In 2016, the most popular social media channels for Finns were Facebook, YouTube and Instagram. 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 ten most popular social media networks in 2016 also included Snapchat. Social media platforms for distributing user-generated photo and video content such as Snapchat and Instagram proved more popular among Finnish millennials than among the older population. Additionally, a study on digital media usage in Finland in 2017 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 (15 percent) compared to other age groups (one to seven percent). In all age groups, Facebook, Facebook Messenger and Whatsapp were the most frequently used platforms, with roughly 40 percent of individuals using the respective social media and messaging services several times a day.
In 2016, the most common social media activity among Finns aged 13 to 29 was to browse through published content. Additionally to over 90 percent of the individuals reading content, roughly 80 percent also liked other users’ content. Listening to music and staying up-to-date regarding friends’ activities were also important reasons for young people to engage in social media channels. Interestingly, 75 percent of individuals in the age group also stated that the reason behind their social media usage was it having become a habit. Nearly all understood that user-generated content was likely to stay readable long after the date of publication. At the same time, creating content based on the user’s own interests was considered more important than merely collecting likes or followers.