Social media usage in Finland

Social media usage in Finland

Table of Contents
Reach
07 Social network penetration in Finland 2011-2017
08 Survey on weekly reach of social media and streaming platforms in Finland 2016
09 Distribution of social media usage to share content in Finland 2016, by frequency
10 What makes an online service a social media service in Finland 2016
11 Share of social media activities among young people in Finland 2016
12 Share of Instagram users in Finland 2017, by frequency
13 Share of Twitter users in Finland 2017, by usage frequency
14 Share of Whatsapp users in Finland 2017
15 Share of Snapchat users in Finland 2017
16 Share of YouTube users in Finland 2017, by usage frequency
17 Forecast of social network user numbers in Finland 2014-2021
18 Forecast of the social network user penetration rate in Finland 2014-2021

User demographics
20 Share of people who used selected social media in Finland 2016
21 Social network usage in Finland in 2017, by age group
22 Most popular social media services among young people in Finland 2016
23 Survey on top social media in Finland 2017
24 Survey on top social media in Finland 2017, by gender
25 Survey on top social media among individuals aged 15 to 25 in Finland 2017
26 Survey on top social media among individuals aged 26 to 35 in Finland 2017
27 Survey on top social media among individuals aged 36 to 45 in Finland 2017
28 Survey on top social media among individuals aged 46 to 55 in Finland 2017
29 Survey on top social media among individuals aged 56 and older in Finland 2017
30 Share of daily users of selected social media platforms in Finland 2017, by gender

User behavior
32 Share of users of selected social media in Finland 2017, by usage frequency
33 Share of people using social media 2+ h per day in Finland 2017, by gender
34 Share of people using social media 2+ h per day in Finland 2017, by age group
35 Share of users of social media platforms in Finland in 2016, by usage frequency
36 Share of people who increased the time spent on social media in Finland 2017, by age
37 What makes young people use social media services in Finland 2016
38 Statements about content and audience in social media services in Finland 2016
39 Statements about the publicity of content in social media in Finland 2016
40 How social media services affect the lives of young people in Finland 2016
41 Share of individuals using social media daily in Finland 2017, by duration
42 Share of communication applications among smartphone owners in Finland 2016, by usage
43 Share of Whatsapp users in Finland in 2016, by frequency
44 Share of Facebook Messenger users in Finland in 2016, by frequency
45 Share of YouTube users in Finland in 2016, by frequency
46 Share of Snapchat users in Finland in 2016, by frequency
47 Share of Twitter users in Finland in 2016, by frequency
48 Share of Instagram users in Finland 2016, by frequency
49 Share of Facebook users in Finland 2016, by frequency
50 Share of Tinder users in Finland in 2016, by frequency
51 Share of LinkedIn users in Finland 2017, by usage frequency
52 Share of Kik Messenger users in Finland in 2017, by frequency
53 How young users experience the use of social media services in Finland 2016
54 Young people's attitudes on whether social media use should be taught in Finland 2016
Social media usage in Finland

Reach
 Reach 7

Social network penetration in Finland 2011-2017

Share of individuals in Finland participating in social networks from 2011
to 2017

Chart Title

All individuals Individuals who used the internet in the last 3 months

80.0%

70%
70.0%
66% 66%
63% 62%
60%
60.0% 58%
56% 56%

50% 51%
50.0%
Share of individuals

45%

40.0%

30.0%

20.0%

10.0%

0.0%
2011 2013 2014 2015 2016 2017

Note: Finland; 2011 to 2017; 718-64 years

Further information regarding this statistic can be found on page 56.

Source: Eurostat ID 384465

 Reach 8

Survey on weekly reach of social media and streaming platforms in Finland 2016
Estimated weekly reach of social media and streaming platforms in
Finland in 2016

data

80.0%

72%

70.0%

63%

60.0%

50.0%
Weekly reach

40.0%
34%

30.0% 28%

23%

20.0%

11%
10.0%

0.0%
Facebook YouTube Spotify Netflix Instagram Twitter

Note: Finland; August 15, 2016 to August 22, 2016; 16-65 years; 1,093

Further information regarding this statistic can be found on page 57.

Source: Teosto; IFPI Finland; CEO Helsinki ; Norstat ID 710328

 Reach 9

Distribution of social media usage to share content in Finland 2016, by frequency

Do you use an online social network for instance to share pictures
videos, movies, etc.?

data

45.0%

40.0% 39%

35.0%

30.0%
Share of respondents

25%
25.0%

20.0%
17%

15.0%

10.0% 8%
7%

5.0% 4%

0%
0.0%
Every day or almost Two or three times a About once a week Two or three times a Less often Never Don't know
every day week month

Note: Finland; April 9, 2016 to April 18, 2016; 15 years and older; 1,008

Further information regarding this statistic can be found on page 58.

Source: European Commission ID 605224

 Reach 10

What makes an online service a social media service in Finland 2016

What makes an online service a social media service among young
people in Finland in 2016

data

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0%

Messaging / the possibility to talk to or speak with other users 82%

People have the possibility to communicate with each other 72%

Possibility to read contents created by other users 71%

Public and restricted messaging (private messages) 70%

Possibility to comment other users' contents 70%

Possibility to create content 65%

Registration (user name or real name) 47%

Logging in with personal login information 41%

Possibility to create social groups 39%

Possibility to associate user name/ name with pictures 37%

Other 1%

Share of respondents

Note: Finland; May, 2016 to August, 2016; 13-29 years; 5520 Respondents

Further information regarding this statistic can be found on page 59.

Source: ebrand Suomi Oy; City of Oulu ID 600510

 Reach 11

Share of social media activities among young people in Finland 2016

Share of social media activities among young people in Finland in 2016

data

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%

Read / look at contents. 93.9%

Like other users' contents. 81.6%

Listen to music. 75.6%

Read about friends' activities. 71.8%

Real-time communication. 59.3%

Look for information and comment on subjects. 48.9%

Produce status updates and comments. 44.4%

Tell your friends about your activities. 40.2%

Share various contents. 38.2%

Take / edit pictures. 37.5%

Get to know new people. 31.2%

Play games. 29.9%

Look for similar company. 16.4%

Make / edit videos. 7.7%

Write a blog. 6.3%

Share of respondents

Note: Finland; May, 2016 to August, 2016; 13-29 years; 5520 Respondents

Further information regarding this statistic can be found on page 60.

Source: ebrand Suomi Oy; City of Oulu ID 601801

 Reach 12

Share of Instagram users in Finland 2017, by frequency

Do you use Instagram?

data

60.0%

54%

50.0%

40.0%
Share of respondents

30.0%

20.0%
15%

10% 10%
10.0%
6%
5%

0.0%
Several times a day One to two times a day Three to seven times a One to two times a week Less than once a week Don't use the service
week

Note: Finland; week 21, 2017 to week 22, 2017; 15-74 years; 1005 Respondents

Further information regarding this statistic can be found on page 61.

Source: DNA; Nepa ID 560859

 Reach 13

Share of Twitter users in Finland 2017, by usage frequency

Do you use Twitter?

data

70.0%
65%

60.0%

50.0%
Share of respondents

40.0%

30.0%

20.0%
15%

10.0%
6% 6%
5%
4%

0.0%
Several times a day One to two times a day Three to seven times a One to two times a week Less than once a week Don't use the service
week

Note: Finland; week 21, 2017 to week 22, 2017; 15-74 years; 1005 Respondents

Further information regarding this statistic can be found on page 62.

Source: DNA; Nepa ID 560864

 Reach 14

Share of Whatsapp users in Finland 2017

Do you use Whatsapp?

data

40.0%
38%

35.0%

30%
30.0%

25.0%
Share of respondents

20.0%

15.0%
12%

10.0% 9%

6% 6%

5.0%

0.0%
Several times a day One to two times a day Three to seven times a One to two times a week Less than once a week Don't use the service
week

Note: Finland; week 21, 2017 to week 22, 2017; 15-74 years; 1005 Respondents

Further information regarding this statistic can be found on page 63.

Source: DNA; Nepa ID 560848

 Reach 15

Share of Snapchat users in Finland 2017

Do you use Snapchat?

data

90.0%

80.0% 78%

70.0%

60.0%
Share of respondents

50.0%

40.0%

30.0%

20.0%

9%
10.0% 6%
3% 2% 2%

0.0%
Several times a day One to two times a day Three to seven times a One to two times a week Less than once a week Don't use the service
week

Note: Finland; week 21, 2017 to week 22, 2017; 15-74 years; 1005 Respondents

Further information regarding this statistic can be found on page 64.

