Media trends Nordics BuzzadorINDEX 2016 (Denmark angle)

The Earned Media Agency
BuzzadorINDEX 2016Annual consumer report on media consumption and trust in advertising

©BuzzadorAB2016
Presenting BuzzadorINDEX 2016
What is right today is wrong tomorrow!
The top challenges for most marketers and agency pros are to get ahead of the trends and forecast the next big
thing. For the third time we proudly present BuzzadorINDEX, which allows marketers to understand and track
consumer trends in the Nordics.
The research was carried out among 30.000 of Buzzador’s members in the Nordics during January 2016. The
purpose of the report is to give you insights about your target group, their habits, behavior and attitudes surrounding
internet, social media and different types of advertising.
It's better to know than to guess!
BuzzadorINDEX 2016 focuses on the challenges and possibilities that currently faces the media industry. The report
brings attention to trends that are accelerating and which media channels scores highest and lowest in credibility.
Smartphones are now a “must-carry device” and are completely changing consumers' behavior. Current and future
social media trends will be increasingly important for your marketing strategy, and linear, scheduled TV as we know it
is in rapid decline according to consumers.
Pär Thunström
CEO and founder, Buzzador

©BuzzadorAB2016
 BuzzadorINDEX is an annual consumer survey
carried out among Buzzador’s members in the 4
Nordic countries.
 The aim of the study is to capture the current
state of consumer preferences on digital and
traditional media.
 Main areas of interest are:
 Changes in media consumption patterns
 The role of new devices in consumers’
everyday life
 Social media channels – who is using them
 The credibility of paid, owned and earned
media
Background

©BuzzadorAB2016
 The BuzzadorINDEX report is based
on responses from 29.780 consumers
in 4 countries within the Buzzador
panel.
 The respondents are between 16 and
65 years of age, both men and women,
with all family types and socio-
economic groups represented.
 The online-survey methodology
enables the large scale of the study,
however it represents the habits of
internet users and not of the total
population.
Method & Copyright
© Buzzador AB 2016. Unauthorized use and/or duplication of this material without
express and written permission from Buzzador AB is strictly prohibited. Excerpts
and links may be used, provided that full and clear credit is given to Buzzador AB
with appropriate and specific direction to the original content.

TRENDSPOTTING

©BuzzadorAB2016
Devices
Question: What type of device do you use to answer this survey?
55%
23%
14%
8%
61%
21%
9% 9%
38%
31%
23%
8%
51%
25%
12% 12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Smartphone Laptop computer Desktop computer Tablet
Sweden Norway Finland Denmark
 Smartphone is the most
used device for
answering the survey in
all 4 Nordic countries.
 Over 50% respondents
in 3 out of 4 countries
use smartphone to
answer this survey.

©BuzzadorAB2016
Devices
 65% use smartphone to
answer this survey in
the age group 16 – 34.
 6 out of 10 use
computers in the oldest
age group.
Question: What type of device do you use to answer this survey?
66%
27%
3%
4%
63%
21%
8% 7%
53%
23%
12% 12%
29%
34%
17%
20%
17%
35%
25%
23%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Smartphone Laptop computer Desktop computer Tablet
16 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 65 years

DEMOGRAPHIC

©BuzzadorAB2016
Gender, income and education
 29.780 people in the Nordic’s
carried out the BuzzadorINDEX
survey.
 The panel is dominated by
women, which are known to
control the majority of purchase
decisions in the household.
(Source: Emarketer 2012)
 Approximately half of the
respondents hold an academic
degree, which is higher than the
average in all 4 markets.
14%
27%
19%
26%
14%
Household size
1 2 3 4 5 or more
15%
85%
Gender
Man Woman
56%
47%
56%
51%
34%
37% 38%
33%
0%
10%
20%
30%
40%
50%
60%
University/college degree
Respondents Total population
Source: Eurostat 2014

