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Top social media sites in the Nordics 2016

This survey shows the top social media sites in the Nordic countries in 2016, by share of users. Facebook was the most popular social media platform with 78 percent of individuals using it. The majority of Nordic Facebook users have used the platform on a daily basis. In Sweden, for example, 74 percent of Facebook users visited the platform every day in the beginning of 2017. Youtube* ranked second with 72 percent of users. Instagram which is constantly gaining more users in the Nordic countries was third with 39 percent of people using it. When looking into gender distribution among Instagram users, women prove to use Instagram more than men. In 2016, 47 percent of females used Instagram in the Nordic countries compared to 31 percent of men. LinkedIn and Whatsapp had a similar share of users - 27 percent - and were the fourth most popular social media used in the Nordics.

Most popular social media sites in the Nordics in 2016, by share of users

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Release date

June 2016


Denmark, Finland, Norway, Sweden

Survey time period


Supplementary notes

The number of respondents of this study is not specified. This survey is a part of a larger study with 22.000 respondents in the Nordic countries.

* Source adds the following information: "The respondents in Finland weren't asked about YouTube and therefore the numbers on YouTube are based on Denmark, Sweden and Norway."

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Statistics on "Social media usage in the Nordics"

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