Source: DNA; Nepa ID 560887

 Reach 16

Share of YouTube users in Finland 2017, by usage frequency

Do you use YouTube?

data

25.0%

22%
21%

20.0% 19%
Share of respondents

15.0% 14%

12% 12%

10.0%

5.0%

0.0%
Several times a day One to two times a day Three to seven times a One to two times a week Less than once a week Don't use the service
week

Note: Finland; week 21, 2017 to week 22, 2017; 15-74 years; 1005 Respondents

Further information regarding this statistic can be found on page 65.

Source: DNA; Nepa ID 560730

 Reach 17

Forecast of social network user numbers in Finland 2014-2021

Forecast of social network user numbers in Finland from 2014 to 2021 (in
million users)

data

3.5
3.22 3.25
3.17
3.12
3.05
2.98
3 2.89
2.8
Number of social network users in millions

2.5

1.5

0.5

0
2014 2015 2016* 2017* 2018* 2019* 2020* 2021*

Note: Finland; May 2016; Individuals who use a social network via any device at least once per month.

Further information regarding this statistic can be found on page 66.

Source: Statista (Digital Market Outlook) ID 568902

 Reach 18

Forecast of the social network user penetration rate in Finland 2014-2021

Forecast of the social network user penetration rate in Finland from 2014
to 2021

data

70.0%

60.0% 57.74% 58.25%

56.28% 57.09%
55.28%
54.1%
52.76%
51.32%

50.0%
Share of social network users

40.0%

30.0%

20.0%

10.0%

0.0%
2014 2015 2016* 2017* 2018* 2019* 2020* 2021*

Note: Finland; May 2016; share of the total population who use a social network via any device at least once per month.

Further information regarding this statistic can be found on page 67.

Source: Statista (Digital Market Outlook) ID 567310

Social media usage in Finland

User demographics
 User demographics 20

Share of people who used selected social media in Finland 2016

Share of people who used selected social media in Finland in 2016

data

80.0%

69%
70.0%

60.0%

50.0%
Share of respondents

45%
43%

40.0%

30.0%

20.0% 18%

10%
10.0% 8% 7%
5%
2%

0.0%
Facebook Whatsapp YouTube Instagram Twitter LinkedIn Snapchat Pinterest Vimeo

Note: Finland; 2016, weeks 12 and 13; 15-74 years; 1036; male = 497, female = 539; Users who used social media the day before the survey.

Further information regarding this statistic can be found on page 68.

Source: DNA ID 561395

 User demographics 21

Social network usage in Finland in 2017, by age group

Share of persons that have used social networks in Finland in 2017, by
age group

data

100.0%
95%
91%
90.0%

80%
80.0%

70.0%
64%
Share of respondents

60.0%

50.0%
43%

40.0%

30.0%
25%

20.0%

11%
10.0%

0.0%
16-24 years 25-34 years 35-44 years 45-54 years 55-64 years 65-74 years 75-89 years

Note: Finland; 2017; 16-89 years; 4,850; registered at least to one social networks

Further information regarding this statistic can be found on page 69.

Source: Statistics Finland ID 543284

 User demographics 22

Most popular social media services among young people in Finland 2016
User share of the most popular social media services among young
people in Finland in 2016

data

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%

WhatsApp 88%

YouTube 85%

Facebook 81%

Instagram 72%

Spotify 66%

Snapchat 60%

Facebook Messenger 56%

Skype 35%

Twitter 25%

Steam 19%

Share of respondents

Note: Finland; May, 2016 to August, 2016; 13-29 years; n = 5520

Further information regarding this statistic can be found on page 70.

Source: ebrand Suomi Oy; City of Oulu ID 601659

 User demographics 23

Survey on top social media in Finland 2017

What social media platforms do you use?

data

80.0%
75%

69%
70.0%
66%

60.0%

50.0%
Share of respondents

40.0%
35%

30.0%

19% 19%
20.0%
16%
14%

10.0%

3% 3% 2%

0.0%
Facebook Whatsapp YouTube Instagram LinkedIn Twitter Pinterest Snapchat Tumblr Reddit Periscope

Note: Finland; Q1 2017 to Q2 2017; 14,000 respondents*

Further information regarding this statistic can be found on page 71.

Source: AudienceProject ID 762591

 User demographics 24

Survey on top social media in Finland 2017, by gender

What social media platforms do you use?

Chart Title

Male Female

90.0%

80%
80.0%
73%
70% 70%
70.0%
65%
62%

60.0%
Share of respondents

50.0%

41%
40.0%

30%
30.0%
25%
22% 23% 22%

20.0% 17% 17%

15%

10.0% 6%
3% 3% 4% 3%
1% 2%

0.0%
Facebook Whatsapp YouTube Instagram LinkedIn Twitter Pinterest Snapchat Tumblr Reddit Periscope

Note: Finland; Q1 2017 to Q2 2017; 14,000 respondents*

Further information regarding this statistic can be found on page 72.

Source: AudienceProject ID 762615

 User demographics 25

Survey on top social media among individuals aged 15 to 25 in Finland 2017

What social media platforms do you use?

data

100.0%
93%

90.0%
85% 84%

80.0%

70.0%

60%
Share of respondents

60.0%

50.0% 46%

40.0%

30.0% 26%
21%
20.0%
14%

10.0% 8%
6% 6%

0.0%
WhatsApp Facebook YouTube Instagram Snapchat Twitter Pinterest LinkedIn Tumblr Reddit Periscope

Note: Finland; Q1 2017 to Q2 2017; 15-25 years; 14,000 respondents*

Further information regarding this statistic can be found on page 73.

Source: AudienceProject ID 762625

 User demographics 26

Survey on top social media among individuals aged 26 to 35 in Finland 2017

What social media platforms do you use?

data

90.0%
83% 82%

80.0%
74%

70.0%

60.0%
Share of respondents

50.0% 47%

40.0%

30.0%
24%
22%
19%
20.0%
13%

10.0%
5%
2% 1%
0.0%
Facebook WhatsApp YouTube Instagram LinkedIn Twitter Pinterest Snapchat Reddit Tumblr Periscope

Note: Finland; Q1 2017 to Q2 2017; 26-35 years; 14,000 respondents*

Further information regarding this statistic can be found on page 74.

Source: AudienceProject ID 762678

 User demographics 27

Survey on top social media among individuals aged 36 to 45 in Finland 2017

What social media platforms do you use?

data

90.0%

80.0% 77%

72%
70%
70.0%

60.0%
Share of respondents

50.0%

40.0% 36%

30.0% 26%

20%
20.0% 16%

9%
10.0%

2% 2% 1%
0.0%
Facebook WhatsApp YouTube Instagram LinkedIn Twitter Pinterest Snapchat Periscope Tumblr Reddit

Note: Finland; Q1 2017 to Q2 2017; 36-45 years; 14,000 respondents*

Further information regarding this statistic can be found on page 75.

Source: AudienceProject ID 762683

 User demographics 28

Survey on top social media among individuals aged 46 to 55 in Finland 2017

What social media platforms do you use?

data

80.0%

70.0% 67%

62%

60.0% 58%

50.0%
Share of respondents

40.0%

30.0%
24%
21%
20.0%
14% 14%

10.0%
4%
2% 2%

0.0%
Facebook YouTube WhatsApp Instagram LinkedIn Twitter Pinterest Snapchat Tumblr Periscope

Note: Finland; Q1 2017 to Q2 2017; 46-55 years; 14,000 respondents*

Further information regarding this statistic can be found on page 76.

Source: AudienceProject ID 762686

 User demographics 29

Survey on top social media among individuals aged 56 and older in Finland 2017
What social media platforms do you use?

data

70.0%

62%

60.0%

50.0%
46%
45%
Share of respondents

40.0%

30.0%

20.0%

14%
13%
12%

10.0% 8%

1% 1% 1%
0.0%
Facebook WhatsApp YouTube Twitter Instagram LinkedIn Pinterest Snapchat Tumblr Periscope

Note: Finland; Q1 2017 to Q2 2017; 56 years and older; 14,000 respondents*

Further information regarding this statistic can be found on page 77.

Source: AudienceProject ID 762690

 User demographics 30

Share of daily users of selected social media platforms in Finland 2017, by gender
Share of daily users of selected social media platforms in Finland in 2017,
by gender

Chart Title

Men Women

80.0%

70.0% 68%

60.0%
53% 52%
48%
Share of respondents

50.0%

40.0%
33%
29%
30.0%

20%
20.0% 18%
16%
14%
11%
8% 9% 8% 8%
10.0% 6% 5% 5% 5% 5%
3% 2% 2% 2% 3%
1% 1% 0%
0.0%
Facebook Whatsapp YouTube Instagram Forums Snapchat Twitter Blogs LinkedIn Videoblogs Pinterest Tinder Kik Periscope
and Messenger
Facebook
Messenger

Note: Finland; week 21, 2017 to week 22, 2017; 15-74 years; 1005*; who used the respective social media platform at least once a day

Further information regarding this statistic can be found on page 78.

