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CONSUMERS&BRANDSNews
websites:
svd.se
(SvenskaDagbladet)
readers
in
SwedenConsumer
InsightsAugust
2023Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofsvd.se
(SvenskaDagbladet)readers
inSweden:
whothey
are;
whatthey
like;
what
theythink;andhowtoreach
them.
Itprovides
insightson
theirdemographics,
lifestyle,
opinions,andmarketingtouchpoints.Duration:
approx.
15
minutesLanguage:
official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeRegion:
56countriesAdditionally,thereport
allows
thereader
tobenchmark
svd.se(SvenskaDagbladet)
readers
inSweden
(’’brandusers’’)
againstSwedish
E-paperreaders
ingeneral
(’’category
users’’),
and
theoverallSwedish
onliner,
labelled
as
’’all
respondents’’
inthe
charts.Numberof
respondents:?
12,000+
forcountries
with
theextended
survey(including
Sweden)?
2,000+
forthebasicsurveySample:
Internet
users,
aged18–64,quotasset
ongender
and
ageThereport
isupdatedquarterly
andisbased
on
dataFieldwork:from
theConsumer
InsightsGlobal
survey,
an?
Continuousfrom
JanuarytoDecember?
Countries
thatreceive
theextended
survey
areupdatedfourtimesayearinternational
survey
thatcovers
more
than15,000brandsacross
56
countries.2Notes:(1):
Seethe
full
methodology
foradetailed
overviewofthe
study
designConsumer
Insights
Global
as
of
August
2023Sources:CHAPTER
01Management
summary?
Brand
usage?
Key
insightssvd.se
(Svenska
Dagbladet)
ranks
fifth
among
news
websites
in
SwedenManagement
summary:
brandusageand
competitionTop10
most
read
newswebsitesinSwedenaftonbladet.seexpressen.se41%29%dn.se(DagensNyheter)di.se(DagensIndustri)svd.se(Svenska
Dagbladet)gp.se(G?teborgs
Posten)dagen.se25%21%18%18%17%15%15%13%arbetarbladet.seallehanda.seetc.se
(DagensETC)4Notes:"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past12
months?’’;
Multi
Pick;
Base:
n=379,
E-paper
readersSources:Consumer
Insights
Global
as
of
August
2023The
share
of
E-paper
readers
reading
svd.se
(Svenska
Dagbladet)
grew
by5percentage
points
since
Q2
of
2021Management
summary:
brandusagetimelineTimeline
of
E-paper
readersreadingsvd.se
(SvenskaDagbladet)19%19%18%16%16%16%14%14%13%13%2021
Q12021
Q22021
Q32021
Q42022
Q12022
Q22022
Q32022
Q42023
Q12023
Q25Notes:"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past12
months?’’;
Multi
Pick;
Base:
n=36
-
69
svd.se
(Svenska
Dagbladet)
readers,
n=266
-
379
E-paper
readersSources:Consumer
Insights
Global
as
of
August
2023svd.se
(Svenska
Dagbladet)
readers
in
SwedenManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointssvd.se(Svenska
Dagbladet)ismorepopularamong
Millennials
thanothernews
websites.Career
advancement
is
more
importanttosvd.se(Svenska
Dagbladet)
readersthan
toother
E-paperreaders.Itstands
out
that30%
ofsvd.se(Svenska
Dagbladet)
readers
don’t
trustthemainstream
media
intheircountryof
residence.svd.se(Svenska
Dagbladet)readersaccess
the
internet
viaasmart
speakermore
often
than
theaverage
E-paperreader.Similartoother
news
websites,
svd.seCareer
and
education
are
relatively(Svenska
Dagbladet)
hasahigh
share
of
prevalent
interests
of
svd.se(Svenska41%
ofsvd.se
(Svenska
Dagbladet)readers
areinnovators
or
earlyadopters
ofnew
products.Onsocial
media,
svd.se(SvenskaDagbladet)readers
interact
withcompanies
more
often
thanother
E-paperreaders.male
readers.Dagbladet)readers.svd.se(Svenska
Dagbladet)hasalargerSocializing
isarelatively
popularhobbyshareof
readers
with
alow
income
than
among
svd.se
(Svenska
Dagbladet)Arelatively
highshare
ofsvd.se(Svenska
Dagbladet)
readers
thinkthathousingisanissuethatneeds
to
beaddressed.other
news
websites.readers.svd.se(Svenska
Dagbladet)readersremember
hearing
adsonmusicportalsandstreaming
services
more
often
thanother
E-paper
readers.svd.se(Svenska
Dagbladet)readers
aremore
likely
toliveinlarge
citiesthan
E-paperreaders
ingeneral.6Sources:Consumer
Insights
Global
as
of
August
2023CHAPTER
02Demographic
profile?
