Social Media Usage in Denmark

Social media usage in Denmark
Table of Contents
Social network penetration
08 Social network penetration in Denmark 2011-2017
09 Social media users in Denmark 2017, by social media site
10 Daily social media usage in Denmark 2015, by platform
11 Daily social media usage in Denmark 2017, by social media site
12 Frequency of using social networks in Denmark 2015
13 Average number of social media networks used in Denmark 2016
14 Frequency of posting content on social media in Denmark 2015
15 Mobile apps ranked by importance in Denmark 2017
16 Daily social media usage on smartphones in Denmark, by app 2015
17 Forecast of the social network user penetration rate in Denmark 2014-2021
18 Forecast of social network user numbers in Denmark 2014-2021
User demographics
20 Social media usage in Denmark 2012-2015, by gender
21 Social media users in Denmark 2016, by gender and platform
22 Daily social media usage in Denmark 2017, by gender and site
23 Share of social media users in Denmark 2017, by age group
24 Social media penetration in Denmark 2015, by age and site
25 Average number of social media used in Denmark 2016, by age group
Facebook usage
27 Facebook usage in Denmark 2015, by age group
28 Facebook users in Denmark 2016, by age group
29 Daily Facebook users in Denmark 2015, by age group
30 Facebook messenger usage in Denmark 2015, by age group
31 Facebook usage frequency in Denmark 2017
32 Facebook usage frequency in Denmark 2015, by age group
33 Frequency of posting original content on Facebook in Denmark 2015
34 Usage of Facebook just for reading content in Denmark 2015, by frequency
35 Frequency of engaging with others' content on Facebook in Denmark 2015
36 Usage of Facebook as a news source in Denmark 2015, by age group and frequency
37 Forecast of the Facebook user penetration rate in Denmark 2014-2021
38 Forecast of Facebook user numbers in Denmark 2015-2021
Instagram usage
40 Instagram users in Denmark 2016, by age group
41 Instagram usage frequency in Denmark 2017
42 Daily Instagram users in Denmark 2015, by age group
43 Usage rate of Instagram in Denmark 2015, by age group
44 Frequency of posting original content on Instagram in Denmark 2015
45 Frequency of engaging with others' content on Instagram in Denmark 2015
46 Usage of Instagram just for reading content in Denmark 2015, by frequency
Twitter usage
48 Twitter users in Denmark 2016, by age group
49 Twitter usage frequency in Denmark 2017
50 Frequency of posting original content on Twitter in Denmark 2015
51 Frequency of engaging with others' content on Twitter in Denmark 2015
52 Usage of Twitter just for reading content in Denmark 2015, by frequency
Usage of other social media platforms

54 Snapchat users in Denmark 2016, by age group
55 Snapchat usage frequency in Denmark 2017
56 Daily Snapchat users in Denmark 2015, by age group
57 Usage of Snapchat in Denmark 2015, by age group and frequency
58 LinkedIn users in Denmark 2016, by age group
59 LinkedIn usage frequency in Denmark 2017
60 LinkedIn users in Denmark 2016, by activity and age group
61 Pinterest usage frequency in Denmark 2017
62 YouTube usage frequency in Denmark 2017
63 Tumblr usage frequency in Denmark 2017
64 Google+ users in Denmark 2016, by age group
Social network penetration

Social network penetration 8
Social network penetration in Denmark 2011-2017

Share of individuals in Denmark participating in social networks from
2011 to 2017
Chart Title
All individuals Individuals who used Internet in the last 3 months
90.0%
80.0% 77% 78%

74% 75%
69%
70.0% 67% 66% 67%
64% 65%
62%
60.0%
55%
Share of individuals
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
2011 2013 2014 2015 2016 2017
Note: Denmark; 2011 to 2017; 18-74 years
Further information regarding this statistic can be found on page 66.
Source: Eurostat ID 384341