©BuzzadorAB2016
Age & occupation
 The respondents are
overrepresented in the
age group 25 to 44
compared to the total
Nordic population.
 76% of the respondents
are employed or self-
employed.
 9% are studying. 76%
9%
15%
Occupation
Employed / self-employed
Studying
Not employed
8%
35%
33%
16%
7%
20% 19%
20% 21%
19%
0%
5%
10%
15%
20%
25%
30%
35%
40%
16 – 24 yrs 25 – 34 yrs 35 – 44 yrs 45 – 54 yrs 55 – 65 yrs
Age distribution
Buzzadors Nordic population 16 - 65 yrs
Source: Eurostat 2014

PRINT MEDIA

”It ain’t over yet…”

©BuzzadorAB2016
Print media – Subscribtion in Nordic’s
 2 out of 10 respondents
subscribe to morning
newspapers in Sweden,
Norway and Finland.
 In Denmark only 5% of
respondents subscribe
to morning newspapers.
 Denmark has a very
high share of
non-subscribers, 81%
do not subscribe to any
print media at all.
 Consumers in Finland
are the heaviest
users of print
subscriptions: 53% of
the respondents
subscribe to some
print media.
Question: Do you subscribe to any print media?
24%
9%
27%
6%
52%
20%
12%
20%
9%
57%
20%
10%
30%
14%
47%
5% 4%
10%
6%
81%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Morning newspaper Weekly magazine Journal / periodical
magazine
Other print media I do not subscribe

©BuzzadorAB2016
Yearly trends among print media subscribers
 Subscription to print
media in Denmark has
always been substantial
lower than in the other
Nordic markets.
 Despite that fact the
subscriptions to print
media has dropped
another 17% during the
past two years.
 Subscriptions to
morning newspapers
have an all time low of
5%.
7%
5%
15%
8%
69%
7%
4%
15%
6%
75%
5% 4%
10%
6%
81%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
magazine
2014 2015 2016

©BuzzadorAB2016
Generational trends among print media subscribers
 Millennials (16-34 years)
in Denmark differ
strongly from their peers
in Sweden, Norway and
Finland. Less than 3%
of them subscribe to
printed newspapers or
magazines
 88% of the Danish
respondents between
16 - 34 years old do not
subscribe to any print
media.
 Traditional newspapers
and magazines have
much smaller audience
even among senior
respondents between
45-65 years old
compared to the other
Nordic countries.
1%
3%
6%
2%
90%
2% 2%
8%
4%
86%
3% 3%
11%
5%
82%
7% 6%
10%
7%
78%
14%
7%
14%
11%
69%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
magazine

©BuzzadorAB2016
Print media – purchase in Nordic countries
 Purchases of printed
media follows the
development of
subscriptions.
 10% or less have
bought a morning paper
during the past 6 month
in Sweden, Finland and
Denmark.
 4 resp. 1% have bought
an evening paper in
Norway and Denmark.
 6 month penetration for
daily papers are just
above 20% or lower.
Question: Have you bought any print media in the past 6 months?
11%
22%
28%
43%
7%
32%
24%
4%
33%
28%
12%
36%
5%
24%
8%
34%
11%
45%
8%
1%
3%
31%
8%
59%
0%
10%
20%
30%
40%
50%
60%
70%
Morning
newspaper
Evening
newspaper
Weekly magazine Journal /
periodical
magazine
Other print media I didn't buy any

©BuzzadorAB2016
Print media – readership in the Nordic countries
 Weekly penetration of
reading print media is
now lower than 40% in
all categories (except
free newspapers in
Finland).
 In Finland 2 out of 3
respondents read free
newspapers.
Question: Do you read print media at least once per week? Answer: Yes.
36%
38%
15%
23%
18%
30%
38%
7%
30%
27%
66%
34%
27%
35%
27%
40%
17%
8%
19% 19%
0%
10%
20%
30%
40%
50%
60%
70%
Free newspaper Morning newspaper Evening newspaper Journal / periodical
magazine
Other print media

DIGITAL MEDIA

“The technology drives the change”
“We are prepared to pay for it”

©BuzzadorAB2016
Internet usage
Question: How often do you use internet for non-work-related purposes? Answer: Several times a day/once a day.
97% 98% 97% 97%98% 98%
96%
98%98% 98%
96% 97%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2014 2015 2016
 Virtually all Buzzadors are
using the Internet once or
several times a day for
private purposes.

