Nordic consumers use their smartphones for new tasks in their households while the desktop moves out. Overall, the digital transformation is nearly complete.
It is fair to say that there is a smartphone in every Nordic consumer’s pocket. Among all the Nordic consumers reported on in the survey, 92 percent either own one or have ready access to one, while 83 percent own a laptop. Tablets (65 percent), and especially desktops (46 percent), are in no way challenging the domination of the smartphone.
99 percent of the smartphone consumers reported having a smartphone in their hand within the last week, and 97 percent use their smartphone on a daily basis, which, for instance, is 37 percentage points greater than the daily reported use of laptops.
One explanation for smartphones’ ubiquity might be that consumers communicate more often and use applications to handle tasks that other devices previously carried out such as banking and shopping. The devices’ functionalities have also turned homes into a smart homes with everything controlled on the phone. Nordic consumers have begun to use their smartphones to unlock their car or home doors, to adjust lighting, turn on a heating or air-conditioning system remotely, or control the home security system from afar.
Other devices, such as laptops, are used for more specialised tasks that require a bigger screen, including work-related activities and entertainment.
Does it have to fit into the pocket?
The natural limit on how big a smartphone screen can get means that it is not likely to “kill” all other devices. However, this limitation may not be present in the years to come. Smartphone providers have introduced larger, so-called “phablets.” The iPhone Xs Max and Samsung Galaxy Note9 are examples of smartphones with screen sizes of about 6.5 inches.
At this point, it seems that the smartphone remains the perfect time-killer, as it is accessible in terms of size and functionalities.
92% of all Nordic adults either own or have ready access to a smartphone
97% of all Nordic adults used their smartphone within the last day, which is 37pp more than the daily usage of laptops
63% Large tablets are most popular among people aged 35-44.
In Norway, 37 percent use their smartphone to control the music on their speakers, while in Finland only 22 percent do so.
71% finds no hidden/surprise cost very important