Source: DNA; Nepa ID 561345

Social media usage in Finland

User behavior
 User behavior 32

Share of users of selected social media in Finland 2017, by usage frequency

Do you use the following social media platforms?

Chart Title

Several times a day One to two times a day Three to seven times a week One to two times a week Less than once a week Don't use the service

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%

Facebook including Facebook Messenger 44% 17% 9% 5% 7% 18%

Whatsapp 38% 12% 9% 6% 6% 30%

Instagram 15% 10% 6% 5% 10% 54%

YouTube 14% 12% 21% 19% 22% 12%

Snapchat 9% 3% 2%2% 6% 78%

Twitter 6% 4% 6% 5% 15% 65%

LinkedIn 2%2%
4% 6% 19% 68%

Pinterest 2%2%
4% 5% 15% 72%

Tinder 1%
2%1%
2%3% 91%

Periscope 0%
1%
1%
5% 93%

Share of respondents

Note: Finland; week 21, 2017 to week 22, 2017; 15-74 years; 1005 Respondents

Further information regarding this statistic can be found on page 79.

Source: DNA; Nepa ID 561298

 User behavior 33

Share of people using social media 2+ h per day in Finland 2017, by gender
Share of people using social media for more than two hours per day in
Finland in 2017, by gender

data

8.0%

7%
7.0%

6.0%

5%
5.0%
Share of respondents

4.0%

3.0%

2.0%

1.0%

0.0%
Women Men

Note: Finland; week 21, 2017 to week 22, 2017; 15-74 years; 1005 Respondents*; over two hours per day spent on social media

Further information regarding this statistic can be found on page 80.

Source: DNA; Nepa ID 563597

 User behavior 34

Share of people using social media 2+ h per day in Finland 2017, by age group
Share of people using social media for more than two hours per day in
Finland in 2017, by age group

data

16.0%
15%

14.0%

12.0%

10.0%
Share of respondents

8.0%
7%

6%
6.0%
5% 5%

4.0%

2%
2.0%
1%

0.0%
15 to 24 years 25 to 34 years 35 to 44 years 45 to 54 years 55 to 64 years 65 to 74 years Total

Note: Finland; week 21, 2017 to week 22, 2017; 15-74 years; 1005 Respondents*; over two hours per day spent on social media

Further information regarding this statistic can be found on page 81.

Source: DNA; Nepa ID 563710

 User behavior 35

Share of users of social media platforms in Finland in 2016, by usage frequency

Share of users of social media platforms in Finland in 2016, by platform
and frequency of use

Chart Title

Several times a day One to two times a day One to three times a week Less than once a week

100.0% 50% 50%

9% 14% 27% 29% 31% 40%

90.0% 13%
22%
80.0%
27%

70.0% 18% 21%

25%
17%
60.0%
20%
Share of users

18%
50.0% 51% 17% 25%
18%
47%
20%
40.0%
20%
36%
17%
30.0% 32%

13%
24%
20.0%
20%
17%
10.0% 13%

0.0%
Facebook Whatsapp Snapchat Instagram Facebook Kik Messenger Tinder Twitter
Messenger

Note: Finland; Week 12 and 13, 2016; 15-74 years; 1,036; The figures include only those respondents who are actual users of a particular social media
platform.

Further information regarding this statistic can be found on page 82.

Source: DNA ID 560189

 User behavior 36

Share of people who increased the time spent on social media in Finland 2017, by age
Share of people who increased the time spent on social media in the past
12 months in Finland in 2017, by age group

data

35.0%

31%

30.0%

27%

25.0% 24%

22%
21%
Share of respondents

20.0% 19%

15.0%

12%

10.0%

5.0%

0.0%
15 to 24 years 25 to 34 years 35 to 44 years 45 to 54 years 55 to 64 years 65 to 74 years Total

Note: Finland; week 21, 2017 to week 22, 2017; 15-74 years; 1005*; users who have icreased the time spent on social media within a year

Further information regarding this statistic can be found on page 83.

Source: DNA; Nepa ID 565153

 User behavior 37

What makes young people use social media services in Finland 2016
What makes young people use social media services in Finland in 2016

data

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%

I want to communicate with my friends. 86%

It has become a habit. 75%

I want to know how my friends are doing. 70%

I look for information. 69%

Tool of communication with family / relatives 61%

I want to tell my friends how I am doing. 48%

Friends also use it. 35%

Others also use it. 29%

I am lonely. 19%

Share of respondents

Note: Finland; May, 2016 to August, 2016; 13-29 years; 5520 Respondents

Further information regarding this statistic can be found on page 84.

Source: ebrand Suomi Oy; City of Oulu ID 600479

 User behavior 38

Statements about content and audience in social media services in Finland 2016
Statements about the relationship of content and audience in social
media services among the youth in Finland in 2016

Chart Title

Totally or somewhat disagree Totally or somewhat agree

100.0%
92.51%
89.71%
90.0%

78.06%
80.0%

69.81%
70.0%
Share of respondents

60.0%
51.74%
48.26%
50.0%

40.0%
30.19%
30.0%
21.94%
20.0%
10.29%
10.0% 7.49%

0.0%
I try to create content that I usually create content on a I find it important to receive a For me it is very important to I usually create content on a
evokes a lot of reactions (likes subject that I am interested in. lot of likes and comments on receive a lot of friends/followers subject that I know others to be
and comments). my posts. on social media services. interested in, even though I am
not especially into it.

Note: Finland; May, 2016 to August, 2016; 13-29 years; 5520 Respondents

Further information regarding this statistic can be found on page 85.

Source: ebrand Suomi Oy; City of Oulu ID 602056

 User behavior 39

Statements about the publicity of content in social media in Finland 2016

Statements about the publicity of content in social media services among
the youth in Finland in 2016

Chart Title

Totally or somewhat disagree Totally or somewhat agree

120.0%

100.0% 95.83%

84.89% 84.42%

80.0% 75.02%
Share of respondents

61.87% 60.53%
60.0%

38.13% 39.47%
40.0%

24.98%

20.0% 15.11% 15.58%

4.17%

0.0%
I prefer to discuss things I prefer to discuss things I prefer to discuss things I prefer to discuss things I prefer to discuss things I understand that the
in public forums where privately with only one in small groups (1 to 5 in medium sized groups (5 in large groups (more than content I create might be
anyone can see and person. persons). to 10 persons). 10 persons). readable online even after
comment on my posts. several years.

Note: Finland; May, 2016 to August, 2016; 13-29 years; 5520 Respondents

Further information regarding this statistic can be found on page 86.

Source: ebrand Suomi Oy; City of Oulu ID 602500

 User behavior 40

How social media services affect the lives of young people in Finland 2016
How social media services affect the lives of young people in Finland in
2016

data

90.0%
84%

80.0%

70.0%

60.0%
Share of respondents

50.0% 46%

40.0%

29%
30.0%

20.0%
15%
11%
10.0% 7%

0.0%
The services complement The services add depth I am more sociable on The services substitute I behave better on social I behave worse on social
real life social and value to real life social media than in real real life social media than in real life. media than in real life.
communication. friendships and life. communication.
communication.

Note: Finland; May, 2016 to August, 2016; 13-29 years; n = 5520

Further information regarding this statistic can be found on page 87.

Source: ebrand Suomi Oy; City of Oulu ID 602118

 User behavior 41

Share of individuals using social media daily in Finland 2017, by duration

How much time do you spend on social media daily?

data

100.0%

90.0% 86%

80.0%

70.0%
Share of respondents

60.0%

50.0%

40.0%

30.0%

20.0%

10.0% 6% 6%
2%

0.0%
Less than one hour 1 to 1,5 hours 1,5 to 2 hours More than two hours

Note: Finland; week 21, 2017 to week 22, 2017; 15-74 years; 1005 Respondents

Further information regarding this statistic can be found on page 88.

Source: DNA; Nepa ID 561594

 User behavior 42

Share of communication applications among smartphone owners in Finland 2016, by usage

Which of the following applications do you use on your phone and how
regularly?

Chart Title

I have it on my phone, but I barely use it I use it occasionally I use it regularly

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%

WhatsApp 8% 16% 75%

Gmail 21% 26% 53%

Facebook Messenger 22% 29% 49%

Snapchat 50% 22% 28%

Skype 54% 35% 11%

Viber 66% 26% 8%

Periscope 65% 28% 7%

Google Hangouts 78% 17% 6%

Microsoft LYNC 66% 28% 6%

Share of respondents

Note: Finland; 2016, weeks 12 and 13; 15-74 years; n= 838

Further information regarding this statistic can be found on page 89.