Social media users in Denmark 2017, by social media site

Social media users in Denmark in 2017, by social media site
data
80.0%
70.0% 67%
60.0%
50.0%
Share of respondents
40.0%
31% 30%
30.0%
26%
20.0%
13% 12% 11%

10.0%
0.0%
Facebook Snapchat Instagram LinkedIn WhatsApp Pinterest Twitter
Note: Denmark; 2017; 16-89 years old; ca. 6,200
Source: Statistics Denmark ID 648857

Daily social media usage in Denmark 2015, by platform

Share of daily social media users in Denmark in 2015, by social media
platform
data
80.0%
69%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
15% 15% 14%
10.0%
4%
1%
0.0%
Facebook Instagram Google+ Snapchat Twitter Pinterest
Note: Denmark; 2015; 16-89 years; 2,670
Source: Statistics Denmark; Slots- og Kulturstyrelsen ID 580236

Daily social media usage in Denmark 2017, by social media site

Share of daily social media users in Denmark in 2017, by social media site
data
70.0%
66%
60.0%
50.0%
40.0%
30.0%
26%
25%
20.0%
13%
10.0% 7%
6%
5%
0.0%
Facebook Snapchat Instagram LinkedIn WhatsApp Pinterest Twitter
Note: Denmark; March to May 2017; 16-89 years; 5,037
Source: Slots- og Kulturstyrelsen; Statistics Denmark ID 577440

Frequency of using social networks in Denmark 2015

Share of individuals who used social networks in Denmark in March in
2015, by frequency
data
0 5 10 15 20 25 30 35 40 45 50
Every day / Almost every day 44
Two or three times a week 12
About once a week 5
Two or three times a month 6
Less often 11
Never 22
Note: Denmark; February 28 to March 9, 2015; 15 years and older; 1,014; residents
Source: European Commission ID 601189

Average number of social media networks used in Denmark 2016

Average number of social media networks used in Denmark in 2016
data
30
26
25
20
18
Average number
16
15
13
11
10
8
7
0
None 1 2 3 4 5 6 or more
Note: Denmark; March to May 2016; 16-89 years old; ca. 6,000; Data collected via internet questionnaire and telephone interviews

Frequency of posting content on social media in Denmark 2015

Frequency of posting content on social media platforms in Denmark in
2015
data
35.0%
32%
30.0%
25.0%
23%
20.0%
15.0%
12%
11%
10.0%
8% 8%
6%
5.0%
0%
0.0%
Several times a day Once a day Several times a Once a week Once a month Less than monthly Never Don't know
week
Note: Denmark; October 17, 2015 to October 26, 2015; 15 years and older; 27,822*
Source: European Commission ID 625200

Mobile apps ranked by importance in Denmark 2017

Ranking of mobile apps in Denmark in 2017, by perceived importance
data
35.0%
30%
30.0%
25.0% 24%
20.0%
15.0%
11%
10.0%
8%
7% 7% 7%
6% 6% 6%
5.0%
0.0%
Facebook MobilePay Facebook Rejseplanen Gmail Snapchat Spotify Google Maps Instagram DMI Vejr
Messenger
Note: Denmark; 1st to 2nd quarter 2017
Source: AudienceProject ID 656142

Daily social media usage on smartphones in Denmark, by app 2015

Daily usage of social media on smartphones in Denmark in 2015, by
social media app
data
90.0%
85%
80.0%
70.0%
60.0%
50.0% 48%
43%
40.0%
32%
30.0%
20.0%
10% 9%
10.0%
5% 5%
3%
1%
0.0%
Facebook Snapchat YouTube Instagram Google+ Twitter Pinterest Reddit Vine LinkedIn
Note: Denmark; 2015; 12-29 years; 2,295; Respondents who have used respective social media site on smartphone daily
Source: Kantar TNS (Norway); Danske Medier ID 578610

