Smartphone Ownership Is Almost Universal in the Nordic Countries - eMarketer

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Smartphone Ownership Is Almost Universal in the Nordic Countries

Facebook Messenger and WhatsApp are the top messaging platforms

May 11, 2016

Smartphones have become nearly ubiquitous in the Nordic countries. According to research by Buzzador, more than nine in 10 internet users in each of Denmark, Finland, Norway and Sweden now own a smartphone.

The survey revealed that smartphone ownership was highest in Norway, at 97% of internet users as of January 2016. In both Denmark and Sweden, 96% of internet users were smartphone owners, while Finland trailed slightly behind at 94%. What’s more, smartphone ownership was not limited to the youth, as at least eight in 10 respondents in every age group surveyed said they owned one.

Smartphone Owner Penetration in Select Nordic Countries, by Age, Jan 2016 (% of internet users in each group)

Smartphone owners in the Nordic region were also avid users of their devices. More than half of respondents in each country reported having their smartphone within reach for at least 20 hours per day, with this share reaching 59% in Norway.

Smartphone owners in the Nordic countries are using their devices for a wide range of activities, including social media and instant messaging.

Facebook Messenger was by far the most popular instant messaging platform in both Denmark and Sweden, used at least weekly by 80% and 81% of internet users, respectively. It was also the leading platform in Norway (85%), but seven in 10 internet users there also used Snapchat. In Finland, internet users preferred WhatsApp (78%) to Facebook Messenger (69%).

Messaging Platforms Used by Internet Users in Select Nordic Countries, Jan 2016 (% of respondents in each group)

WhatsApp’s reach in Finland was widest among teens and young adults, used at least once per week by 95% of 16- to-24 year-old internet users in January 2016. In comparison, 7% of respondents in that age group in Denmark, 9% of those in Norway and 21% of those in Sweden were WhatsApp users during the polling period.

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