The consumption of media-related activities on smartphones has become more popular during the past two years, and will most likely continue to grow in the years to come.
While media-related activities on smartphones have increased, the popularity of consuming media and entertainment on computers has decreased. Compared to 2016, a larger share of Nordic consumers now claims that their preferred device for watching short videos is a smartphone.
Nearly 75 percent of smartphone owners read the news weekly; this is an 11 percent increase since 2016. In Norway, 80 percent read the news on a smartphone at least once per week, compared to 67 percent in Denmark. This might be explained by the fact that only 14 percent of smartphone users in Denmark have access to online subscription services for newspapers and magazines.
Two years ago, laptops (23 percent) and televisions (24 percent) were almost equally preferred as the top device for watching long-form videos. Today, television is undoubtedly the most preferred device when it comes to watching them.
The young generation leads the way
During the last decade, subscription services have exploded in the Nordic market, with market-leading players like Netflix, HBO Nordic, and Spotify. Nearly 50 percent of all Nordic consumers have access to video on demand and music streaming services, and the dominating consumers are people between the ages of 18 and 34.
Snapchat and Instagram are common platforms for sharing short-form videos and are the most popular among teenagers. The use of smartphones for watching short-form videos is predicted to increase in the coming years, as the teenagers of today become the adults of tomorrow.
73% of smartphone owners read the news weekly
The weekly consumption of short-form video is up 10pp since 2016
5% prefer mobile phones over other devices when streaming film and/or TV series
55% have access to a Smart TV in Norway compared to an average of 47% in the other Nordic countries
The younger segments subscribe more to music and movie streaming services, while the older segments subscribe more to newspapers/magazines
55% have access to online music streaming subscription services in Sweden