Source: DNA ID 564710

 User behavior 43

Share of Whatsapp users in Finland in 2016, by frequency

Share of Whatsapp users in Finland in 2016, by usage frequency

data

100.0%

90.0%

80.0%

70.0%
Share of respondents

60.0%

50.0% 47%

40.0%

30.0%
22%

20.0% 17%
14%

10.0%

0.0%
Several times a day One or three times a week One or two times a day Less than once a week

Note: Finland; Week 12 and 13, 2016; 15-74 years; 1,036; Numbers include only respondents who are Whatsapp users

Further information regarding this statistic can be found on page 90.

Source: DNA ID 560163

 User behavior 44

Share of Facebook Messenger users in Finland in 2016, by frequency

Share of Facebook Messenger users in Finland in 2016, by frequency

data

100.0%

90.0%

80.0%

70.0%
Share of respondents

60.0%

50.0%

40.0%

31%
30.0%
25% 24%
20%
20.0%

10.0%

0.0%
Less than once a week One or three times a week Several times a day One or two times a day

Note: Finland; Week 12 and 13, 2016; 15-74 years; 1,036; Numbers include only respondents who are Facebook Messenger users

Further information regarding this statistic can be found on page 91.

Source: DNA ID 560205

 User behavior 45

Share of YouTube users in Finland in 2016, by frequency

Share of YouTube users in Finland in 2016, by frequency

data

100.0%

90.0%

80.0%

70.0%
Share of respondents

60.0%

50.0%

39%
40.0% 36%

30.0%

20.0%
13% 12%

10.0%

0.0%
Less than once a week One or three times a week One or two times a day Several times a day

Note: Finland; Week 12 and 13, 2016; 15-74 years; 1,036; only respondents who use YouTube

Further information regarding this statistic can be found on page 92.

Source: DNA ID 560251

 User behavior 46

Share of Snapchat users in Finland in 2016, by frequency

Share of Snapchat users in Finland in 2016, by usage frequency

data

100.0%

90.0%

80.0%

70.0%
Share of respondents

60.0%

50.0%

40.0% 36%

30.0% 27%

20.0% 18% 18%

10.0%

0.0%
Several times a day Less than once a week One or three times a week One or two times a day

Note: Finland; Week 12 and 13, 2016; 15-74 years; 1,036; Numbers include only respondents who are Snapchat users

Further information regarding this statistic can be found on page 93.

Source: DNA ID 560181

 User behavior 47

Share of Twitter users in Finland in 2016, by frequency

Share of Twitter users in Finland in 2016, by frequency

data

100.0%

90.0%

80.0%

70.0%
Share of respondents

60.0%

50%
50.0%

40.0%

30.0%
25%

20.0%
13% 13%

10.0%

0.0%
Less than once a week One or three times a week One or two times a day Several times a day

Note: Finland; Week 12 and 13, 2016; 15-74 years; 1,036; respondents who use Twitter

Further information regarding this statistic can be found on page 94.

Source: DNA ID 560216

 User behavior 48

Share of Instagram users in Finland 2016, by frequency

Share of Instagram users in Finland in 2016, by usage frequency

data

100.0%

90.0%

80.0%

70.0%
Share of respondents

60.0%

50.0%

40.0%
32%
29%
30.0%

21%
20.0% 18%

10.0%

0.0%
Several times a day One or two times a day One to three times a week Less than once a week

Note: Finland; Week 12 and 13, 2016; 15-74 years; 1,036; Respondents include only Instagram users

Further information regarding this statistic can be found on page 95.

Source: DNA ID 560139

 User behavior 49

Share of Facebook users in Finland 2016, by frequency

Share of Facebook users in Finland in 2016, by usage frequency

data

100.0%

90.0%

80.0%

70.0%
Share of respondents

60.0%

51%
50.0%

40.0%

30.0% 27%

20.0%
13%
9%
10.0%

0.0%
Several times a day One or two times a day One or three times a week Less than once a week

Note: Finland; Week 12 and 13, 2016; 15-74 years; 1,036; Numbers include only respondents who are Facebook

Further information regarding this statistic can be found on page 96.

Source: DNA ID 560149

 User behavior 50

Share of Tinder users in Finland in 2016, by frequency

Share of Tinder users in Finland in 2016, by frequency

data

100.0%

90.0%

80.0%

70.0%
Share of respondents

60.0%

50%
50.0%

40.0%

30.0%

20.0% 17% 17% 17%

10.0%

0.0%
Less than once a week One or two times a day One or three times a week Several times a day

Note: Finland; Week 12 and 13, 2016; 15-74 years; 1,036; respondents who use Tinder

Further information regarding this statistic can be found on page 97.

Source: DNA ID 560185

 User behavior 51

Share of LinkedIn users in Finland 2017, by usage frequency

How often do you use LinkedIn?

data

80.0%

70.0% 68%

60.0%

50.0%
Share of respondents

40.0%

30.0%

19%
20.0%

10.0%
6%
4%
2% 2%

0.0%
Several times a day One to two times a day Three to seven times a One to two times a week Less than once a week Don't use the service
week

Note: Finland; week 21, 2017 to week 22, 2017; 15-74 years; 1005 Respondents

Further information regarding this statistic can be found on page 98.

Source: DNA; Nepa ID 560867

 User behavior 52

Share of Kik Messenger users in Finland in 2017, by frequency

Share of Kik Messenger users in Finland in 2017, by usage frequency

data

100.0%
93%

90.0%

80.0%

70.0%
Share of respondents

60.0%

50.0%

40.0%

30.0%

20.0%

10.0%
3%
1% 1% 1% 1%
0.0%
Several times a day One to two times a day Three to seven times a One to two times a week Less than once a week Don't use the service
week

Note: Finland; week 21, 2017 to week 22, 2017; 15-74 years; 1005 Respondents

Further information regarding this statistic can be found on page 99.

Source: DNA; Nepa ID 560169

 User behavior 53

How young users experience the use of social media services in Finland 2016
How users experience the usage of social media services among young
people in Finland in 2016

Chart Title

Totally or somewhat agree Totally or somewhat disagree

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
70.06%
Friends 29.94%

67.61%
Support from my peers 32.4%

73.67%
Feelings of success or accomplishment 26.33%

67.44%
Help to my problems 32.55%

30.78%
Dating partner 69.22%

48.03%
Sorrow or sadness 51.97%

93.5%
Joy or happiness 6.51%

67.05%
Added assurity or certainty 32.95%

93.81%
More knowledge about personally interesting subjects 6.19%

77.51%
Sense of social cohesion 22.48%

93.73%
A way to spend time 6.26%

16.54%
I have experienced bullying 83.46%

6.27%
I have bullied others 93.73%
Share of respondents

Note: Finland; May, 2016 to August, 2016; 13-29 years; 5520 Respondents

Further information regarding this statistic can be found on page 100.

Source: ebrand Suomi Oy; City of Oulu ID 601977

 User behavior 54

Young people's attitudes on whether social media use should be taught in Finland 2016
Share of young people, who think social media usage should be taught in
selected places or institutions in Finland in 2016

data

80.0%

71%
70.0%

60.0%

50.0%
Share of respondents

44%
42%

40.0%

30.0% 27%

21%
20.0%
13% 12%

10.0%

0.0%
In schools (primary At home During leisure Not needed, everyone At work In universities of In universities
and/or secondary activities (youth should learn it on their applied sciences
schools, vocational centers, hobbies, own
schools) camps among others)

Note: Finland; May, 2016 to August, 2016; 13-29 years; 5520 Respondents

Further information regarding this statistic can be found on page 101.

Source: ebrand Suomi Oy; City of Oulu ID 602592

Social media usage in Finland

References
 References 56

Social network penetration in Finland 2011-2017

Share of individuals in Finland participating in social networks from 2011
to 2017

Source and methodology information Notes:

The aim of the European ICT surveys is the timely provision of statistics on
individuals and households on the use of Information and Communication
Source Eurostat Technologies at European level. Data coverage corresponds to code
isoc_ci_ac_i of the ICT (Information and Communication Technologies)
survey.
Conducted by Eurostat

Survey period 2011 to 2017

Region Finland

Number of respondents n.a.

Age group 718-64 years

Special characteristics creating user profile, posting messages or other

contributions to Facebook, Twitter, etc.

