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INSIGHTS 2016
Social Media & Apps in the Nordics
AudienceProject Insights 2016
AudienceProject Insights 2016Social Media & Apps in the Nordics
Facebook is for keeping con-tact with friends and family, LinkedIn is for professional networking and YouTube is just for fun. In this Social Me-dia & Apps study we take a look at how social media and apps are used across the Nor-dic countries.
Facebook is still miles ahead of the competition in the social media space. Not only is Facebook the media with the highest reach but it can also boast of the most usage per user. More than 75% of the internet population are Facebook users, with Norway leading the way with 85%.
Only in Finland does the blue giant get some competition - by WhatsApp which is owned by Facebook. Almost as many say they use WhatsApp as Facebook, and WhatsApp has a higher loyalty among the Finnish people, where 37% of all smartphone owners has WhatsApp among their three most important apps compared to only 25% for Facebook.
Snapchat is conquering Norway
While WhatsApp is kicking it in Finland, it is hardly making noise in the rest of the Nordic countries. Perhaps not surpris-ingly usage follows the same pattern. We see high usage in Finland where 75% of WhatsApp users uses it every day compared to just 24% in Denmark.
For Snapchat it’s very much the opposite picture. While there are almost no users in Finland the market is more mature in the other countries topping in Norway where 57% are using Snapchat. The users are generally young on Snapchat. In Nor-way 91% of all internet users between 15 and 25 years uses Snapchat, while only 24% of those older than 65 uses it.
YouTube is for entertainment
One of the things we wanted to answer with this study was,
what the different social media services are being used for. And it is clear that not all apps and services are competing in the same field. Facebook, Snapchat and WhatsApp are all mainly used for communicating and keeping contact with friends, while Tumblr, YouTube and Pinterest are primari-ly used for entertainment. LinkedIn is the only top media primarily used for professional networking, even though some use Facebook and Twitter for professional contacts. And regarding Twitter it is the social media with the highest discrepancy in usage as just above 50% say they use it for news, but many mention entertainment and following brands as key motivating factors for using Twitter for.
Bank apps competes with social media
We have not only looked at social media usage. We have also taken a look at which apps are the most important for the smartphone owners in the Nordics.
With social media being a key part in our daily life, social media apps are not surprisingly some of the apps with the highest loyalty - with Facebook taking the pole position. However more localized apps also manage to crack the top 10 in each country. Most dominant are the financial apps like MobilePay in Denmark and BankID in Sweden, but also YR (Norwegian weather service), a couple of travel planners and news apps make the list.
On the following pages, you can gain additional insights into the use of social media and apps in the Nordic countries. Enjoy!
Top social media in the Nordics
Denmark Sweden
Norway Finland
77%
79%
37%
41%
25%
30%
23%
27%
15%
15%
11%
14%
9%
9%
4%
77%
79%
50%
47%
25%
28%
25%
25%
22%
25%
19%
19%
14%
14%
4%
84%
-* -*
85%
52%
57%
47%
50%
27%
27%
22%
20%
16%
17%
15%
14%
-*
4%
*Tumblr wasn’t included in our Q1 2016 survey *Tumblr wasn’t included in our Q1 2016 survey
*Tumblr wasn’t included in our Q1 2016 survey *Tumblr wasn’t included in our Q1 2016 survey
74%
75%
