A treasure trove of data

The Consumer & Media survey has established itself as an indispensable resource for Norwegian marketers. With over 30,000 interviews annually and coverage of 960 media titles, this survey provides an unparalleled overview of Norwegians' media habits, lifestyles and consumption. What makes Forbruker & Media so valuable is its ability to combine data on media use with detailed information on lifestyles, interests and consumption patterns.

This comprehensive insight allows marketers to identify exactly which channels are best reaching their target audience and how messages can be tailored to resonate with different segments of the population. By leveraging this data, you can optimize campaigns to ensure higher engagement and better return on investment.

Segmentation: the key to precision in marketing

One of the greatest strengths of Consumer & Media is the ability to segment the population based on a variety of criteria such as interests, attitudes, and media usage. This enables marketers to develop targeted campaigns tailored to specific groups.

For example, segmentation tools such as Gallup Compass and Socioraster can be used to identify which segments are most receptive to different types of messages. Gallup Compass divides the population into nine segments based on the dimensions of community/individual and modern/traditional, which provides a detailed understanding of consumer values and interests. Socioraster, on the other hand, focuses on economic and cultural capital, providing insight into how social groups interact with media content.

This type of in-depth segmentation is essential for developing effective communication strategies that reach the target audience in the right way and in the right channel.

Changing media usage: adapting to new platforms

Another important insight from Consumer & Media is the ongoing change in media habits. While traditional media such as newspapers and linear TV are experiencing decline, we see strong growth in digital consumption, especially through streaming services and social media. By 2025, a majority of Norwegians will use multiple media daily, and they will switch seamlessly between platforms such as mobile, tablet and PC.

This means that marketers must adapt to a media landscape where consumers expect relevant and engaging content across multiple channels. Streaming platforms like Netflix and Spotify, as well as social media platforms like Facebook and Snapchat, have become essential for reaching key demographics, especially among younger consumers.

Consumer & Media provides insights into which platforms are most popular among different age groups and how these groups consume media content. This gives marketers a valuable basis for planning media buys and developing content that engages across digital platforms.

Campaign optimization: using data for better results

One of the biggest challenges for marketers today is ensuring that campaigns deliver measurable returns. Consumer & Media enables you to test and adjust campaigns based on continuously collected data. This means you can optimize your advertising in real time to maximize impact.

By combining Consumer & Media data with programmatic advertising, you can also target your message even more precisely, based on consumers' actual behavior and preferences. This results in more cost-effective advertising, while ensuring that your message reaches the right audience at the right time.

Data-driven marketing as the future

In 2025, data-driven marketing will be the key to success in the Norwegian market. Consumer & Media provides the insights you need to understand consumer habits, identify the most effective channels, and develop campaigns that deliver results.

By fully leveraging this data, you can not only adapt to a changing media landscape, but also ensure that your marketing strategies are both effective and targeted. This is not only the future of marketing in Norway – it is the way to ensure that your brand stands out from the competition.