Facebook is still the dominant social media platform in the Nordic countries, with over 75% of internet users being on Facebook. WhatsApp has gained popularity competing with Facebook in Finland, where it is used almost as widely. Snapchat is most popular in Norway, especially among younger users. YouTube and other platforms are primarily used for entertainment, while LinkedIn and Facebook are used more for professional networking. The most important mobile apps also include several local services like MobilePay in Denmark and BankID in Sweden, alongside global apps like Facebook and Snapchat. Usage patterns differ across countries and age groups.

1. INSIGHTS
2016
Social Media & Apps in the Nordics

2. AudienceProject Insights 2016
AudienceProject Insights 2016
Social Media & Apps in the Nordics
Facebook is for keeping con-
tact with friends and family,
LinkedIn is for professional
networking and YouTube is
just for fun. In this Social Me-
dia & Apps study we take a
look at how social media and
apps are used across the Nor-
dic countries.
Facebook is still miles ahead of the competition in the social
media space. Not only is Facebook the media with the
highest reach but it can also boast of the most usage per
user. More than 75% of the internet population are Facebook
users, with Norway leading the way with 85%.
Only in Finland does the blue giant get some competition - by
WhatsApp which is owned by Facebook. Almost as many
say they use WhatsApp as Facebook, and WhatsApp has a
higher loyalty among the Finnish people, where 37% of all
smartphone owners has WhatsApp among their three most
important apps compared to only 25% for Facebook.
Snapchat is conquering Norway
While WhatsApp is kicking it in Finland, it is hardly making
noise in the rest of the Nordic countries. Perhaps not surpris-
ingly usage follows the same pattern. We see high usage
in Finland where 75% of WhatsApp users uses it every day
compared to just 24% in Denmark.
For Snapchat it’s very much the opposite picture. While there
are almost no users in Finland the market is more mature in
the other countries topping in Norway where 57% are using
Snapchat. The users are generally young on Snapchat. In Nor-
way 91% of all internet users between 15 and 25 years uses
Snapchat, while only 24% of those older than 65 uses it.
YouTube is for entertainment
One of the things we wanted to answer with this study was,
what the different social media services are being used for.
And it is clear that not all apps and services are competing
in the same field. Facebook, Snapchat and WhatsApp are all
mainly used for communicating and keeping contact with
friends, while Tumblr, YouTube and Pinterest are primari-
ly used for entertainment. LinkedIn is the only top media
primarily used for professional networking, even though
some use Facebook and Twitter for professional contacts.
And regarding Twitter it is the social media with the highest
discrepancy in usage as just above 50% say they use it for
news, but many mention entertainment and following brands
as key motivating factors for using Twitter for.
Bank apps competes with social media
We have not only looked at social media usage. We have
also taken a look at which apps are the most important for
the smartphone owners in the Nordics.
With social media being a key part in our daily life, social
media apps are not surprisingly some of the apps with the
highest loyalty - with Facebook taking the pole position.
However more localized apps also manage to crack the top
10 in each country. Most dominant are the financial apps like
MobilePay in Denmark and BankID in Sweden, but also YR
(Norwegian weather service), a couple of travel planners and
news apps make the list.
On the following pages, you can gain additional insights into
the use of social media and apps in the Nordic countries.
Enjoy!

3. Top social media in the Nordics
Denmark Sweden
Norway Finland
77%
79%
37%
41%
25%
30%
23%
27%
15%
15%
11%
15%
9%
9%
4%
77%
79%
50%
47%
25%
28%
25%
25%
22%
25%
19%
19%
14%
14%
4%
84%
-* -*
85%
52%
57%
47%
50%
27%
27%
22%
20%
16%
17%
15%
14%
-*
4%
*Tumblr wasn’t included in our Q1 2016 survey *Tumblr wasn’t included in our Q1 2016 survey
*Tumblr wasn’t included in our Q1 2016 survey *Tumblr wasn’t included in our Q1 2016 survey
74%
75%
61%
68%
29%
32%
19%
20%
19%
19%
15%
16%
10%
-*
3%
14%
2,7
social media is
used per person
55%
use YouTube as
a social media
Q4 2016
Q1 2016
3,2
social media is
used per person
71%
use YouTube as
a social media
Q4 2016
Q1 2016
3,4
social media is
used per person
64%
use YouTube as
a social media
Q4 2016
Q1 2016
3,0
social media is
used per person
63%
use YouTube as
a social media
Q4 2016
Q1 2016

