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In Mature Nordic Internet Economies, Mobile Drives Growth

Mobile sees growing ad investment

Due in large part to heavy investment by their respective governments, consumers in the Nordic countries enjoy some of the highest internet penetration rates in the world. According to a new eMarketer report, “Nordic Countries Online: Economies Will See Strong Growth in Mobile Ad Spending,” these states have dedicated serious resources to ensuring their populations are always connected, an approach that has paid off with highly advanced internet economies and users who aren’t afraid to experiment with new technologies.

eMarketer estimates that 2013 penetration rates will range from 88% to 94% in Norway, Sweden, Finland and Denmark. Access to the internet is almost uniform across age demographics, with only the very young and very old not at saturation levels. Schools, homes and offices in the Nordic countries are all very likely to provide consumers with internet access.

This region was also quick to adapt to the rise of the mobile web. According to February 2012 data from the Interactive Advertising Bureau Europe (IAB Europe), TNS Infratest and Google, smartphone penetration in these countries was quite high, exceeding 50% of the population in both Norway and Sweden.

Meanwhile, overall media spending on advertising in the Nordic countries is relatively static, as is digital advertising spending, a reflection of the maturity of the region’s markets. In fact, the only area in which advertisers are increasing their budgets is mobile.

eMarketer projects strong growth for mobile advertising spending across the region as use of the mobile internet surges. Sweden, Norway and Finland will each see mobile ad spending rise by 70% this year, according to eMarketer. In Denmark, mobile ad spending will more than triple from $69.5 million in 2013 to $237.3 million in 2017.

For advertisers targeting consumers in the Nordic countries, however, high penetration rates across the board should not be mistaken for broad cultural similarity.

To target a consumer in the Nordic countries, “you should not think about targeting a Nordic consumer,” said Magne Uppman, managing director at iProspect Norway. “But instead, think about targeting the Norwegian, Swedish, Danish or Finnish consumer separately.”


The full report, “Nordic Countries Online: Economies Will See Strong Growth in Mobile Ad Spending,” also answers these key questions:

  • What cultural and linguistic differences should marketers interested in the Nordic markets be aware of?
  • What types of advertising will see the greatest growth over the next few years in this region?
  • What are the most common uses of the internet in Sweden, Norway, Finland and Denmark?

This report is available to eMarketer corporate subscription clients only. eMarketer clients, log in and view the report now.


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