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Snapchat Second-Most Popular Social Site in Norway

Instagram falls behind

October 30, 2015 | Mobile | Social Media

Snapchat has solidified its position as the second-most popular social site in Norway, based on research by Ipsos (formerly Ipsos MMI). Although Facebook still maintains the lead by a long shot , Snapchat’s user base has now surpassed that of Instagram, and internet users of all ages have signed up for the service.

Social Media Users in Norway, by Site/App, Q3 2015 (millions and % of internet users)

According to Ipsos, 1.8 million internet users in Norway had a Snapchat profile in Q3 2015, up from around 1.2 million one year earlier. Instagram also had roughly 1.2 million accounts in the country in Q3 2014, but its user base grew only to 1.5 million in Q3 2015.

Engagement was also somewhat higher on Snapchat than it was on Instagram. Nearly three-quarters (73%) of Snapchat users in Norway used the service daily, and another 19% used it weekly. The share of daily Snapchat users jumped to 92% among those ages 18 to 29. On the other hand, 78% of Instagram users ages 18 and over used that service at least once per week, with 58% logging on each day and 20% doing so weekly.

Demographic Profile of Snapchat Users in Norway, Q3 2015 (% of internet users in each group)

Female internet users ages 18 to 29 were the most likely to have registered for Snapchat, though men in that same age range were not far behind, at 90% and 82%, respectively. The share of internet users with a Snapchat account declined with age, but even 11% of those ages 60 and older said they had signed up for the service. In that age group, Snapchat was more than twice as popular among women than men, at 15% and 7%, respectively.

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