Press Release, 24 January 2012The share of mobile devices in the use of network services seems to be growing rapidly. Currently Sanoma has more than 50 mobile applications for different operating systems or sites optimised for mobile devices in Finland. Finns have clearly taken a fancy to Sanoma's mobile and iPad applications. According to the survey of TNS Gallup Metrix, the most popular mobile sites in Finland are the mobile versions of Ilta-Sanomat and HS.fi, which both doubled the number of different weekly visitors to more than 350,000 last year. TNS Atlas measures numbers of visitors, and according to them the network services available from Sanoma reach 80 per cent of Finland's online users. Therefore, it is possible to make quite precise conclusions from the behaviour and device base of Finns on the basis of the user data of the services."2012 will be the year when the use of content services designed for mobile use will really take off in Finland. In recent years Sanoma has determinedly developed mobile services which interest consumers, and the quick expansion of easy-to-use terminal devices enable their extensive use," says Chief Digital Officer Marja-Leena Tuomola from Sanoma´s media operations in Finland.Along with growing amounts of consumers, mobile services have become more appealing to advertisers too."We believe that the mobile advertising market will multiply during this year", Tuomola continues.The mobile network of Sanoma in Finland reaches more than 600,000 different users weekly. Sanoma has launched several innovative and interesting types of advertising for mobile terminal devices. For advertisers, they offer a possibility to be close to consumers throughout the day.According to an estimation based on the data from Sanoma's network, the number of iPads in Finland has exceeded 150,000, and the number of Android tablets is almost 20,000. Thus, the number of tablet devices in Finland has exceeded 170,000 - in less than two years from the launch of the completely new terminal device type.Almost half of Finland's mobile traffic comes through Apple's terminal devices, the iPhone and iPad. Traffic with the Android-based devices is almost 20 per cent of the total amount, and it appears the operating system will surpass Symbian in popularity early this year. The Windows phones represent now about one per cent of all traffic, but the share is expected to increase along with the launches of new mobile phones.The use of mobile services is at its peak in the morning between six and seven, in the afternoon from four to five, and in the evening from eleven to midnight. The use of iPads is highlighted on weekends. The average reading time of Sanoma sites on tablet devices is 21 minutes.Additional information:Chief Digital Officer Marja-Leena Tuomola, Sanoma News and Sanoma Media Finland, tel. +358 40 513 6630Sanoma News is the leading newspaper publisher in Finland, and its products in both print and digital format have a strong presence in the lives of their readers. In addition to Helsingin Sanomat, the largest daily in the Nordic region, the Division publishes Ilta-Sanomat, Finland's largest quality tabloid as well as regional newspapers. Sanoma News is also among the most significant digital actors in Finland. Sanoma News is part of the Sanoma Group, a strong European media group operating in diverse fields of media in 20 countries.
Use of mobile devices is increasing rapidly in network services - devices received at Christmas can already be noticed in Sanoma's statistics
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