Generations?
Gender?
Education?
Income?
Household
classification?
Typeofcommunity?
LGBTQ+svd.se
(Svenska
Dagbladet)
is
more
popular
among
Millennials
than
other
newswebsitesDemographic
profile:
generationsAgeof
consumersinSwedenBrand
users30%48%14%7%Category
usersAllrespondents21%20%38%31%10%35%32%12%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past
12
months?’’;Multi
Pick;
Base:
n=69,
svd.se
(Svenska
Dagbladet)
readers,
n=379,
E-paper
readers,
n=12167,
allrespondentsSources:Consumer
Insights
Global
as
of
August
2023Similar
to
other
news
websites,
svd.se
(Svenska
Dagbladet)
has
a
high
share
ofmale
readersDemographic
profile:
genderGenderofconsumersinSwedenBrand
users62%38%Category
usersAllrespondents60%40%50%50%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past12
months?’’;
Multi
Pick;Base:
n=69,
svd.se
(Svenska
Dagbladet)
readers,
n=379,
E-paper
readers,
n=12167,
allrespondentsSources:Consumer
Insights
Global
as
of
August
202352%
of
svd.se
(Svenska
Dagbladet)
readershave
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinSweden25%25%24%24%23%22%21%21%17%16%16%15%12%10%7%6%5%4%3%1%2%Noformaleducation
/primary
schoolLower
secondary
UppersecondaryTechnical
/vocationaleducationBachelor
degree
Master
degree
Doctoral
degreeeducation
(noteligible
foreducation(eligible
foror
equivalentor
equivalentor
equivalentuniversity
study)
university
study)Brand
usersCategory
usersAllrespondents10
Notes:Sources:’’Whatis
the
highest
levelofeducation
youhave
completed?’’;
Single
Pick;"Which
ofthese
online
news
websites
have
youspent
money
on
in
the
past12
months?’’;Multi
Pick;Base:
n=69,
svd.se(Svenska
Dagbladet)
readers,n=379,
E-paper
readers,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023svd.se
(Svenska
Dagbladet)
has
a
larger
share
of
readers
with
a
lowincome
thanother
news
websitesDemographic
profile:
incomeShare
ofconsumersinSweden
inthehigh,
middle,
andlowthirdsofmonthly
householdgross
incomeBrand
users32%29%40%Category
usersAllrespondents42%28%30%33%33%33%HighMiddleLow11
Notes:Sources:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past
12
months?’’;Multi
Pick;Base:n=69,
svd.se
(Svenska
Dagbladet)
readers,
n=379,
E-paper
readers,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
E-paper
readers,
svd.se
(Svenska
Dagbladet)
readers
arerelatively
likely
to
live
in
a
nuclear
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinSweden
live45%30%27%
27%26%24%19%16%14%12%11%10%9%9%6%4%3%3%2%2%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo
or
morerelated
adults
household
typesOtherBrand
usersCategory
usersAllrespondents12
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past12
months?’’;
Multi
Pick;Base:
n=69,
svd.se
(Svenska
Dagbladet)
readers,
n=379,
E-paper
readers,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023svd.se
(Svenska
Dagbladet)
readers
are
more
likely
to
live
in
largecities
than
E-paper
readers
in
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinSweden57%48%42%30%29%26%18%16%11%10%9%4%Rural
communitySmall
townMedium-sized
townLarge
cityBrand
usersCategory
usersAllrespondents13
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past
12
months?’’;Multi
Pick;Base:n=69,
svd.se
(Svenska
Dagbladet)
readers,
n=379,
E-paperreaders,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
202319%
of
svd.se
(Svenska
Dagbladet)
readers
consider
themselves
part
of
theLGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinSwedenBrand
users19%75%6%6%Category
usersAllrespondents10%9%83%82%9%YesNoWould
rathernot
say14
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Which