4. Usage of social media - Frequency
How often social media is used in Denmark
How often social media is used in Sweden
Several times a day Every day Several times a week Once a week Several times a month Once a month Less often Don’t know
55 27 8 5 2
36
1 1
36
17
11
11
9
5
4
20 20 14 5 3 2
24 17 12 6 4 1
12 15 19 17 10 9 1
13 18 12 14 14 18
20 25 20 12 9 3
17 17 18 14 18 7
26 23 13 11 10
19 27 15 16 8
10
11
Several times a day Every day Several times a week Once a week Several times a month Once a month Less often Don’t know
53 27 11 3 2
52
1 2
38
25
23
18
13
8
3
21 14 7 3 2 2
24 18 10 5 2 4
16 26 10 8 6 9
25 19 10 8 4 11
18 30 13 12 5 4
15 31 8 87 18
29 17 16 9 7
25 22 18 16 8
13
8
1

5. Usage of social media - Frequency
How often social media is used in Norway
How often social media is used in Finland
Several times a day Every day Several times a week Once a week Several times a month Once a month Less often Don’t know
62 24 8 3 1
48
1 1
39
17
13
11
7
5
1
23 15 7 4 2 1
26 15 11 3 4 2
18 23 19 11 8 3
15 18 14 16 15 7
19 20 21 11 11 7
10 21 23 20 11 7
22 18 10 13 15
18 21 21 17 13
17
9
Several times a day Every day Several times a week Once a week Several times a month Once a month Less often Don’t know
53 28 9 6 2
49
2 1
45
37
17
12
8
5
3
26 13 8 3 1 1
18 11 13 4 3 7
28 15 10 5 2 2
19 20 19 9 9 7
21 22 23 9 9 4
12 15 11 1819 15
23 26 13 14 8
20 26 11 18 9
11
13
1
1
1

6. Usage of social media - Purpose
What social media is used for in Denmark
To keep
contact with
friends
To strenghten
professional
network
To get news
To follow
brands /
companies
To get
entertainment
Other
83%
13%
33%
17%
46%
7%
1%
2%
10%
7%
88%
11%
10%
86%
12%
27%
1%
5%
48%
5%
11%
35%
61%
8%
80%
1%
4%
5%
53%
3%
16%
17%
56%
33%
37%
11%
1%
5%
11%
25%
66%
27%
84%
6%
3%
1%
7%
6%
10%
1%
6%
7%
69%
28%

7. Usage of social media - Purpose
What social media is used for in Sweden
To keep
contact with
friends
To strenghten
professional
network
To get news
To follow
brands /
companies
To get
entertainment
Other
86%
8%
22%
15%
37%
8%
3%
2%
7%
9%
92%
11%
15%
85%
9%
18%
2%
7%
48%
6%
9%
23%
51%
7%
83%
1%
4%
3%
44%
4%
24%
12%
47%
25%
37%
13%
4%
3%
9%
25%
66%
28%
94%
5%
1%
1%
4%
4%
5%
10%
12%
10%
79%
21%
70%
46%

8. Usage of social media - Purpose
What social media is used for in Norway
To keep
contact with
friends
To strenghten
professional
network
To get news
To follow
brands /
companies
To get
entertainment
Other
86%
11%
27%
17%
44%
5%
3%
3%
9%
4%
94%
9%
9%
85%
8%
28%
1%
6%
48%
8%
4%
22%
51%
8%
87%
1%
2%
4%
44%
3%
17%
19%
57%
30%
11%
2%
5%
15%
27%
69%
27%
92%
4%
1%
1%
5%
6%
1%
10%
4%
15%
75%
18%
58%
35%60%

9. Usage of social media - Purpose
What social media is used for in Finland
To keep
contact with
friends
To strenghten
professional
network
To get news
To follow
brands /
companies
To get
entertainment
Other
82%
13%
34%
19%
42%
6%
3%
4%
10%
7%
91%
8%
9%
90%
14%
12%
3%
6%
7%
9%
26%
64%
8%
78%
2%
4%
7%
52%
3%
17%
26%
61%
26%
19%
3%
12%
5%
25%
73%
24%
98%
7%
2%
1%
8%
2%
9%
6%
12%
12%
83%
19%
54%
41%