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

Forecast of the social network user penetration rate in Denmark from
2014 to 2021
data
70.0%
60.26% 60.7%
59.05% 59.71%
60.0% 58.26%
57.36%
56.38%
55.37%
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: Denmark; May 2016; share of the total population who use a social network via any device at least once per month.
Source: Statista (Digital Market Outlook) ID 567276

Forecast of social network user numbers in Denmark 2014-2021

Forecast of social network user numbers in Denmark from 2014 to 2021
(in million users)
data
3.48 3.51
3.38 3.43
3.5 3.32
3.26
3.19
3.12
3
Number of social network users in millions
2.5
1.5
0.5
0
2014 2015 2016* 2017* 2018* 2019* 2020* 2021*
Note: Denmark; May 2016; Individuals who use a social network via any device at least once per month.

User demographics
User demographics 20
Social media usage in Denmark 2012-2015, by gender

Share of social media users in Denmark from 2012 to 2015, by gender
Chart Title
Men Women
90.0%
82%
80.0% 77% 76%
70%
70.0% 66%
64%
59%
60.0% 56%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
2012 2013 2014 2015
Note: Denmark; 2012 to 2015; 16-89 years; 3,185

Social media users in Denmark 2016, by gender and platform

Share of social media users in Denmark in 2016, by gender and platform
Chart Title
Men Women
90.0%
84.1%
80.0%
71.8%
70.0%
60.0%
50.0%
40.0%
32.6% 32.5%
29.2%
30.0% 27.1%
24.3%
22.7%
20.0% 16.7%
15.3% 15.3%
13.7%
10.0%
1% 1.6%
0.0%
Facebook LinkedIn Google+ Twitter Instagram Snapchat Other
Note: Denmark; April to May 2016; 15 years and older; 7,514
Source: Mindshare; Slots- og Kulturstyrelsen ID 678009

Daily social media usage in Denmark 2017, by gender and site

Share of daily social media usage in Denmark in 2017, by gender and
social media site
Chart Title
Women Men
80.0%
76%
70.0% 67%
60.0% 57%
51%
49%
50.0%
40.0% 38%
30.0%
20.0% 17%
9%
10.0%
0.0%
Facebook Instagram Snapchat Twitter

Share of social media users in Denmark 2017, by age group

Share of social media users in Denmark in 2017, by age group
data
120.0%
98%
100.0%
94%
87%
80.0% 77%
75%
63%
60.0%
42%
40.0%
26%
20.0%
0.0%
16-24 years 25-34 years 35-44 years 45-54 years 55-64 years 65-74 years 75-89 years Total

Social media penetration in Denmark 2015, by age and site

Share of social media users in Denmark in 2015, by age group and social
media platform
Chart Title
12-29 years 30-49 years 50 years and older
100.0%
93%
90.0%
78%
80.0%
72%
68%
70.0%
61%
60.0%
51% 51%
50.0%
41%
40.0%
32% 33%
31% 30%
30.0% 27% 27%
22%
20%
20.0% 16%
14% 15%
10% 11%
8%
10.0% 6% 5%
0.0%
Facebook YouTube Snapchat Google+ Instagram Twitter LinkedIn Pinterest
Note: Denmark; 2015; 12 years and older; 2,224; Respondents who have profiles on respective social media sites

Average number of social media used in Denmark 2016, by age group

Average number of social media used in Denmark in 2016, by age group
Chart Title
15-18 years 79-89 years
40.0%
35%
35.0%
30.0% 29%
27%
25.0% 24%
20.0% 19%
16%
15.0% 14%
13%
11%
10.0%
6%
5.0%
3% 3%
0.0%
Don't use social media 1 2 3 4 5 or more
Note: Denmark; March to May 2016; 16-89 years old; ca. 6,000; Data collected via internet questionnaire and telephone interviews

