Two data transfer subscriptions per each Finn in coming years
At the end of 2011, there were over 5.2 million monthly data transfer subscriptions in Finland. The number of fixed broadband subscriptions is likely to increase modestly in the coming years. Whereas there is great growth potential in mobile transfer subscriptions. At the end of the year, there were as many as nine million mobile subscriptions. It is likely that nearly all such subscriptions are equipped with data transfer services in the coming years.
In all, data transfer services were used by 52% of mobile subscriptions or at least they had a data transfer plan, whereas the corresponding figure was 17% in late 2007. The number of mobile data transfer subscriptions grows strongly whereas the number of fixed broadband subscriptions remains rather stable. This indicates that mobile data transfer subscriptions are before anything subscriptions which complement fixed broadband subscriptions.
Less than 16% of the €1.4 billion spent on media advertising came from online media. In 2011, viewing of audiovisual content was still most popular via traditional television sets in real time. Viewing via the internet has, however, surpassed external recordings, and is now the second most popular viewing method.