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Medievanor På Åland 2020 Januari 2021 Syfte Och Metod

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Medievanor På Åland 2020 Januari 2021 Syfte Och Metod ÅLANDS STATISTIK OCH UTREDNINGSBYRÅ Medievanor på Åland 2020 Januari 2021 Syfte och metod • Underlag för utveckling av Ålands Radio och TV samt för utformning av landskapets framtida mediepolitik • Till viss del uppföljning av studie 2009 • Urval: 13-80 år bosatta på Åland • Svarsfrekvens 51 % (508 svar) Innehåll • Övergripande medievanor • Radiolyssnande inkl. Ålands Radios programutbud • TV-tittande inkl. Ålandskanalen • Internetvanor inkl Ålands Radio och TVs webbplats • Nyhetskonsumtion • Källor för nyheter/information kring covid-19 Förändrat medielandskap Nya plattformar, medieformer och aktörer traditionell digital lokal global Övergripande mediekonsumtion Övergripande mediekonsumtion TV (totalt) Dagstidning (totalt) Radio (totalt) • ”Totalt” avser både Sociala medier traditionell och digital Videoklipp version av mediet Musik (totalt) • Traditionella Dagligen Bok (totalt) medieslag fortfarande Varje vecka Bio vanligast men Mer sällan utmanas av sociala Magasin (totalt) medier Nyhetsbrev Nyhetsapp Text-tv Podcast 0% 20% 40% 60% 80% 100% Urval: alla Mediekonsumtion – en generationsfråga Daglig användning TV (totalt) Dagstidning (totalt) Radio (totalt) • Den yngsta åldersgruppen Sociala medier dagliga mediekonsumtion domineras av sociala Videoklipp medier, videoklipp och musik Musik (totalt) 13-24 år • Den äldsta åldersgruppen Bok (totalt) 65+ år använder främst Magasin (totalt) dagstidning, TV och radio Nyhetsbrev Nyhetsapp Text-tv Podcast 0% 20% 40% 60% 80% 100% Urval: alla Mediekonsumtion – efter kön Daglig användning Sociala medier • Visar de medier där Videoklipp skillnader efter kön finns • Kvinnor: sociala medier, Bok (totalt) böcker, podcast och digital Kvinna radio Text-tv Man • Män: videoklipp och text-tv Podcast Radio - via internet 0% 20% 40% 60% 80% 100% Urval: alla Mediekonsumtion – traditionellt/digitalt Daglig användning Radio (totalt) Radio - radioapparat/bil Radio - via internet • Visar de fyra största dagliga medierna med både Musik (totalt) traditionell och digital version Musik - cd/vinyl Musik - strömmad • Radio i huvudsak traditionell TV (totalt) • Musik i huvudsak digital TV - när det sänds • TV och dagstidning används TV - via internet både traditionellt och digitalt Dagstidning (totalt) Dagstidning - papper Dagstidning - digital 0% 20% 40% 60% 80% 100% Urval: alla Andel traditionella och digitala medier av den dagliga mediekonsumtionen Urval: alla Radio- lyssnande Radiolyssnande • 93 % lyssnar totalt, 77 % varje vecka, 55 % dagligen • Stor variation i åldrar • Majoriteten lyssnar traditionellt (främst 35-54-åringar som lyssnar digitalt) Åldersfördelning (daglig lyssning) Jämförelse Finland (veckolyssning) 100% 100% 80% 80% 60% 60% Radio via internet 40% Både och 40% Traditionell radio 20% 20% 0% Alla 13-24 25-34 35-44 45-54 55-64 65+ 0% Åland Finland Radio - traditionellt Radio - digitalt Urval: alla Radiokanalernas räckvidd Ålands Radio Mix Megapol Steel FM Yle Vega Radiokanalernas rangordning i princip Sveriges Radio P4 oförändrad jämfört Sveriges Radio P1 med 2009 års Yle Extrem undersökning. Sveriges Radio P3 Soft FM Yle Radio Suomi Sveriges Radio P2 0% 20% 40% 60% 80% 100% Dagligen Varje vecka Mer sällan Urval: alla Inställning programutbud • De flesta nöjda eller neutrala • Delade åsikter kring sport och musik ”Jag tycker att Ålands Radio och TV börjar bli lite förlegad, man borde • Mer djupgående reportage, dokumentärer, satsa mer på ungdomar/unga vuxna, personporträtt och nyheter likt P3 i Sveriges Radio. Majoriteten av alla unga vuxna lyssnar på podcasts • Mindre repriser och mellanprat och Ålands Radio borde hänga med i svängen.” 100% 80% 60% 40% 20% 0% Mycket Ganska Varken Ganska Mycket Ej svar nöjd nöjd eller missnöjd missnöjd Urval: de som lyssnar på Ålands Radio TV- tittande TV-tittande • 96 % tittar totalt, 90 % varje vecka, 78 % varje dag • Stor variation i format och tittarandel efter ålder • Generellt lägre andel digitalt tittande på Åland än i Sverige, troligen pga bristen på tillgång till utbudet på de svenska kanalernas playtjänster Åldersfördelning (dagligt tittande) 100% 80% 60% 40% 20% 0% Alla 13-24 25-34 35-44 45-54 55-64 65+ TV - traditionellt TV - digitalt Urval: alla Tillgång till kanaler • Förflyttning från Smedsböle och antennföreningar till internet & IPTV 100% 80% 60% 40% 20% 0% Smedsböle MCA Annan Parabol IPTV Via internet Vet ej antennförening Totalt Mariehamn Landsbygd Skärgård Urval: de som tittar på TV TV-kanalernas räckvidd Sveriges TV4 SVT1 SVT2 TV-kanalernas Sveriges TV3 rangordning i princip