Facebook usage
Facebook usage 27
Facebook usage in Denmark 2015, by age group

Share of Facebook users in Denmark in 2015, by age group
data
100.0%
92% 91%
89%
90.0%
81%
80.0%
75%
70.0% 66%
63%
61%
60.0%
53%
50%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
18-24 years 25-29 years 30-34 years 35-39 years 40-44 years 45-49 years 50-54 years 55-59 years 60-64 years 65-70 years
Note: Denmark; January to March 2015; 18-70 years; 2,000
Source: Danish Business Authority; Userneeds ID 649895

Facebook usage 28
Facebook users in Denmark 2016, by age group

data
100.0%
90.0% 86.3% 86.2%

82.8%
80.0%
75.1%
69.4%
70.0%
62.9%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
15-29 years 30-39 years 40-49 years 50-59 years 60-69 years 70 years and older

Facebook usage 29
Daily Facebook users in Denmark 2015, by age group

Share of daily Facebook users in Denmark in 2015, by age group
data
100.0%
91.2% 90.7%
90.0%
85.2%
80.0% 76.2%
69.9%
68.1%
70.0%
61.5%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
16-19 years 20-29 years 30-39 years 40-49 years 50-59 years 60-69 years 70 years and more
Note: Denmark; November 2015; 15 years and older; 1,593
Source: Decidis ID 678343

Facebook usage 30
Facebook messenger usage in Denmark 2015, by age group

Share of Facebook messenger users in Denmark in 2015, by age group
data
80.0%
75%
70.0%
64%
60%
60.0%
50.0%
44% 44%
40.0%
36%
29%
30.0%
21%
19%
20.0%
13%
10.0%
0.0%
18-24 years 25-29 years 30-34 years 35-39 years 40-44 years 45-49 years 50-54 years 55-59 years 60-64 years 65-70 years
Note: Denmark; January to March 2015; 18-70 years; 2,000
Source: Danish Business Authority; Userneeds ID 649900

Facebook usage 31
Facebook usage frequency in Denmark 2017

Facebook usage in Denmark in 2017, by frequency
data
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Several times a day 52%
Every day 27%
Several times a week 13%
Once a week 5%
Several times a month 2%
Once a month 1%
Less often 1%

Facebook usage 32
Facebook usage frequency in Denmark 2015, by age group

Facebook usage frequency in Denmark in 2015, by age group
Chart Title
Daily Monthly
100.0%
94%
92%
90.0% 87% 86%

84%
80.0%
75%
69% 69%
70.0%
60.0% 56% 56%

55%
50.0%
40%
40.0%
30.0%
20.0%
10.0%
0.0%
Note: Denmark; September 2015; 12 years and older
Source: Kantar TNS (Norway); DR; Fremtiden.nu ID 578941

Facebook usage 33
Frequency of posting original content on Facebook in Denmark 2015

Posting original content on Facebook in Denmark in 2015, by frequency
data
90.0%
83%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
14%
10.0%
3%
0.0%
Rarely / never Less often Daily / weekly

Facebook usage 34
Usage of Facebook just for reading content in Denmark 2015, by frequency

Usage of Facebook just for reading content in Denmark in 2015, by
frequency
data
40.0%
38%
35.0%
31% 31%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%

Facebook usage 35
Frequency of engaging with others' content on Facebook in Denmark 2015

Engaging with others' content on Facebook in Denmark in 2015, by
frequency
data
80.0%
75%
70.0%
60.0%
50.0%
40.0%
30.0%
19%
20.0%
10.0%
6%
0.0%

Facebook usage 36
Usage of Facebook as a news source in Denmark 2015, by age group and frequency
Share of people who used Facebook as a news source in Denmark in
2015, by age group and frequency
Chart Title
Daily Weekly Less frequently Never
50.0%
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
16-19 years 20-29 years 30-39 years 40-49 years 50-59 years 60-69 years 70 years and older

Facebook usage 37
Forecast of the Facebook user penetration rate in Denmark 2014-2021

Forecast of the Facebook user penetration rate in Denmark from 2014 to
2021
data
60.0%
52.27% 52.58% 52.81%

51.37% 51.88%
50.72%
49.91%
48.92%
50.0%
40.0%
Share of Facebook users
30.0%
20.0%
10.0%
0.0%
2014 2015 2016* 2017* 2018* 2019* 2020* 2021*
Note: Denmark; May 2016; share of the total population who use Facebook via any device at least once per month.

