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
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