©BuzzadorAB2016
Online subscribtions
 One out of 3 respondents in
Norway have a subscription
to an online news or online
magazine. There is a high
increase in this market
during the past year.
 Denmark exhibit a decrease
in online subscriptions for
second year in a row.
Question: Do you have a subsciption to an online news service or an online magazine? Answer: Yes.
23%
25%
20%
19%
24%
25%
16%
18%
24%
32%
17%
16%
0%
5%
10%
15%
20%
25%
30%
35%
2014 2015 2016

©BuzzadorAB2016
Device ownership
 Smartphones, laptop
computers and tablets
are the the most owned
devices in Sweden,
Norway and Denmark.
 More people own a
tablet than a regular TV
in those countries.
 Finland is lagging
behind in the conversion
and show a more old
fashioned structure.
Question: Do you own any of the following devices? Answer: Yes.
96%
87%
74%
60%
56%
53%
45% 45%
40%
10%
97%
92%
79%
55%
58%
75%
52%
34%
45%
9%
94%
85%
67%
69%
65%
75%
36%
44%
14%
18%
96%
91%
74%
54%
55%
62%
54%
39%
42%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Smartphone Laptop
computer
Tablet TV Game console Radio Smart-TV Desktop
computer
Multimedia
device(Apple
TV,
Chromeast)
Cell-phone

©BuzzadorAB2016
Device ownership
 The top 3 devices
owned by consumers in
Denmark are:
1. Smartphone
2. Laptop computer
3. Tablet
 The fastest growing
categories are:
1. Multimedia devices
2. Smart-TV
 Cell-phones, desktop
computers and TV are
declining.
90% 90%
62%
83%
64%
36%
44%
20%
15%
96%
91%
74%
83%
56%
68%
46%
42%
34%
10%
96%
91%
74%
54% 55%
62%
54%
39%
42%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Smartphone Laptop
computer
Tablet TV Game-console Radio Smart-TV Desktop
computer
Multimedia
device(Apple
TV,
Chromeast)
Cell-phone
2014 2015 2016

©BuzzadorAB2016
Device ownership
 Almost 100% of the
respondents between
16-44 years old in
Denmark own a
Smartphone, while 56%
in the youngest age
group own a TV.
 Only 47% of youngest
age group own a radio,
the same figure in the
oldest age group is
78%.
98%
95%
59%
56%
59%
47% 46%
23%
39%
7%
99%
92%
80%
54%
67%
54%
53%
31%
51%
6%
99%
91%
85%
53%
72%
63%
62%
39%
55%
5%
96%
90%
77%
52% 52%
66%
61%
48%
40%
9%
87%
84%
68%
55%
25%
78%
46%
51%
26%
16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Smartphone Laptop
computer
Tablet TV Game console Radio Smart-TV Desktop
computer
Multimedia
device(Apple
TV,
Chromeast)
Cell-phone

©BuzzadorAB2016
The mobile consumer – Nordic perspective
 54% of Smartphone
owners in the Nordic
countries have their
device within reach at
least 20 hours per day.
It’s a decline with 2 pp
compared to last year.
 Also the older
generations are
adopting to the new
trend. The difference
between the youngest
and the oldest age
group is only 20 pp.
Question: How many hours a day do you have your smartphone on you or within reach? Answer: 20 hours or more.
57%
60% 58% 59%
55% 57% 56% 56%
53%
59%
52% 54%
0%
10%
20%
30%
40%
50%
60%
70%
2014 2015 2016
67%
60% 57% 56%
48%
65%
59%
56% 54%
43%
63%
57%
54% 53%
44%
0%
10%
20%
30%
40%
50%
60%
70%
80%
2014 2015 2016

©BuzzadorAB2016
The mobile consumer
 The trend to have your
smartphone within reach
all day round have now
declined over the last
two years.
 The difference between
the youngest and the
oldest age group is less
then 20 pp.
Question: How many hours a day do you have your smartphone on you or within reach? Answer: 20 hours or more.
67%
61%
57% 58%
51%
65%
60%
54%
53%
48%
61%
59%
55%
50%
44%
0%
10%
20%
30%
40%
50%
60%
70%
80%
2014 2015 2016

