Norwegian Media Barometer 2015

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 2015-survey 1 870 persons participated. The results from the survey show that on an average day, 42 per cent of the population read newspapers issued on paper, against 49 per cent in 2014. We use 16 minutes daily for newspaper reading. There has been a tendency towards declining newspaper reading the later years. 51 per cent read newspaper sites on the Internet on an average day. In total 72 per cent read either newspaper on paper or on the Internet against 75 per cent in 2014.

7 per cent read weeklies on an average day in 2015, against 8 per cent 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 older individuals are the most eager readers of weeklies. 89 per cent read magazines etc. on an average day. 23 per cent read books on an average day. Women are the most eager book readers. Individuals with higher education read books more than others.

38 per cent listened to sound media during an average day in 2015. This includes vinyl records, cassettes, CD’s, MP3 and sound files downloaded from Internet or streamed Internet files. Among young individuals almost seven out of ten were listening. Seven out of ten listeners listen to files streamed from the Internet. 21 per cent view video/film media during a day. This includes VHS, DVD, hard disk recorders and video/film 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.

59 per cent listened to the radio on an average day in 2015. This is a decrease from 64 per cent the year before. The decrease mostly applies to children and teenagers. 67 per cent watched television on an average day in 2015, a decrease from 74 per cent in 2014. There was also a decrease in the time spent on TV between 2014 and 2015. Older persons have the highest viewing rate and spend most time on it.

87 per cent used the Internet during an average day in 2015, about the same as in 2014. As former years, men are more active net users than women. Young individuals are the most eager users. 73 per cent of Internet users read news on the net during an average day. 68 per cent use e-mail and 70 per cent use Facebook on an average day.

71 per cent went to the cinema last 12 months in 2015, against 69 per cent in 2014. The number of visits has decreased somewhat. The young go most often to the cinema. 34 per cent use electronic plays on an average day, 77 per cent of boys aged 9-15 years. On an average day, 82 per cent have a private mobile phone conversation, 46 per cent use the mobile phone for e-mails, while 68 per cent use the mobile phone for Internet use. 50 per cent had a hard disk recorder in 2015. 53 per cent had access to a DAB-radio at home. 96 per cent had Internet at home, 85 per cent had a smart phone and 75 per cent had a tablet. 50 per cent had a printed newspaper subscription in 2015, while 12 per cent had a newspaper on Internet subscription.