Published by Eurostat

Publication date February 2018

Original source eurostat.ec.europa.eu

Website URL visit the website

 References 57

Survey on weekly reach of social media and streaming platforms in Finland 2016
Estimated weekly reach of social media and streaming platforms in
Finland in 2016

Source and methodology information Notes:

Multiple answers were possible.
Source Teosto; IFPI Finland; CEO Helsinki ; Norstat

Conducted by Norstat

Survey period August 15, 2016 to August 22, 2016

Region Finland

Number of respondents 1,093

Age group 16-65 years

Special characteristics n.a.

Published by Teosto

Publication date October 2016

Original source Digipalveluiden käyttö Suomessa, page 19

Website URL visit the website

 References 58

Distribution of social media usage to share content in Finland 2016, by frequency

Do you use an online social network for instance to share pictures
videos, movies, etc.?

Source and methodology information Notes:

The original survey question was phrased as follows: "D79.2 For each of the
following activities, please tell me if it is an activity that you do, or not, on the
Source European Commission Internet. Use an online social network for instance to share picturesm videos,
movies, etc."

Conducted by Kantar TNS (Norway)

Survey period April 9, 2016 to April 18, 2016

Region Finland

Number of respondents 1,008

Age group 15 years and older

Special characteristics n.a.

Published by European Commission

Publication date June 2016

Original source Special Eurobarometer 447 - Online platforms, page

P2

Website URL visit the website

 References 59

What makes an online service a social media service in Finland 2016

What makes an online service a social media service among young
people in Finland in 2016

Source and methodology information Notes:

According to the source the average respondent (n= 5520) was 19.5 years
old and most of the respondents used social media from 6 to 9 hours per
Source ebrand Suomi Oy; City of Oulu week. 70% of the respondents were women (n= 3838) and 28% of the
respondents were men (n= 1562) with 2% of the respondents choosing the
option "I don't want to say/ I can't say/ other". The target group was further
Conducted by ebrand Suomi Oy; City of Oulu split into three age groups: 13 to 17-year-olds (n= 2244), 18 to 22-year-olds
(n= 1822) and 23 to 29-year-olds (n= 1454).

Survey period May, 2016 to August, 2016

Region Finland

Number of respondents 5520

Age group 13-29 years

Special characteristics n.a.

Published by ebrand Suomi Oy; City of Oulu

Publication date September 2016

Original source ebrand.fi

Website URL visit the website

 References 60

Share of social media activities among young people in Finland 2016

Share of social media activities among young people in Finland in 2016

Source and methodology information Notes:

The question was phrased by the source roughly as follows: "What do you do
on social media?" According to the source the average respondent (n= 5520)
Source ebrand Suomi Oy; City of Oulu was 19.5 years old and most of the respondents used social media from 6 to
9 hours per week. 70% of the respondents were women (n= 3838) and 28%
of the respondents were men (n= 1562) with 2% of the respondents choosing
Conducted by ebrand Suomi Oy; City of Oulu the option "I don't want to say/ I can't say/ other". The target group was
further split into three age groups: 13 to 17-year-olds (n= 2244), 18 to 22-year
-olds (n= 1822) and 23 to 29-year-olds (n= 1454).
Survey period May, 2016 to August, 2016

Region Finland

Number of respondents 5520

Age group 13-29 years

Special characteristics n.a.

Published by ebrand Suomi Oy; City of Oulu

Publication date September 2016

Original source ebrand.fi

Website URL visit the website

 References 61

Share of Instagram users in Finland 2017, by frequency

Do you use Instagram?

Source and methodology information Notes:

The question was phrased by the source as follows: "Mitä sosiaalisia medioita
ylipäänsä käytät? Merkitse myös miten usein käytät k.o. palvelua. Instagram."
Source DNA; Nepa The results have been weighted to represent the entire population.
Percentage points exceeding or falling below 100 percent are probably due to
rounding.
Conducted by DNA; Nepa

Survey period week 21, 2017 to week 22, 2017

Region Finland

Number of respondents 1005

Age group 15-74 years

Special characteristics n.a.

Published by DNA

Publication date June 2017

Original source Digitaalisen elämäntavan tutkimus 2017, page 5

Website URL visit the website

 References 62

Share of Twitter users in Finland 2017, by usage frequency

Do you use Twitter?

Source and methodology information Notes:

The question was phrased by the source as follows: "Mitä sosiaalisia medioita
ylipäänsä käytät? Merkitse myös miten usein käytät k.o. palvelua. Twitter."
Source DNA; Nepa The results have been weighted to represent the entire population.
Percentage points exceeding or falling below 100 percent are probably due to
rounding.
Conducted by DNA; Nepa

Survey period week 21, 2017 to week 22, 2017

Region Finland

Number of respondents 1005

Age group 15-74 years

Special characteristics n.a.

Published by DNA

Publication date June 2017

Original source Digitaalisen elämäntavan tutkimus 2017, page 5

Website URL visit the website

 References 63

Share of Whatsapp users in Finland 2017

Do you use Whatsapp?

Source and methodology information Notes:

The question was phrased by the source as follows: "Mitä sosiaalisia medioita
ylipäänsä käytät? Merkitse myös miten usein käytät k.o. palvelua. Whatsapp."
Source DNA; Nepa The results have been weighted to represent the entire population.
Percentage points exceeding or falling below 100 percent are probably due to
rounding.
Conducted by DNA; Nepa

Survey period week 21, 2017 to week 22, 2017

Region Finland

Number of respondents 1005

Age group 15-74 years

Special characteristics n.a.

Published by DNA

Publication date June 2017

Original source Digitaalisen elämäntavan tutkimus 2017, page 5

Website URL visit the website

 References 64

Share of Snapchat users in Finland 2017

Do you use Snapchat?

Source and methodology information Notes:

The question was phrased by the source as follows: "Mitä sosiaalisia medioita
ylipäänsä käytät? Merkitse myös miten usein käytät k.o. palvelua. Snapchat."
Source DNA; Nepa The results have been weighted to represent the entire population.
Percentage points exceeding or falling below 100 percent are probably due to
rounding.
Conducted by DNA; Nepa

Survey period week 21, 2017 to week 22, 2017

Region Finland

Number of respondents 1005

Age group 15-74 years

Special characteristics n.a.

Published by DNA

Publication date June 2017

Original source Digitaalisen elämäntavan tutkimus 2017, page 5

Website URL visit the website

 References 65

Share of YouTube users in Finland 2017, by usage frequency

Do you use YouTube?

Source and methodology information Notes:

The question was phrased by the source as follows: "Mitä sosiaalisia medioita
ylipäänsä käytät? Merkitse myös miten usein käytät k.o. palvelua. YouTube."
Source DNA; Nepa The results have been weighted to represent the entire population.
Percentage points exceeding or falling below 100 percent are probably due to
rounding.
Conducted by DNA; Nepa

Survey period week 21, 2017 to week 22, 2017

Region Finland

Number of respondents 1005

Age group 15-74 years

Special characteristics n.a.

Published by DNA

Publication date June 2017

Original source Digitaalisen elämäntavan tutkimus 2017, page 5

Website URL visit the website

 References 66

Forecast of social network user numbers in Finland 2014-2021

Forecast of social network user numbers in Finland from 2014 to 2021 (in
million users)

Source and methodology information Notes:

* Forecast data. This statistic presents exclusive data by Statista`s Market
Analytics team and is based on calculations and estimates derived from
Source Statista (Digital Market Outlook) relevant primary data and third-party data analysis. See our Methodology
section for more details.

Conducted by Statista Market Analytics

Survey period May 2016

Region Finland

Number of respondents n.a.

Age group n.a.

Special characteristics Individuals who use a social network via any device at
least once per month.

Published by Statista

Publication date May 2016

Original source Digital Market Outlook

Website URL visit the website

 References 67

Forecast of the social network user penetration rate in Finland 2014-2021

Forecast of the social network user penetration rate in Finland from 2014
to 2021

Source and methodology information Notes:

* Forecasted data. This statistic presents exclusive data by Statista`s Market
Analytics team and is based on calculations and estimates derived from
Source Statista (Digital Market Outlook) relevant primary data and third-party data analysis. See our Methodology
section for more details.

Conducted by Statista Market Analytics

Survey period May 2016

Region Finland

Number of respondents n.a.

Age group n.a.

Special characteristics share of the total population who use a social network
via any device at least once per month.

Published by Statista

Publication date May 2016

Original source Digital Market Outlook

Website URL visit the website

 References 68

Share of people who used selected social media in Finland 2016

Share of people who used selected social media in Finland in 2016

Source and methodology information Notes:

The question was phrased by the source as follows: "Think of yesterday -
what social media did you use? Please list the services that you can think of."
Source DNA

Conducted by DNA; Norstat

Survey period 2016, weeks 12 and 13

Region Finland

Number of respondents 1036; male = 497, female = 539

Age group 15-74 years

Special characteristics Users who used social media the day before the
survey.