©BuzzadorAB2016
Media usage – all Nordic countries
 Norway continues to
have the strongest daily
penetration in Social
medias, watching news
websites as well as
watching linear TV.
 Sweden and Norway
shows the strongest
performance in music
streaming.
 Finland is lagging
behind in converting to
the new media
channels.
Question: How often do you use the following for non-work-related purposes? Answer: At least once a day.
83%
62%
38%
35%
28%
25%
10%
9%
7%
90%
80%
52%
38%
66%
32%
7%
11%
5%
83%
71%
46%
20%
42%
17%
10%
8%
3%
84%
57%
43%
25%
35%
26%
18%
15%
4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Social media News websites Radio Music streaming
services
TV (broadcast) Streaming / Video-
on-demand
Text-TV Online radio Podcasts

©BuzzadorAB2016
Media usage
 Social media is still the
undisputed number one
in Denmark and
increased 8% in the last
two years.
 News websites, linear
TV, radio (both regular
and online) and Text-TV
are declining.
 The fastest gainer is
video streaming
78%
64%
54%
63%
15%
29%
16%
81%
63%
49%
21%
62%
23%
26%
16%
3%
84%
57%
43%
18%
35%
26%
18%
15%
4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
services
TV (broadcast) Streaming /
Video-on-demand
2014 2015 2016

©BuzzadorAB2016
Media usage
 A total paradigm shift
from traditional listening
to radio and watching
TV has already
happened in the
youngest age group.
 The older generations
have a slower shift to
streaming services.
91%
40%
25%
45%
24%
41%
6%
9%
4%
91%
54%
37%
30%
27%
40%
10%
14%
4%
87%
65%
47%
22%
31%
29%
15%
18%
4%
81%
64%
49%
17%
39%
15%
24%
19%
6%
70%
63%
58%
11%
54%
9%
33%
17%
2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
services
TV (broadcast) Streaming / Video-
on-demand

©BuzzadorAB2016
Devices for streaming
 Smart-TV and
multimedia devices are
driving the change in
watching habits.
 Use of both laptops and
tablets for streaming is
declining.
Question: Which devices do you use to watch TV-streaming and Video-on-demand? (Among those who do)
36%
39%
26% 26%
8%
10%
55%
47%
36%
38%
28%
9%
15%
8%
47%
41%
35%
46%
34%
9%
13%
3%
0%
10%
20%
30%
40%
50%
60%
Tablet Laptop
computer
Smartphone Smart-TV Multimedia
device
Desktop
computer
Game console Other device
2014 2015 2016

©BuzzadorAB2016
Multi-screen usage
 Consumers are no
longer using one screen
at a time. 4 out of 10
respondents across all
countries use another
device while watching a
TV program.
 During the commercial
break this figure is
almost 8 out of 10 in the
Sweden, Norway,
Denmark and 7 out of
10 in Finland.
Question: How often do you use other internet connected devices while watching tv? Answer: Always/often.
37%
44%
37%
41%
78% 79%
67%
76%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
During TV program During commercial breaks

©BuzzadorAB2016
Multi-screen
 At least 8 out of 10
respondents who use
another internet device
while watching TV are
using social media or
surfing the web.
Question: For what purposes do you use other internet devices while watching tv? (Among those who do)
82%
78%
44%
36%
13%
9%
86%
76%
39%
35%
16%
8%
84%
75%
33%
26%
16%
10%
84%
71%
38%
40%
16%
9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Social media Surfing the web Looking for
information on current
TV shows
Shopping Looking for
information on
products that I saw
TV ad for
Discuss ongoing
television programs in
social media