61%
68%
29%
32%
19%
20%
19%
19%
15%
16%
10%
-*
3%
14%
2,7
social media is used per person
55%
use YouTube as a social media
Q4 2016
Q1 2016
3,2
social media is used per person
71%
use YouTube as a social media
Q4 2016
Q1 2016
3,4
social media is used per person
64%
use YouTube as a social media
Q4 2016
Q1 2016
3,0
social media is used per person
63%
use YouTube as a social media
Q4 2016
Q1 2016
Usage of social media - Frequency
How often social media is used in Denmark
How often social media is used in Sweden
Several times a day Every day Several times a week Once a week Several times a month Once a month Less often Don’t know
55 27 8 5 2
36
1 1
36
17
11
11
9
5
4
20 20 14 5 3 2
24 17 12 6 4 1
12 15 19 17 10 9 1
13 18 12 14 14 18
20 25 20 12 9 3
17 17 18 14 18 7
26 23 13 11 10
19 27 15 16 8
10
11
Several times a day Every day Several times a week Once a week Several times a month Once a month Less often Don’t know
53 27 11 3 2
52
1 2
38
25
23
18
13
8
3
21 14 7 3 2 2
24 18 10 5 2 4
16 26 10 8 6 9
25 19 10 8 4 11
18 30 13 12 5 4
15 31 8 87 18
29 17 16 9 7
25 22 18 16 8
13
8
1
Usage of social media - Frequency
How often social media is used in Norway
How often social media is used in Finland
Several times a day Every day Several times a week Once a week Several times a month Once a month Less often Don’t know
62 24 8 3 1
48
1 1
39
17
13
11
7
5
1
23 15 7 4 2 1
26 15 11 3 4 2
18 23 19 11 8 3
15 18 14 16 15 7
19 20 21 11 11 7
10 21 23 20 11 7
22 18 10 13 15
18 21 21 17 13
17
9
Several times a day Every day Several times a week Once a week Several times a month Once a month Less often Don’t know
53 28 9 6 2
49
2 1
45
37
17
12
8
5
3
26 13 8 3 1 1
18 11 13 4 3 7
28 15 10 5 2 2
19 20 19 9 9 7
21 22 23 9 9 4
12 15 11 1819 15
23 26 13 14 8
20 26 11 18 9
11
13
1
1
1
Usage of social media - Purpose
What social media is used for in Denmark
To keep contact with friends
To strenghten professional network
To get newsTo follow brands / companies
To get entertainment Other
83%
13%
33%
17%
46%
7%
1%
2%
10%
7%
88%
11%
10%
86%
12%
27%
1%
5%
48%
5%
11%
35%
61%
8%
80%
1%
4%
5%
53%
3%
16%
17%
56%
33%
37%
11%
1%
5%
11%
25%
66%
27%
84%
6%
3%
1%
7%
6%
10%
1%
6%
7%
69%
28%
Usage of social media - Purpose
What social media is used for in Sweden
To keep contact with friends
To strenghten professional network
To get newsTo follow brands / companies
To get entertainment Other
86%
8%
22%
15%
37%
8%
3%
2%
7%
9%
92%
11%
15%
85%
9%
18%
2%
7%
48%
6%
9%
23%
51%
7%
83%
1%
4%
3%
44%
4%
24%
12%
47%
25%
37%
13%
4%
3%
9%
25%
66%
28%
94%
5%
1%
1%
4%
4%
5%
10%
12%
10%
79%
21%
70%
46%
Usage of social media - Purpose
What social media is used for in Norway
To keep contact with friends
To strenghten professional network
To get newsTo follow brands / companies
To get entertainment Other
86%
11%
27%
17%
44%
5%
3%
3%
9%
4%
94%
9%
9%
85%
8%
28%
1%
6%
48%
8%
4%
22%
51%
8%
87%
1%
2%
4%
44%
3%
17%
19%
57%
30%
11%
2%
5%
15%
27%
69%
27%
92%
4%
1%
1%
5%
6%
1%
10%
4%
15%
75%
18%
58%
35%60%
Usage of social media - Purpose
What social media is used for in Finland
To keep contact with friends
To strenghten professional network
To get newsTo follow brands / companies
To get entertainment Other
82%
13%
34%
19%
42%
6%
3%
4%
10%
7%
91%
8%
9%
90%
14%
12%
3%
6%
7%
9%
26%
64%
8%
78%
2%
4%
7%
52%
3%
17%
26%
61%
26%
9%
3%
12%
5%
25%
73%
24%
98%
7%
2%
1%
8%
2%
9%
6%
12%
12%
83%
19%
54%
41%
Most important apps in the Nordics
Denmark Sweden
Norway Finland
Note: The respondents have been asked which three mobile apps they least can do without. The figures above represent the number of people having placed the apps among their three most important apps. Preinstalled apps are not included.
