Digital Shoppers in Finland Don't Care About Social - eMarketer

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Digital Shoppers in Finland Don't Care About Social

Facebook is the most-used social platform in the country

January 19, 2015

Facebook leads for social network usage in yet another country: Finland. According to December 2014 research by Taloustutkimus and Yle, 56% of adults in Finland used Facebook.

Social Media User Penetration in Finland, by Site, Dec 2014 (% of population)

Interestingly, mobile messaging service WhatsApp beat out all other social platforms studied, used by 37% of respondents. No other social media site, including Google+, Instagram, Twitter and LinkedIn, saw even 20% penetration.

eMarketer estimates that nearly 85% of internet users in Finland will shop digitally this year, and almost three-quarters will actually make a purchase online. However, based on Taloustutkimus and Yle’s research, social media isn’t the ideal place for these digital shoppers. Just 3% of adults in the country said they used social networks for tips on purchases, compared with 79% who used it to keep in touch with friends and family and 33% to follow current events.

Online Sources Used by Digital Shoppers in Finland to Research Product Information, Sep 2014 (% of respondents)

Another study conducted by Taloustutkimus in September 2014 for Celectus found that just 9% of digital shoppers in Finland used tips from social media friends to research product info, and only 10% looked at public reviews on such platforms. Search engines and websites played a much bigger role in digital product research. Similarly, when asked about how they used social media to make purchase decisions, 65% of internet users in the country said it didn’t affect their buying choices at all.

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