INSIGHTS 2016 Social Media & Apps in the Nordics
AudienceProject Insights 2016 Social Media & Apps in the Nordics Facebook is for keeping contact with friends and family, LinkedIn is for professional networking and YouTube is just for fun. In this Social Media & Apps study we take a look at how social media and apps are used across the Nordic 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.
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 primarily 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.
Snapchat is conquering Norway
Bank apps competes with social media
While WhatsApp is kicking it in Finland, it is hardly making noise in the rest of the Nordic countries. Perhaps not surprisingly 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.
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.
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 Norway 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,
AudienceProject Insights 2016
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 77%
77%
79%
79%
37%
50%
41%
47%
25%
25% 30%
28%
23%
25%
27%
25%
15%
22%
Q1 2016
15% 11%
19%
Q4 2016
14%
Q1 2016
25%
Q4 2016
19%
9%
14%
55%
2,7
use YouTube as a social media
social media is used per person
9% -*
14% -*
4%
63%
3,0
use YouTube as a social media
social media is used per person
4%
*Tumblr wasn’t included in our Q1 2016 survey
*Tumblr wasn’t included in our Q1 2016 survey
Norway
Finland 84%
74%
85%
75%
52%
61% 57%
68%
47%
29%
50%
32%
27%
19%
27%
20%
22%
19%
Q1 2016
20% 16%
15%
Q4 2016
17%
-* 4% *Tumblr wasn’t included in our Q1 2016 survey
Q4 2016
16%
15% 14%
Q1 2016
19%
10%
64%
3,4
use YouTube as a social media
social media is used per person
14% -* 3% *Tumblr wasn’t included in our Q1 2016 survey
71%
3,2
use YouTube as a social media
social media is used per person
Usage of social media - Frequency
How often social media is used in Denmark 55
27
36
20
36
20
12
11
13
11
5
19
Every day
Once a week
Several times a month
1
3
18
7
11
15
Several times a week
1
9
13
27
4
18
14
23
2
9
12
18
26
11
14
20
17
10
Several times a day
14
25
17
10
1 1
3
6
17
12
2
5
12
19
18
20
9
17
15
5
14
24
17
4
8
10
16
8
Once a month
Less often
Don’t know
How often social media is used in Sweden 53
27
52
21
38
16
23
18
13
7
8
13
8
Several times a day
10
19
10
30
15
31
17
25
22
Several times a week
6
8
4
12
8
8
Once a week
Several times a month
2
4
9
11
1
5
4
7
8
Less often
1 2
2
2
9
16
Once a month
3
18
16
18
2
5
8
13
29
Every day
10
26
18
7
18
25
3
14
24
25
3
11
Don’t know
Usage of social media - Frequency
How often social media is used in Norway 62
24
48
23
39
15
26
17
18
13
19
7
10
5
14
9
18
Several times a day
18
21
Every day
Several times a week
Once a week
1
15
17
Several times a month
2
7
13
21
4
7
11
10
2 1
3
11
20
22
4
7
11
23
111
8
15
21
21
3
11
16
20
17
11
19
18
3
7
15
23
15
11
1
8
13
Once a month
1
Less often
Don’t know
How often social media is used in Finland 53
28
49
26
45
11
28
17
19
12
21
8
5
13
Several times a day
15
23
Every day
9
11
Several times a week
11
Once a week
Several times a month
2 1
3
11
2
2
7
9
4
15
1
14
18