ofthese
online
news
websites
have
youspentmoney
onin
the
past
12
months?’’;Multi
Pick;Base:n=69,
svd.se
(Svenska
Dagbladet)
readers,n=379,
E-paper
readers,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
03Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
SportsfollowedCareer
advancement
is
more
important
to
svd.se
(Svenska
Dagbladet)
readersthan
to
other
E-paper
readersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinSweden59%53%46%47%44%35%36%39%36%
36%39%35%32%36%35%30%33%30%25%23%22%22%22%19%14%11%14%10%9%8%Safety
andsecurityHavingagood
timeAnhonest
andrespectable
lifeAhappyrelationshipLearningnew
thingsMaking
myown
decisionsTobesuccessfulAdvancingmy
careerSocial
justiceTraditionsBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past
12
months?’’;Multi
Pick;Base:n=69,
svd.se
(Svenska
Dagbladet)
readers,
n=379,
E-paper
readers,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023Career
and
education
are
relativelyprevalent
interests
of
svd.se
(SvenskaDagbladet)
readersConsumer
lifestyle:
main
interestsTop10
interestsofsvd.se(SvenskaDagbladet)
readersinSweden54%44%48%51%49%46%46%43%
44%39%43%43%42%42%41%36%41%41%
41%33%38%36%35%32%32%28%26%
25%24%20%Food
&diningFinance&economyMovies,TVshows&musicHealth
&fitnessSportsPolitics&societyandcurrentworld
eventsScience
&technologyTravelFamily
&parentingCareer
&educationBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past12
months?’’;
Multi
Pick;
Base:
n=69,
svd.se(Svenska
Dagbladet)
readers,
n=379,
E-paperreaders,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023Socializing
is
a
relatively
popular
hobby
among
svd.se
(Svenska
Dagbladet)readersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofsvd.se(SvenskaDagbladet)
readersinSweden55%45%45%43%43%43%41%41%41%35%39%35%38%38%38%36%35%35%35%35%34%32%31%29%29%Pets27%27%24%24%20%SocializingTech
/computersTravelingCars/vehiclesOutdooractivitiesVideo
gamingReadingCooking/bakingDoing
sportsandfitnessBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthese
online
news
websites
have
youspent
money
on
in
the
past12
months?’’;Multi
Pick;Base:
n=69,
svd.se
(Svenska
Dagbladet)
readers,
n=379,
E-paper
readers,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023svd.se
(Svenska
Dagbladet)
readers
are
more
likely
to
play
basketball
than
otherE-paper
readersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofsvd.se(SvenskaDagbladet)
readersinSweden25%22%
22%18%17%18%18%17%17%14%16%16%15%15%15%14%13%13%12%11%10%9%9%8%8%7%7%7%6%4%CyclingFitness,aerobics,cardioBasketballHikingDancingSwimming/DivingRunning/JoggingSoccerHunting/FishingYoga
/PilatesBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past
12
months?’’;Multi
Pick;Base:n=33,
svd.se
(Svenska
Dagbladet)readers,
n=193,
E-paper
readers,
n=5219,
all
respondentsConsumer
Insights
Global
as
of
August
2023svd.se
(Svenska
Dagbladet)
readers
are
more
likely
to
follow
baseball
than
otherE-paper
readersConsumer
lifestyle:
sports
followedTop10
sports
followed
bysvd.se
(SvenskaDagbladet)
readersinSweden31%29%22%21%19%16%16%13%13%12%12%10%10%
10%9%9%9%8%7%7%6%5%5%5%3%3%3%3%2%Baseball2%SoccerAthletics(track&
field)CyclingIceHockeyTennisAmericanfootballHandballGymnasticsSwimming/divingBrand
usersCategory
usersAllrespondents20
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Which
ofthese
online
news
websites
have
youspent
money
on
in
the
past12
months?’’;Multi
Pick;Base:
n=29,
svd.se(SvenskaDagbladet)
readers,
n=162,
E-paper
readers,
n=3856,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
04Consumer
attitudes?
