北欧国家社交媒体使用情况市场前景及投资研究报告-培训课件外文版2024.4

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TRENDSSocialmediausageintheNordicsCHAPTER

01OverviewNumberofinternetandsocialmediausersworldwideasofOctober2023(inbillions)Worldwidedigitalpopulation202365432105.34.95InternetusersSocialmediausers4Description:AsofOctober2023,therewere5.3billioninternetusersworldwide,whichamountedto65.7percentoftheglobalpopulation.Ofthistotal,4.95billion,or61.4percentoftheworld'spopulation,weresocialmediausers.

ReadmoreNote(s):Worldwide;October2023;socialmediauseridentitiesmaynotrepresentuniqueindividualsSource(s):DataReportal;Meltwater;WeAreSocialGlobalsocialnetworkpenetrationrateasofJanuary2023,byregionSocialmedia:globalpenetrationrate2023,byregionShareofpopulation0%10%20%30%40%50%60%70%80%90%NorthernEuropeWesternEuropeSouthernEuropeNorthernAmericaEasternAsiaSouthernAmericaEasternEuropeCentralAmericaSoutheasternAsiaWesternAsia83.6%83.3%76.7%73.9%72%71.3%70.5%67.5%63.7%63.6%OceaniaGlobal62%59.4%Caribbean50.6%5Description:AsofJanuary2023,NorthernEuropewastheregionwiththehighestsocialnetworkpenetrationrate,withareachof83.6percent.WesternEuropefollowedcloselywith83.3percent,andSouthernEuroperankedthirdwithapenetrationrateof76.7percent.InEasternandMiddleAfrica,socialmediapenetrationstoodat8.4percentand7.4percent,respectively.Globally,approximatelysixoutofeverytenpeopleusesocialmedia.

ReadmoreNote(s):Worldwide;January2023;socialmediausersasashareoftotalpopulationSource(s):DataReportal;Meltwater;WeAreSocialNumberofsocialmediausersintheNordiccountriesin2023(inmillions)NumberofsocialmediausersintheNordics2023108.798765432104.944.624.620.310.040.04SwedenDenmarkNorwayFinlandIcelandFaroeIslandsGreenland6Description:AsofJanuary2023,Swedenwashometo8.7millionsocialmediausers.Overall,DenmarkandNorwayhadapproximately4.9and4.6millionsocialmediausers,respectively.Therewerearound308,000socialnetworkusersinIceland,whilsttheFaroeIslandandGreenlandbothsawsocialmediaaudiencesofroughly40,000.ReadmoreNote(s):Denmark,FaroeIslands,Finland,Greenland,Iceland,Norway,Sweden;January2023Source(s):DataReportal;Meltwater;WeAreSocialShareofactivesocialmediausersintheNordiccountriesasofJanuary2023SocialmediareachintheNordics202390%84.7%83.8%83.3%82.5%82.2%80.7%80%70%60%50%40%30%20%10%0%NorwayDenmarkFinlandIcelandSwedenFaroeIslands7Description:NorwaywastheNordiccountrywiththehighestsocialmediapenetrationrateasofJanuary2023with84.7percentofthepopulationusingsocialmedia,followedbyDenmarkwith83.8percent.Overall,83.3percentofthepopulationofFinlandreportedtobeusingsocialmediaactively.ReadmoreNote(s):Denmark,FaroeIslands,Finland,Iceland,Norway,Sweden;January2023;basedonthemonthlyactiveusersreportedbythemostactivesocialmediaplatformineachcountrySource(s):DataReportal;Meltwater;WeAreSocialCHAPTER