Yle Teema Fem oförändrad jämfört Yle TV1 med 2009 års Kunskapskanalen undersökning, dock har Betalkanaler Ålandskanalen fått en Yle TV2 lägre position. Ålandskanalen SVT24/Barnkanalen Mtv3 Nelonen 0% 20% 40% 60% 80% 100% Dagligen Varje vecka Mer sällan Urval: alla Internet- vanor Internettillgång och -användning • 98 % har tillgång till internet • 82 % i åldersgruppen 75+ • 97 % använder internet • 73 % i åldersgruppen 75+ • Digitalt utanförskap Urval: alla Aktiviteter på internet Söker information Tar del av nyheter Tittar på videoklipp för underhållning Spelar Tittar på videoklipp för nyheter Tittar på TV när det sänds Läser bloggar/forum Lyssnar på direktsänd radio Deltar i distansutbildning Handlar/beställer varor/tjänster 0% 20% 40% 60% 80% 100% Dagligen Varje vecka Mer sällan Urval: alla Sociala medier Daglig användning Använder Facebook* Använder Instagram* 13-24 25-34 35-44 Använder TikTok* 45-54 55-64 Använder Snapchat* 65+ Använder Twitter* 0% 20% 40% 60% 80% 100% Urval: alla Ålands Radio och TVs webbplats Syfte med besök Läsa nyheter • Hälften av alla svarande besöker webbplatsen någon gång Lyssna på nyheter Lyssna på korta klipp från radioprogram • En tredjedel besöker varje månad Lyssna på podcasts/poddradio/inspelade radioprogram (35-54 år mest, 13-24 år minst) Ta del av sportnyheter Lyssna på direktsänd radio • Främsta syftet: läsa nyheter Titta på videoklipp Söka information om kommande radioprogram och • 65 % upplever det lätt att hitta, deras sändningstider endast 4 % svårt Ta del av kulturnyheter Söka information om bolaget och dess personal • Önskar: Söka information om kommande tv-program och deras • Utförligare nyheter i text sändningstider • Bättre webbspelare Söka e-postadress till Ålands Radio och TV • Bättre arkiv Annat 0% 20% 40% 60% 80% 100% Urval: de som besöker Ålands Radio och TVs webbplats Nyhets- konsumtion Dagliga nyhetsmedier Ålandstidningen Nya Åland TV4 Sociala medier SVT Yle (radio, tv, digitala kanaler) Ålands Radio och TV Hufvudstadsbladet Sveriges Radio Övriga svenska tidningar/medier Övriga finländska tidningar/medier Övriga internationella… Steel FM 0% 20% 40% 60% 80% 100% Urval: alla Dagliga nyhetsmedier ”Det sättet jag följer nyheter på är genom Ålands Nyheter • 13-34 år: sociala medier och dagstidningar på Facebook och där dyker det upp nyheter från Ålands • 45-64 år: dagstidningar och TV Radio titt som tätt.” • 65+ år: dagstidningar, TV och radio 100% 80% 60% 40% 20% 0% 13-24 25-34 35-44 45-54 55-64 65+ Ålandstidningen Nya Åland TV4 Sociala medier SVT Yle Ålands Radio och TV Urval: alla Förtroende nyhetsmedier • Starkast förtroende för Yle, men högst totalt förtroende för de åländska dagstidningarna • Förtroendet för ÅRTV högre bland kvinnor och lägre i 25-34 år. Yle SVT Ålands Radio och TV Åländska dagstidningar Sveriges Radio TV4 Finländska dagstidningar Svenska dagstidningar Steel FM 0% 20% 40% 60% 80% 100% Mycket stort Ganska stort Varken eller Ganska litet Mycket litet Vet ej/Ej svar Urval: alla Information kring covid-19 Information kring covid-19 • Nyhetskonsumtion ökat i Finland och Sverige under pandemin • Finland: TV, dagstidningar och sociala medier ökade mest • Sverige: public serviceföretagens, TV4:s och morgontidningarnas nyhetssajter samt nationell radio ökade mest • Ålands Radio och TVs webbplats • Antal besök per månad ökat med drygt 70 % (2020 vs 2019) • Mars 2020 tredubblades antalet besök jämfört med mars 2019 Källor för information/nyheter kring covid-19 Ålandstidningen Ålands Radio och TV Jämfört med den vanliga Ålands hälso- och sjukvård nyhetskonsumtionen: Ålands landskapsregering • Ålandstidningen fortsatt den Yle största nyhetskällan THL • Ålands Radio och TVs position Nya Åland förstärkts i samtliga SVT åldersgrupper, främst i 13-24 år TV4 • Finländska medier förstärkt Sociala medier position Hufvudstadsbladet Största medier efter ålder: Folkhälsomyndigheten i Sverige • 13-24: sociala medier Sveriges Radio • 35-44 år: de åländska Övriga finländska tidningar/medier dagstidningarna Övriga svenska tidningar/medier • 65+ år: ÅRTV, Yle, SVT samt Övriga internationella tidningar/medier Ålandstidningen Steel FM 0% 20% 40% 60% 80% 100% Urval: alla Inställning till ÅRTVs rapportering kring covid-19 Tillräcklig Överlag mycket positiv Saklig inställning: • 70-80 % instämmer helt eller Lätt att förstå delvis i de påståenden som klassas som positiva Aktuell • Endast 12 % anser att Tillförlitlig rapporteringen varit sensationssökande Lätt att hitta Sensationssökande 0% 20% 40% 60% 80% 100% Instämmer helt 4 3 2 Instämmer inte alls Vet ej/Ej svar Urval: de som tagit del av covid-19-relaterad information via Ålands Radio och TV www.asub.ax www.facebook.com/AASUB.
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