CONSUMERS&BRANDSNews

websites:

allehanda.sereaders

in

SwedenConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofallehanda.se

readers

inSweden:

who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

allehanda.sereaders

inSweden

(’’brandusers’’)

againstSwedish

E-paper

readers

ingeneral(’’category

users’’),

and

theoverall

Swedish

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Sweden)?

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsallehanda.se

ranks

ninth

among

news

websites

in

SwedenManagement

summary:

brandusageand

competitionTop10

most

read

newswebsitesinSwedenaftonbladet.se41%expressen.sedn.se(DagensNyheter)di.se(DagensIndustri)svd.se(Svenska

Dagbladet)gp.se(G?teborgs

Posten)dagen.se29%25%21%18%18%17%15%15%13%arbetarbladet.seallehanda.seetc.se

(DagensETC)4Notes:"Which

ofthese

online

news

websites

have

youspent

money

onin

the

past12

months?’’;

Multi

Pick;

Base:

n=379,

E-paper

readersSources:Consumer

Insights

Global

as

of

August

2023The

share

of

E-paper

readers

reading

allehanda.se

grew

by3

percentage

pointssince

Q2

of

2022Management

summary:

brandusagetimelineTimeline

of

E-paper

readersreadingallehanda.se15%14%14%13%13%12%2021

Q32022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

online

news

websites

have

youspent

money

onin

the

past12

months?’’;

Multi

Pick;

Base:

n=34

-

55

allehanda.se

readers,

n=274

-

379

E-paper

readersSources:Consumer

Insights

Global

as

of

August

2023allehanda.se

readers

in

SwedenManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsallehanda.se

ismore

popularamongSuccess

and

career

advancement

areGeneration

Zthanother

news

websites.

relatively

important

to

allehanda.sereaders.Itstands

out

that49%

ofallehanda.sereaders

usealternative

websites

towatch

paid

content

for

free.allehanda.se

readers

access

theinternetviaasmartwatch

more

often

thantheaverage

E-paperreader.allehanda.se

ismore

popularamongmale

E-paperreaders

than

female

E-paperreaders.Gaming

and

eSports

are

relativelyprevalent

interests

of

allehanda.sereaders.35%

ofallehanda.se

readers

areinnovators

or

early

adopters

ofnewproducts.Onsocial

media,

allehanda.sereadersinteract

with

companies

more

oftenthan

other

E-paper

readers.allehanda.se

hasalarger

shareofreaders

with

alow

income

than

othernews

websites.Making

musicisarelatively

popularhobbyamong

allehanda.se

readers.Arelatively

highshare

ofallehanda.sereaders

think

thatclimatechangeisanissuethatneedstobeaddressed.allehanda.se

readers

remember

seeingadsinonlinestores

more

often

thanother

E-paper

readers.allehanda.se

readers

are

more

likely

toliveinlarge

citiesthan

theaverageonliner.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+allehanda.se

ismore

popular

among

Generation

Z

than

other

news

websitesDemographic

profile:

generationsAgeof

consumersinSwedenBrand

users36%51%11%2%Category

usersAllrespondents21%20%38%31%10%35%32%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

online

news

websites

have

youspent

money

onin

the

past

12

months?’’;Multi

Pick;

Base:

n=55,

allehanda.se

readers,

n=379,

E-paper

readers,

n=12167,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023allehanda.se

ismore

popular

among

male

E-paper

readers

than

female

E-paperreadersDemographic

profile:

genderGenderofconsumersinSwedenBrand

users76%24%Category

usersAllrespondents60%40%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

online

news

websites

have

youspent

money

onin

the

past12

months?’’;

Multi

Pick;Base:

n=55,

allehanda.se

readers,

n=379,

E-paper

readers,

n=12167,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202345%

of

allehanda.se

readers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSweden25%24%24%22%21%21%20%16%16%16%16%15%13%12%10%9%6%5%4%3%2%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

online

news

websites

have

youspent

money

on

in

the

past12

months?’’;Multi

Pick;Base:

n=55,

allehanda.se

readers,

n=379,

E-paperreaders,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023allehanda.se

has

a

larger

share

of

readers

with

a

low

income

than

other

newswebsitesDemographic

profile:

incomeShare

ofconsumersinSweden

inthehigh,

middle,

andlowthirdsofmonthly

householdgross

incomeBrand

users23%26%51%Category

usersAllrespondents42%28%30%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

online

news

websites

have

youspent

money

onin

the

past

12

months?’’;Multi

Pick;Base:n=55,

allehanda.se

readers,

n=379,

E-paper

readers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

E-paper

readers,

allehanda.se

readers

are

relatively

likely

tolive

in

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSweden

live38%30%27%

27%26%24%22%19%15%11%10%9%9%9%7%7%3%2%2%2%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

online

news

websites

have

youspent

money

onin

the

past12

months?’’;

