Norwegian Media Barometer 2016

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. Except for 1993, the survey has been conducted annually.

In the 2016-survey 1 948 persons participated. The results from the survey show that on an average day, 39 per cent of the population read newspapers issued on paper, against 42 per cent in 2015. We use 14 minutes daily for newspaper reading. There has been a tendency towards declining newspaper reading the later years. 56 per cent read newspaper sites on the Internet on an average day. In total 73 per cent read either newspaper on paper or on the Internet against 72 per cent in 2015.

5 per cent read weeklies on an average day in 2016, against 7 per cent the year before. 2 percent read weeklies on the net. There was a small decline in reading of weeklies during the 1990’s. There has also been a decline resent years. Women and older individuals are the most eager readers of weeklies. 8 per cent read magazines etc. on an average day. With magazines on the net included, the percentage is 10. 25 per cent read paper books on an average day, 26 per cent when e-books are included. Women are the most eager book readers.

37 per cent listened to sound media during an average day in 2016. This includes vinyl records, CD’s, MP3 and sound files downloaded from Internet or streamed Internet files. Among young individuals three out of four were listening. Seven out of ten listeners listen to files streamed from the Internet. 26 per cent view video/film media during a day. This includes DVD, hard disk recorders and video/film files either downloaded or streamed via Internet. Young persons use these kinds of media more than others.

59 per cent listened to the radio on an average day in 2016. This is the same as the year before. 67 per cent watched television on an average day in 2016, the same as the year before. Time spent on TV between 2015 and 2016 increased somewhat. Older persons have the highest viewing rate and spend most time on it. 89 per cent used the Internet during an average day in 2016, 87 per cent in 2015. As former years, men are more active net users than women. Young individuals are the most eager users. 70 per cent of the internet users use e-mail and 72 per cent use Facebook on an average day.

35 per cent use electronic plays on an average day, 88 per cent of boys aged 9-15 years. 72 per cent went to the cinema last 12 months in 2016, against 71 per cent in 2015. The number of visits has decreased somewhat during the last year. The young go most often to the cinema. 52 per cent had a hard disk recorder in 2016. 57 per cent had access to a DAB-radio at home. 97 per cent had Internet at home, 89 per cent had a smart phone. 44 per cent had a printed newspaper subscription in 2016, while 15 per cent had a newspaper on Internet subscription.