Attitudestowards
digital
media?
Innovation
adoption?
Challenges
facing
thecountry?
Politics21Itstands
out
that
30%
of
svd.se
(Svenska
Dagbladet)
readers
don’t
trust
themainstream
mediain
their
country
of
residenceConsumer
attitudes:media
&digitalmediaAgreementwithstatements
towards
media&digital
mediainSweden70%67%63%62%58%56%56%51%49%39%30%27%22%18%14%Iwant
to
access
mymusic/movies
onallmy
asitiseasier
tomanagedevices
(TV,Iprefer
digitalcontentDigitalservices
allowme
to
discover
newandexcitingcontentIusealternativewebsites
andappstowatchpaidIdon’ttrustthemainstream
media
inmy
country
ofresidence(e.g.,news
channels)smartphone,
tablet,etc.)content
forfreeBrand
usersCategory
usersAllrespondents22
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
ofthese
online
news
websites
have
youspent
money
on
in
thepast12
months?’’;Multi
Pick;Base:
n=69,
svd.se(Svenska
Dagbladet)
readers,
n=379,
E-paperreaders,
n=2025,
all
respondentsConsumer
Insights
Global
as
of
August
202341%
of
svd.se
(Svenska
Dagbladet)
readers
are
innovators
orearly
adopters
ofnew
productsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinSweden39%38%38%35%26%24%24%18%17%16%11%9%3%2%1%InnovatorsEarly
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards23
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past
12
months?’’;Multi
Pick;Base:n=69,
svd.se
(SvenskaDagbladet)
readers,
n=379,
E-paper
readers,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
svd.se
(Svenska
Dagbladet)
readers
think
that
housingis
an
issue
that
needs
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
Sweden
accordingtosvd.se(SvenskaDagbladet)
readers61%58%53%49%48%48%45%37%42%31%39%38%
33%32%38%37%34%33%30%36%36%36%34%33%32%
29%26%31%31%30%CrimeEconomicsituationHealth
andsocial
securityEducationRising
prices/inflation/cost
of
livingEnvironmentHousingUnemploymentDefense
&foreign
affairsClimatechangeBrand
usersCategory
usersAllrespondents24
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past
12
months?’’;Multi
Pick;Base:n=69,
svd.se
(Svenska
Dagbladet)
readers,
n=379,
E-paper
readers,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
E-paper
readers,
svd.se
(Svenska
Dagbladet)
readers
tend
tohave
more
right
leaning
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinSwedenBrand
users19%23%51%7%Category
usersAllrespondents25%26%41%9%26%26%34%15%LeftCenterRightPrefer
nottoanswer25
Notes:Sources:Recode
based
on’’Manypeople
use
the
terms’left’
and
’right’when
they
want
to
describe
political
views.Where
would
youplace
yourself
ona
scale
fromleft
to
right?’’;
Single
Pick;"Which
ofthese
online
news
websites
haveyouspent
money
on
in
the
past12
months?’’;Multi
Pick;Base:
n=69,
svd.se(Svenska
Dagbladet)
readers,
n=379,
E-paper
readers,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
05Marketing
touchpoints?
Internet
usagebydevice?
Social
media
usage?
Media
usagebychannel?
Digitaladvertising
touchpoints?
