The younger generation appreciates newspapers more than do the older age-groups, reveals the recent Medioiden mielikuvat 2012 (“Perceptions of the Media 2012”) survey conducted by TNS Gallup.
Of those interviewed, the under-35-year-olds considered newspapers safer, more local, of better quality, and more reliable than did the other respondents on average.
Of the Finnish school-goers and students, 94 per cent connected the conception of “respectable” with newspapers. Of all the respondents, only 81 per cent saw the country’s dailies as respectable.
In the study, the online services of newspapers received clearly higher marks for expertise and credibility than did the rest of the World Wide Web.
The Perceptions of the Media 2012 study was commissioned by the Finnish Newspapers Association.
For the survey, more than a thousand Finns were interviewed in March 2012.