02SoicalmediausersForecastofsocialmediausernumbersinDenmarkfrom2019to2028(inmillionusers)ForecastofsocialmediausernumbersinDenmark2019-202875.7765.725.665.595.525.445.355.245.124.9854321020192020202120222023202420252026202720289Description:ThenumberofsocialmediausersinDenmarkwasforecasttocontinuouslyincreasebetween2024and2028byintotal0.3millionusers(+5.51percent).Aftertheninthconsecutiveincreasingyear,thesocialmediauserbaseisestimatedtoreach5.77millionusersandthereforeanewpeakin2028.Notably,thenumberofsocialmediausersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Denmark;2019to2028;Individualswhouseasocialnetworkviaanydeviceatleastoncepermonth.Source(s):(DigitalMarketOutlook);DigitalMarketInsightsForecastofsocialmediausernumbersinFinlandfrom2020to2030(inmillionusers)ForecastofsocialmediausernumbersinFinland2020-203065.515.475.425.375.35.225.1254.865432104.74.5202020212022*2023*2024*2025*2026*2027*2028*2029*2030*10Description:ThisstatisticdisplaysanestimatednumberofindividualsusingsocialmediainFinlandfrom2020to2030,inmillionusers.In2021,numberofindividualsusingsocialmediaamountedto4.7millionindividuals.Inthesameyear,socialmediapenetrationrateinFinlandwasat84,63percent.Activesocialmediausersisforecastedtogrowyearonyearduringtheperiodunderconsideration.

ReadmoreNote(s):Finland;2020to2022;Individualswhouseasocialnetworkviaanydeviceatleastoncepermonth.;*Forecastdata.ThisstatisticpresentsexclusivedatabyStatista'sMarketAnalyticsteamandisbasedoncalculationsandestimates[...]

ReadmoreSource(s):(DigitalMarketOutlook)ForecastofsocialmediausernumbersinNorwayfrom2018to2027(inmillionusers)ForecastofsocialmediausernumbersinNorway2018-202765.375.315.245.185.15.024.934.835432104.734.56201820192020202120222023202420252026202711Description:In2022,therewereapproximatelyfivemillionsocialmediausersinNorway,upfrom4.9millionin2021.By2027,itisestimatedthattherewillbearound5.3millionusersinthecountry,anoverallincreaseofalmostsixpercent.AsofMarch2023,themajorityofonlineusersintheNordicsaccessedsocialmediadaily.ReadmoreNote(s):Norway;2018to2028;Individualswhouseasocialnetworkviaanydeviceatleastoncepermonth.Source(s):DigitalMarketInsightsForecastofsocialmediausernumbersinSwedenfrom2019to2028(inmillionusers)ForecastofsocialmediausernumbersinSweden2019-2028109.449.389.329.269.189.098.988.858.6898765432108.54201920202021202220232024202520262027202812Description:ThenumberofsocialmediausersinSwedenwasforecasttocontinuouslyincreasebetween2024and2028byintotal0.4millionusers(+4.4percent).Aftertheninthconsecutiveincreasingyear,thesocialmediauserbaseisestimatedtoreach9.44millionusersandthereforeanewpeakin2028.Notably,thenumberofsocialmediausersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Sweden;2019to2028;individualswhouseasocialnetworkviaanydeviceatleastoncepermonth.Source(s):(DigitalMarketOutlook);DigitalMarketInsightsCHAPTER

