Norway Leads Nordic Region in Tablet Ownership - eMarketer
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Norway Leads Nordic Region in Tablet Ownership

Web users in Denmark most interested in purchasing a tablet

August 28, 2014 | Mobile

A February 2014 study by Buzzador found that 59% of internet users in the Nordic region (including Norway, Denmark, Sweden and Finland) owned a tablet. This was significantly less than the share of those who owned a smartphone (89%), laptop (87%), TV (84%) and even a radio (70%). Nevertheless, it was higher than the share of desktop computer owners (47%) and owners of traditional mobile phones (19%).

Tablet Ownership in Select Nordic Countries, Feb 2014 (% of internet users in each group)

Norway boasted the highest tablet penetration rate in the Nordic region, at 70% of internet users in February, followed by Denmark at 62%. Tablet penetration in Sweden was not far behind at 61%, however, Finland trailed at just 47%.

Buzzador also found that 22% of internet users in the Nordic region intended to purchase a tablet within the next 12 months. Internet users in Denmark were the most eager to do so, and Buzzador expected that tablet sales there would grow faster than in any of its Nordic neighbors. In fact, 26% of respondents in Denmark said they intended to buy a tablet during 2014, compared with 23% in Finland, 22% in Sweden and 19% in Norway.

Earlier research by TNS Global found that the intent to purchase a tablet had remained at roughly the same level in Norway for a while. In its February 2013 survey of mobile users there, it found that 20% of respondents planned to buy a tablet. The desire to purchase a tablet was strongest among those ages 31 to 40 at 25%, and somewhat stronger among men (23%) than women (17%).

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