The Swedish Media Use a PowerPoint Presentation from the Newspaper Research Programme

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The Swedish Media Use- a PowerPoint
Presentation from the Newspaper Research
Programme
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Number of newspapers sold per 1000 adult
inhabitants 2007
Source World Press Trends, 2008
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Percentage of the Swedish population who use
various mass media on an average day, 1979-2007
(percent)
Comment Population includes people 9-79 years of
age. Source The Media Barometer (Swe
Mediebarometern) 2007, Nordicom Sweden.
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Access to New Media Technology (percent)
Personal computer
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Net daily circulation of the Swedish press based
on type of newspaper, 1979-2007 (thousand
copies)
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Daily newspapers format development during the
period of half a century, 1955-2005 (percent)
Comment All newspapers in Sweden that are
published at least once a week. Source The
Format database. Researcher Josefine Sternvik,
46 31 786 49 96, josefine.sternvik_at_jmg.gu.se
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A basic model of media use and attitudes
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Exposure to News, 1986-2007 (percent)
Question (1) How often do you usually watch or
listen to the following programmes on the radio
or television? (2) If you read a newspaper
regularly about how many times a week do you
usually read? (3) How often have you visited
news sites on the Internet? Comment The results
show percent of all respondents reading a morning
paper at least five days a week and/or single
copy sale tabloids/free daily at least three days
a week (newspaper), watching the specified TV
news show at least five days a week, and using
Internet news sites at least three times a week.
Source The National SOM survey for each year.
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Reading of morning papers, single copy sale
tabloids and free newspapers, and subscription a
morning newspaper, 1986-2007 (percent and
minutes)
Questions (1) Do you read or look into a morning
paper regularly? If yes, write down the name of
the paper/papers and state how many days you
usually read or look into it/them. (2) Do you
read or look into a single copy sale tabloids
regularly? (3) Do you read or look into a free
daily paper regularly? (4) Do you or anybody
else in your household subscribe to a newspaper?
(5) How much time do you normally on reading
your local morning paper on an average
weekday? Comment The results show the percentage
shares of all respondents reading at least one
morning paper at least five days a week, at least
one single copy sale tabloids at least three days
a week, and at least one free daily at least
three days a week. Average reading time each year
among readers is at least once a week. Source
The National SOM survey for each year.
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Regular reading of morning newspapers in Sweden,
including and excluding free dailies, 1998-2007
(percent)
Including free dailies
Excluding free dailies
Question (1) Do you read or look into a
morning paper regularly? If yes, write down the
name of the paper/papers and state how many days
you usually read or look into it/them. (2) Do
you read or look into a free daily paper
regularly? Comment Regular reading at least
three days a week in 1998 and 2004-2007, but at
least five days a week in 1999-2003. Number of
respondents is about 3500. Source The National
SOM survey for each year. Researcher Ingela
Wadbring, 46 31 786 49 75, ingela.wadbring_at_jmg.gu
.se
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Regular reading of morning newspapers in the
major cities, including and excluding free
dailies, 2007 (percent)
Question 1) Do you read or look into a morning
paper regularly? If yes, write down the name of
the paper/papers and state how many days you
usually read or look into it/them. (2) Do you
read or look into a free daily paper
regularly? Comment Regular reading at least
three days a week in Stockholm and Malmö and at
least four days a week in Gothenburg. Source The
National SOM survey for each year. The Western
SOM for Gothenburg. Researcher Ingela Wadbring,
46 31 786 49 75, ingela.wadbring_at_jmg.gu.se
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Regular Internet usage among different groups and
broadband access, in the population as a whole,
1995-2007 (percent)
White collar workers
15-19 years old
Broadband access
Men
All
Women
Blue collar workers
65-85 years old
Question During the past twelve months how often
have you used the Internet? Seven response
alternatives never about once/twelve months
about once/six months about once/every month
about once/every week several times a week.
Comment The results show percentage share among
all respondents 15-85 years, using the Internet
several times a week. Source The National SOM
survey for each year. Researcher Annika
Bergström, 46 31 786 51 78, annika.bergstrom_at_jmg.
gu.se
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Reading news in the Internet, 1998-2007 (percent)
One day a week or more
At least 6 days a week
Question Do you regularly read or look at one or
more morning newspapers on the Internet? Source
The National SOM survey for each
year. Researcher Annika Bergström, 46 31 786 51
78, annika.bergstrom_at_jmg.gu.se
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Use of mobile phones, 2007 (percent)
Dial/receive calls
Question How often do you use your mobile phone
in the following ways? Seven-point scale from
Never to More than 20 times a day. Source
The National SOM survey, 2007. Researcher Oscar
Westlund 46 31 786 12 13 oscar.westlund_at_jmg.gu.se