10. Most important apps in the Nordics
Denmark Sweden
Norway Finland
Note: The respondents have been asked which three mobile apps they least can do without. The figures above represent the number of people having placed the apps among their three most important apps. Preinstalled apps are not included.
1
2
3
4
5
6
7
8
9
10
33%
24%
10%
9%
7%
7%
7%
6%
6%
6%
1
2
3
4
5
6
7
8
9
10
22%
20%
19%
15%
12%
8%
7%
6%
6%
5%
1
2
3
4
5
6
7
8
9
10
36%
20%
18%
13%
13%
9%
7%
6%
5%
5%
1
2
3
4
5
6
7
8
9
10
37%
25%
12%
10%
6%
5%
5%
5%
5%
4%
Facebook
MobilePay
Facebook Messenger
Google Maps
Gmail
Instagram
Spotify
Rejseplanen
Snapchat
Mobilbank (Danske Bank)
Facebook
BankID
Spotify
Instagram
Swish
Facebook Messenger
Swedbank
Snapchat
Google Maps
Gmail
Facebook
Snapchat
Spotify
Facebook Messenger
Instagram
Mobilbank (Nordea)
YR
RuterBillett
DN
Gmail
WhatsApp
Facebook
Spotify
Instagram
Google Maps
Gmail
Facebook Messenger
Snapchat
YouTube
Ilta-Sanomat

11. Most important apps across gender
Denmark Sweden
Norway Finland
Men
Women
1
2
3
4
5
1
2
3
4
5
37%
26%
11%
10%
8%
28%
21%
10%
9%
7%
Facebook
MobilePay
Google Maps
Gmail
Facebook Messenger
Facebook
MobilePay
Facebook Messenger
Instagram
Snapchat
Men
Women
1
2
3
4
5
1
2
3
4
5
29%
22%
19%
19%
13%
22%
20%
15%
11%
8%
BankID
Spotify
Facebook
Swish
Instagram
Facebook
Instagram
BankID
Spotify
Swish
Men
Women
1
2
3
4
5
1
2
3
4
5
42%
27%
19%
18%
15%
30%
17%
14%
11%
8%
Facebook
Spotify
Snapchat
Facebook Messenger
Mobilbank
Facebook
Snapchat
Instagram
Spotify
Facebook Messenger
Men
Women
1
2
3
4
5
1
2
3
4
5
42%
33%
14%
12%
7%
32%
18%
13%
6%
6%
WhatsApp
Facebook
Spotify
Google Maps
Instagram
WhatsApp
Facebook
Instagram
Spotify
Facebook Messenger

12. Most important apps across age groups
Denmark
Looking at the most important apps across age
groups in Denmark, we see that especially two apps
stand out from the rest - Facebook and MobilePay.
Among the three youngest age groups, Facebook
is the most important app, while MobilePay is the
second most important app among the 26-45 years
old and the fourth most important app among the
15-25 years old. Among the two oldest age groups,
the picture is reversed as MobilePay is the most
important app, while Facebook is second.
15-25 years old
26-35 years old 36-45 years old
46-55 years old 56+ years old
1
2
3
4
5
53%
24%
23%
19%
17%
Facebook
Facebook Messenger
Snapchat
MobilePay
Instagram
1
2
3
4
5
36%
20%
15%
11%
10%
Facebook
MobilePay
Google Maps
Instagram
Facebook Messenger
1
2
3
4
5
36%
22%
9%
7%
6%
Facebook
MobilePay
Gmail
Google Maps
Spotify
1
2
3
4
5
31%
26%
8%
6%
6%
MobilePay
Facebook
Google Maps
Mobilbank (Danske Bank)
Facebook Messenger
1
2
3
4
5
27%
16%
7%
7%
6%
MobilePay
Facebook
DMI Vejr
Google Maps
Mobilbank (Danke Bank)

13. Most important apps across age groups
Sweden
When looking at the most important apps across
age groups in Sweden, we see that Facebook is the
most important app among the 36+ years old and
the second most important app among the 26-35
years old. However, Facebook is not even in the top
five most important apps among the 15-25 years
old. Spotify and Instagram are categorized as some
of the most important apps among the young age
groups, while this is the case with BankID and Swish
among the older age groups.
15-25 years old
26-35 years old 36-45 years old
46-55 years old 56+ years old
1
2
3
4
5
34%
30%
26%
21%
19%
Spotify
Instagram
Snapchat
Facebook Messenger
BankID
1
2
3
4
5
32%
26%
24%
20%
9%
Spotify
Facebook
Instagram
BankID
Facebook Messenger
1
2
3
4
5
26%
22%
17%
14%
8%
Facebook
BankID
Spotify
Instagram
Swedbank
1
2
3
4
5
23%
21%
14%
14%
7%
Facebook
BankID
Spotify
Swish
Instagram
1
2
3
4
5
15%
14%
7%
7%
6%
Facebook
BankID
Swish
Google Maps
Instagram

