Authors

• Puohiniemi, Martti (Limor Oy)

Keywords

alcohol use, attitudes, computers, consumer behaviour, consumption, entertainment, health, internet, internet use, leisure time activities, listening to music, mass media use, occupational life, reading (activity), social change, trademarks, values

Abstract

The survey charted Finnish everyday life, values, attitudes, and current phenomena.

First, the respondents were asked about their hobbies and leisure habits. The respondents' values were examined with the 57-item Schwarz Value Survey (SVS).

Next, the respondents were asked how they felt about 100 current issues, such as the European Union, refugee reception, equality, changeover to the euro, and liberalisation of shop opening hours. The respondents were asked to assess the role of the Finnish Red Cross in Finnish society. Their experiences of being busy, internationalisation and friendships were also surveyed.

Working life, work motivation, job satisfaction and characteristics of a good employer were examined. Several questions were asked about the respondents' consumption of alcoholic beverages, Finnish drinking culture and beer advertising. Respondents' views on money, ownership and advertising were further explored. Attitudes towards different companies and brands were also asked.

The respondents' media use was charted. Questions included, for example, which newspapers and magazines the respondents read and how often, which TV shows they found most interesting, and how often they watched TV or listened to the radio. Additionally, the respondents were asked how interested they were in the launch of digital TV broadcasting, whether they currently used or were planning on purchasing or acquiring various electronic devices or services (e.g. a laptop, PC, mobile phone, or ADSL access to the internet), how well they thought they could use a computer and a mobile phone, and how often, on which devices and for what purposes they used the internet. The importance of the various programmes of the public service provider, the Finnish Broadcasting Company (YLE), was assessed. In addition, the respondents' different interests, such as motoring, politics, art, news, science, childcare and fashion, were surveyed.

Next, the respondents' views on current phenomena were charted with various statements on matters such as relationships, commercialism, business, Finnish identity, internationalisation, self-image and following the news. The respondents' eating habits were surveyed with a range of questions. Among other things, the respondents were asked about their use of different foods and dishes. Changes in society and concerns about the future were surveyed with several questions. For example, the respondents were asked which things have changed for better or worse and in which direction Finland's national security and economy will develop in the coming years. Finally, questions were asked about health and equality.

Background variables included the respondent's gender, age, marital status, level of education, job title, economic activity and occupational status, type of municipal of residence, household size, number of children aged under 18 living in the household, income of the household, and job title of the second parent/guardian of the children.