Young people in Estonia increasingly turning back on print media

A recently conducted survey confirmed that print media is increasingly unpopular among Estonia's younger population. (Tairo Lutter/Postimees/Scanpix)
5/10/2016 11:10 PM
Source: BNS
Category: News

Print media is an unimportant source of information for young people in Estonia and less than one in five young people are following it, according to the results of a TNS Emor survey released on Tuesday.

"Print media seems to be a phenomenon that is going to disappear," TNS Emor Survey Expert Kaidi Reedi told BNS. “Generally speaking, it is no longer a topic for young people.”

According to Reedi, print media is followed mainly by young people with a greater sense of achievement and those with introvert inclinations.

On the internet, young Estonians primarily read the news on Delfi and Postimees Online, with the survey suggesting that the latter is a source of news exclusively for Estonian-speaking young people.

Overall, seven in ten young people watch television daily, while young Russian-speakers watch significantly less television than their Estonian-speaking counterparts. Young Estonian-speakers mostly watch TV3 and Kanal 2, while the preferred channels among their Russian-speaking counterparts are PBK and 3+.

Almost half of all young people in Estonia listen to the radio daily as well. The most popular radio stations among Estonian-speakers are SkyPlus and Power Hit Radio, while Sky Radio and Russkoye Radio are most popular among Russian-speakers.

As expected, the most popular media and communication channels among young people in Estonia are Google, Youtube, Facebook and Gmail. Among Russian-speakers, Russian social networking site Vkontakte usurps Facebook in popularity, and Gmail is joined in popular use by mail.ru.

The youngest age group surveyed, consisting of respondents ages 15-19, are also active users of Twitter and Instagram.

TNS Emor interviewed 1,089 young people ages 15-25 for a survey commissioned by various businesses interested in the views and attitudes of Estonia’s young people.

Editor: Aili Sarapik

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