Social media reach in the Nordics 2024

Norway was the Nordic country with the highest social media penetration rate as of January 2024 with 81.7 percent of the population using social media, followed by Finland with 80.4 percent. Overall, 80.1 percent of the population of Sweden reported to be using social media actively.

Number of social media users in the Nordic countries 
Over 8.5 million individuals used social media in Sweden in 2024. In 2021 Danish social media users were over 4.8 million, while Norwegians and Finns were slightly fewer. 

Which social media apps? 
Regarding the daily used social media apps in the Nordic countries, Facebook led the ranking over the period from 2016 to 2019. As of 2019, over 60 percent of the interviewed Nordic citizens used the Facebook app, followed by 38 percent who used Instagram. TikTok was reported to be used by two percent of the participants that year.