PR professionals like ourselves are for obvious reasons interested in how we can reach our clients\u2019 target audiences. This means we need to know which media are the most popular and widespread. It\u2019s probably easy to just go by gut feeling, but a PR agency shouldn\u2019t simply be repeating things like \u201cinfluencers are where it\u2019s at nowadays\u201d or \u201cFacebook is totally dead\u201d without actually knowing whether that\u2019s true.<\/p>\n
Fortunately, Sweden\u2019s researchers and government agencies have ensured that we know quite a lot about what Swedes consume in terms of media \u2014 everything from social media to newspapers and TV. For a PR agency, their reports and statistics are a goldmine. A particularly good example is Nordicom, an institute at University of Gothenburg, which among other things publishes the report \u201cMediebarometern.\u201d<\/p>\n
So what are the most interesting and perhaps a bit unexpected findings in the latest report, which covers media consumption in 2024? Here are some facts that may not be entirely obvious:<\/p>\n
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Swedes like their daily newspaper<\/strong><\/p>\n On a typical day, no less than two-thirds (66 %) of Swedes read a daily newspaper. Also, that figure does not include those who instead get their news via TV, social media or in some other manner, or those who read the daily newspaper a little less often than every day.<\/p>\n Over the past ten years the figure has remained stable, but thirty years ago it was 80 %. So yes, we can see a decline in interest in news, but the vast majority still want to stay updated on what\u2019s happening around them.<\/p>\n <\/p>\n Everyone watches TV \u2014 and not just streaming services<\/strong><\/p>\n On an average day, 96 percent of adult Swedes watch moving images. That includes everything from YouTube to TV4 and Netflix.<\/p>\n Interestingly, more than half the population (51 %) actually watch conventional, linear TV \u2014 i.e., TV programmes watched in real time. Yes, it\u2019s more common among older people, but nonetheless!<\/p>\n <\/p>\n It\u2019s not just \u2018old folks\u2019 using Facebook<\/strong><\/p>\n Facebook is actually still the most used of all social media (just ahead of Instagram), and this holds both overall and in all age groups over 25.<\/p>\n In fact, seven out of ten of those over 65 years old use social media on an average day!<\/p>\n <\/p>\n Social media is no longer growing<\/strong><\/p>\n Social media and influencers always growing bigger? No \u2014 not anymore. None of the more popular ones grows by more than a single digit percentage. Not even TikTok is increasing.<\/p>\n X (formerly Twitter) is even decreasing in use, and that\u2019s probably because many people want to avoid being associated with the owner.<\/p>\n <\/p>\n More and more people are reading books<\/strong><\/p>\n Roughly half the population (51 %) reads a book on an average day. Most read a printed book, and fiction is the most common form. Women are more active readers than men.<\/p>\n The trend over time? Definitely increasing \u2014 especially if you include audiobooks and other newer formats. Back in 1979 the figure was 29 %, i.e., more than twenty percentage points lower.<\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" PR professionals like ourselves are for obvious reasons interested in how we can reach our clients\u2019 target audiences. This means we need to know which media are the most popular and widespread. It\u2019s probably easy to just go by gut feeling, but a PR agency shouldn\u2019t simply be repeating things like \u201cinfluencers are where it\u2019s […]<\/p>\n","protected":false},"author":3,"featured_media":852,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[13],"tags":[],"class_list":["post-2301","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"\n