©BuzzadorAB2016
Paid subscriptions for digital content
 Opposite to news
services people are
prepared to pay for
streamed music and
video.
 Every other person in
Sweden and Norway
are subscribing to a
streamed music service.
 Over 60% of the
Norwegian population
subscribe to a video
streaming service
compared to 36% in
Finland.
Question: Do you have a paid subscription to any of the following services? Answer: Yes.
55%
50%
12% 11%
3%
57%
61%
6%
22%
4%
23%
36%
3% 3%
8%
28%
53%
10%
7% 8%
0%
10%
20%
30%
40%
50%
60%
70%
Music streaming (Spotify,
Apple music etc)
Video streaming (Netflix
etc)
Audiobooks Digital newspaper E-books

©BuzzadorAB2016
Paid subscriptions for digital content
 65% of the people aged
16 – 44 in Denmark are
subscribing to a video
streaming service,
making Denmark the 2nd
highest in the Nordic
region after Norway.
 Streamed music is less
popular in Denmark
compared to Sweden
and Norway. Only 40%
in the age group 16 to
34 years old subscribe
to a music streaming
service.
Question: Do you have a paid subscription to any of the following services? Answer: Yes.
40%
65%
7%
5%
2%
37%
67%
12%
9%
6%
31%
62%
13%
11%
9%
21%
47%
11%
8%
11%
13%
24%
9% 8%
9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Music streaming (Spotify,
Apple music etc)
Video streaming (Netflix
etc)
Audiobooks E-books Digital newspaper

©BuzzadorAB2016
Watching video content
 The weekly penetration
of streaming is for the
first time bigger then
linear TV in Sweden.
Question: Do you watch moving pictures at least once a week? Answer: Yes.
85%
93%
91%
87%88% 88%
85%
76%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TV (broadcast) Streaming / Video-on-demand

©BuzzadorAB2016
Watching video content
 People aged 16 to 24
are driving the change
towards streamed
services.
 Linear TV is still
dominating in the older
age groups
Question: Do you watch moving pictures at least once a week? Answer: Yes.
74%
82%
89%
93%
95%
90%
88%
82%
70%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TV (broadcast) Streaming / Video-on-demand

©BuzzadorAB2016
Listening to audio content
 Commercial and public
radio are now heavily
challenged by the new
audio content providers.
 Music streaming is
bigger then commercial
radio in Sweden.
Question: Do you listen to the following? Answer: Yes.
79%
77%
58%
34%
26%
76%
86%
56%
25%
21%
58%
84%
42%
20%
12%
58%
71%
56%
19%
22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Music streaming Commercial radio
stations
Public / no-ads radio
stations
Podcasts Audiobooks

©BuzzadorAB2016
 The change in audio
consumption is relatively
stable between 2015
and 2016.
58%
73%
61%
21%
18%
58%
71%
56%
19%
22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
stations
stations
Podcasts Audiobooks
2015 2016

©BuzzadorAB2016
 In the younger age
groups is streamed
music now bigger than
both commercial and
public radio.
 Public radio is showing
the same pattern as we
saw some years ago for
printed content.
84%
66%
35%
17% 16%
71% 71%
48%
24% 23%
62%
76%
58%
22%
25%
47%
75%
67%
19%
23%
28%
65%
70%
14%
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
stations
stations
Podcasts Audiobooks

Social media

“Facebook still rules,
Instagram is the runner up,
Snapchat is the rookie of the year”

©BuzzadorAB2016
Social media Daily usage
 Facebook and
Instagram are the most
popular social media
platforms in all Nordic
countries.
 Video content and vlogs
(e.g. YouTube) are
becoming more popular
than regular blogs.
Question: How often do you use the following social media platforms? Answer: Once a day or more often.
91%
61%
26%
24%
19%
11%
9% 9%
7%
4%
2% 1%
94%
49%
26%
64%
14%
10% 10%
12%
8%
3%
1% 1%
90%
37%
23%
11%
18%
9%
7%
15%
9%
2% 1% 1%
95%
32%
22%
29%
8%
12%
6% 7% 7% 6%
1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%

