The Nordic data cut is part of Deloitte’s Global Mobile Consumer Survey, a multi-country study of mobile phone users around the world. The 2018 study comprises 54,150 respondents across 35 countries and six continents.
The mobile phone has become an indispensable part of Nordic consumers’ everyday lives, and most companies interact with mobile phone users in some way.
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Nordic consumers use their smartphones for new tasks in their households while the desktop moves out. Overall, the digital transformation is nearly complete.
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More than one-third of Nordic consumers think they use their mobile phone too much, but only a few try to limit their use — even though there are many negative side effects.
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Broadcasting activities such as the sharing of photos and videos via social networks are becoming increasingly popular on smartphones.
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The consumption of media-related activities on smartphones has become more popular during the past two years, and will most likely continue to grow in the years to come.
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Although laptops are still the preferred device for online shopping, mobile phones are clearly on the rise and may challenge the laptop in the future.
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Societies are becoming more and more cashless. Money is less something we can touch and keep in our pockets, and instead just bits and bytes floating around in cyberspace.
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We are asked these questions more and more, though not in quite those words, now that the General Data Protection Regulation is in effect. Does this make us more aware or concerned about sharing our personal data?
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46% believe they are sharing their email address with companies online
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52% of Nordic consumers accept terms and conditions "always" or "almost always" without reading them
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73% are either “very” or “fairly” concerned about how companies share their personal data with third parties
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33% of Nordic consumers believe that the companies they interact with online use their personal data "all the time"
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67% of Danes have used a contactless payment app for in-store purchases
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78% of Nordic consumers who have used their phone to purchase a product or service normally use a credit or debit card
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Mobile phones are the preferred device for browsing, while laptops are preferred to make online purchases
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19% of Nordic consumers prefer the mobile phone to make online purchases
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The mobile phone is increasing as the preferred device for browsing shopping websites
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55% have access to online music streaming subscription services in Sweden
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The younger segments subscribe more to music and movie streaming services, while the older segments subscribe more to newspapers/magazines
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55% have access to a Smart TV in Norway compared to an average of 47% in the other Nordic countries
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5% prefer mobile phones over other devices when streaming film and/or TV series
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The weekly consumption of short-form video is up 10pp since 2016
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73% of smartphone owners read the news weekly
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In Norway, the sharing and uploading of videos has increased by 7pp since last year's report.
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49% of Finnish smartphone users upload or share photographs on social networks at least once a week
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34% of Nordic consumers prefer to watch short videos on their mobile phone
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64% of Finnish consumers use WhatsApp on a daily basis compared to 11% in the other Nordic countries
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92% Finland is the only country in the Nordic region where an increasing percentage of smartphone users watch videos shared on instant messaging networks at least once per day
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59% of all Nordic adults use Facebook at least once a day
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71% of Nordic consumers cannot leave work behind during leisure time
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66% In Norway, 66% of workers use their smartphone for personal purposes during working hours
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52% of all Nordic consumers have experienced negative side effects related to the use of their smartphone
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39% do not try to change behavior even though they indicate they overuse their mobile phones
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35% of all Nordic adults think they use their mobile phone excessively
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71% finds no hidden/surprise cost very important
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In Norway, 37 percent use their smartphone to control the music on their speakers, while in Finland only 22 percent do so.
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63% Large tablets are most popular among people aged 35-44.
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97% of all Nordic adults used their smartphone within the last day, which is 37pp more than the daily usage of laptops
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92% of all Nordic adults either own or have ready access to a smartphone