Once a month
2
7
9
18
13
26
3
5
9
26
20
4
10
23
12
11
13
19
22
19
8
15
20
6
13
18
37
3
9
8
9
Less often
Don’t know
Usage of social media - Purpose
What social media is used for in Denmark
83% 13%
1%
10%
2% 33%
86%
10%
17%
12%
7%
27%
46%
88%
7%
11%
1% 5%
48%
80%
5%
16%
1%
11%
17%
4% 35%
56%
5% 61%
8%
33% 53%
37%
3%
1%
11%
84%
5%
6%
11%
1%
3% 25%
27%
To keep contact with friends
6%
1% 66%
10%
7%
7%
69%
6%
To strenghten professional network
To get news
28%
To follow brands / companies
To get entertainment
Other
Usage of social media - Purpose
What social media is used for in Sweden
86% 8%
3%
15%
2% 22%
85%
7%
15%
9%
9%
18%
37%
92%
8%
11%
48%
7%
70%
6%
2%
83%
24%
1%
9%
12%
4% 23%
47%
3% 51%
25% 44%
7%
37%
4%
4%
13%
94%
3%
5%
9%
28%
To keep contact with friends
12%
1% 66%
10%
4%
79%
4%
To strenghten professional network
5% 10%
1% 25%
To get news
46%
21%
To follow brands / companies
To get entertainment
Other
Usage of social media - Purpose
What social media is used for in Norway
86%
3%
11%
9%
3% 27%
85%
9%
17%
8%
4%
28%
44%
94%
5%
9%
48%
6%
58%
8%
1%
87%
17%
1%
4%
19%
2% 22%
57%
4% 51%
60%
8%
30% 44%
35%
3%
2%
11%
92%
5%
4% 15%
4%
1% 69%
27%
To keep contact with friends
10%
1% 27%
15%
5%
75%
6%
To strenghten professional network
1%
To get news
18%
To follow brands / companies
To get entertainment
Other
Usage of social media - Purpose
What social media is used for in Finland
82% 13%
3%
9%
4%
90%
10%
34% 19%
14%
7%
12%
42%
91%
6%
8%
3% 6%
54%
78%
7%
17%
2%
9%
26%
4% 26%
61% 26%
7% 64%
8%
52%
41%
3%
3%
9%
98% 12%
7%
5% 25% 73% 24%
To keep contact with friends
6%
2%
12%
1%
12%
8%
83%
2%
To strenghten professional network
9%
To get news
19%
To follow brands / companies
To get entertainment
Other
Most important apps in the Nordics
Denmark
Sweden
1
33%
1
22%
2
MobilePay
24%
2
BankID
20%
3
Facebook Messenger
10%
3
Spotify
19%
4
Google Maps
9%
4
15%
5
Gmail
7%
5
Swish
12%
6
7%
6
Facebook Messenger
8%
7
Spotify
7%
7
Swedbank
7%
8
Rejseplanen
6%
8
Snapchat
6%
9
Snapchat
6%
9
Google Maps
6%
10
Mobilbank (Danske Bank)
6%
10
Gmail
5%
Norway
Finland
1
36%
1
37%
2
Snapchat
20%
2
25%
3
Spotify
18%
3
Spotify
12%
4
Facebook Messenger
13%
4
10%
5
13%
5
Google Maps
6%
6
YR
7%
6
Gmail
5%
7
RuterBillett
6%
7
Facebook Messenger
5%
8
DNB
5%
8
Snapchat
5%
9
Gmail
5%
9
YouTube
5%
10
Google Maps
5%
10
Ilta-Sanomat
4%
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.
Most important apps across gender
Denmark
Men
Women
Sweden
1
28%
1
BankID
22%
2
MobilePay
21%
2
Spotify
20%
3
Google Maps
10%
3
15%
4
Gmail
9%
4
Swish
11%
5
Facebook Messenger
7%
5
8%
1
37%
1
29%
2
MobilePay
26%
2
22%
3
Facebook Messenger
11%
3
BankID
19%
4
10%
4
Spotify
19%
5
Snapchat
8%
5
Swish
13%
Norway
Men
Women
Men
Women
Finland
1
30%
1
32%
2
Spotify
17%
2
18%
3
Snapchat
14%
3
Spotify
13%
4
Facebook Messenger
11%
4
Google Maps
6%
5
YR
8%
5
6%
1
42%
1
42%
2
Snapchat
27%
2
33%
3
19%
3
14%
4
Spotify
18%
4
Spotify
12%
5
Facebook Messenger
15%
5
Facebook Messenger
7%
Men
Women
Most important apps across age groups
Denmark
15-25 years old
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.
