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Denmark’s regular internet users are quickly converting to mobile access. In a study conducted by Statistics Denmark in Q2 2014, 2.1 million 16-to-89-year-old internet users in the country said they went online via a mobile device every day—an increase of 800,000 people since 2012. In total, the share of respondents who said they were daily mobile web users jumped from 29% to 46% between 2012 and 2014.
The rise in mobile web access has been dramatic in all age groups. But the largest proportional increases were seen in the 16-to-24 age group—where penetration rose from 54% to 78% in two years—and among those ages 45 to 54—where daily usage nearly doubled, from 24% to 47%.
Among seniors ages 65 to 74 and 75 to 89, daily engagement with the mobile web was much lower, at 14% and 3%, respectively. But in both these age brackets, usage had at least trebled compared with 2012.
Online activities, including social networking, reading the news, email and internet banking, are transferring to mobile platforms at different rates, Statistics Denmark reported. In fact, all these things were more likely to be carried out on a computer than on a mobile device, but consumers were understandably happier to visit social sites or check the news via mobile than to do their banking on a smaller screen.
In Denmark as elsewhere, mobile web activity is closely related to smartphone penetration. The country already has the second-highest level of smartphone usage in Western Europe, eMarketer estimates. In fact, advanced handset penetration is rising faster in Denmark than in Norway, the top-ranked country by this measure. As a result, we expect Denmark to surpass Norway in smartphone user penetration in 2017.
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