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The connected consumer
Smartphone adoption among Nordic consumers is still increasing, and connected entertainment devices are becoming more popular.
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Smartphone zombies
Smartphones have become a hub of much of what we do, which makes them both trusted companions and hard to resist. Are we all becoming smartphone zombies?
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Video killed the radio star
Almost half of all Nordic consumers watch short videos on their phones weekly. Virtual reality and augmented reality hold exciting opportunities for the future.
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Money, money, money
Mobile shopping, banking and payment apps have cropped up across the Nordics. Are mobile phones about to replace our wallets?
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Show me your phone, and I’ll tell you who you are
The Nordic iOS user base consists of more social and tech-savvy young consumers compared to the Android user base.
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Making the telco choice
Changing usage patterns on mobile phones are increasing the need for internet access via mobile phones. Mobile data will rule the telecom markets.
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Explore the data in more detail
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Percentage of users with iOS and Android operating systems
In Finland and Sweden users strongly prefer Android, while in Norway and Denmark there is almost a 50/50 division of preferences.
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Technology behavior for iOS and Android users
44% of Android users buying new products only when the current device malfunctions compared to 35% of iOS users
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Comparison of iOS and Android user behavior
Mobile addiction, app usage, multitasking and use of social media are all more dominant amongst the average Nordic iOS user
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Age groups for Nordic iOS and Android users
iOS is more popular among the youngest age group in all the Nordic countries
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iOS and Android users' attitudes to own phone brand
55% of iOS users are in the category "active promotors" of their phone brand" as compared to 46% of Android users
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Percentage of iOS and Android users who are aware of machine learning functions on smartphones
Compared to Nordic Android users, Nordic iOS users are equally or more aware of the machine learning functions that come with modern smartphones
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Consumers’ rating of purchasing criteria for mobile subscriptions by importance
86% of Nordic consumers consider the quality and accessability of data networks to be an important part of their mobile service
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Percentage of consumers who currently subscribe to and percentage of consumers who want to subscribe to the additional services listed in the survey
11% of Nordic consumers want to add TV/film streaming services to their mobile subscription
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How often Nordic consumers actually exceed their data limit
45% of Danish consumers occationally exceed their data limit
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Nordic consumer's access to mobile data
56% of Finnish consumers have unlimited access to mobile data
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Percentage of consumers who consider the following criteria to be very important
Consumers aged 18-24 but most weight on data-related purchasing criteria for mobile subscriptions
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Device penetration among Nordic adults
88% of all Nordic adults own a smartphone and only 48% own a desktop computer.
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Adoption of connected devices (Internet of Things devices)
Connected entertainment devices are growing more popular: ownership of Smart TVs jumped from 30% in 2016 to 45% in 2017.
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Usage frequency of social media apps
56% of all Nordic consumers use Facebook at least once a day and 10, claim to use it every hour.
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E-commerce activities that consumers use their mobile phones for
Researching products and services, checking bank balances and browsing shopping websites are the most popular monthly e-commerce activities.
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Types of adopted VR headsets
Out of the consumers who own a VR headset, only 24% own a high-end one.
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Weekly video consumption, by format, by age group
38% of 18-24 year olds surveyed stream films and/or a TV series compared to 2% of 65-75 year olds.
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Usage frequency of video-related activities on the smartphone
46% of all Nordic consumers watch short videos or live posts at least once a week.
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Ways to use fingerprint readers
Over a third of those with fingerprint reader use it to authorize payments and money transfers.
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Main reasons for not using in-store mobile payments
Lack of benefits is the top reason for not using mobile payments, followed by perceptions of insecurity.
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Popularity of various in-store mobile payment methods
Contactless payment apps offered by banks take the top spot for in-store payments
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Popularity of various methods of transfering money to other individuals in the same country
Apps that link phone numbers to bank accounts and online banking apps used by about 60% people who have transferred money using their phone.
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The interval between checking phones for the first time after waking and for the last time before going to sleep
55% look at their phone within 15 minutes of waking. For most smartphone owners, checking their phones is among the first and last things they do in a day.
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Proportion of respondents who think they use their smartphone too much and when
52% of 16-24 year olds believe they use their smartphone too much, compared to only 6% of 65-75 age group.
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Proportion of respondents who think their child/children, parent or partner use their smartphone too much
25% of respondents in a relationship think their partner uses their phone too much.
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The steps taken to limit smartphone usage
The most popular approaches to reducing phone usage are to make the phone, or its functions (connectivity, apps) disappear.
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Activities done when people check their phone in the middle of the night
27% of 18-24 year old phone owners check social media notifications during night.
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The number of times consumers look at their phone in a day
20% of Nordic consumers look at their phone at least 50 times a day.
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Frequency of usage, by device
96% of Nordic adults used their smartphone in the last day, which is considerably more than any other device.