03BenchmarkMostpopularsocialmediaplatformsinDenmarkasofMarch2023Denmark:mostpopularsocialmediaplatforms2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%100%FacebookYouTubeInstagramSnapchatTikTok86%59%59%43%31%LinkedInPinterestTwitter27%22%18%Reddit11%Twitch8%Jodel3%2%TumblrWeChatOther2%2%14Description:AsofMarch2023,Meta'sFacebookwasthemostpopularsocialmediaplatforminDenmark,with86percentofsocialnetworkusersinthecountryusingtheservice.InstagramandYouTuberankedjointsecond,withalmostsixintenusersinDenmarkaccessingtheseonlineplatforms.Snapchatwasalsorelativelypopular,with43percentofrespondentsstatingthattheyusedtheapp.ReadmoreNote(s):Denmark;January19toMarch20,2023;2,075respondents;18-64years;respondentswhouseanykindofsocialmedia(exceptinstantmessengers)regularlySource(s):ConsumerInsightsMostpopularsocialmediaplatformsinFinlandasofMarch2023Finland:mostpopularsocialmediaplatforms2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%FacebookYouTubeInstagramTikTok79%68%67%32%29%SnapchatPinterestTwitter22%22%21%LinkedInReddit14%11%10%7%JodelTwitchSuomi2415Description:AccordingtoasurveyconductedinMarch2023inFinland,Facebookwasthemostpopularsocialmediaplatform,with79percentoftheonlinepopulationaccessingtheservice.Instagramwasalsowidelyused,withareachof67percent.Jodel,anappthatconnectspeoplewiththeirlocalcommunities,wasusedbyaroundoneinteninternetusersinFinland.ReadmoreNote(s):Finland;April5,2022toMarch24,2023;12,179respondents;18-64years;respondentswhouseanykindofsocialmedia(exceptinstantmessengers)regularlySource(s):ConsumerInsightsMostpopularsocialmediaplatformsinNorwayasofMarch2023Norway:mostpopularsocialmediaplatforms2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%100%FacebookInstagramSnapchatYouTubeTikTok86%69%68%62%39%TwitterPinterestLinkedInReddit23%21%19%11%Twitch9%BeReal7%JodelOtherWeChatTumblr4%3%2%2%16Description:AsofMarch2023,Meta'sFacebookwasthemostpopularsocialmediaplatforminNorway,with86percentofsocialnetworkusersinthecountryusingtheservice.Overall,InstagramandSnapchatwereusedby69percentand68percentoftheonlinepopulation,respectively.YouTubewasalsopopular,with62percentofrespondentsstatingthattheyusedtheservice.Moreover,aroundoneinfiveinternetusersinNorwaywereusingmobile-firstphotoplatformBeReal.

ReadmoreNote(s):Norway;January19toMay31,2023;2,071respondents;18-64years;respondentswhouseanykindofsocialmedia(exceptinstantmessengers)regularlySource(s):ConsumerInsightsMostpopularsocialmediaplatformsinSwedenasofMarch2023Sweden:mostpopularsocialmediaplatforms2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%FacebookInstagramYouTubeSnapchatTikTok78%69%67%41%33%LinkedInTwitterFlashbackPinterestReddit25%20%20%19%12%FamiljelivTumblr7%3%2%Jodel17Description:AsofMarch2023,FacebookwasthemostpopularsocialmediaplatforminSweden,withareachof78percentofthecountry'sonlinepopulation.InstagramandYouTubewereusedby69percentand67percentofinternetusers,respectively.Moreover,41percentofonlineusersinSwedenwereonSnapInc'sapp,Snapchat.ReadmoreNote(s):Sweden;April5,2022toMarch21,2023;12,164respondents;18-64years;respondentswhouseanykindofsocialmedia(exceptinstantmessengers)regularlySource(s):ConsumerInsightsCHAPTER

04SocialmediaplatformusageMostusedsocialmediaplatformsinDenmarkasofMarch2023,bytypeDenmark:mostusedsocialmediaplatforms2023,bytypeShareofrespondents0%10%20%30%40%50%60%70%80%75%Socialnetworks(e.g.,Facebook)Mediasharing(e.g.,Snapchat,Instagram,YouTube,Pinterest)Instantmessengers(e.g.,WhatsApp,FacebookMessenger,WeChat)Businessnetworks(e.g.,LinkedIn)63%61%24%(Micro-)blogging(e.g.,Twitter,Tumblr,WordPress)Discussionforums(e.g.,Reddit,Quora)15%12%11%Consumerreviewnetworks(e.g.,Yelp,TripAdvisor)Idonotusesocialmediaregularly5%Other2%19Description:AsofMarch2023,75percentofinternetusersinDenmarkusedsocialmedianetworks,suchasFacebook,makingthistypeofonlinenetworkthemostpopularamongstDanishinternetusers.Overall,63percentofrespondentsreportedusingmediasharingservices,whilst61percentusedinstantmessengers,suchasWhatsAppandWeChat.Additionally,aboutonequarterofonlineusersinDenmarkaccessedbusinessnetworks.