Facebook usage 38
Forecast of Facebook user numbers in Denmark 2015-2021

Forecast of Facebook user numbers in Denmark from 2015 to 2021 (in
million users)
data
3.5
3.03 3.06
2.97 3
3 2.93
2.88
2.82
2.5
Number of Facebook users in millions
1.5
0.5
0
2015 2016* 2017* 2018* 2019* 2020* 2021*
Note: Denmark; May 2016; individuals who use Facebook via any device at least once per month.

Instagram usage
Instagram usage 40
Instagram users in Denmark 2016, by age group

Share of Instagram users in Denmark in 2016, by age group
data
60.0%
49.9%
50.0%
40.0%
33.5%
30.0%
20.3%
20.0%
13.1%
10.0% 8.4%
5.4%
0.0%

Instagram usage 41
Instagram usage frequency in Denmark 2017

Instagram usage in Denmark in 2017, by frequency
data
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%
Every day 24%
Once a week 17%
Once a month 4%
Less often 2%

Instagram usage 42
Daily Instagram users in Denmark 2015, by age group

Share of daily Instagram users in Denmark in 2015, by age group
data
60.0%
52.9%
50.0%
40.0%
35.4%
30.0%
20.0%
11%
10.0% 8.4%
5%
2.8% 2.5%
0.0%

Instagram usage 43
Usage rate of Instagram in Denmark 2015, by age group

Instagram usage frequency in Denmark in 2015, by age group
Chart Title
Daily Monthly
80.0%
70.0% 67%
60.0%
50.0%
44%
41%
40.0%
30.0%
23%
21%
20.0%
13% 13%
10.0% 7% 6% 6%
4%
1%
0.0%
Note: Denmark; September 2015; 12 years and older
Source: Kantar TNS (Norway); DR; Fremtiden.nu ID 579006

Instagram usage 44
Frequency of posting original content on Instagram in Denmark 2015

Posting original content on Instagram in Denmark in 2015, by frequency
data
80.0%
75%
70.0%
60.0%
50.0%
40.0%
30.0%
23%
21%
20.0%
10.0%
0.0%
Note: Denmark; November 2015; 15 years and older; 252 Respondents

Instagram usage 45
Frequency of engaging with others' content on Instagram in Denmark 2015

Engaging with others' content on Instagram in Denmark in 2015, by
frequency
data
80.0%
72%
70.0%
60.0%
50.0%
40.0%
30.0%
23%
20.0%
10.0%
5%
0.0%

Instagram usage 46
Usage of Instagram just for reading content in Denmark 2015, by frequency

Usage of Instagram just for reading content in Denmark in 2015, by
frequency
data
40.0%
37%
35%
35.0%
30.0%
28%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%

Twitter usage
Twitter usage 48
Twitter users in Denmark 2016, by age group

Share of Twitter users in Denmark in 2016, by age group
data
30.0%
25.0% 24.3%
21.9%
20.0%
15.8%
15.2%
15.0%
10.1%
10.0%
7.7%
5.0%
0.0%

Twitter usage 49
Twitter usage frequency in Denmark 2017

Twitter usage in Denmark in 2017, by frequency
data
0.0% 5.0% 10.0% 15.0% 20.0% 25.0%
Every day 19%
Once a week 21%
Once a month 7%
Less often 7%

Twitter usage 50
Frequency of posting original content on Twitter in Denmark 2015

Posting original content on Twitter in Denmark in 2015, by frequency
data
100.0%
93%
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0% 6%
1%
0.0%

Twitter usage 51
Frequency of engaging with others' content on Twitter in Denmark 2015

