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Record Mobile Christmas for Sweden

Christmas Eve data traffic in Sweden increased 135% over 2011

January 23, 2013 | Media Buying | Mobile

In Sweden, the Christmas season is a prime time for staying in touch, a survey by Telenor Sweden has found. According to Telenor, 30% of users polled said they would send more SMS messages and post more pictures on Instagram on Christmas than they normally would. The result: The company found Christmas Eve mobile data traffic more than doubled, increasing 135% year over year.

Broad increases in mobile internet adoption and usage among consumers in Sweden were responsible for the uptick in mobile bandwidth demand. Smartphones accounted for 68% of mobile phones in Sweden as of November 2012—up from 49% the previous year, according to the study.

Smartphone Users* in Sweden, 2011 & 2012 (% of mobile phone users)

Overall, Telenor Sweden found that 84% of respondents had a phone with internet access. This increased mobile internet penetration is leading to new behaviors: In the first year that Telenor Sweden has tracked Instagram usage, already 17% of consumers in Sweden with mobile phones reported having it.

Swedish mobile advertising spending is expected to keep pace with mobile internet usage. eMarketer projects that mobile ad spending in Sweden will break $100 million this year, up from $59.1 million last year.

Mobile Ad Spending in Sweden, 2010-2016 (millions and % change)

By 2016, mobile ad spending in Sweden will reach $210.9 million—making up 5% of total media ad spending in the country.

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Check out today’s other articles, “Are Shopping Apps Taking on the Role of Catalogs?” and “Local Digital Ads Take Center Stage for SMBs.”


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