Social media usage in Finland - Statistics & Facts

In 2017, nearly 70 percent of the Finnish population aged 18 to 64 participated in social networks. According to Statista’s Digital Market Outlook forecast, the number of social network users in the country is projected to exceed 3.1 million users in 2018 and increase annually thereafter, the penetration rate remaining close to 60 percent. According to a 2018 report regarding the digital landscape in Europe, active social media penetration in Finland amounted to nearly 60 percent, referring to not only registered social media users but also those who actively log into social media services on a monthly basis. According to a survey on digital media usage in Finland, daily social media usage grew by over 20 percent in 2018.

In 2018, the most popular social media channels for Finns were Facebook, YouTube, Instagram and Snapchat. Out of messenger applications, Facebook Messenger and WhatsApp ranked highest, leaving behind both YouTube and Instagram in terms of daily usage. Among the younger population, the top three most popular social media networks in 2017 were WhatsApp, Facebook and YouTube. Additionally, a study on digital media usage in Finland in 2018 revealed that the share of individuals using social media for more than two hours per day was several times higher among 15 to 24-year-olds (17 percent) and 25 to 34-year-olds (13 percent) compared to other age groups. In all age groups, Facebook, Facebook Messenger and WhatsApp were the most frequently used platforms, with over 30 percent of individuals using the respective social media and messaging services several times a day.

As wearables and mobile devices take over from traditional electronic devices, it comes as no surprise that many social networks are accessed increasingly via mobile phone. According to the Apple mobile application data, instant messenger apps, together with Facebok, dominated the most downloaded charts. Moreover, a recent Nordic survey found that video and photo platforms Instagram and Snapchat were both used with a smartphone by over 90 percent of respondents. For Facebook, desktop and smartphone use were equally popular. YouTube, on the other hand, was still dominated by desktop use.

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