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INSIGHTS 2016 Social Media & Apps in the Nordics

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Page 1: 01 social media apps nordic frontpage...AudienceProject Insights 2016 AudienceProject Insights 2016 Social Media & Apps in the Nordics Facebook is for keeping con - tact with friends

INSIGHTS 2016

Social Media & Apps in the Nordics

Page 2: 01 social media apps nordic frontpage...AudienceProject Insights 2016 AudienceProject Insights 2016 Social Media & Apps in the Nordics Facebook is for keeping con - tact with friends

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!

Page 3: 01 social media apps nordic frontpage...AudienceProject Insights 2016 AudienceProject Insights 2016 Social Media & Apps in the Nordics Facebook is for keeping con - tact with friends

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

Page 4: 01 social media apps nordic frontpage...AudienceProject Insights 2016 AudienceProject Insights 2016 Social Media & Apps in the Nordics Facebook is for keeping con - tact with friends

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

Page 5: 01 social media apps nordic frontpage...AudienceProject Insights 2016 AudienceProject Insights 2016 Social Media & Apps in the Nordics Facebook is for keeping con - tact with friends

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

Page 6: 01 social media apps nordic frontpage...AudienceProject Insights 2016 AudienceProject Insights 2016 Social Media & Apps in the Nordics Facebook is for keeping con - tact with friends

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%

Page 7: 01 social media apps nordic frontpage...AudienceProject Insights 2016 AudienceProject Insights 2016 Social Media & Apps in the Nordics Facebook is for keeping con - tact with friends

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%

Page 8: 01 social media apps nordic frontpage...AudienceProject Insights 2016 AudienceProject Insights 2016 Social Media & Apps in the Nordics Facebook is for keeping con - tact with friends

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%

Page 9: 01 social media apps nordic frontpage...AudienceProject Insights 2016 AudienceProject Insights 2016 Social Media & Apps in the Nordics Facebook is for keeping con - tact with friends

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%

Page 10: 01 social media apps nordic frontpage...AudienceProject Insights 2016 AudienceProject Insights 2016 Social Media & Apps in the Nordics Facebook is for keeping con - tact with friends

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%

Facebook

MobilePay

Facebook Messenger

Google Maps

Gmail

Instagram

Spotify

Rejseplanen

Snapchat

Mobilbank (Danske Bank)

Facebook

BankID

Spotify

Instagram

Swish

Facebook Messenger

Swedbank

Snapchat

Google Maps

Gmail

Facebook

Snapchat

Spotify

Facebook Messenger

Instagram

YR

RuterBillett

DNB

Gmail

Google Maps

WhatsApp

Facebook

Spotify

Instagram

Google Maps

Gmail

Facebook Messenger

Snapchat

YouTube

Ilta-Sanomat

Page 11: 01 social media apps nordic frontpage...AudienceProject Insights 2016 AudienceProject Insights 2016 Social Media & Apps in the Nordics Facebook is for keeping con - tact with friends

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%

Facebook

MobilePay

Google Maps

Gmail

Facebook Messenger

Facebook

MobilePay

Facebook Messenger

Instagram

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

Facebook

Swish

Instagram

Facebook

Instagram

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%

Facebook

Spotify

Snapchat

Facebook Messenger

YR

Facebook

Snapchat

Instagram

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%

WhatsApp

Facebook

Spotify

Google Maps

Instagram

WhatsApp

Facebook

Instagram

Spotify

Facebook Messenger

Page 12: 01 social media apps nordic frontpage...AudienceProject Insights 2016 AudienceProject Insights 2016 Social Media & Apps in the Nordics Facebook is for keeping con - tact with friends

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

Facebook Messenger

Snapchat

MobilePay

Instagram

1

2

3

4

5

36%

20%

15%

11%

10%

Facebook

MobilePay

Google Maps

Instagram

Facebook Messenger

1

2

3

4

5

36%

22%

9%

7%

6%

Facebook

MobilePay

Gmail

Google Maps

Spotify

1

2

3

4

5

31%

26%

8%

6%

6%

MobilePay

Facebook

Google Maps

Mobilbank (Danske Bank)

Facebook Messenger

1

2

3

4

5

27%

16%

7%

7%

6%

MobilePay

Facebook

DMI Vejr

Google Maps

Mobilbank (Danke Bank)

Page 13: 01 social media apps nordic frontpage...AudienceProject Insights 2016 AudienceProject Insights 2016 Social Media & Apps in the Nordics Facebook is for keeping con - tact with friends

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

Instagram

Snapchat

Facebook Messenger

BankID

1

2

3

4

5

32%

26%

24%

20%

9%

Spotify

Facebook

Instagram

BankID

Facebook Messenger

1

2

3

4

5

26%

22%

17%

14%

8%

Facebook

BankID

Spotify

Instagram

Swedbank

1

2

3

4

5

23%

21%

14%

14%

7%

Facebook

BankID

Spotify

Swish

Instagram

1

2

3

4

5

15%

14%

7%

7%

6%

Facebook

BankID

Swish

Google Maps

Instagram

Page 14: 01 social media apps nordic frontpage...AudienceProject Insights 2016 AudienceProject Insights 2016 Social Media & Apps in the Nordics Facebook is for keeping con - tact with friends

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

Facebook

Spotify

Facebook Messenger

Instagram

1

2

3

4

5

42%

26%

24%

14%

12%

Facebook

Snapchat

Spotify

Instagram

Facebook Messenger

1

2

3

4

5

39%

15%

13%

13%

9%

Facebook

Snapchat

Spotify

Instagram

Facebook Messenger

1

2

3

4

5

34%

9%

8%

8%

8%

Facebook

Instagram

Snapchat

Facebook Messenger

Spotify

1

2

3

4

5

23%

17%

9%

8%

6%

Facebook

YR

RuterBillett

VG

NRK

Page 15: 01 social media apps nordic frontpage...AudienceProject Insights 2016 AudienceProject Insights 2016 Social Media & Apps in the Nordics Facebook is for keeping con - tact with friends

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%

WhatsApp

Facebook

Instagram

Spotify

Snapchat

1

2

3

4

5

39%

30%

16%

10%

8%

WhatsApp

Facebook

Spotify

Instagram

Google Maps

1

2

3

4

5

31%

30%

13%

7%

6%

WhatsApp

Facebook

Spotify

Instagram

Ilta-Sanomat

1

2

3

4

5

26%

20%

7%

6%

5%

WhatsApp

Facebook

Google Maps

Spotify

Fonecta

1

2

3

4

5

18%

16%

7%

7%

7%

WhatsApp

Facebook

Google Maps

Ilta-Sanomat

Gmail

Page 16: 01 social media apps nordic frontpage...AudienceProject Insights 2016 AudienceProject Insights 2016 Social Media & Apps in the Nordics Facebook is for keeping con - tact with friends

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

Page 17: 01 social media apps nordic frontpage...AudienceProject Insights 2016 AudienceProject Insights 2016 Social Media & Apps in the Nordics Facebook is for keeping con - tact with friends

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

[email protected]

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.