Warc, 19 May 2014
OSLO: Smartphone ownership and usage in Finland is noticeably lower than in the other Nordic countries, although smartphone users across the region have similar usage frequency habits, a new report has revealed.
According to a survey of almost 7,500 adults in April by Buzzador, the Norwegian social media analysts, 82% of internet users in Finland own a smartphone compared to rates of more than 90% in Denmark, Norway and Sweden.
Finns also rely less on smartphones to access social media, eMarketer reported – just 64% of internet users in Finland use the device for that purpose compared with about three-quarters in Denmark (74%), Norway (76%) and Sweden (77%).
Similarly, only 32% used tablets to access social media compared with nearly half (51%) of Norwegians, 46% of respondents in Denmark and 42% of Swedes.
A full 75% of respondents in Finland said they preferred to use their computers to access social media, although Buzzador predicted they would catch up with their Nordic counterparts as smartphone ownership rises in the country.
However, for those who do use smartphones and have them within reach for at least 20 hours a day, their frequency of usage matched across the region – Denmark (59%), Finland (58%), Norway (60%) and Sweden (57%).
Even though smartphone ownership and social media usage remains high in the region as a whole, interestingly Buzzador discovered that Nordic consumers still place more trust in traditional advertising.
Almost three-quarters (71%) of all respondents said they trusted ads in newspapers, magazines (68%), TV ads (61%), radio ads (60%), direct mail ads (56%), outdoor advertising (55%), but only 34% trusted ads on mobile phones and just 30% placed trust in ads on social networks.
Data sourced from eMarketer; additional content by Warc staff