Engaging with others' content on Twitter in Denmark in 2015, by
frequency
data
100.0%
90.0% 87%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
12%
10.0%
1%
0.0%

Twitter usage 52
Usage of Twitter just for reading content in Denmark 2015, by frequency

Usage of Twitter just for reading content in Denmark in 2015, by
frequency
data
80.0%
72%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
16%
12%
10.0%
0.0%

Usage of other social media platforms

Usage of other social media platforms 54
Snapchat users in Denmark 2016, by age group

Share of Snapchat users in Denmark in 2016, by age group
data
70.0%
60.4%
60.0%
50.0%
40.0%
30.0% 27.1%
20.0%
14%
10.0% 8.1%
3.2%
1.4%
0.0%

Snapchat usage frequency in Denmark 2017

Snapchat usage in Denmark in 2017, by frequency
data
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%
Every day 20%
Once a week 11%
Once a month 4%
Less often 2%

Daily Snapchat users in Denmark 2015, by age group

Share of daily Snapchat users in Denmark in 2015, by age group
data
90.0%
82.4%
80.0%
70.0%
60.0%
52.2%
50.0%
40.0%
30.0%
20.0%
13.5%
10.0%
3.5% 3.8%
2.3%
0.6%
0.0%

Usage of Snapchat in Denmark 2015, by age group and frequency

Share of Snapchat users in Denmark in 2015, by age group and frequency
Chart Title
Monthly Daily
50.0%
47%
45.0%
40.0%
37%
36% 36%
35.0%
30.0%
25.0%
20.0%
15.0%
10%
10.0% 8% 8%
7%
4% 4%
5.0%
2%
1% 1%
0%
0.0%
12-19 years 20-29 years 30-39 years 40-49 years 50-59 years 60-69 years 70 years and older
Note: Denmark; 2015; 12 years and older; 2,224; Respondents who have installed Snapchat on their Smartphone.

LinkedIn users in Denmark 2016, by age group

Share of LinkedIn users in Denmark in 2016, by age group
data
40.0%
37.8%
36.7%
35.0% 34.2%
30.0%
27.3%
26%
25.0%
20.0%
17.6%
15.0%
10.0%
5.0%
0.0%

LinkedIn usage frequency in Denmark 2017

LinkedIn usage in Denmark in 2017, by frequency
data
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%
Every day 9%
Once a week 25%
Once a month 13%
Less often 8%

LinkedIn users in Denmark 2016, by activity and age group

Share of LinkedIn users in Denmark in 2016, by activity and age group
Chart Title
12-29 years 30-49 years 50-69 years
80.0%
70.0% 67%
60.0%
50%
50.0%
41%
40.0%
30.0%
24%
20%
20.0%
13%
11% 10%
9%
10.0% 7% 7%
6% 6% 5%
2%
0.0%
to strengthen my professional to follow friends/colleagues to actively look for a job or find to keep me informed about to keep me informed about
network a job customers/business partners potential employers
Note: Denmark; 2016; 12 years and older; Use LinkedIn minimum weekly
Source: Kantar TNS (Norway); Socialemedier.dk ID 577538

Pinterest usage frequency in Denmark 2017

Pinterest usage in Denmark in 2017, by frequency
data
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%
Every day 10%
Once a week 18%
Once a month 13%
Less often 5%

YouTube usage frequency in Denmark 2017

YouTube usage in Denmark in 2017, by frequency
data
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%
Every day 16%
Once a week 20%
Once a month 10%
Less often 3%

Tumblr usage frequency in Denmark 2017

Tumblr usage in Denmark in 2017, by frequency
data
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%
Every day 17%
Once a week 7%
Once a month 17%
Less often 5%

Google+ users in Denmark 2016, by age group

Share of Google+ users in Denmark in 2016, by age group
data
40.0%
35.0% 34.1%
30.0% 28.6%
25.0%
20.8%
20.0%
18% 17.6%
17%
15.0%
10.0%
5.0%
0.0%

