Deloitte Global Mobile Consumer Survey 2019: The Nordic cut

Smartphone: the center of life
A study on Nordic mobile consumer behaviour

Welcome to our third annual edition of Global Mobile Consumer Survey – The Nordic Cut: the report where Deloitte’s Nordic TMT experts zoom in on the digital trends of mobile consumers in Sweden, Norway, Denmark and Finland.

As in previous years, the smartphone is an indispensable part of people’s lives, with 92 per cent of Nordic consumers having access to a smartphone in 2019.

This year’s report also dives into the booming trend of gaming - a market which generated somewhere close to €126.3 billion in revenue last year.

Another finding from the report shows that the young generation is gradually abandoning Facebook. Trending now are personal blogs on Snapchat and YouTube, and Instagram is still a highly preferred media for keeping the social network up to date with instant moments from daily life.

In other words: the smartphone makes it possible for Nordic consumers to stay connected and stay updated, and few people question a smartphone’s usefulness. However, this 24/7 accessibility comes with a price. More than half of the respondents in our survey report experiencing negative side effects from using their smartphone.

We hope that you find the insights interesting.

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Themes

The Smartphone universe

The smartphone penetration is nearly complete, which means fertile ground for the growth of complementary markets such as Internet of Things devices and smartphone accessories.

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The smartphone – a retail top shelf item

What started as online versions of physical stores are now a complex ecosystem where it is sometimes hard to differentiate between communication apps and classic online shopping services.

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4G, 5G - as long as we are connected, do we even care?

The Nordic countries are above the OECD average in terms of the percentage of the population with mobile broadband subscriptions and high mobile data usage, but do we understand the benefits that 5G will bring to the table?

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Social Media – Mind the gap

Daily use rates and social media preferences reveal a gap across generations. But will these differences persist, or will social media behaviour converge in the future?

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The game is on!

Gaming is everywhere, and the gaming industry shows no signs of slowing down. In the Nordics, the phone is now the most popular device for gaming and more and more people play games on their phones daily.

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My smartphone gives me a headache

It can be a pain to miss out on the latest news from friends and family. However, spending all day on a smartphone leads to actual physical problems for many Nordic consumers.

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“I accept” …but what does this mean?

The dust has settled after the implementation of GDPR. Despite the increased visibility and transparency of how companies handle data, there is still room to improve Nordic consumers’ general awareness of data privacy.

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Say ‘welcome’ to your virtual wallet

Although debit and credit cards still dominate both in-store and online shopping, virtual payment services are on the rise. Today, most consumers have used a mobile payment solution.

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Industry Spotlights

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All the articles that you find on this page are summaries from the full report findings. Download the report to get all the insights from the Nordic Cut of the Global Mobile Consumer Survey.

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Contacts

Jonas Malmlund

Head of Technology, Media & Telecommunications Consulting in Sweden and in the Nordics

Joachim Gullaksen

Head of Technology, Media & Telecommunications in Norway

Frederik Behnk

Head of Technology, Media & Telecommunications in Denmark

Jukka-Petteri Suortti

Head of Technology, Media & Telecommunications in Finland

About this research

The Nordic data cut is part of Deloitte’s Global Mobile Consumer Survey, a multi-country study of mobile phone users around the world. The 2019 study comprises 44,150 respondents across 28 countries and six continents.

Data cited in this report are based on a nationally representative sample of consumers aged 18-75 in Sweden (1864), Norway (976), Denmark (1095) and Finland (1066). The sample follows a country specific quota on age, gender, region and socio-economic status. Fieldwork took place during July 2019 and was carried out online by Ipsos MORI, an independent research firm, based on a question set provided by Deloitte.

This brief report provides a snapshot of some of the insights that the survey has revealed. Additional analyses such as: Use of mobile phones at work, virtual reality, wearables/fitness tracking, smartphone brands and secondhand phone market are available upon request.

Results for other countries are also available on request.