Multi

Pick;Base:

n=55,

allehanda.se

readers,

n=379,

E-paper

readers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023allehanda.se

readers

are

more

likely

to

live

in

large

cities

than

the

averageonlinerDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSweden49%48%42%29%26%24%18%16%15%13%11%10%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

online

news

websites

have

youspent

money

onin

the

past

12

months?’’;Multi

Pick;Base:n=55,

allehanda.se

readers,

n=379,

E-paper

readers,

n=12167,all

respondentsConsumer

Insights

Global

as

of

August

202320%

of

allehanda.se

readers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSwedenBrand

users20%75%5%6%Category

usersAllrespondents10%9%83%82%9%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

online

news

websites

have

youspentmoney

onin

the

past

12

months?’’;Multi

Pick;Base:n=55,

allehanda.se

readers,

n=379,

E-paperreaders,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

allehanda.sereadersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSweden59%53%51%47%44%35%35%40%39%39%38%36%36%36%31%30%

30%29%25%22%24%24%19%14%18%11%10%9%9%8%Safety

andsecurityHavingagood

timeAhappyrelationshipMaking

myown

decisions

respectable

lifeAnhonest

andSocial

justice

TobesuccessfulLearningnew

thingsAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

online

news

websites

have

youspent

money

onin

the

past

12

months?’’;Multi

Pick;Base:n=55,

allehanda.se

readers,

n=379,

E-paper

readers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Gaming

and

eSports

are

relatively

prevalent

interests

of

allehanda.se

readersConsumer

lifestyle:

main

interestsTop10

interestsofallehanda.sereadersinSweden56%54%51%49%44%43%42%42%41%36%38%36%36%32%31%35%35%33%32%32%32%31%24%23%23%21%20%20%16%11%SportsHealth

&fitnessVehicles

&mobilityFood

&diningMovies,TVshows&musicCareer

&educationPolitics&societyandcurrentworld

eventsGaming

&eSportsArts&literatureHome

&gardenBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

online

news

websites

have

youspent

money

onin

the

past12

months?’’;

Multi

Pick;

Base:

n=55,

allehanda.se

readers,

n=379,

E-paper

readers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Making

music

is

a

relatively

popular

hobby

among

allehanda.se

readersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofallehanda.se

readersinSweden41%45%43%43%42%41%41%38%38%39%36%35%35%35%35%34%32%31%29%27%27%24%24%24%20%20%19%19%15%11%SocializingOutdooractivitiesTech

/computersTravelingBoard

games/cardgamesMaking

musicPhotographyVideo

gamingCars/vehiclesCooking/bakingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

online

news

websites

have

youspent

money

on

in

the

past12

months?’’;Multi

Pick;Base:

n=55,

allehanda.se

readers,

n=379,

E-paper

readers,n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023allehanda.se

readers

are

more

likely

to

play

American

football

than

other

E-paper

readersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofallehanda.se

readersinSweden24%22%18%18%16%15%15%15%13%13%13%13%12%11%11%11%10%9%9%7%7%7%5%4%4%4%2%1%1%1%CyclingSoccerSwimming/DivingFitness,aerobics,cardioBadmintonBaseball/SoftballBasketballHunting/FishingAmericanFootball

/FlagFootballCricketBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

online

news

websites

have

youspent

money

onin

the

past

12

months?’’;Multi

Pick;Base:n=26,

allehanda.se

readers,

n=193,

E-paper

readers,

n=5219,

all

respondentsConsumer

Insights

Global

as

of

August

2023allehanda.se

readers

are

more

likely

to

follow

baseball

than

other

E-paperreadersConsumer

lifestyle:

sports

followedTop10

sports

followed

byallehanda.sereadersinSweden31%29%25%25%22%21%20%16%16%16%16%16%16%15%15%9%8%7%6%6%5%5%5%4%3%3%3%2%Baseball2%1%Athletics(track&

field)SoccerTennisAmericanfootballCricketCyclingIceHockeyBasketballGymnasticsBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