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Regular reading of morningpapers among different
age groups, 19862007 (percent)
Question (1)Do you read or look at a morning
paper regularly? If yes, write down the name of
the paper/papers and state how many days you
usually read or look at it/them. Comment
'Regular' is defined as reading at least five
days a week. From the 2003 survey onward, the
question wording excludes the reading of web
papers. In the surveys from 19861991, the oldest
age interval is restricted to 7075. Source
National SOM survey for year in question.
Researcher Åsa Nilsson, 46 31 786 12 39,
asa.nilsson_at_jmg.gu.se
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Regular reading of morningpapers in different
generations, 19862007 (percent)
Question (1) Do you read or look at a morning
paper regularly? If yes, write down the name of
the paper/papers and state how many days you
usually read or look at it/them. Comment
'Regular' is defined as reading at least five
days a week. From the 2003 survey onward, the
question wording excludes the reading of web
papers. Data refer to the population aged
1580. Source The National SOM survey for each
year. Researcher Åsa Nilsson, 46 31 786 12 39,
asa.nilsson_at_jmg.gu.se
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Reading of newspaper content, 2007 (percent)
Local news
Accidents and crimes
Domestic news
International news
Radio and tv-material
Family and personal news
Entertainment articles
Letters to the editor
Editorials and comments
Sports
Local business ads
Economy and financial news
Culture articles
Private ads
Question How much do you normally read the
following types of content in your local morning
newspaper? Five response alternatives
Everything/Almost everything Very much Not very
much Nothing/Almost nothing Dont know.
Comment The result shows those who read almost
everything and very much, respectively, of each
content category. The figures are based on the
individuals who answered that they read a morning
newspaper at least one day a week. Number of
respondents is approximately 1,325. Source The
National SOM survey 2007. Researcher Jan Strid,
46 31 786 11 95, jan.strid_at_jmg.gu.se
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Confidence in radio/TV and daily press as well as
Parliament and the government, 1986-2007 (opinion
balance)
Question How much confidence do you have in the
way the following institutions/groups do their
job? Five response alternatives Very much
Fairly much Neither much nor little Fairly
little Very little. Comment The results are
percentage shares, indicating very or fairly much
confidence minus percent indicating fairly or
very little confidence (opinion balance). The
percentages are based on the respondents
answering each individual item. Source The
National SOM survey for each year. Researcher
Lennart Weibull, 46 31 786 12 18,
lennart.weibull_at_jmg.gu.se Sören Holmberg 46
31 786 12 27, soren.holmberg_at_pol.gu.se
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Confidence in some professional groups, 2002-2007
(opinion balance)
Question How much confidence do you have in the
way the following institutions/groups do their
job? Five response alternatives Very much
Fairly much Neither much nor little Fairly
little Very little. Comment The results are
percentage shares indicating very or fairly much
confidence minus percent indicating fairly or
very little confidence (opinion balance). The
percentages are based on the respondents
answering each individual item. Beginning in
2007, journalists are measured as a group
regardless of where they work. Source The
National SOM survey for each year. Researcher
Lennart Weibull, 46 31 786 12 18,
lennart.weibull_at_jmg.gu.se Sören Holmberg 46
31 786 12 27, soren.holmberg_at_pol.gu.se
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Confidence in media channels, 1999-2006 (opinion
balance)
Question How much confidence do you have in the
content of the following mass? Six response
alternatives Never use it Very much Fairly
much Neither much nor little Fairly little
Very little. Comment The results are percentage
shares indicating very or fairly much confidence
minus percent indicating fairly or very little
confidence (opinion balance). The percentages are
based on the respondents answering each
individual item. Source The National SOM survey
for each year. Researcher Lennart Weibull, 46
31 786 12 18, lennart.weibull_at_jmg.gu.se
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Readers view of what content is of great
importance in newspapers, 2007 (percent)
Question How important do you personally feel
the types of content listed below are in a local
morning newspaper? Seven response alternatives
Very unimportant Fairly unimportant Somewhat
unimportant Neither/Dont know Somewhat
important Fairly important Very
important. Comment The result shows those who
deem the respective content categories very
important and who read the local morning
newspaper at least one day a week. Source The
National SOM survey 2007. Researcher Jan Strid,
46 31 786 11 95, jan.strid_at_jmg.gu.se
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Reasons to consider cancelling a newspaper
subscription, 1993-2006 (percent of those having
considered to cancel their subscription)
Question Have you yourself considered cancelling
any/all of your subscriptions, or has this been
discussed in your family during the past six
months? If so, why have you considered cancelling
your subscription/s? For the first part of the
question, the response alternatives are No Yes,
once or twice Yes, many times Doubtful Dont
know Do not subscribe to a newspaper. The
follow-up question offers fixed response
alternatives, shown in the figure. This question
has been asked every other year since
2004. Comment The results show the percentages
share with a subscription to a morning newspaper
who have at some point considered cancelling
their subscription. The figures result shows the
share for each reason among those who have
considered cancelling. Source The National SOM
survey for each year. Researcher Ingela
Wadbring, 46 31-786 49 75, ingela.wadbring_at_jmg.gu
.se Lennart Weibull, 46 31-786 12 18,
lennart.weibull_at_jmg.gu.se
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Attitudes toward advertising in various media,
(percent)
Ads in morning press
Outdoor ads
Movie ads
Ads on the Internet
Ads inserts in morning press
Direkt ads
Tv ads
Radio ads
Question What is your general attitude toward
the following types of advertisements? Five
response alternatives Very positive Fairly
positive Neither positive nor negative Fairly
negative Very negative. Comment The figures
show responses indicating a positive attitude
toward advertising in the various media minus
those indicating a negative attitude. Source The
National SOM survey, 2007. Researcher Marie
Grusell, 46 31 786 49 85, marie.grusell_at_jgm.gu.se

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Journalists attitudes toward their relationship
with the public, 2005 (percent)
The media should give their audiences what the
audiences don't realize they want
It is crucial that a journalist reflect what
normal people think
Journalists are generally very skilled at judging
what their audience is interested in
The mass media usually present a correct picture
of the moods and views of ordinary people
Question The following are a number of
statements about journalists and journalism. What
is your opinion on each one of them? Response
alternatives Completely agree Partly agree
Partly disagree Completely disagree. Comment
The figure shows percentage shares of journalists
agree with the respective statement. Number of
respondents varies between 766 and 815. Source
Journalist 2005, JMG, University of
Gothenburg. Researcher Ulrika Andersson, 46
31 786 49 74, ulrika.andersson_at_jmg.gu.se