Sanoma’s media usage segments
Learn more about Finns as media users
We have extensively and comprehensively studied the media use of Finns in Sanoma's media selection.
In Sanoma's media usage segmentation, Finns are divided into seven new segments based on consumption, purchasing decisions, media usage and on how busy their day-to-day life is. Sanoma's segmentation is a model describing the Finnish market that makes consumer segments easily understandable and commercially exploitable.
The segmentation is based on research involving over 3,000 respondents and detailed background information from Mind consumer database. It can be used to examine what kinds of content appeal to different segments, what their purchasing motives are and what media they use, in which channels, and why.
The benefits you gain from the media usage segments:
- Increasing your in-depth understanding of your target group and recognising new potential
- Increasing market understanding, reviewing industry-specific data in segments, and competitor analyses
- Advertising message highlights and style in potential segments
- Enhancing your own segmentation with media usage data
Finnish media users
3,6 miljoonaa
Source: TNS Mind 2025
Sanoma’s seven media usage segments
Learn more about Finns as media users. Do you know your customers?
Trend-Driven Pioneers
20 % (est. 717 000 person)
have broad consumption habits and are quick to embrace new products, brands, and trends
often make decisions based on intuition and interest
drawn to products that feel unique, innovative, or trend-driven
Practical Loyalists
14 % (est. 518 000 person)
make careful purchasing decisions and value affordability, reliability, and convenience in everyday life
media is a way to relax and unwind
prefer familiar products and trusted brands that have proven reliable over time
Curious Explorers
10 % (est. 379 000 person)
have broad consumption habits and are quick to try new products when they see a clear benefit or interesting feature
they actively seek information, compare options, and explore products in depth
information helps them choose confidently rather than slowing down the decision-making process
Quality-Seeking Evaluators
9 % (est. 339 000 person)
make careful purchasing decisions and are consistent, deliberate, and based on clear benefits rather than impulse
focus on quality, durability, and long-term value
prefer well-known, trusted brands with a reliable and predictable user experience
Mindful Enjoyers
17 % (est. 609 000 person)
balanced consumers who take their time when making decisions
They buy products that bring comfort, enjoyment, or help them make the most of life’s small moments
consumption is varied and thoughtful, but rarely impulsive
Purpose Seekers
15 % (est. 540 000 person)
make thoughtful and selective purchasing decisions, with a strong focus on values, quality, and meaning
take time to evaluate their options and prefer choices that align with their personal values and beliefs
Selective Observers
15 % (est. 550 000 person)
take a cautious and deliberate approach to consumption and prefer familiar products and trusted solutions
avoid risk and have little interest in new products or trends.
convenience, simplicity, and clear benefits matter most, and they typically buy only what they genuinely need.
Source: TNS Mind 2025 & Sanoma Consumption and Media Use Segmentation
Would you like to know more?
Get in touch, and let’s talk about how segmentation could support your marketing and advertising.