sales of children’s books. One possible explanation for this, highlighted in their report, is that discussions about the Swedish results in the PISA study have put book reading in focus.  

Internet use is growing among the older middle-aged
It is especially when several years of surveys are combined that we see patterns in media use. What appears stable can be explained in part by how the results are reported. The presentation of “totals” – for example, using the entire population (9-79 years) and gathering several technical platforms together and presenting them under one medium – indicates stability over time. But when the population is divided into different groups and platforms, changes in media use appear.

One pattern is that Internet users are growing older. That is, those who were in their twenties when the world wide web developed in the mid-1990s have grown up and entered the age group of 45-64 years, the so-called “older middle-aged”. This addition of experienced Internet users into this age group increases its share of Internet users and media use online. For example, between 2013 and 2014, 45-64-year-olds increased their online newspaper reading by eight percentage points and viewing of online videos by five percentage points. Things to consider include the fact that people in this group of older middle-aged have embraced both the Internet and digital platforms alongside having grown up with the media in their traditional forms.

Web TV and digital radio is increasing among the younger
The growing use of web TV and web radio/podcast is not found with those in the 45-64-year age group; the increase in these online media lies with those younger than 45 years. For radio, the preliminary results indicate that it is primarily the use of podcast that has increased in the ages of 15-44 years. There are no indications of gender differences.

The main report from the 2014 Media Barometer survey is published at the end of May/early June. The report is in Swedish, but a collection of basic tables in English is published online.

The first results 2014 - basic tables in English (PDF)
Other Media Barometer special issues for download


About the survey: The Media Barometer is an annual reach survey, providing data on the share of the Swedish population that, on an average day during the respective year, has used a number of different media: radio, television, teletext, film, music, video games, newspapers, magazines and periodicals, as well as advertising and media on the Internet and mobile phone. The aim is to describe the trends and changes in people’s media consumption. The survey is conducted through telephone interviews with a representative sample of the total population aged 9-79 years. In 2014, 6,010 people were interviewed (an increase from 4,797 in 2013). The Media Barometer started in 1979, and has since been conducted annually.