26-35 years old
1
53%
2
Facebook Messenger
24%
3
Snapchat
23%
4
MobilePay
19%
5
17%
36-45 years old
1
36%
1
36%
2
MobilePay
20%
2
MobilePay
22%
3
Google Maps
15%
3
Gmail
9%
4
11%
4
Google Maps
7%
5
Facebook Messenger
10%
5
Spotify
6%
46-55 years old
56+ years old
1
MobilePay
31%
1
MobilePay
27%
2
26%
2
16%
3
Google Maps
8%
3
DMI Vejr
7%
4
Mobilbank (Danske Bank)
6%
4
Google Maps
7%
5
Facebook Messenger
6%
5
Mobilbank (Danke Bank)
6%
Most important apps across age groups
Sweden
15-25 years old
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.
26-35 years old
1
Spotify
34%
2
30%
3
Snapchat
26%
4
Facebook Messenger
21%
5
BankID
19%
36-45 years old
1
Spotify
32%
1
26%
2
26%
2
BankID
22%
3
24%
3
Spotify
17%
4
BankID
20%
4
14%
5
Facebook Messenger
9%
5
Swedbank
8%
46-55 years old
56+ years old
1
23%
1
15%
2
BankID
21%
2
BankID
14%
3
Spotify
14%
3
Swish
7%
4
Swish
14%
4
Google Maps
7%
5
7%
5
6%
Most important apps across age groups
Norway
15-25 years old
Especially Facebook and Snapchat stand out from the rest of the apps categorized as the most importnat 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.
26-35 years old
1
Snapchat
45%
2
39%
3
Spotify
37%
4
Facebook Messenger
30%
5
24%
36-45 years old
1
42%
1
39%
2
Snapchat
26%
2
Snapchat
15%
3
Spotify
24%
3
Spotify
13%
4
14%
4
13%
5
Facebook Messenger
12%
5
Facebook Messenger
9%
46-55 years old
56+ years old
1
34%
1
23%
2
9%
2
YR
17%
3
Snapchat
8%
3
RuterBillett
9%
4
Facebook Messenger
8%
4
VG
8%
5
Spotify
8%
5
NRK
6%
Most important apps across age groups
Finland
15-25 years old
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 second 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 important apps.
26-35 years old
1
70%
2
31%
3
30%
4
Spotify
26%
5
Snapchat
23%
36-45 years old
1
39%
1
31%
2
30%
2
30%
3
Spotify
16%
3
Spotify
13%
4
10%
4
7%
5
Google Maps
8%
5
Ilta-Sanomat
6%
46-55 years old
56+ years old
1
26%
1
18%
2
20%
2
16%
3
Google Maps
7%
3
Google Maps
7%
4
Spotify
6%
4
Ilta-Sanomat
7%
5
Fonecta
5%
5
Gmail
7%
Mobile payment in the Nordics
Denmark
Sweden
80%
80% 77%
76%
70%
93%
71%
of those using mobile payment in Denmark use
60%
60%
Swish
MobilePay
50%
50%
40%
40%
30%
30% 20% 13%
10%
Swipp
PayPal Mobile
MobilePay
15%
10%
32%
2%
0%
PayPal Mobile
20%
87%
WyWallet
Other
Norway
Finland
80%
50%
71%
60%
40%
44%
68%
of those using mobile payment in Norway use
54%
50%
of those using mobile payment in Finland use
30%
Vipps
1%
Any
Other
76%
7%
4%
0%
Any
70%
of those using mobile payment in Sweden use
67%
Swish
70%
PayPal Mobile 30%
40% 30%
20%
33%
20%
6%
6%
mCash
MobilePay
7%
7%
0%
PayPal Mobile
Vipps
PayPal Mobile
10% 10%
7% 4%
MobilePay
Siru Mobile
0%
Any
Other
Any
Other
Editor
About the study
Rune Werliin rw@audienceproject.com +45 60 17 77 76
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.
Co-editor & Design Martin Kokholm mk@audienceproject.com +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 products range from audience planning, validation and targeting on socio-demographics as well as other variables. Contact hello@audienceproject.com www.audienceproject.com
The study has the aim of examining the use of social media as well as the use of apps among the Nordic internet population.