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The Nordic data cut is part of Deloitte’s Global Mobile Consumer Survey, a multi-country study of mobile phone users around the world. The 2018 study comprises 54,150 respondents across 35 countries and six continents.

  • Say “hello” to the typical mobile user

    The mobile phone has become an indispensable part of Nordic consumers’ everyday lives, and most companies interact with mobile phone users in some way.

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  • Smartphone: Can’t live without it

    Nordic consumers use their smartphones for new tasks in their households while the desktop moves out. Overall, the digital transformation is nearly complete.

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  • Too much is never enough

    More than one-third of Nordic consumers think they use their mobile phone too much, but only a few try to limit their use — even though there are many negative side effects.

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  • Instant is everything

    Broadcasting activities such as the sharing of photos and videos via social networks are becoming increasingly popular on smartphones.

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  • Let me entertain you

    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.

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  • Online shopping – a mobile takeover?

    Although laptops are still the preferred device for online shopping, mobile phones are clearly on the rise and may challenge the laptop in the future.

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  • Cash, credit card, or mobile payment?

    Societies are becoming more and more cashless. Money is less something we can touch and keep in our pockets, and instead just bits and bytes floating around in cyberspace.

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  • Can I get your number – and give it to my friend?

    We are asked these questions more and more, though not in quite those words, now that the General Data Protection Regulation is in effect. Does this make us more aware or concerned about sharing our personal data?

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Explore the data in more detail

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    Senior (65 to 75 years)

    My smartphone is an offer I can’t refuse

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    Mature (35 to 44 years)

    My digital devices keeps me up to date

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    Young adults (18 to 24 years)

    My smartphone is my digital twin

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    Types of information shared with companies online

    46% believe they are sharing their email address with companies online

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    Acceptance of terms and conditions without reading them

    52% of Nordic consumers accept terms and conditions "always" or "almost always" without reading them

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    Concern about how companies use, store and share personal data

    73% are either “very” or “fairly” concerned about how companies share their personal data with third parties

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    Use of personal data online

    33% of Nordic consumers believe that the companies they interact with online use their personal data "all the time"

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    Mobile payment solutions to pay for a product/service in-store

    67% of Danes have used a contactless payment app for in-store purchases

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    Preferred payment methods when purchasing products/services online using a smartphone

    78% of Nordic consumers who have used their phone to purchase a product or service normally use a credit or debit card

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    Browsing vs purchasing gap

    Mobile phones are the preferred device for browsing, while laptops are preferred to make online purchases

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    The preferred device for purchasing

    19% of Nordic consumers prefer the mobile phone to make online purchases

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    The preferred device for browsing

    The mobile phone is increasing as the preferred device for browsing shopping websites

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    Access to music subscription services

    55% have access to online music streaming subscription services in Sweden

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    Share of respondents with access to subscription services

    The younger segments subscribe more to music and movie streaming services, while the older segments subscribe more to newspapers/magazines

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    Access to Smart TV and video streaming device

    55% have access to a Smart TV in Norway compared to an average of 47% in the other Nordic countries

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    Preferred device to stream films and/or TV-series

    5% prefer mobile phones over other devices when streaming film and/or TV series

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    Smartphone usage for media-related activities done at least once a week (2016-2018)

    The weekly consumption of short-form video is up 10pp since 2016

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    Smartphone usage for media-related activities (by country)

    73% of smartphone owners read the news weekly

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    Percentage of smartphone users that upload or share videos on social networks or instant messaging apps at least once a week

    In Norway, the sharing and uploading of videos has increased by 7pp since last year's report.

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    Percentage of smartphone users that upload or share photographs on social networks or instant messaging apps at least once a week

    49% of Finnish smartphone users upload or share photographs on social networks at least once a week

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    Activities for which the mobile phone is the preferred device

    34% of Nordic consumers prefer to watch short videos on their mobile phone

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    Daily usage of instant messaging apps in the Nordic countries

    64% of Finnish consumers use WhatsApp on a daily basis compared to 11% in the other Nordic countries

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    Percentage of mobile phone users that watch videos shared on instant messaging networks at least once a day

    92% Finland is the only country in the Nordic region where an increasing percentage of smartphone users watch videos shared on instant messaging networks at least once per day

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    Daily usage of apps on smartphone

    59% of all Nordic adults use Facebook at least once a day

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    Using phone for business purposes outside of working hours

    71% of Nordic consumers cannot leave work behind during leisure time

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    Using phone for personal purposes during working hours

    66% In Norway, 66% of workers use their smartphone for personal purposes during working hours

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    Negative side effects of smartphone addiction

    52% of all Nordic consumers have experienced negative side effects related to the use of their smartphone

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    Reduction of phone usage

    39% do not try to change behavior even though they indicate they overuse their mobile phones

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    Excessive use of smartphones among Nordic adults (Nordic total)

    35% of all Nordic adults think they use their mobile phone excessively

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    Services important when owning a phone

    71% finds no hidden/surprise cost very important

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    Services controlled by an app or website on smartphone

    In Norway, 37 percent use their smartphone to control the music on their speakers, while in Finland only 22 percent do so.

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    Device penetration among Nordic adults based on age groups

    63% Large tablets are most popular among people aged 35-44.

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    Frequency of usage (by device)

    97% of all Nordic adults used their smartphone within the last day, which is 37pp more than the daily usage of laptops

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    Device penetration among Nordic adults

    92% of all Nordic adults either own or have ready access to a smartphone

Contact

  • Jonas Malmlund

    Jonas Malmlund

    Head of Technology, Media & Telecommunications Consulting, Deloitte Sweden

    +46 73 397 13 03