©BuzzadorAB2016
Social media Daily usage
 Social media based on
photos or videos, such
as Instagram, YouTube
and Pinterest are
growing, while text
based social media
such as blogs are
slowing down.
 Facebook is still by far
the most popular social
media.
87%
18%
12% 12%
5%
12%
4%
5%
1% 1%
92%
27%
19%
10% 11%
6%
8% 7% 7%
1% 1%
95%
32%
22%
29%
8%
12%
6% 7% 7% 6%
1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2014 2015 2016

©BuzzadorAB2016
Top 5 used Social media
 Facebook as the first
and most mature social
media is holding a
similar strong position
across all age group.
 The other social medias
are strongest in the
younger ages groups.
97%
73%
61%
37%
6%
96%
40%
42%
26%
7%
95%
15%
27%
19%
8%
92%
11%
17%
15%
17%
92%
6%
12% 12%
20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook Snapchat Instagram Youtube Google+

©BuzzadorAB2016
Social media – Facebook yearly trend
 Young people are still
the most active on
social media, but the
other age groups are
catching up.
 The biggest increase in
social media usage is
within the 55-65 age
group, where we see an
increase by 10% since
2014.
Question: How often do you use Facebook? Answer: Once a day or more often.
98%
96%
91% 91%
84%
98%
96%
93%
87% 88%
97% 96% 95%
92% 92%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2014 2015 2016

©BuzzadorAB2016
Social media – Instagram yearly trend
 Instagram usage is
quickly growing across
all age groups
 Instagram is still by far
most popular amongst
young people. 61% of
people aged 16 to 24
use Instagram daily, in
comparison to 12% in
the age group 55 to 65
years old.
Question: How often do you use Instagram? Answer: Once a day or more often.
45%
25%
13%
8%
7%
57%
40%
22%
12%
7%
61%
42%
27%
17%
12%
0%
10%
20%
30%
40%
50%
60%
70%
2014 2015 2016

©BuzzadorAB2016
Social media daily usage
 Reading/watching
content published by
others is much more
common than publishing
own content.
 22% of respondents
watch videos on
YouTube daily, but only
3% publish their own
content.
Question: How often do you use/publish content on the following social media platforms? Answer: Once a day or more often.
95%
32%
22%
29%
8%
12%
6% 7% 7% 6%
1% 1%
39%
12%
3%
12%
2% 2% 3% 4% 3% 2% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Use Publish

©BuzzadorAB2016
Social media weekly usage
 More than half of the
respondents publish
something on Facebook
at least once a week.
 YouTube is the second
most popular social
media to read and
watch, but only 5%
publish their own
content on a weekly
basis.
Question: How often do you use/publish content on the following social media platforms? Answer: Once a week or more often.
99%
45%
59%
40%
23%
19%
13%
17%
21% 20%
3%
1%
54%
19%
5%
31%
4% 3% 4%
6% 6%
4%
2% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Use Publish

©BuzzadorAB2016
Social media across devices
 Smart phones are the
most popular devices to
use for social media.
 Finnish respondents are
the most likely to use
social media on
computers, but the least
likely to use tablets for
the same purpose.
Question: In which devices do you use social media today? [Among those who use social media]
91%
66%
48%
4%
1% 0%
91%
65%
55%
5%
2%
0%
82%
71%
43%
2% 1% 0%
88%
67%
52%
3%
1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Smartphone Computer Tablet Smart-TV Game console Other devices

©BuzzadorAB2016
Social media in the smartphone
 Using social media on
Smartphones are
becoming increasingly
popular in all Nordic
countries.
 Finland is showing the
biggest increase, up
28% compared to 2014.
Question: Do you use social media on your smartphone? [Among those who use social media]
77% 76%
64%
74%
87% 86%
75%
85%
91% 91%
82%
88%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2014 2015 2016

©BuzzadorAB2016
Instant messaging
 Facebook messenger is
the most popular service
for instant messaging in
the Nordics.
 78% of the Finnish
respondent's use
WhatsApp every week.
 70% of the Norwegian
respondents use
Snapchat on a weekly
basis.
Question: Which services for instant messages do you use at least once a week?
81%
28%
24%
15%
8% 7%
3%
1% 0% 0%
10%
85%
70%
9%
17%
6%
1%
3%
1%
0% 0%
6%
69%
12%
78%
16%
2% 2% 3%
0% 0% 0%
9%
80%
35%
6%
12%
4%
1%
3%
1%
0% 0%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook
messenger
SnapChat WhatsApp Skype Viber Kik Hangouts Line KakaoTalk WeChat I don't use

