The impact of smartphones on consumers’ lives has never been greater. With the ability to stay connected everywhere and at all times, doing all types of tasks, the smartphone has permeated every facet of the Nordic consumers’ lives.
Smartphone adoption in the Nordic countries is continuing to increase and reached 88% in mid-2017. The adoption among elderly consumers has been steadily increasing, and it is now almost as widespread as among the younger consumers.
The smartphone is the most popular electronic device among consumers with a 3 percentage point lead over the laptop (85%) and a 25 percentage point lead over the tablet (63%). The smartphone is also by far the most intensely used device.
More and more activities today – especially the daily ones such as checking the weather and social media – are done on the smartphone. The laptop is still the preferred device for more irregular tasks, but the desktop computer is now owned by less than half of all Nordic consumers.
Social media usage is increasing – more than half of all Nordic consumers use Facebook on a daily basis, and almost four out of ten use its Messenger app daily.
There are some stark differences in popularity of apps between the Nordic countries. The Finns use WhatsApp the most with 57% using it daily, and the Norwegians use Snapchat the most with 44% using it daily.
The popularity of connected devices is increasing, especially the connected entertainment devices, which include smart TVs and wireless speakers. More findings include:
88% of all Nordic adults own a smartphone and only 48% own a desktop computer.
96% of Nordic adults used their smartphone in the last day, which is considerably more than any other device.
56% of all Nordic consumers use Facebook at least once a day and 10, claim to use it every hour.
Connected entertainment devices are growing more popular: ownership of Smart TVs jumped from 30% in 2016 to 45% in 2017.