ReadmoreNote(s):Denmark;January19toMarch20,2023;2,075respondents;18-64years;residentialonlinepopulationSource(s):ConsumerInsightsMostusedsocialmediaplatformsinFinlandasofMarch2023,bytypeFinland:mostusedsocialmediaplatforms2023,bytypeShareofrespondents0%10%20%30%40%50%60%70%80%90%Instantmessengers(e.g.,WhatsApp,FacebookMessenger,WeChat)Socialnetworks(e.g.,Facebook)82%69%65%Mediasharing(e.g.,Snapchat,Instagram,YouTube,Pinterest)Businessnetworks(e.g.,LinkedIn)20%(Micro-)blogging(e.g.,Twitter,Tumblr,WordPress)Discussionforums(e.g.,Reddit,Quora)Consumerreviewnetworks(e.g.,Yelp,TripAdvisor)Idonotusesocialmediaregularly18%17%8%5%3%Other20Description:AsofMarch2023,instantmessagingservices,suchasWhatsAppandWeChat,werethemostpopulartypeofsocialmediaamongstonlineusersinFinland,beingusedby82percentofthepopulation.Socialnetworks,likeFacebookandInstagram,werealsopopular,withalmost70percentofrespondentsreportingtousethem.Additionally,customerreviewnetworkswereaccessedbyeightpercentofonlineusersinFinland.

