Stacy Jo Dixon
Research expert covering social media usage worldwide
Social media usage in the Nordics - statistics & facts
Does the future of social media lie within the Nordics? Northern Europe has the highest social media reach in the world, and while Facebook remains the overall favorite platform in the region, there is room for new contenders, as younger consumers have a clear preference for app-first social media.
In Sweden, Instagram has an audience of 5.5 million, meaning that 65 percent of its social media users are active on the app. The platform, famous for influencer-heavy content, is most popular with people aged 25 to 34 years, who account for approximately one-quarter of users in the country. Moreover, 56.6 percent of Instagram’s users in Sweden are women.
In Norway, TikTok also continues to draw in younger audiences. In the last quarter of 2023, 64 percent of women in the country aged 18 to 29 years were active on the app, as were 59 percent of men. Moreover, one in five users based in the country accessed the service daily.
The Nordic regions’ online audiences are expected to continue expanding in the coming years. As Gen Z is turning to social media platforms that are only available as apps, this makes the future of Facebook, which is much accessed via the web, uncertain and possible to give way to a new market leader.
The Nordics in numbers
There are approximately 22.5 million social media users in the Nordic countries, and around 38 percent of these users are based in Sweden. Although Sweden is home to the largest number of social media users, it is not the country within the region with the highest reach. Overall, Norway has the highest social media penetration rate in the region, with 81.7 percent of people in the country being active on social media.Meta’s sleeping giants
Across the Nordic nations, Facebook is the most utilized social media platform, akin to the rest of the online world. In Denmark, it stands out as the platform of choice by far, with 81 percent of social media users accessing the network. This trend is seen across all Nordic countries - Instagram, Snapchat, and TikTok are routinely left in the shadow of Meta’s social media champion.In Sweden, Instagram has an audience of 5.5 million, meaning that 65 percent of its social media users are active on the app. The platform, famous for influencer-heavy content, is most popular with people aged 25 to 34 years, who account for approximately one-quarter of users in the country. Moreover, 56.6 percent of Instagram’s users in Sweden are women.
TikTok: times are changing
TikTok is remarkably popular with young generations, as the app is filled with dance challenges, lip-syncs, and an endless supply of filters and songs. Overall, those who were born in the 2000s were the most likely to use TikTok in Sweden, accounting for 64 percent of users in the country. Additionally, 32 percent of users were born in the 2010s.In Norway, TikTok also continues to draw in younger audiences. In the last quarter of 2023, 64 percent of women in the country aged 18 to 29 years were active on the app, as were 59 percent of men. Moreover, one in five users based in the country accessed the service daily.
The Nordic regions’ online audiences are expected to continue expanding in the coming years. As Gen Z is turning to social media platforms that are only available as apps, this makes the future of Facebook, which is much accessed via the web, uncertain and possible to give way to a new market leader.
