A study on Nordic mobile consumer behaviour
Deloitte Global Mobile Consumer Survey 2017: The Nordic cut
Smartphone adoption among Nordic consumers is still increasing, and connected entertainment devices are becoming more popular.
Smartphones have become a hub of much of what we do, which makes them both trusted companions and hard to resist. Are we all becoming smartphone zombies?
Almost half of all Nordic consumers watch short videos on their phones weekly. Virtual reality and augmented reality hold exciting opportunities for the future.
Mobile shopping, banking and payment apps have cropped up across the Nordics. Are mobile phones about to replace our wallets?
The Nordic iOS user base consists of more social and tech-savvy young consumers compared to the Android user base.
Changing usage patterns on mobile phones are increasing the need for internet access via mobile phones. Mobile data will rule the telecom markets.
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In Finland and Sweden users strongly prefer Android, while in Norway and Denmark there is almost a 50/50 division of preferences.
44% of Android users buying new products only when the current device malfunctions compared to 35% of iOS users
Mobile addiction, app usage, multitasking and use of social media are all more dominant amongst the average Nordic iOS user
iOS is more popular among the youngest age group in all the Nordic countries
55% of iOS users are in the category "active promotors" of their phone brand" as compared to 46% of Android users
Compared to Nordic Android users, Nordic iOS users are equally or more aware of the machine learning functions that come with modern smartphones
86% of Nordic consumers consider the quality and accessability of data networks to be an important part of their mobile service
11% of Nordic consumers want to add TV/film streaming services to their mobile subscription
45% of Danish consumers occationally exceed their data limit
56% of Finnish consumers have unlimited access to mobile data
Consumers aged 18-24 but most weight on data-related purchasing criteria for mobile subscriptions
88% of all Nordic adults own a smartphone and only 48% own a desktop computer.
Connected entertainment devices are growing more popular: ownership of Smart TVs jumped from 30% in 2016 to 45% in 2017.
56% of all Nordic consumers use Facebook at least once a day and 10, claim to use it every hour.
Researching products and services, checking bank balances and browsing shopping websites are the most popular monthly e-commerce activities.
Out of the consumers who own a VR headset, only 24% own a high-end one.
38% of 18-24 year olds surveyed stream films and/or a TV series compared to 2% of 65-75 year olds.
46% of all Nordic consumers watch short videos or live posts at least once a week.
Over a third of those with fingerprint reader use it to authorize payments and money transfers.
Lack of benefits is the top reason for not using mobile payments, followed by perceptions of insecurity.
Contactless payment apps offered by banks take the top spot for in-store payments
Apps that link phone numbers to bank accounts and online banking apps used by about 60% people who have transferred money using their phone.
55% look at their phone within 15 minutes of waking. For most smartphone owners, checking their phones is among the first and last things they do in a day.
Before going to sleep
52% of 16-24 year olds believe they use their smartphone too much, compared to only 6% of 65-75 age group.
25% of respondents in a relationship think their partner uses their phone too much.
The most popular approaches to reducing phone usage are to make the phone, or its functions (connectivity, apps) disappear.
27% of 18-24 year old phone owners check social media notifications during night.
20% of Nordic consumers look at their phone at least 50 times a day.
96% of Nordic adults used their smartphone in the last day, which is considerably more than any other device.
Head of Technology, Media & Telecommunications industries, Deloitte Denmark
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Consultant, Monitor Deloitte Denmark
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