online

news

websites

have

youspent

money

on

in

the

past12

months?’’;Multi

Pick;Base:

n=31,

allehanda.se

readers,n=162,

E-paper

readers,

n=3856,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

digital

media?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

49%

of

allehanda.se

readers

use

alternative

websites

to

watchpaid

content

for

freeConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainSweden67%63%58%58%58%56%56%51%49%49%31%27%22%18%14%Iwant

to

access

mymusic/movies

onallmydevices

(TV,Digitalservices

allowme

to

discover

newandexcitingcontentIprefer

digitalcontentasitiseasier

tomanageIusealternativewebsites

andappstowatchpaidIdon’ttrustthemainstream

media

inmy

country

ofresidence(e.g.,news

channels)smartphone,

tablet,etc.)content

forfreeBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

online

news

websites

have

youspent

money

on

in

thepast12

months?’’;Multi

Pick;Base:

n=55,

allehanda.se

readers,

n=379,

E-paper

readers,

n=2025,all

respondentsConsumer

Insights

Global

as

of

August

202335%

of

allehanda.se

readers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSweden39%38%35%33%26%24%24%20%18%17%11%11%2%Innovators2%1%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

online

news

websites

have

youspent

money

onin

the

past

12

months?’’;Multi

Pick;Base:n=55,

allehanda.sereaders,

n=379,

E-paper

readers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

allehanda.se

readers

think

that

climate

change

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Sweden

accordingtoallehanda.se

readers61%58%53%49%42%45%40%40%33%38%33%34%31%37%

37%31%31%37%34%33%33%32%31%31%31%31%30%24%27%24%EconomicsituationClimatechangeEducationCrimeEnvironmentHealth

andsocial

securityUnemployment

Rising

prices/inflation/HousingImmigrationcost

of

livingBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

online

news

websites

have

youspent

money

onin

the

past

12

months?’’;Multi

Pick;Base:n=55,

allehanda.se

readers,

n=379,

E-paper

readers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

E-paper

readers,

allehanda.se

readers

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSwedenBrand

users25%25%26%20%49%41%5%Category

usersAllrespondents26%9%26%34%15%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthese

online

news

websites

haveyouspent

money

on

in

the

past12

months?’’;Multi

Pick;Base:

n=55,

allehanda.se

readers,

n=379,

E-paper

readers,

n=12167,

allrespondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsallehanda.se

readers

access

the

internet

via

a

smartwatch

more

often

than

theaverage

E-paper

readerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSwedenuseregularly

toaccesstheinternet92%91%89%78%74%71%70%64%64%62%60%58%55%55%53%51%49%47%45%45%42%37%35%32%32%24%19%SmartphoneLaptopSmart

TVTabletStreaming

deviceCategory

usersDesktop

PCSmartwatchGaming

console

Smart

speakersBrand

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

online

news

websites

have

youspent

money

onin

the

past12

months?’’;Multi

Pick;Base:

n=55,

allehanda.se

readers,n=379,

E-paper

readers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

allehanda.se

readers

interact

with

companies

more

often

thanother

E-paper

readersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSweden

by

type66%65%55%64%62%49%60%52%55%51%47%46%44%45%45%44%44%42%40%31%39%36%29%36%34%28%31%23%22%14%7%6%6%3%2%0%FollowedpeopleLiked

posts

Sentprivate

CommentedLikedcompanypostsFollowedcompaniesPostedpictures/videosSharedcompanypostsPosted

texts/statusSharedpostsbyother

usersIhaveonly

Ihaven’t

usedused

social

social

mediamediabyotherusersmessageson

postsupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

online

news

websites

have

you

spent

money

onin

the

past

12

months?’’;Multi

Pick;Base:n=55,

allehanda.se

readers,n=379,

E-paper

readers,

n=12167,

all

respondentsConsumer

Insights

Global

as

of

August

2023allehanda.se

readers

tend

to

go

to

the

movies

more

often

than

E-paper

readersin

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSweden

havebeen

using

inthepast4weeks77%78%75%72%72%

72%71%70%69%69%63%62%59%56%57%50%50%47%46%44%44%31%43%41%41%40%38%32%27%14%23%22%19%TVMovies

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Notes:Sources:’’Whatkind

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as

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Notes:Sources:’’Wherehave

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Pick;"Which

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Global

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touchpoints:non-digital

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Notes:Sources:’’Wherehave

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