1
2
3
4
5
6
7
8
9
10
33%
24%
10%
9%
7%
7%
7%
6%
6%
6%
1
2
3
4
5
6
7
8
9
10
22%
20%
19%
15%
12%
8%
7%
6%
6%
5%
1
2
3
4
5
6
7
8
9
10
36%
20%
18%
13%
13%
7%
6%
5%
5%
5%
1
2
3
4
5
6
7
8
9
10
37%
25%
12%
10%
6%
5%
5%
5%
5%
4%
MobilePay
Facebook Messenger
Google Maps
Gmail
Spotify
Rejseplanen
Snapchat
Mobilbank (Danske Bank)
BankID
Spotify
Swish
Facebook Messenger
Swedbank
Snapchat
Google Maps
Gmail
Snapchat
Spotify
Facebook Messenger
YR
RuterBillett
DNB
Gmail
Google Maps
Spotify
Google Maps
Gmail
Facebook Messenger
Snapchat
YouTube
Ilta-Sanomat
Most important apps across gender
Denmark Sweden
Norway Finland
Men
Women
1
2
3
4
5
1
2
3
4
5
37%
26%
11%
10%
8%
28%
21%
10%
9%
7%
MobilePay
Google Maps
Gmail
Facebook Messenger
MobilePay
Facebook Messenger
Snapchat
Men
Women
1
2
3
4
5
1
2
3
4
5
29%
22%
19%
19%
13%
22%
20%
15%
11%
8%
BankID
Spotify
Swish
BankID
Spotify
Swish
Men
Women
1
2
3
4
5
1
2
3
4
5
42%
27%
19%
18%
15%
30%
17%
14%
11%
8%
Spotify
Snapchat
Facebook Messenger
YR
Snapchat
Spotify
Facebook Messenger
Men
Women
1
2
3
4
5
1
2
3
4
5
42%
33%
14%
12%
7%
32%
18%
13%
6%
6%
Spotify
Google Maps
Spotify
Facebook Messenger
Most important apps across age groups
Denmark
Looking at the most important apps across age groups in Denmark, we see that especially two apps stand out from the rest - Facebook and MobilePay. Among the three youngest age groups, Facebook is the most important app, while MobilePay is the second most important app among the 26-45 years old and the fourth most important app among the 15-25 years old. Among the two oldest age groups, the picture is reversed as MobilePay is the most important app, while Facebook is second.
15-25 years old
26-35 years old 36-45 years old
46-55 years old 56+ years old
1
2
3
4
5
53%
24%
23%
19%
17%
Facebook Messenger
Snapchat
MobilePay
1
2
3
4
5
36%
20%
15%
11%
10%
MobilePay
Google Maps
Facebook Messenger
1
2
3
4
5
36%
22%
9%
7%
6%
MobilePay
Gmail
Google Maps
Spotify
1
2
3
4
5
31%
26%
8%
6%
6%
MobilePay
Google Maps
Mobilbank (Danske Bank)
Facebook Messenger
1
2
3
4
5
27%
16%
7%
7%
6%
MobilePay
DMI Vejr
Google Maps
Mobilbank (Danke Bank)
Most important apps across age groups
Sweden
When looking at the most important apps across age groups in Sweden, we see that Facebook is the most important app among the 36+ years old and the second most important app among the 26-35 years old. However, Facebook is not even in the top five most important apps among the 15-25 years old. Spotify and Instagram are categorized as some of the most important apps among the young age groups, while this is the case with BankID and Swish among the older age groups.
