Reports: Facebook rules Nordic SoMe – but for how long?

Facebook dominates the Nordic social media landscape. But looking at younger people, some intriguing user behaviour across the region could spell challenges ahead for the SoMe giant.

Global companies loof to The Nordics to gauge future consumer behaviour when it comes to tech. Facebook has by far the highest reach in the online population of Denmark, Sweden, Norway and Finland, according to an Audience Project report. On average, around two-thirds of the online population use Facebook on a daily basis.

Beyond Facebook, some interesting patterns emerge

Yet while the Nordic region has many similarities, patterns of user behaviour differ significantly between countries. The biggest outlier is Finland. There, WhatsApp is used by 69% of the online population, but it doesn’t feature in the top five in Denmark, Sweden or Norway.

Finland is also the only one of the four countries without Snapchat in the top five. Snapchat’s biggest success in the region is in Norway, where 60% of the online population use the app, more than twice that of any other Nordic country.

“Everyone talks about the Nordic, or the Scandinavian market,” says Sarah Wullf, brand manager at Retriever Denmark. “Of course, there are similarities, but it is important to remember that the Nordic market is made up of different countries, each with their own local markets. Sweden, Norway, Denmark and Finland have completely different users, with completely different habits, which leads to huge differences in how people behave on social media.”

What the future holds

While no other social media comes close to Facebook in terms of reach, it’s a very differnet story when looking at the usage patterns of people under 25. In both Norway and Finland, other platforms – Snapchat and Whatsapp respectively – are more popular among younger people. In Norway, 90% of the young Norwegians surveyed use Snapchat on a daily basis.




Sudience Project

Facebook sitting firmly on the SoMe throne – but for how long?

Facebook is ruling the world of social media. In both the US, UK and Nordics, Facebook has by far the highest reach in the online population. But when looking isolated at the young people, other social media fight with Facebook about who is the rightful owner of the social media throne.


The Nordic social media landscape

Social media in the Nordics, are we really that different? Naturally you know that your customers already use social media, but where to find them is another thing altogether. Did you know, for example, that Snapchat is huge in Norway, but heavily under-used in Finland? Let us be your guide to the world of Nordic social media.