Nearly Half of Finland's Population Owns a Tablet - eMarketer

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Nearly Half of Finland's Population Owns a Tablet

Over one-third of tablet owners use their devices to buy online

April 29, 2015

Over the past few years, tablet penetration has seen remarkable growth in Finland. An April 2015 report from Sanoma, based on research by TNS Gallup Finland, revealed that nearly half of the country’s population had a tablet and that users were using their devices for a variety of different purposes, including digital shopping and buying.

Tablet Owner Penetration in Finland, 2011-2015 (% of population)

According to Sanoma’s survey, 44% of the population in Finland owned a tablet in February 2015, up from 19% two years earlier and just 4% in 2011. Tablet ownership was most common among respondents ages 35 to 49 (49%), and among high-income earners—those earning more than €50,000 ($66,348) per year (61%).

While Apple dominated the tablet market in Finland during 2014, this year tablet owners were almost equally likely to be using a Samsung device as they were to an iPad. According to Sanoma, women and high-income earners in the country preferred iPads, while Samsung usage was especially high among respondents ages 25 to 34.

Tablet Owner Share in Finland, by Brand, 2014 & 2015 (% of respondents)

Regardless of brand, two of the most common tablet activities in Finland were social networking and checking the news, sports or weather. In fact, Sanoma found that the five most-used media on tablets included three news providers—Ilta-Sanomat, Iltalehti and Yle—as well as YouTube and social media. Digital shopping and buying via tablet was also relatively common in Finland, as 35% of tablet owners told Sanoma that they had used their devices to make an online purchase. Another 14% said that they had used a tablet to search for information or compare prices while in-store, while 57% said they had done so at-home.

eMarketer expects tablet penetration in Finland to reach 38.5% of the population in 2015, corresponding to 2.0 million people of any age using such a device at least once per month.

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