ReadmoreNote(s):Finland;April5,2022toMarch24,2023;12,179respondents;18-64years;residentialonlinepopulationSource(s):ConsumerInsightsMostusedsocialmediaplatformsinNorwayasofMarch2023,bytypeNorway:mostusedsocialmediaplatforms2023,bytypeShareofrespondents0%10%20%30%40%50%60%70%80%Businessnetworks(e.g.,LinkedIn)Consumerreviewnetworks(e.g.,Yelp,TripAdvisor)Discussionforums(e.g.,Reddit,Quora)19%12%13%Instantmessengers(e.g.,WhatsApp,FacebookMessenger,WeChat)Mediasharing(e.g.,Snapchat,Instagram,YouTube,Pinterest)(Micro-)blogging(e.g.,Twitter,Tumblr,WordPress)Socialnetworks(e.g.,Facebook)69%74%18%76%Other3%5%Idonotusesocialmediaregularly21Description:AsofMarch2023,76percentofonlineusersinNorwayusedsocialnetworks,suchasFacebookandInstagram,and74percentusedmediasharingplatformssuchasSnapchatandYouTube.InstantmessagingserviceswerealsowidelyusedinNorway,withareachofalmost70percent.Additionally,oneinfiveinternetusersaccessedbusinessnetworks,likeLinkedIn.SocialnetworkswerealsothemostpopulartypeofplatforminDenmark.ReadmoreNote(s):Norway;January19toMay31,2023;2,071respondents;18-64years;residentialonlinepopulationSource(s):ConsumerInsightsMostusedsocialmediaplatformsinSwedenasofMarch2023,bytypeSweden:mostusedsocialmediaplatforms2023,bytypeShareofrespondents0%10%20%30%40%50%60%70%80%Businessnetworks(e.g.,LinkedIn)Consumerreviewnetworks(e.g.,Yelp,TripAdvisor)Discussionforums(e.g.,Reddit,Quora)24%11%15%Instantmessengers(e.g.,WhatsApp,FacebookMessenger,WeChat)Mediasharing(e.g.,Snapchat,Instagram,YouTube,Pinterest)(Micro-)blogging(e.g.,Twitter,Tumblr,WordPress)Socialnetworks(e.g.,Facebook)67%71%18%72%Other3%5%Idonotusesocialmediaregularly22Description:AsofMarch2023,socialnetworkswerethemostpopulartypeofsocialmediaplatforminSweden,withalmostthreequartersoftheonlinepopulationusingtheseservices.Overall,mediasharingplatforms,suchasSnapchatandInstagram,hadareachof71percentinSweden.Inaddition,15percentofonlineusersinSwedenaccessingdiscussionforums,suchasRedditandQuora.ReadmoreNote(s):Sweden;April5,2022toMarch21,2023;12,164respondents;18-64years;residentialonlinepopulationSource(s):ConsumerInsightsMostpopularsocialnetworksinDenmarkasofSeptember2023,byshareofvisitsLeadingsocialnetworksinDenmark2023,byshareofvisitsMarketshare40%0%10%20%30%50%60%70%80%FacebookInstagramPinterestX/TwitterReddit67.84%11.75%10.51%5.56%1.18%1.69%0.77%0.72%YouTubeTumblrOther23Description:FacebookwasthesocialnetworkwiththelargestmarketshareinDenmarkasofSeptember2023,amountingtonearly68percent.Overall,InstagramandPinterestaccountedfor11.75percentand10.51percentofthemarketshare,respectively.X/Twitteramassed5.56percentofthesocialmediamarketshareinDenmarkinSeptember2023.ReadmoreNote(s):Denmark;September2023Source(s):StatCounterMostpopularsocialnetworksinFinlandasofSeptember2023,byshareofvisitsLeadingsocialnetworksinFinland2023,byshareofvisitsMarketshare30%0%10%20%40%50%60%FacebookInstagramPinterestX/TwitterYouTubeReddit54.5%20.58%10.47%7.97%3.06%1.64%0.94%0.83%OtherTumblr24Description:InSeptember2023,FacebookwasthesocialmediaplatformwiththehighestmarketshareinFinland,accountingfor54.5percentofallsocialmediavisits.Instagramfollowed,makingupalmost21percentofsocialmediavisits.Google'sYouTubewasthefifthmostviewedonlinenetwork,afterPinterestandX/Twitter.ReadmoreNote(s):Finland;September2023;includesdesktop,laptop,mobile,tablet,andconsolebrowsers.Source(s):StatCounterMostpopularsocialnetworksinNorwayasofSeptember2023,byshareofvisitsLeadingsocialnetworksinNorway2023,byshareofvisitsMarketshare30%0%10%20%40%50%60%70%66.19%FacebookPinterestInstagramX/TwitterYouTubeReddit13.83%11.69%5.44%1.14%0.8%Tumblr0.41%Other0.35%25Description:InSeptember2023inNorway,Facebookwasthemostvisitedsocialmediaplatform,accountingfor66.19percentofthemarketshare.Pinterestrankedsecond,makingupalmost14percentofsocialnetworkvisits.Meta'sInstagramfollowed,with11.69percentofsocialmediavisitsinNorway.ReadmoreNote(s):Norway;September2023Source(s):StatCounterMostpopularsocialnetworksinSwedenasofSeptember2023,byshareofvisitsLeadingsocialnetworksinSweden2023,byshareofvisitsMarketshare40%0%10%20%30%50%60%70%80%FacebookInstagramX/TwitterPinterestYouTubeReddit66.85%17.84%6.11%5.82%1.61%0.83%0.43%0.49%TumblrOther26Description:FacebookwasthesocialnetworkwiththelargestmarketshareinSwedenasofOctober2023.ThemarketshareofFacebookmadeupnearly67percentofthetotalmarketinSweden.Instagramreached17.84percent,rankingsecond.Overall,X/Twitterhadroughly6.11percentofallSwedishsocialnetworkviews.ReadmoreNote(s):Sweden;September2023;includesdesktop,laptop,mobile,tablet,andconsolebrowsers.Source(s):StatCounterFrequencyofusingsocialmediaaccordingtousersintheNordicsasofMarch2023Nordics:socialmediausagefrequency2023ShareofrespondentsSwedenNorway30%Finland40%Denmark50%0%10%20%60%70%80%DailySeveraltimesaweekOnceaweekSeveraltimesamonthOnceamonthLessoftenNever27Description:AsofMarch2023,themajorityofinternetusersintheNordicsreportedusingsocialmediaplatforms,suchasFacebookandInstagram,onadailybasis.Overall,76percentofsocialmediausersinNorwayaccessedtheirchosenplatformsonceperday.ThroughoutDenmark,Finland,Norway,andSweden,13percentofuserssaidtheyusedsocialnetworksseveraltimesperweek.BetweentwotothreepercentofonlineusersintheNordicsstatedthattheyneverusedsocialmedia.

