The newspaper is considered the most useful source of election advertising in almost all age groups
However, in the youngest age groups, both women and men find social media to be the most useful. Social media campaigning is considered the most beneficial among women aged 35-54, while the role of social media is significantly smaller among men of the same age. For women under 55, the usefulness of other websites is also emphasized. Although women under 55 read newspapers, voting decisions may be made at the last minute based on the social media news feed.
This is noteworthy especially because, although people are generally concerned about the increase of fake news and other social media side effects, they may not know how to critically engage with advertising and communication directed specifically at them. For middle-aged women, the question arises as to how aware they are of the effects of social media on their decision-making in social issues. Newspapers provide a significant fact-based counterbalance to social media discussions and the information built upon them. Election advertising also benefits from the credibility of the newspaper’s media environment. Although reading newspapers is quite regular, 21% of those responding to the election survey report reading newspapers even more carefully and actively during the elections. There is a clear need for reliable information.
According to Kärkimedia’s election study, the party affiliation of women aged 35–54 is the least stable: 53 percent of them choose a party based on the situation or candidate. Although most women in this age group intend to vote in the municipal elections, as many as 42 percent have not yet decided on a party or candidate. In regional elections, women under 55 have the highest proportion compared to other groups of those who have not made a final decision.
Voting decisions are made late: 71 percent of women aged 35–54 report that they will decide on their candidate only a few days before the election (the average for all respondents is 63 percent). The survey was answered by newspaper readers, and their voting intention is clearly higher than what population-level voting rates indicate. The proportion of non-voters among newspaper readers is therefore relatively small.
Among women under 55, the reasons for not voting are often fundamental. The following reasons are emphasized in both regional and municipal elections:
“Do the busy years of raising children affect the lives of women under 55 so much that there is neither interest nor time to engage in municipal and regional politics? It is concerning that while their knowledge of local issues and decision-making is weak, the social media they consider their most useful campaign communication channel operates purely on the terms of algorithms”, reflects Marja-Leena Harju, Insight Strategist at Kärkimedia.
Source: Kärkimedia election study 2025 (n=4 743)