For TV Watchers in Finland, Tradition Reigns - eMarketer
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For TV Watchers in Finland, Tradition Reigns

Appointment television not yet outmoded

January 16, 2013 | Media Buying | Mobile | Media & Entertainment

Television viewing habits in Finland are remarkably staid, according to a June 2012 survey of internet users in the country conducted by TNS Gallup for telecommunications company Sonera. Appointment television viewing had yet to lose its sheen among respondents—92% said they watched television at broadcast time. The next most common means of watching TV was viewing a recording, cited by 57% of respondents.

Devices Used to Watch TV by Internet Users in Finland, June 2012 (% of respondents)

Less than half of those polled watched TV on a laptop, while about one-quarter used a PC to view content. Only 4% watched on a tablet, indicating that uptake of the devices has not yet made a substantial impact on viewing habits. But that may soon change as tablet purchases pick up. Market research firm Taloustutkimus Oy—Finland in December 2012 reported that the percentage of tablet users in the country grew to 12% in 2012, up from 5% the previous year.

Unsurprisingly, those in older age brackets were more likely to watch TV when it was broadcast. But even younger viewers were engaged in this practice in substantial numbers. Fully 82% of those ages 18 to 24 still engaged in appointment viewing, as did 87% of those ages 25 to 34. The changes in viewing habits were more pronounced when it came to laptop use. The 18-to-24 age group was the most likely to watch TV on a laptop, with 68% reporting they had done so in the past. That compared with 52% of those ages 25 to 34, and 41% of those ages 35 to 44.

Devices Used to Watch TV by Internet Users in Finland, by Age, June 2012 (% of respondents in each group)

Just as viewers in Finland are somewhat behind the times in terms of TV watching, social TV has also not yet quite taken root in the Scandinavian country. Almost seven in 10 respondents said they texted or accessed social networks either less than once a month or not at all when they were watching TV.

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Check out today’s other articles, “Online News Viewing Cuts into Cable Viewership” and “Physicians Find All-In-One Learning Tool, Management Platform Online.”


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