Media Barometer 2009



Is part of collection at SND:


Describe the trends and changes in people's use of mass media.


The first Media Barometer was conducted in 1979 and since then the survey has been carried out annually. The purpose is to explore how the Swedish population is using different media during an average day.



Time period(s) investigated:


Geographic spread:

Geographic location: Sweden

Highest geographic unit:


Unit of analysis:


Individuals aged 9-79 years

Sampling procedure:

Probability: Simple random
Probability: Stratified
Data collection was performed for 42 randomly selected days during the periods from 5/2 to 17/6 and 9/8 to 11/12 2009. The selection of interview days was stratified to achieve a balance between the different days of the week, which means that the interviews were conducted on 6 over the year distributed Mondays, Tuesdays, Wednesdays, etc. The sample consisted of a simple random sample of individuals of the Swedish population aged between 9 and 79 years. The sample was drawn from the population register and included 8145 persons living in Sweden. Non-response consisted of set of sampling units without a telephone number, wrong number, outside the target group and out of town during the whole period, etc.,and in the result a net sample of 7122 people was achieved. Of these, interviews were conducted with 4699 people. This means that the survey has a response rate of 66 percent. The proportion of pronounced refusals was 18 percent, while the remaining nonresponse is made up of those not reached, short-term sick, etc.


Sort by name | Sort by year

Nordicom Sverige. 2010. Nordicom-Sveriges Mediebarometer 2009. Nordicom Sverige. ISBN: 978-91-86523-03-9.
Swepub Till lärosätets (gu) databas

If you have published anything based on this study, please send a notification with a reference to your publication(s) to

Version 1.0:

2011-06-01 doi:10.5878/003064

Media Barometer 2009


University of Gothenburg, Nordicom - Nordic Information Centre for Media and Communication Research (2011). Media Barometer 2009. Swedish National Data Service. Version 1.0.

Data format / data structure:


Data collection:

2009-02-05 — 2009-06-17

Mode of collection: Telephone interview

Data collector: Pilen Business Development

Data source: Population group

2009-08-09 — 2009-12-11

Mode of collection: Telephone interview

Data collector: Pilen Business Development

Data source: Population group

Time period(s) investigated:

2009-02-05 — 2009-12-11



Number of individuals/objects:


Response rate/participation rate: