Scandinavians have high rates of internet and social media usage. They can be classified into 5 types of social media profiles based on their level of participation and behavior online. The percentages of people in each Nordic country who engage in different online activities on a weekly basis are provided, such as reading blogs, watching videos, and using social networks. The times of day and days of the week when Scandinavians are most active on social networks are also detailed. In conclusion, the document examines internet and social media usage patterns among people in Sweden, Finland, Norway, and Denmark.

1. Astonishing facts about
Scandinavians' Digital Lives
WHO? People can be classified into 5 types of social media profiles based on a form of participation and behaviour in digital media.
Understanding how people use social media helps you plan better targeted strategy and activities.
FUN FACTS
Authors Commentators Connectors Spectators Inactive
Write own blog or webpages Take part in online discussion Share and manage
social networks
Read blogs, watch video and
listen to podcasts
Neither create or consume
online social media 69% 69%
Sweden Finland Norway Finland Denmark FI: 50% NO: 64% SE: 59% DK: 34% NO: 46% SE: 36%
Danes are very happy Fins are very concerned
with their social lives about their privacy on the
11 % 24 % 50 % 23 % 14 %
DK: 6% DK: 16% DK: 44% DK: 20% FI: 10%
FI: 8% NO: 18% FI: 35% NO: 20% NO: 5%
social networking sites
NO: 8% SE: 21% SE: 38% SE: 21% SE: 9%
ok u
p comp
any/product
DK
18%
?!
44%
Loo
HOW? 60%
pany/product
The percentage of people who use online/social networks of com 6%
an Share ideas 1
for given activities at least once a week mef 3%
co Application 6
Be d an %
Ad FI: 21% NO: 14% SE: 12% FI: 20% NO: 18% SE: 24%
100%
Play games 2
6% Danes don't know what they Danes use social networks
%
SE to spend time with their
25
would do without the internet
friends and families
18%
8%
75%
%
6%
83% Social
27
70%
networking
50%
50%
58% 51% 57%
40% activities
39%
39%
31%
25%
4%
%
13%
26
20% 21%
5%
FI
%
DK: 25% FI: 17% NO: 8% FI: 20% NO: 18% SE: 24%
18
20%
Reading blogs Watching online videos Reading newspapers online Instant messaging Social networking Swedes have friends Danes use mobile phones
FI: 57% SE: 44% FI: 49% NO: 47% FI: 63% SE: 66% FI: 37% NO: 37% DK: 58% SE: 61% 4% on-line that they to access social networks
15% haven't met in real life
9%
17%
NO
WHEN? 9%
Percentage of Scandinavians
taking part in social networking:
34% 27%
37%
00.00 -
Right timing is
06.00
19% 06.00- Weekday
DK: 20% NO: 24% SE: 30% DK: 17% NO: 18% SE: 20%
2%
everything.
21.00 -
00.00
06.00 -
09.00
12.00 12% Fins love to buy the
new/latest gadgets
Fins consider themselves
experts when it comes to
To learn more, scan QR code
18.00 - 09.00 -
12.00-
Weekend and download the report
and applications the new technology
43%
21.00 12.00
4% 17%
“''The astonishing Facts About
36% 18.00 Scandinavians’' Digital Lives``
Percentage of 15.00 - 12.00 -
18.00 15.00
Scandinavians
18.00- 31
using the internet: 6% 27%
00.00
20% 34%
39% 37% 00.00-
4%
DK: 12% FI: 13% SE: 18% DK: 28% NO: 33% SE: 26%
1%
06.00 Norwegians prefer Fins rely on the internet
to talk online rather to plan what they
0% 10% 20% 30% than face to face are doing socially
Source: Consumer Connection System, Aegis Media, 2011. For more informartion contact Daria at: daria.rasmussen@vizeum.com