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.