Published by DNA

Publication date May 2016

Original source dna.fi

Website URL visit the website

 References 69

Social network usage in Finland in 2017, by age group

Share of persons that have used social networks in Finland in 2017, by
age group

Source and methodology information Notes:

The survey material is emphasized to correspond to the whole population and
households, taking into account the response losses.
Source Statistics Finland

Conducted by Statistics Finland

Survey period 2017

Region Finland

Number of respondents 4,850

Age group 16-89 years

Special characteristics registered at least to one social networks

Published by Statistics Finland

Publication date November 2017

Original source stat.fi

Website URL visit the website

 References 70

Most popular social media services among young people in Finland 2016
User share of the most popular social media services among young
people in Finland in 2016

Source and methodology information Notes:

The source points out it wasn't defined what was meant by a social media, so
that the youths' perception of social media would become clearer. According
Source ebrand Suomi Oy; City of Oulu to the source the average respondent (n= 5520) was 19.5 years old and most
of the respondents used social media from 6 to 9 hours per week. 70% of the
respondents were women (n= 3838) and 28% of the respondents were men
Conducted by ebrand Suomi Oy; City of Oulu (n= 1562) with 2% of the respondents choosing the option "I don't want to
say/ I can't say/ other". The target group was further split into three age
groups: 13 to 17-year-olds (n= 2244), 18 to 22-year-olds (n= 1822) and 23 to
Survey period May, 2016 to August, 2016 29-year-olds (n= 1454).

Region Finland

Number of respondents n = 5520

Age group 13-29 years

Special characteristics n.a.

Published by ebrand Suomi Oy; City of Oulu

Publication date September 2016

Original source ebrand.fi

Website URL visit the website

 References 71

Survey on top social media in Finland 2017

What social media platforms do you use?

Source and methodology information Notes:

* Total number of respondents in the surveyed regions in the Nordics, UK and
US. The source does not specify the number of respondents in each region.
Source AudienceProject The source does not provide information on the original wording used during
the survey. Thus, the wording chosen for this statistic may differ slightly from
the one in the survey.
Conducted by AudienceProject

Survey period Q1 2017 to Q2 2017

Region Finland

Number of respondents 14,000 respondents*

Age group n.a.

Special characteristics n.a.

Published by AudienceProject

Publication date August 2017

Original source Insights 2017 - Apps & social media usage in the US,
UK, & Nordics, page 76

Website URL visit the website

 References 72

Survey on top social media in Finland 2017, by gender

What social media platforms do you use?

Source and methodology information Notes:

* Total number of respondents in the surveyed regions in the Nordics, UK and
US. The source does not specify the number of respondents in each region.
Source AudienceProject The source does not provide information on the original wording used during
the survey. Thus, the wording chosen for this statistic may differ slightly from
the one in the survey.
Conducted by AudienceProject

Survey period Q1 2017 to Q2 2017

Region Finland

Number of respondents 14,000 respondents*

Age group n.a.

Special characteristics n.a.

Published by AudienceProject

Publication date August 2017

Original source Insights 2017 - Apps & social media usage in the US,
UK, & Nordics, page 78

Website URL visit the website

 References 73

Survey on top social media among individuals aged 15 to 25 in Finland 2017

What social media platforms do you use?

Source and methodology information Notes:

* Total number of respondents in the surveyed regions in the Nordics, UK and
US. The source does not specify the number of respondents in each region.
Source AudienceProject The source does not provide information on the original wording used during
the survey. Thus, the wording chosen for this statistic may differ slightly from
the one in the survey.
Conducted by AudienceProject

Survey period Q1 2017 to Q2 2017

Region Finland

Number of respondents 14,000 respondents*

Age group 15-25 years

Special characteristics n.a.

Published by AudienceProject

Publication date August 2017

Original source Insights 2017 - Apps & social media usage in the US,
UK, & Nordics, page 79

Website URL visit the website

 References 74

Survey on top social media among individuals aged 26 to 35 in Finland 2017

What social media platforms do you use?

Source and methodology information Notes:

* Total number of respondents in the surveyed regions in the Nordics, UK and
US. The source does not specify the number of respondents in each region.
Source AudienceProject The source does not provide information on the original wording used during
the survey. Thus, the wording chosen for this statistic may differ slightly from
the one in the survey.
Conducted by AudienceProject

Survey period Q1 2017 to Q2 2017

Region Finland

Number of respondents 14,000 respondents*

Age group 26-35 years

Special characteristics n.a.

Published by AudienceProject

Publication date August 2017

Original source Insights 2017 - Apps & social media usage in the US,
UK, & Nordics, page 79

Website URL visit the website

 References 75

Survey on top social media among individuals aged 36 to 45 in Finland 2017

What social media platforms do you use?

Source and methodology information Notes:

* Total number of respondents in the surveyed regions in the Nordics, UK and
US. The source does not specify the number of respondents in each region.
Source AudienceProject The source does not provide information on the original wording used during
the survey. Thus, the wording chosen for this statistic may differ slightly from
the one in the survey.
Conducted by AudienceProject

Survey period Q1 2017 to Q2 2017

Region Finland

Number of respondents 14,000 respondents*

Age group 36-45 years

Special characteristics n.a.

Published by AudienceProject

Publication date August 2017

Original source Insights 2017 - Apps & social media usage in the US,
UK, & Nordics, page 79

Website URL visit the website

 References 76

Survey on top social media among individuals aged 46 to 55 in Finland 2017

What social media platforms do you use?

Source and methodology information Notes:

* Total number of respondents in the surveyed regions in the Nordics, UK and
US. The source does not specify the number of respondents in each region.
Source AudienceProject The source does not provide information on the original wording used during
the survey. Thus, the wording chosen for this statistic may differ slightly from
the one in the survey.
Conducted by AudienceProject

Survey period Q1 2017 to Q2 2017

Region Finland

Number of respondents 14,000 respondents*

Age group 46-55 years

Special characteristics n.a.

Published by AudienceProject

Publication date August 2017

Original source Insights 2017 - Apps & social media usage in the US,
UK, & Nordics, page 79

Website URL visit the website

 References 77

Survey on top social media among individuals aged 56 and older in Finland 2017
What social media platforms do you use?

Source and methodology information Notes:

* Total number of respondents in the surveyed regions in the Nordics, UK and
US. The source does not specify the number of respondents in each region.
Source AudienceProject The source does not provide information on the original wording used during
the survey. Thus, the wording chosen for this statistic may differ slightly from
the one in the survey.
Conducted by AudienceProject

Survey period Q1 2017 to Q2 2017

Region Finland

Number of respondents 14,000 respondents*

Age group 56 years and older

Special characteristics n.a.

Published by AudienceProject

Publication date August 2017

Original source Insights 2017 - Apps & social media usage in the US,
UK, & Nordics, page 79

Website URL visit the website

 References 78

Share of daily users of selected social media platforms in Finland 2017, by gender
Share of daily users of selected social media platforms in Finland in 2017,
by gender

Source and methodology information Notes:

The question was phrased by the source as follows: "Think of yesterday -
what social media did you use? Please list the services that you can think of."
Source DNA; Nepa * The number of respondents for each gender is as follows: Women n=506
Men n=499

Conducted by DNA; Nepa

Survey period week 21, 2017 to week 22, 2017

Region Finland

Number of respondents 1005*

Age group 15-74 years

Special characteristics who used the respective social media platform at least
once a day

Published by DNA

Publication date June 2017

Original source Digitaalisen elämäntavan tutkimus 2017, page 7

Website URL visit the website

 References 79

Share of users of selected social media in Finland 2017, by usage frequency

Do you use the following social media platforms?

Source and methodology information Notes:

The question was phrased by the source as follows: "Mitä sosiaalisia medioita
ylipäänsä käytät? Merkitse myös miten usein käytät k.o. palvelua." The
Source DNA; Nepa results have been weighted to represent the entire population. Percentage
points exceeding or falling below 100 percent are probably due to rounding.

Conducted by DNA; Nepa

Survey period week 21, 2017 to week 22, 2017

Region Finland

Number of respondents 1005

Age group 15-74 years

Special characteristics n.a.