14. Most important apps across age groups
Norway
Especially Facebook and Snapchat stand out from
the rest of the apps categorized as the most im-
portnat in Norway. In all age groups, besides the
youngest age group of 15-25 years old, Facebook
is the most important app. Among the 15-25 years
old, Facebook is the second most importnat app
beaten by Snapchat. And it is not only among the
youngest age group that Snaphat is popular. Among
the 26-45 years old, Snapchat is the second most
importnat app.
15-25 years old
26-35 years old 36-45 years old
46-55 years old 56+ years old
1
2
3
4
5
45%
39%
37%
30%
24%
Snapchat
Facebook
Spotify
Facebook Messenger
Instagram
1
2
3
4
5
42%
26%
24%
14%
12%
Facebook
Snapchat
Spotify
Instagram
Facebook Messenger
1
2
3
4
5
39%
15%
13%
13%
12%
Facebook
Snapchat
Spotify
Instagram
Mobilbank (Nordea)
1
2
3
4
5
34%
12%
9%
8%
8%
Facebook
Mobilbank (Nordea)
Instagram
Snapchat
Facebook Messenger
1
2
3
4
5
23%
17%
9%
8%
6%
Facebook
YR
RuterBillett
VG
NRK

15. Most important apps across age groups
Finland
In Finland, we see that one app stands out from the
rest. Across all age groups WhatsApp is the most
important app followed by Facebook as the sec-
ond most important app. Besides WhatsApp and
Facebook, Spotify is widely categorized as one of
the most important apps among the Finnish internet
population. Among the the 15-45 years old, Spotify
is the third most important app. In this age group,
Instagram is also pointed at as one the most import-
ant apps.
15-25 years old
26-35 years old 36-45 years old
46-55 years old 56+ years old
1
2
3
4
5
70%
31%
30%
26%
23%
WhatsApp
Facebook
Instagram
Spotify
Snapchat
1
2
3
4
5
39%
30%
16%
10%
8%
WhatsApp
Facebook
Spotify
Instagram
Google Maps
1
2
3
4
5
31%
30%
13%
7%
6%
WhatsApp
Facebook
Spotify
Instagram
Ilta-Sanomat
1
2
3
4
5
26%
20%
7%
6%
5%
WhatsApp
Facebook
Google Maps
Spotify
Fonecta
1
2
3
4
5
18%
16%
7%
7%
7%
WhatsApp
Facebook
Google Maps
Ilta-Sanomat
Gmail

16. Mobile payment in the Nordics
Denmark Sweden
Norway Finland
0%
10%
20%
30%
40%
50%
60%
70%
80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
0%
10%
20%
30%
40%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Any Other Any Other
Any Other Any Other
76%
71%
2%
77%
67%
32%
1%
7%
71%
54%
33%
44%
30%
7%
MobilePay
PayPal
Mobile
15%
13%
Swipp
Swish
PayPal
Mobile
4%
Vipps
PayPal
Mobile
6% 6% 7%
mCash
PayPal
Mobile
7%
4%
MobilePay
WyWallet
Siru MobileMobilePay
87%
of those using
mobile payment
in Sweden use
Swish
93%
of those using
mobile payment
in Denmark use
MobilePay
76%
of those using
mobile payment
in Norway use
Vipps
68%
of those using
mobile payment
in Finland use
PayPal Mobile

17. Editor
Rune Werliin
rw@audienceproject.com
+45 60 17 77 76
Co-editor & Design
Martin Kokholm
mk@audienceproject.com
+45 25 61 32 19
About AudienceProject
AudienceProject has its roots in market research,
technology and large scale data. It helps brands,
agencies, publishers and e-commerce companies
identify, target and validate audiences. The prod-
ucts range from audience planning, validation and
targeting on socio-demographics as well as other
variables.
Contact
hello@audienceproject.com
www.audienceproject.com
About the study
The study is a part of AudienceProject Insights
2016. Data is collected through online surveys done
in Q3 and Q4 2016. The respondents have been
selected from our Nordic panel of 800.000 panelists
and weighted to achieve representativity on the
more than 8.000 respondents who completed the
survey.
The study has the aim of examining the use of social
media as well as the use of apps among the Nordic
internet population.