©BuzzadorAB2016
Instant messaging
 Facebook messenger is
the most popular service
for instant messaging.
 78% of respondents
aged 16 to 24 use
Snapchat on a weekly
basis.
Question: Which services for instant messages do you use at least once a week?
92%
78%
7%
12%
5%
1%
3%
1% 1% 0%
2%
85%
50%
8%
11%
4%
1%
3%
0% 0% 1%
8%
78%
23%
6%
11%
4%
1%
3%
1% 0% 0%
16%
76%
18%
5%
14%
4%
1%
3%
1%
0% 0%
17%
68%
12%
5%
10%
4%
0% 1% 0% 0% 0%
26%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook
messenger
SnapChat WhatsApp Skype Viber Kik Hangouts Line KakaoTalk WeChat I don't use

Credibility

“Earned media is twice as trustworthy
than paid media channels”
“Recommendation from a friend is still the number one in trust”

©BuzzadorAB2016
Trust in advertising – Nordics & Europe
 Recommendations from
friends are the most
trusted form of
advertising in the Nordic
countries.
 88% trust completely or
somewhat
recommendations from
people they know.
 Trust in traditional
advertising as well as in
digital advertising
continues to decline.
Questions: To what extent do you trust the following forms of advertising? Answer: Trust completely /Trust somewhat.
0% 20% 40% 60% 80% 100%
Recommendations from people I know
Consumer opinions posted online
Branded websites
Expert reviews posted online
Editorial content (newspaper articles)
Ads in magasines
Ads in newspapers
Ads before movies (in cinemas)
Ads on TV
Direct mail advertising
Emails I signed up for
Blogposts
Ads on radio
Billboards and outdoor advertising
Online banner ads
Online video ads
Ads on social networks
Ads on mobile phones
Ads in search engine results
Text ads on mobile phones
BuzzadorINDEX, Q1 2014 BuzzadorINDEX, Q1 2015 BuzzadorINDEX, Q1 2016 Nielsen Europe, Q3 2015

©BuzzadorAB2016
Trust in advertising
friends is the most
trusted form of
advertising in Denmark,
followed by consumer
opinions posted online.
 86% trust completely or
somewhat
recommendations from
people they know.
a friend is now almost 4
times as effective as
digital advertising!
Question: To what extent do you trust the following forms of advertising? Answer: Trust completely/Trust somewhat.
0% 20% 40% 60% 80% 100%
Recommendations from people I know
Consumer opinions posted online
Expert reviews posted online
Editorial content (newspaper articles)
Branded websites
Ads in magasines
Emails I signed up for
Blogposts
Ads in newspapers
Ads before movies (in cinemas)
Ads on TV
Ads on radio
Direct mail advertising
Billboards and outdoor advertising
Online banner ads
Online video ads
Ads on social networks
Ads on mobile phones
Ads in search engine results
Text ads on mobile phones
2014 2015 2016

©BuzzadorAB2016
Consumer reviews online
 More than 6 out of 10
respondents in Sweden
and Norway look for
online reviews always or
very often for durable
goods.
 In Denmark this figure is
7 out of 10, which
correlates with the lower
level of trust consumers
have in traditional
advertising in Denmark.
 60% of consumers in
Finland look for reviews.
 People are now almost
as interested in reviews
for FMCG as for durable
goods.
Questions: Are you interested to read consumer reviews for the following products? Answer: Always/Often.
63%
68%
58%
70%
64%
80%
61%
57%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Durable goods FMCG

©BuzzadorAB2016
Paid, Owned, Earned media
Percent of consumers who trust advertising completely/somewhat
Paid media
33%
Earned media
70%
Owned media
52%

Want to know more?
sanna.jakobson@buzzador.com

Media trends Nordics BuzzadorINDEX 2016 (Denmark angle)

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