Published by DNA

Publication date June 2017

Original source Digitaalisen elämäntavan tutkimus 2017, page 5

Website URL visit the website

 References 80

Share of people using social media 2+ h per day in Finland 2017, by gender
Share of people using social media for more than two hours per day in
Finland in 2017, by gender

Source and methodology information Notes:

The question was phrased by the source as follows: "Mieti tyypillistä
arkipäivääsi. Kuinka paljon arvioit käyttäväsi aikaa seuraaviin toimintoihin?
Source DNA; Nepa Sosiaalinen media" * The number of respondents per each gender group is
as follows: Men n=499 Women n=506

Conducted by DNA; Nepa

Survey period week 21, 2017 to week 22, 2017

Region Finland

Number of respondents 1005 Respondents*

Age group 15-74 years

Special characteristics over two hours per day spent on social media

Published by DNA

Publication date June 2017

Original source Digitaalisen elämäntavan tutkimus 2017, page 11

Website URL visit the website

 References 81

Share of people using social media 2+ h per day in Finland 2017, by age group
Share of people using social media for more than two hours per day in
Finland in 2017, by age group

Source and methodology information Notes:

The question was phrased by the source as follows: "Think of your typical day.
How much time on estimate do you use for the following activities?" * The
Source DNA; Nepa number of respondents among different age groups is as follows: 15-24 years
n=166 25-34 years n=187 35-44 years n=176 45-54 years n=173 55-64 years
n=166 65-74 years n=137
Conducted by DNA; Nepa

Survey period week 21, 2017 to week 22, 2017

Region Finland

Number of respondents 1005 Respondents*

Age group 15-74 years

Special characteristics over two hours per day spent on social media

Published by DNA

Publication date June 2017

Original source Digitaalisen elämäntavan tutkimus 2017, page 12

Website URL visit the website

 References 82

Share of users of social media platforms in Finland in 2016, by usage frequency

Share of users of social media platforms in Finland in 2016, by platform
and frequency of use

Source and methodology information Notes:

The results have been weighted to represent the entire population.
Percentage points exceeding or falling below 100 percent are probably due to
Source DNA rounding.

Conducted by DNA; Norstat

Survey period Week 12 and 13, 2016

Region Finland

Number of respondents 1,036

Age group 15-74 years

Special characteristics The figures include only those respondents who are
actual users of a particular social media platform.

Published by DNA

Publication date May 2016

Original source dna.fi

Website URL visit the website

 References 83

Share of people who increased the time spent on social media in Finland 2017, by age
Share of people who increased the time spent on social media in the past
12 months in Finland in 2017, by age group

Source and methodology information Notes:

The question was phrased by the source as follows: "Think of your every day
life. How do you see your use of time for the following activities having
Source DNA; Nepa changed in the past 12 months?" Answer: "Increasing" * The number of
respondents in each age group is as follows: 15-24, n=166 25-34, n=187 35-
44, n=176 45-54, n=173 55-64, n=166 65-74, n=137
Conducted by DNA; Nepa

Survey period week 21, 2017 to week 22, 2017

Region Finland

Number of respondents 1005*

Age group 15-74 years

Special characteristics users who have icreased the time spent on social
media within a year

Published by DNA

Publication date June 2017

Original source Digitaalisen elämäntavan tutkimus 2017, page 15

Website URL visit the website

 References 84

What makes young people use social media services in Finland 2016
What makes young people use social media services in Finland in 2016

Source and methodology information Notes:

According to the source the average respondent (n= 5520) was 19.5 years
old and most of the respondents used social media from 6 to 9 hours per
Source ebrand Suomi Oy; City of Oulu week. 70% of the respondents were women (n= 3838) and 28% of the
respondents were men (n= 1562) with 2% of the respondents choosing the
option "I don't want to say/ I can't say/ other". The target group was further
Conducted by ebrand Suomi Oy; City of Oulu split into three age groups: 13 to 17-year-olds (n= 2244), 18 to 22-year-olds
(n= 1822) and 23 to 29-year-olds (n= 1454).

Survey period May, 2016 to August, 2016

Region Finland

Number of respondents 5520

Age group 13-29 years

Special characteristics n.a.

Published by ebrand Suomi Oy; City of Oulu

Publication date September 2016

Original source ebrand.fi

Website URL visit the website

 References 85

Statements about content and audience in social media services in Finland 2016
Statements about the relationship of content and audience in social
media services among the youth in Finland in 2016

Source and methodology information Notes:

The figures are own calculations based on the data provided by the source.
Percentage points exceeding 100 percent or missing percentage points to
Source ebrand Suomi Oy; City of Oulu 100 percent are probably due to rounding. According to the source the
average respondent (n= 5520) was 19.5 years old and most of the
respondents used social media from 6 to 9 hours per week. 70% of the
Conducted by ebrand Suomi Oy; City of Oulu respondents were women (n= 3838) and 28% of the respondents were men
(n= 1562) with 2% of the respondents choosing the option "I don't want to
say/ I can't say/ other". The target group was further split into three age
Survey period May, 2016 to August, 2016 groups: 13 to 17-year-olds (n= 2244), 18 to 22-year-olds (n= 1822) and 23 to
29-year-olds (n= 1454).

Region Finland

Number of respondents 5520

Age group 13-29 years

Special characteristics n.a.

Published by ebrand Suomi Oy; City of Oulu

Publication date September 2016

Original source ebrand.fi

Website URL visit the website

 References 86

Statements about the publicity of content in social media in Finland 2016

Statements about the publicity of content in social media services among
the youth in Finland in 2016

Source and methodology information Notes:

The figures are own calculations based on the data provided by the source.
Percentage points exceeding 100 percent or missing percentage points to
Source ebrand Suomi Oy; City of Oulu 100 percent are probably due to rounding. According to the source the
average respondent (n= 5520) was 19.5 years old and most of the
respondents used social media from 6 to 9 hours per week. 70% of the
Conducted by ebrand Suomi Oy; City of Oulu respondents were women (n= 3838) and 28% of the respondents were men
(n= 1562) with 2% of the respondents choosing the option "I don't want to
say/ I can't say/ other". The target group was further split into three age
Survey period May, 2016 to August, 2016 groups: 13 to 17-year-olds (n= 2244), 18 to 22-year-olds (n= 1822) and 23 to
29-year-olds (n= 1454).

Region Finland

Number of respondents 5520

Age group 13-29 years

Special characteristics n.a.

Published by ebrand Suomi Oy; City of Oulu

Publication date September 2016

Original source ebrand.fi

Website URL visit the website

 References 87

How social media services affect the lives of young people in Finland 2016
How social media services affect the lives of young people in Finland in
2016

Source and methodology information Notes:

According to the source the average respondent (n= 5520) was 19.5 years
old and most of the respondents used social media from 6 to 9 hours per
Source ebrand Suomi Oy; City of Oulu week. 70% of the respondents were women (n= 3838) and 28% of the
respondents were men (n= 1562) with 2% of the respondents choosing the
option "I don't want to say/ I can't say/ other". The target group was further
Conducted by ebrand Suomi Oy; City of Oulu split into three age groups: 13 to 17-year-olds (n= 2244), 18 to 22-year-olds
(n= 1822) and 23 to 29-year-olds (n= 1454).

Survey period May, 2016 to August, 2016

Region Finland

Number of respondents n = 5520

Age group 13-29 years

Special characteristics n.a.

Published by ebrand Suomi Oy; City of Oulu

Publication date September 2016

Original source ebrand.fi

Website URL visit the website

 References 88

Share of individuals using social media daily in Finland 2017, by duration

How much time do you spend on social media daily?

Source and methodology information Notes:

The question was phrased by the source as follows: "Mieti tyypillistä
arkipäivääsi. Kuinka paljon arvioit käyttäväsi aikaa seuraaviin toimintoihin
Source DNA; Nepa yhden arkipäivän aikana? Sosiaalinen media"

Conducted by DNA; Nepa

Survey period week 21, 2017 to week 22, 2017

Region Finland

Number of respondents 1005

Age group 15-74 years

Special characteristics n.a.

Published by DNA

Publication date June 2017

Original source Digitaalisen elämäntavan tutkimus 2017, page 10

Website URL visit the website

 References 89

Share of communication applications among smartphone owners in Finland 2016, by usage

Which of the following applications do you use on your phone and how
regularly?

Source and methodology information Notes:

The question was phrased by the source as follows: "Mitä seuraavista
sovelluksista/applikaatioista käytät puhelimessasi ja kuinka usein? Merkitse
Source DNA listasta ne sovellukset, joita käytät / on ladattu puhelimeesi." The results have
been weighted to represent the entire population. Percentage points
exceeding or falling below 100 percent are probably due to rounding.
Conducted by DNA; Norstat

Survey period 2016, weeks 12 and 13

Region Finland

Number of respondents n= 838

Age group 15-74 years

Special characteristics n.a.

