Typography

SIXDEGREES is always interested in knowing more about its audience and their reading habits. A recently conducted reader survey gave some clues into just who an average SixDegrees reader might be.

Readers

If the whole readership of SixDegrees were condensed into one person, the resulting reader would be a 34.6 year-old guy (51 per cent of readers are men), who would likely be a resident of the capital region (where 72 per cent of readers live). It’s probable that he has moved onto working life (67 per cent of readers work full or part time), but there is also a chance of him being a student (30 per cent).

This is a true polyglot cosmopolite, speaking over 35 languages and having over 55 different nationalities (which taken together covers a quarter of all of the countries on Earth).

It’s thus hardly a surprise that the reader is likely to be from outside Finland, as 71 per cent of the readership is born abroad. The most probable reason for him to settle in Finland is family or some other personal reason (42 per cent of readers) – indeed, 73 per cent of readers are married or cohabiting with their partner – but it’s also possible that studies or work motivated the move into the country (22 and 21 per cent).

On average, the move to Finland took place 4.6 years ago. Cleary this hasn’t been a long enough time to master the notoriously difficult Finnish language: of foreign readers, up to 50 per cent say that they speak Finnish only little or not at all. Yet the motivation is undiminished: 85 per cent of them are keen to improve their Finnish skills.

Reading habits

The readership of SixDegrees is remarkably faithful to the publication, as about half read every issue, the average reader spending over 40 minutes with the magazine. The readers seem to appreciate the experience that a print magazine offers as only 15 per cent read stories on SixDegrees’ website.

What does the average reader think of the magazine’s content? He seems to prefer pieces that discuss cultural and societal matters, and also likes the longer feature stories and articles about upcoming events. As for the reviews and columns, these are likely to be the last items on his reading list.

Teemu Henriksson