Mobile broadband at the heart of market share competition

In 2009, new market leaders emerged in both broadband and mobile service markets. In the broadband service market, TeliaSonera rose as the market leader. Its market share grew by two percentages to 32 per cent from the end of 2008. The changes in the market shares of broadband services are mainly due to the sharp rise in mobile broadband subscriptions.

Elisa emerged as the mobile service market leader as early as in the first half of 2009, after which the market shares have hardly charged. At year-end, Elisa's market share was 38 per cent.

DNA has caught up with the two largest telecom operators both in broadband and mobile services. Over the past two years, DNA's market share of broadband services has risen by five percentages and that of mobile service by four percentages.

Subscriptions still on the rise

The number of mobile broadband subscriptions continued to increase strongly in 2009: the number of subscriptions reached almost a million and the growth was as much as 90 per cent from 2008. Of all broadband subscriptions, as many as 37 per cent were mobile broadband subscriptions. In all, the number of broadband subscriptions grew from the previous year by 18 per cent to nearly 2.5 million.
The number of mobile subscriptions continued steady growth; the number of subscriptions was nearly 7.7 million at the end of the year.

Media advertising dropped by 16 per cent from the previous year

The amount of money spent in media advertising dropped by approximately 16 per cent from 1.5 billion euros to 1.3 billion euros. The drop was steepest in magazines and newspapers. Of the media groups, only the media advertising earnings of network media grew, the growth was about three per cent. Network media advertising grew slightly and became the third largest media group before magazines. Also, radio advertising survived the economic recession with small bruises, because radio advertising dropped by two per cent only. Media advertising is still led by newspapers and the television.

Internet radios expand the range of Finnish radio channels

The share of those listening to the radio on the internet remained at nine per cent, which is the same as in 2008. However, the number of those who have tried listening to the internet radio grew. Approximately 100 different radio channels that had been listened to were reported per survey week. However, about 90 per cent of radio listening consisted of listening to 14 traditional radio channels.


Key words: Internet, Post, Radio, Telephone, Television, Broadband, Subscription, Statistics, Surveys


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