Published by DNA

Publication date May 2016

Original source Digitaalisen elämäntavan tutkimus 2016, page 29

Website URL visit the website

 References 90

Share of Whatsapp users in Finland in 2016, by frequency

Share of Whatsapp users in Finland in 2016, by usage frequency

Source and methodology information Notes:

The results have been weighted to represent the entire population.
Percentage points exceeding or falling below 100 percent are probably due to
Source DNA rounding.

Conducted by DNA; Norstat

Survey period Week 12 and 13, 2016

Region Finland

Number of respondents 1,036

Age group 15-74 years

Special characteristics Numbers include only respondents who are Whatsapp

users

Published by DNA

Publication date May 2016

Original source dna.fi

Website URL visit the website

 References 91

Share of Facebook Messenger users in Finland in 2016, by frequency

Share of Facebook Messenger users in Finland in 2016, by frequency

Source and methodology information Notes:

The results have been weighted to represent the entire population.
Percentage points exceeding or falling below 100 percent are probably due to
Source DNA rounding.

Conducted by DNA; Norstat

Survey period Week 12 and 13, 2016

Region Finland

Number of respondents 1,036

Age group 15-74 years

Special characteristics Numbers include only respondents who are Facebook

Messenger users

Published by DNA

Publication date May 2016

Original source dna.fi

Website URL visit the website

 References 92

Share of YouTube users in Finland in 2016, by frequency

Share of YouTube users in Finland in 2016, by frequency

Source and methodology information Notes:

The results have been weighted to represent the entire population.
Percentage points exceeding or falling below 100 percent are probably due to
Source DNA rounding.

Conducted by DNA; Norstat

Survey period Week 12 and 13, 2016

Region Finland

Number of respondents 1,036

Age group 15-74 years

Special characteristics only respondents who use YouTube

Published by DNA

Publication date May 2016

Original source dna.fi

Website URL visit the website

 References 93

Share of Snapchat users in Finland in 2016, by frequency

Share of Snapchat users in Finland in 2016, by usage frequency

Source and methodology information Notes:

The question was phrased by the source as follows: "Which social media do
you use? Please note also how often you use the specific service." The
Source DNA results have been weighted to represent the entire population. Percentage
points exceeding or falling below 100 percent are probably due to rounding.

Conducted by DNA; Norstat

Survey period Week 12 and 13, 2016

Region Finland

Number of respondents 1,036

Age group 15-74 years

Special characteristics Numbers include only respondents who are Snapchat

users

Published by DNA

Publication date May 2016

Original source dna.fi

Website URL visit the website

 References 94

Share of Twitter users in Finland in 2016, by frequency

Share of Twitter users in Finland in 2016, by frequency

Source and methodology information Notes:

The results have been weighted to represent the entire population.
Percentage points exceeding or falling below 100 percent are probably due to
Source DNA rounding.

Conducted by DNA; Norstat

Survey period Week 12 and 13, 2016

Region Finland

Number of respondents 1,036

Age group 15-74 years

Special characteristics respondents who use Twitter

Published by DNA

Publication date May 2016

Original source dna.fi

Website URL visit the website

 References 95

Share of Instagram users in Finland 2016, by frequency

Share of Instagram users in Finland in 2016, by usage frequency

Source and methodology information Notes:

The results have been weighted to represent the entire population.
Percentage points exceeding or falling below 100 percent are probably due to
Source DNA rounding.

Conducted by DNA; Norstat

Survey period Week 12 and 13, 2016

Region Finland

Number of respondents 1,036

Age group 15-74 years

Special characteristics Respondents include only Instagram users

Published by DNA

Publication date May 2016

Original source Digitaalisen elämäntavan tutkimus 2016, page 7

Website URL visit the website

 References 96

Share of Facebook users in Finland 2016, by frequency

Share of Facebook users in Finland in 2016, by usage frequency

Source and methodology information Notes:

The results have been weighted to represent the entire population.
Percentage points exceeding or falling below 100 percent are probably due to
Source DNA rounding.

Conducted by DNA; Norstat

Survey period Week 12 and 13, 2016

Region Finland

Number of respondents 1,036

Age group 15-74 years

Special characteristics Numbers include only respondents who are Facebook

Published by DNA

Publication date May 2016

Original source dna.fi

Website URL visit the website

 References 97

Share of Tinder users in Finland in 2016, by frequency

Share of Tinder users in Finland in 2016, by frequency

Source and methodology information Notes:

The results have been weighted to represent the entire population.
Percentage points exceeding or falling below 100 percent are probably due to
Source DNA rounding.

Conducted by DNA; Norstat

Survey period Week 12 and 13, 2016

Region Finland

Number of respondents 1,036

Age group 15-74 years

Special characteristics respondents who use Tinder

Published by DNA

Publication date May 2016

Original source dna.fi

Website URL visit the website

 References 98

Share of LinkedIn users in Finland 2017, by usage frequency

How often do you use LinkedIn?

Source and methodology information Notes:

The question was phrased by the source as follows: "Which social media do
you use? Please note also how often you use the specific service. Linkedin."
Source DNA; Nepa The results have been weighted to represent the entire population.
Percentage points exceeding or falling below 100 percent are probably due to
rounding.
Conducted by DNA; Nepa

Survey period week 21, 2017 to week 22, 2017

Region Finland

Number of respondents 1005

Age group 15-74 years

Special characteristics n.a.

Published by DNA

Publication date June 2017

Original source Digitaalisen elämäntavan tutkimus 2017, page 5

Website URL visit the website

 References 99

Share of Kik Messenger users in Finland in 2017, by frequency

Share of Kik Messenger users in Finland in 2017, by usage frequency

Source and methodology information Notes:

This question was phrased by the source as follows: "Mitä seuraavista
sosiaalisista medioista käytät? Merkitse myös, miten usein käytät k.o
Source DNA; Nepa palvelua?" The results have been weighted to represent the entire population.
Percentage points exceeding or falling below 100 percent are probably due to
rounding.
Conducted by DNA; Nepa

Survey period week 21, 2017 to week 22, 2017

Region Finland

Number of respondents 1005

Age group 15-74 years

Special characteristics n.a.

Published by DNA

Publication date June 2017

Original source Digitaalisen elämäntavan tutkimus 2017, page 5

Website URL visit the website

 References 100

How young users experience the use of social media services in Finland 2016
How users experience the usage of social media services among young
people in Finland in 2016

Source and methodology information Notes:

The figures represent the share of respondents, who "totally disagree",
"somewhat disagree", "somewhat agree" and "totally agree" to the statement:
Source ebrand Suomi Oy; City of Oulu "Social media services have brought into my life: ..." The figures are own
calculations based on the data provided by the source. Percentage points
exceeding 100 percent or missing percentage points to 100 percent are
Conducted by ebrand Suomi Oy; City of Oulu probably due to rounding. According to the source the average respondent
(n= 5520) was 19.5 years old and most of the respondents used social media
from 6 to 9 hours per week. 70% of the respondents were women (n= 3838)
Survey period May, 2016 to August, 2016 and 28% of the respondents were men (n= 1562) with 2% of the respondents
choosing the option "I don't want to say/ I can't say/ other". The target group
was further split into three age groups: 13 to 17-year-olds (n= 2244), 18 to 22
Region Finland -year-olds (n= 1822) and 23 to 29-year-olds (n= 1454).

Number of respondents 5520

Age group 13-29 years

Special characteristics n.a.

Published by ebrand Suomi Oy; City of Oulu

Publication date September 2016

Original source ebrand.fi

Website URL visit the website

 References 101

Young people's attitudes on whether social media use should be taught in Finland 2016
Share of young people, who think social media usage should be taught in
selected places or institutions in Finland in 2016

Source and methodology information Notes:

The figures represent the share of respondents, who agreed to the following
statements regarding the question: "Should social media usage be taught?"
Source ebrand Suomi Oy; City of Oulu According to the source the average respondent (n= 5520) was 19.5 years
old and most of the respondents used social media from 6 to 9 hours per
week. 70% of the respondents were women (n= 3838) and 28% of the
Conducted by ebrand Suomi Oy; City of Oulu respondents were men (n= 1562) with 2% of the respondents choosing the
option "I don't want to say/ I can't say/ other". The target group was further
split into three age groups: 13 to 17-year-olds (n= 2244), 18 to 22-year-olds
Survey period May, 2016 to August, 2016 (n= 1822) and 23 to 29-year-olds (n= 1454).

Region Finland

Number of respondents 5520

Age group 13-29 years

Special characteristics n.a.

Published by ebrand Suomi Oy; City of Oulu

Publication date September 2016

Original source ebrand.fi

Website URL visit the website