According to the survey when Finns need information to back up their consumer decisions they trust the most in the news published in a financial magazine, on television or radio, or in the newspaper. The Finns trust also in the news on the traditional media’s online service or a friend’s or a colleague's recommendation. Facebook, internet discussion forums and blogs are the most unreliable information sources.

1. Media reliability in Finland 2011
Pohjoisranta Oy
December 14, 2011 POHJOISRANTA©2011

2. Background and data
• The purpose of this research was to study the Finn’s opinions about the
reliability of different media as a source of information.
• The data was gathered in October 2011.
• The panel was organized by Cint (SnabbaSvar-Omnibus survey).
• Data is a representative sample of men and women of 18-70 years of age.
• Altogether 1.370 respondents.
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3. Reliability of the different media sources
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4. The Finns trust the news in a financial magazine, on television
and radio
When you are buying a product or services of a certain company, how reliable do you think the following information
sources are? (%)
News in a financial magazine 13 61 23 3
News on TV 17 54 26 2
News on radio 14 56 28 2
News in a newspaper 11 58 29 3
News on a traditional media’s online service 9 51 36 5
Recommendation from a friend or a colleague 12 46 36 6
Direct contact with a product or service provider 9 37 41 12
Company's webpages 9 37 41 14
Product and consumer surveys 7 37 43 13
News in a magazine 4 31 53 12
Ad in a financial magazine 4 27 48 21
Ad in a newspaper 4 27 48 22
TV ad 5 23 47 25
Ad on a traditional media’s online service 3 24 48 25
Radio ad 3 23 49 25
Ad in a magazine 2 15 52 31
Absolutely reliable
Quite reliable
Facebook, Google+, MySpace, Twitter 2 12 46 40
Moderately reliable
Internet discussion forum 2 10 35 52
Blogs 1 10 42 47 Not reliable
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December 14, 2011 POHJOISRANTA©2011

5. The Finns trust more in news than in ads
When you are buying a product or services of a certain company, how reliable do you think the following information
sources are? (%)
News in a financial magazine 13 61
Ad in a financial magazine 4 27
News on TV 17 54
TV ad 5 23
News on dadio 14 56
Radio ad 3 23
News in a newspaper 11 58
Ad in a newspaper 4 27
News on a traditional media’s online service 9 51
Ad on a traditional media’s online service 3 24
News in a magazine 4 31 Absolutely reliable
Ad in a magazine 2 15 Quite reliable
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6. Finnish people trust in friend’s or colleague’s recommendation
When you are buying a product or a service of a certain company, how reliable do you think the following information
sources are? (%, other than print media, television and radio)
Recommendation from a friend or a colleague 12 46 36 6
News on a traditional media’s online service 9 51 36 5
Direct contact with a product or service provider 9 37 41 12
Company's webpage 9 37 41 14
Product and consumer surveys 7 37 43 13
Facebook, Google+, MySpace, Twitter 2 12 46 40
Absolutely reliable
Quite reliable
Internet discussion forum 2 10 35 52
Moderately reliable
Blogs 1 10 42 47 Not reliable
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7. Conclusions
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8. Conclusion
• When Finns need information to back up their consumer decisions they trust
the most in the news published in a financial magazine, on television or
radio, or in the newspaper.
• The Finns trust also in the news on the traditional media’s online service or
a friend’s or a colleague's recommendation.
• Facebook, internet discussion forums and blogs are the most unreliable
information sources according to the survey.
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December 14, 2011 POHJOISRANTA©2011

9. Contact details
Pohjoisranta Oy
Kalevankatu 20
00100 Helsinki
p. 010 424 5900
f. 010 424 5910
info@pohjoisranta.fi
www.pohjoisranta.fi
www.facebook.com/pohjoisranta
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December 14, 2011 POHJOISRANTA©2011 I Confidential