Norwegian Media Barometer 2014

Norwegian Media Barometer is a publication based on Statistics Norway’s annual survey about the use of mass media. In the survey a representative sample of the total population aged 9-79 years, answer questions about their use of different mass media and access to mass media in their household. The survey has data on the use of mass media for all days of the week and different seasons of the year. The first survey was conducted in 1991. With the exception of 1993, the survey has been conducted annually.

In the 2014-survey 1 910 persons participated. The results from the survey show that on an average day, 49 per cent of the population read newspapers issued on paper, against 51 per cent in 2013. We use 19 minutes daily for newspaper reading. Newspaper reading has had declining tendency the later years. 4 per cent read newspaper sites on the Internet on an average day. In total 75 per cent read either newspaper on paper or on the Internet.

8 per cent read weeklies on an average day in 2014, the same as the year before. There was a small decline in reading of weeklies during the 1990’s, but the last years it has been fairly stable. Women and elderly individuals are the most eager readers of weeklies. 9 per cent read magazines etc. on an average day. 25 per cent read books on an average day. Women are the most eager book readers. Individuals with higher education read books more than others.

In 2014 39 per cent listened to sound media during an average day. This includes vinyl records, cassettes, CD’s, MP3 and sound files downloaded from Internet or streamed Internet files. Among young individuals six out of ten were listening. Six out of ten listeners listen to files streamed from the Internet. 22 per cent view video media during a day. This includes VHS, DVD, hard disk recorders and video files either downloaded or streamed via Internet and paid for. Young persons use these kinds of media more than others. Elderly mostly use hard disk recorders, while young individuals mostly use Internet files.

64 per cent listened to the radio on an average day in 2014. This is an increase from 59 per cent the year before. 74 per cent watched television on an average day in 2014, the same as in 2013. There was no change in the time spent on TV in 2014 compared to the year before. Older persons have the highest viewing rate and spend most time on it. 75 per cent used a PC at home during an average day in 2014. Older women use a PC the least. 88 per cent use the Internet during an average day. Both men and women have increased their Internet use slightly during the last year. Young individuals are the most eager users. Three out of four Internet users read news online during an average day. On an average day 63 per cent of the Internet users use e-mail and 64 per cent use Facebook.

In 2013 69 per cent went to the cinema during the year in 2014, against 73 per cent. The number of visits has decreased somewhat. The young go most often to the cinema. 69 per cent of boys aged 9-15 years play television or computer games during an average day. On an average day, 81 per cent have a private mobile phone conversation, 39 per cent use the mobile phone for e-mails, while 62 per cent use the mobile phone for Internet use. 49 per cent had a hard disk recorder in 2014. 44 per cent had access to a DAB-radio at home. 96 per cent had Internet at home, 80 per cent had a smart phone and 70 per cent had a tablet. 54 per cent had a newspaper subscription in 2014, while 9 per cent had a newspaper on Internet subscription.