15-25 years old
26-35 years old 36-45 years old
46-55 years old 56+ years old
1
2
3
4
5
34%
30%
26%
21%
19%
Spotify
Snapchat
Facebook Messenger
BankID
1
2
3
4
5
32%
26%
24%
20%
9%
Spotify
BankID
Facebook Messenger
1
2
3
4
5
26%
22%
17%
14%
8%
BankID
Spotify
Swedbank
1
2
3
4
5
23%
21%
14%
14%
7%
BankID
Spotify
Swish
1
2
3
4
5
15%
14%
7%
7%
6%
BankID
Swish
Google Maps
Most important apps across age groups
Norway
Especially Facebook and Snapchat stand out from the rest of the apps categorized as the most im-portnat in Norway. In all age groups, besides the youngest age group of 15-25 years old, Facebook is the most important app. Among the 15-25 years old, Facebook is the second most importnat app beaten by Snapchat. And it is not only among the youngest age group that Snaphat is popular. Among the 26-45 years old, Snapchat is the second most importnat app.
15-25 years old
26-35 years old 36-45 years old
46-55 years old 56+ years old
1
2
3
4
5
45%
39%
37%
30%
24%
Snapchat
Spotify
Facebook Messenger
1
2
3
4
5
42%
26%
24%
14%
12%
Snapchat
Spotify
Facebook Messenger
1
2
3
4
5
39%
15%
13%
13%
9%
Snapchat
Spotify
Facebook Messenger
1
2
3
4
5
34%
9%
8%
8%
8%
Snapchat
Facebook Messenger
Spotify
1
2
3
4
5
23%
17%
9%
8%
6%
YR
RuterBillett
VG
NRK
Most important apps across age groups
Finland
In Finland, we see that one app stands out from the rest. Across all age groups WhatsApp is the most important app followed by Facebook as the sec-ond most important app. Besides WhatsApp and Facebook, Spotify is widely categorized as one of the most important apps among the Finnish internet population. Among the the 15-45 years old, Spotify is the third most important app. In this age group, Instagram is also pointed at as one the most import-ant apps.
15-25 years old
26-35 years old 36-45 years old
46-55 years old 56+ years old
1
2
3
4
5
70%
31%
30%
26%
23%
Spotify
Snapchat
1
2
3
4
5
39%
30%
16%
10%
8%
Spotify
Google Maps
1
2
3
4
5
31%
30%
13%
7%
6%
Spotify
Ilta-Sanomat
1
2
3
4
5
26%
20%
7%
6%
5%
Google Maps
Spotify
Fonecta
1
2
3
4
5
18%
16%
7%
7%
7%
Google Maps
Ilta-Sanomat
Gmail
Mobile payment in the Nordics
Denmark Sweden
Norway Finland
0%
10%
20%
30%
40%
50%
60%
70%
80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
0%
10%
20%
30%
40%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Any Other Any Other
Any Other Any Other
76%
71%
2%
77%
67%
32%
1%
7%
71%
54%
33%
44%
30%
7%
Mob
ilePa
y
PayP
al
Mob
ile
15%13%
Swip
p
Swis
h
PayP
al
Mob
ile
4%
Vipp
s
PayP
al
Mob
ile 6% 6% 7%
mCash PayP
al
Mob
ile
7%
4%
MobilePay
WyWallet
Siru MobileMobilePay
87%
of those using mobile payment
in Sweden use
Swish
93%
of those using mobile payment in Denmark use
MobilePay
76%
of those using mobile payment
in Norway use
Vipps
68%
of those using mobile payment
in Finland use
PayPal Mobile
Editor
Rune [email protected]+45 60 17 77 76
Co-editor & Design
Martin [email protected]+45 25 61 32 19
About AudienceProject
AudienceProject has its roots in market research, technology and large scale data. It helps brands, agencies, publishers and e-commerce companies identify, target and validate audiences. The prod-ucts range from audience planning, validation and targeting on socio-demographics as well as other variables.
Contact
About the study
The study is a part of AudienceProject Insights 2016. Data is collected through online surveys done in Q3 and Q4 2016. The respondents have been selected from our Nordic panel of 800.000 panelists and weighted to achieve representativity on the more than 8.000 respondents who completed the survey.
The study has the aim of examining the use of social media as well as the use of apps among the Nordic internet population.