Broadcasting activities such as the sharing of photos and videos via social networks are becoming increasingly popular on smartphones.
Today, 25 percent of Nordic consumers use Snapchat and 35 percent use Instagram on a daily basis, which is an increase of respectively 8 and 7 percentage points since 2016. This is primarily due to more widespread usage amongst the older generations.
Multiple broadcasting activities are becoming increasingly popular on smartphones. More than one-fifth of smartphone owners watch short videos or live posts on a daily basis, and almost half do so weekly. Furthermore, 19 percent stream or play music daily, and 42 percent do so weekly. There has been a significant increase in the uploading or sharing of both photos and videos in the Nordic countries since 2017.
Compared to 2016, a larger share of Nordic consumers now claims that their preferred device for watching short videos is a smartphone. Smartphones are also used for streaming films and TV series, watching TV programs via catch-up services, and watching live TV. Long-form video consumption on smartphones is becoming more popular.
Video and network quality
Young people tend to have a greater preference for visual communication and they are the most frequent users of applications like Snapchat and Instagram. Younger age groups are also driving the adoption of visual communication tools across generations.
Today, consumer preferences are shifting more toward prioritizing the quality and accessibility of mobile data networks. The increased popularity of broadcasting activities on smartphones might be an explanation for why network quality and coverage are gaining in importance amongst mobile phone users.
59% of all Nordic adults use Facebook at least once a day
92% Finland is the only country in the Nordic region where an increasing percentage of smartphone users watch videos shared on instant messaging networks at least once per day
64% of Finnish consumers use WhatsApp on a daily basis compared to 11% in the other Nordic countries
34% of Nordic consumers prefer to watch short videos on their mobile phone
49% of Finnish smartphone users upload or share photographs on social networks at least once a week
In Norway, the sharing and uploading of videos has increased by 7pp since last year's report.