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Mobile Takes Over Social Media in the Nordics

Only Facebook, YouTube and LinkedIn boast more desktop than smartphone users

August 25, 2016 | Social Media

Mobile-first social media services Snapchat, WhatsApp and Instagram are almost universally accessed via smartphone by users of those networks in the Nordic countries, according to Q2 data. While options like Facebook and YouTube are popular across all devices, under 10% of those surveyed by AudienceProject accessed Snapchat or WhatsApp on a desktop or laptop.

Devices Used to Access Social Media Among Social Media Users in Select Nordic Countries*, by Platform, Q2 2016 (% of respondents)

The casual, offhand nature of Snapchat makes it a perfect fit for on-the-go mobile social media usage—which it was designed for from the get-go. On the other hand, a more professional site like LinkedIn doesn’t do poorly with smartphones—50% of LinkedIn users still access the site via the device—but nearly 80% said they have done so using a desktop or laptop. In fact, LinkedIn was the one of just three social media properties studied where users were more likely to use a PC for access than they were to use a smartphone, along with Facebook and YouTube.

Social tablet usage never sees the enthusiasm of smartphones or desktops and laptops.

Social Media Platforms Used by Internet Users in Select Nordic Countries*, 2015 & 2016 (% of respondents)

Social media usage has certainly shifted to mobile, but overall growth is mostly stagnant in Denmark, Finland, Norway and Sweden.

But platforms like Instagram, Snapchat and WhatsApp are still rising—internet users are 10 percentage points more likely to say they use Instagram than last year, and 7 points more likely to be using WhatsApp.

On the flip side, Facebook, which reaches nearly eight in 10 internet users, has likely plateaued.

Buzzador research from January 2016 covering the same Nordic countries found that social media users in Norway use social media at higher daily rates than their counterparts in Finland, Denmark or Sweden. Across the region, young people are more likely to use social media daily than their elders, a trend consistent across the globe.

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