ReadmoreNote(s):Denmark,Finland,Norway,Sweden;January19toMarch20,2023;28,489respondents;18-64years;residentialonlinepopulationsSource(s):ConsumerInsightsCHAPTER

05FacebookNumberofFacebookusersintheNordicsasofJanuary2023,bycountry(inmillions)Nordics:Facebookusers2023,bycountryNumberofusers30124567SwedenDenmark5.83.5Norway3.25Finland2.4Iceland0.24TheFaroeIslandsGreenland0.040.0429Description:AsofJanuary2023,Swedenhadaround5.8millionFacebookusers,whilstDenmarkwashometoroughly3.5millionFacebookusers.Additionally,3.23millionpeopleinNorwaywereusingMeta'smostpopularsocialnetwork.TheFaroeIslandsandGreenlandbothhadunder40,000activeFacebookusersasofearly2023.ReadmoreNote(s):Denmark,FaroeIslands,Finland,Greenland,Iceland,Norway,Sweden;January2023;basedonpotentialadvertisingreachSource(s):DataReportal;Meltwater;WeAreSocialMonthlymarketshareofFacebookinSwedenfromJanuary2019toSeptember2023MonthlymarketshareofFacebookinSweden2019-202395%90%88.59%86.08%87.26%83.31%85.28%84.65%85%80%75%82.8521.%53%81.53%81.57%80.67%80.89%80.74%80.2%78.93%79.67%79.17%79.59%78.88%77.91%77.15%77.68%75.83%75.13%75.61%74.89%71.95%69.67%71.18%70.65%70.47%69.76%69.32%67.54%66.19%68.95%66.85%68.35%67.22%

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202330Description:ThemarketshareofFacebookinSwedenhasfluctuatedgreatlybetween2019and2023.Peakingat88.59percentinNovember2021,Facebook'swebmarketsharestoodat66.85percentinSeptember2023.Overall,therewerealmostsixmillionFacebookusersinSwedenatthebeginningof2023.ReadmoreNote(s):Sweden;January2019toSeptember2023;includesdesktop,laptop,mobile,tablet,andconsolebrowsers.Source(s):StatCounterDistributionofFacebookusersinSwedenasofSeptember2023,byagegroupSweden:Facebookusershare2023,byagegroup25%20%22.4%18%17.7%15%14.5%15%10%5%12.3%0.1%0%13-1718-2425-3435-4445-5455-64Over6531Description:AsofSeptember2023,usersaged25and34madeupthelargestaudienceofFacebook,accountingfor22.4percentoftheplatform'saudience.Similarly,usersaged25to34madeupthelargestshareofInstagram'suserbaseinSweden,makingup24.1percentofitsaudience.ReadmoreNote(s):Sweden;September2023Source(s):NapoleonCatDistributionofFacebookusersinSwedenasofSeptember2023,bygenderSweden:FacebookusershareinSeptember2023,bygenderMale46.5%Female53.0%32Description:AsofSeptember2023,womenaccountedfor53.5percentofMeta'sFacebookusersinSweden.Incomparison,maleusersmadeup46.5percentofthesocialplatform'suserbase.Additionally,thesocialnetworkwasmostpopularwithusersaged25to34years.ReadmoreNote(s):Sweden;September2023Source(s):NapoleonCatDistributionofFacebookusersinDenmarkasofSeptember2023,byagegroupDenmark:Facebookusershare2023,byagegroup25%20%21.7%18.6%15.8%15.9%14.2%15%10%5%13.6%0.2%0%13-1718-2425-3435-4445-5455-6465+33Description:InSeptember2023inDenmark,Facebookwasmostpopularamongusersaged25to34yearsold,accountingfor21.7percentoftheplatform'saudience.Thesocialnetworkplatformwasleastpopularwiththoseaged13to17years.Similiraly,usersaged25to34yearsoldmadeupthelargestaudienceofFacebookinNorway,makingup21.6percentofitsaudienceReadmoreNote(s):Denmark;September2023Source(s):NapoleonCatDistributionofFacebookusersinDenmarkasofSeptember2023,bygenderDenmark:Facebookusershare2023,bygenderMale46.1%Female53.9%34/statistics/1416797/facebook-users-share-in-denmark-genderAsofSeptember2023,womenaccountedforalmost54percentofFacebookusersinDenmark,whilemaleusersmadeup46.1percentofthesocialplatform'saudience.Overall,thesocialnetworkwasmostpopularwithusersaged25to34years.

