Global Mobile Consumer Survey 2019: The Nordic Cut

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. This year’s report is based on responses from 5001 respondents across the Nordics. As a start we would like to provide a sneak peek of the interesting findings that await the reader...

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. They prefer to use their smartphone to check bank balances, to make video calls and to watch short videos on the go. And as the video cameras in smartphones become extremely high quality – some of the best on the market – it is no surprise that the Nordic consumers also prefer to use their smartphones to take pictures and record videos.

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. This number is predicted to increase by about 10 per cent in 2019, and every year until at least 2022. More and more people in the Nordics are mobile gaming daily, and games like ‘Subway Surfers’, ‘Pokémon Go’ and ‘Candy Crush’ have become household names. But is it a social thing? Or merely a time-waster that has caught our attention?

Speaking of social, the smartphone is of course still making it possible for Nordic consumers to stay in touch with friends and family 24/7. When predicting the SoMe trends of the future, one must look to the younger smartphone users. This year’s 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. This debate about digital well-being puts the tech industry in a special situation; they are being asked to help customers detach from their phones, though their business model relies on the customers doing the opposite...

We hope that you find the insights interesting. Please do not hesitate to reach out to us for further conversations based on the content.

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