Non-digital
advertising
touchpointssvd.se
(Svenska
Dagbladet)
readers
access
the
internet
via
a
smart
speakermore
often
than
the
average
E-paper
readerMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinSwedenuseregularly
toaccesstheinternet97%92%91%86%75%74%71%70%60%59%58%
58%55%53%49%49%47%45%45%45%42%37%35%32%32%24%19%SmartphoneLaptopSmart
TVDesktop
PCBrand
usersTabletGaming
console
Smart
speakersAllrespondentsSmartwatchStreaming
deviceCategory
users27
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past12
months?’’;Multi
Pick;Base:
n=69,
svd.se
(SvenskaDagbladet)
readers,
n=379,
E-paper
readers,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023On
social
media,
svd.se
(Svenska
Dagbladet)
readers
interact
with
companiesmore
often
than
other
E-paper
readersMarketing
touchpoints:social
media
usageSocial
mediaactivitiesinSweden
by
type65%
66%59%65%52%64%62%62%51%55%51%54%49%48%46%44%39%46%40%31%38%36%29%35%34%31%23%28%22%14%7%7%6%6%3%0%FollowedpeopleCommented
Liked
postsLikedcompanypostsSentprivatemessagesSharedpostsbyother
usersPostedpictures/videosFollowedcompaniesPosted
texts/statusSharedcompanypostsIhaveonly
Ihaven’t
usedused
social
social
mediamediaon
postsbyotherusersupdatespassivelyBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Which
ofthese
things
have
youdone
onsocial
media
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
online
news
websites
have
you
spent
money
onin
the
past
12
months?’’;Multi
Pick;Base:n=69,
svd.se
(SvenskaDagbladet)
readers,
n=379,
E-paper
readers,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
2023svd.se
(Svenska
Dagbladet)
readers
tend
to
go
to
the
movies
more
often
than
E-paper
readers
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinSweden
havebeen
using
inthepast4weeks78%77%78%75%75%
75%72%72%71%69%70%67%63%62%61%59%57%53%47%40%46%44%44%31%44%43%39%32%31%27%14%23%19%DigitalmusiccontentTVRadioDigitalvideocontentMovies
/cinemaMagazinesPodcastsOnlinenewswebsitesWeeklynewspapers
newspapersDailyOnlinemagazinesBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past
12
months?’’;Multi
Pick;Base:n=36,
svd.se
(Svenska
Dagbladet)
readers,n=222,
E-paper
readers,
n=6071,
all
respondentsConsumer
Insights
Global
as
of
August
2023svd.se
(Svenska
Dagbladet)
readers
remember
hearing
ads
on
music
portalsand
streaming
services
more
often
than
other
E-paper
readersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswheresvd.se(SvenskaDagbladet)
readersinSweden
havecome
across
digitaladvertisinginthepast4weeks51%49%47%43%48%47%41%46%45%41%42%39%39%38%38%38%37%34%33%24%31%30%27%24%22%22%21%19%18%14%Social
mediaVideo
portalsOnlinestoresEditorialwebsitesandappsMusicportals
Search
engines
Video
gamesWebsitesandappsof
brandsBlogs/forumsNewslettersBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Which
ofthese
online
news
websites
have
youspent
money
onin
the
past12
months?’’;Multi
Pick;
Base:n=69,
svd.se
(SvenskaDagbladet)
readers,
n=379,
E-paper
readers,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
August
202359%
of
svd.se
(Svenska
Dagbladet)
readers
remember
ads
they
saw
on
TVMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinSwedenhave
come
across
non-digital
advertisinginthepast4weeks59%48%54%46%52%51%49%49%44%42%40%39%40%39%31%38%31%37%31%30%28%24%22%17%OnTVOnadvertisingspacesDirectly
inthestoreBy
mailshot
/
AtthemoviesOntheradioInprintedmagazinesandjournalsInprinteddailynewspapersadvertisingmail/cinemaon
the
goBrand
usersCategory
usersAllrespondents31
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4w
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