ReadmoreNote(s):Denmark;September2023Source(s):NapoleonCatDistributionofFacebookusersinNorwayasofSeptember2023,byagegroupNorway:Facebookusershare2023,byagegroup25%20%21.6%18.5%17.2%15.9%15%10%5%13.7%12.9%0.1%0%13-1718-2425-3435-4445-5455-6465+35Description:AsofSeptember2023,usersaged25to34yearsoldmadeupthelargestaudienceofFacebookinNorway,makingup21.6percentofitsaudience.Additionally,usersaged18to24madeupalmost18.5percentofFacebook'saudience.Theappwasleastpopularwiththoseaged13to17years.ReadmoreNote(s):Norway;September2023Source(s):NapoleonCatDistributionofFacebookusersinNorwayasofSeptember2023,bygenderNorway:Facebookusershare2023,bygenderMale46.9%Female53.1%36/statistics/1416755/facebook-users-share-in-norway-genderAsofSeptember2023,womenaccountedfor53.1percentofFacebookusersinNorway,whilemaleusersmadeup46.9percentofthesocialplatform'saudience.Moreover,almosthalfofFacebookusersinNorwaywereagedbetween18and34years.ReadmoreNote(s):Norway;September2023Source(s):NapoleonCatCHAPTER

06InstagramNumberofInstagramusersintheNordicsasofJanuary2023,bycountry(inmillions)Nordics:Instagramusers2023,bycountryNumberofusers3012456SwedenNorwayDenmarkFinland5.72.752.62.3Iceland0.2FaroeIslands

0.02Greenland

0.0238Description:InJanuary2023,Swedenhad5.7millionusersofMeta'sappInstagram.Overall,Norwaywashometo2.75millionInstagramusers,whilstDenmark'saudiencestoodat2.6million.Additionally,therewere2.6millionusersoftheappinFinlandasofearly2023.ReadmoreNote(s):Denmark,FaroeIslands,Finland,Greenland,Iceland,Norway,Sweden;January2023;basedonpotentialadvertisingreachSource(s):DataReportal;Meltwater;WeAreSocialDistributionofInstagramusersinSwedenasofSeptember2023,byagegroupSweden:Instagramusershare2023,byagegroup30%25%24.1%20.6%20%18.3%14.7%15%10%5%11.2%55-6411%65+0.1%0%13-1718-2425-3435-4445-5439Description:AsofSeptember2023,usersaged25to34madeupthelargestshareofInstagram'suserbaseinSweden,makingup24.1percentofitsaudience.Additionally,usersaged18to24madeupalmost21percentofInstagram'saudience.Theappwasleastpopularwiththoseaged13to17years.ReadmoreNote(s):Sweden;September2023Source(s):NapoleonCatDistributionofInstagramusersinSwedenasofSeptember2023,bygenderSweden:Instagramusershare2023,bygenderMale42.7%Female57.3%40Description:AsofSeptember2023,womenaccountedfor57.3percentofInstagramusersinSweden.Maleusersmadeup42.7percentofthesocialplatform'saudience.Furthermore,morethan24percentofInstagramusersinSwedenwereagedbetween25and34years.ReadmoreNote(s):Sweden;September2023Source(s):NapoleonCatDistributionofInstagramusersinNorwayasofSeptember2023,byagegroupNorway:Instagramusershare2023,byagegroup30%25.1%25%22%20%15%10%5%18.3%15.4%10.7%55-648.2%65+0.2%0%13-1718-2425-3435-4445-5441Description:InSeptember2023,usersaged18to34madeupalmosthalfofInstagram'suserbaseinNorway,makingup47.1percentofitsaudience.Additionally,usersaged35to44madeupalmost18.3percentofInstagram'saudienc