References
References 66
Social network penetration in Denmark 2011-2017

Share of individuals in Denmark 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 Denmark
Number of respondents n.a.
Age group 18-74 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 67
Social media users in Denmark 2017, by social media site

Social media users in Denmark in 2017, by social media site

n.a.
Source Statistics Denmark
Conducted by Statistics Denmark
Survey period 2017
Region Denmark
Number of respondents ca. 6,200
Age group 16-89 years old
Special characteristics n.a.
Published by Statistics Denmark
Publication date April 2018
Original source It-anvendelse i befolkningen 2017, page 25

References 68
Daily social media usage in Denmark 2015, by platform

Share of daily social media users in Denmark in 2015, by social media
platform

n.a.
Source Statistics Denmark; Slots- og Kulturstyrelsen
Conducted by Slots- og Kulturstyrelsen; Statistics Denmark
Survey period 2015
Region Denmark
Number of respondents 2,670
Published by Slots- og Kulturstyrelsen
Publication date June 2016
Original source Mediernes udvikling i Danmark 2016, page 33

References 69
Daily social media usage in Denmark 2017, by social media site

Share of daily social media users in Denmark in 2017, by social media site

n.a.
Source Slots- og Kulturstyrelsen; Statistics Denmark
Survey period March to May 2017
Region Denmark
Publication date November 2017
Original source Kort Nyt - Mediernes udvikling i Danmark - Sociale

medier 2017, page 5

References 70
Frequency of using social networks in Denmark 2015

Share of individuals who used social networks in Denmark in March in
2015, by frequency

Original survey question was phrased as follows: "Please tell me how often
you do each of the following activities online." "Use an online social network,
Source European Commission for instance to share pictures, videos, movies, etc."
Conducted by TNS
Survey period February 28 to March 9, 2015
Region Denmark
Age group 15 years and older
Special characteristics residents
Published by European Commission
Original source Special Eurobarometer 431 - Data Protection Report,

page T1

References 71
Average number of social media networks used in Denmark 2016

Average number of social media networks used in Denmark in 2016

n.a.
Region Denmark
Special characteristics Data collected via internet questionnaire and

telephone interviews
Original source dst.d

References 72
Frequency of posting content on social media in Denmark 2015

Frequency of posting content on social media platforms in Denmark in
2015

The full question was phrased as follows: ''How often do you do any of the
following?Post content on online social media'' * Base: this indicates the total
Source European Commission number of respondents in Europe. The precise number of respondents from
Denmark is unknown.
Conducted by TNS BMRB
Survey period October 17, 2015 to October 26, 2015
Region Denmark
Number of respondents 27,822*
Published by European Commission
Publication date May 2016
Original source E-Communications and the Digital Single Market, page

T29

References 73
Mobile apps ranked by importance in Denmark 2017

Ranking of mobile apps in Denmark in 2017, by perceived importance

The source adds the following information: "The respondents have been
selectedfrom our Nordic, UK and US panels consisting of more than 1 million
Source AudienceProject panelistsand weighed to achieve representativity on the more than 14.000
respondentswho completed the survey." "The respondents have been asked
which three mobile apps they least can do without. The figures above
Conducted by AudienceProject represent the number of people having placed the apps among their three
most important apps. Preinstalled apps are not included."
Survey period 1st to 2nd quarter 2017
Region Denmark
Age group n.a.
Published by AudienceProject
Publication date August 2017
Original source Insights 2017, Apps & Social Media Usage in the US,
UK & Nordics, page 14

References 74
Daily social media usage on smartphones in Denmark, by app 2015

Daily usage of social media on smartphones in Denmark in 2015, by
social media app

n.a.
Source Kantar TNS (Norway); Danske Medier
Conducted by Kantar TNS (Norway)
Survey period 2015
Region Denmark
Special characteristics Respondents who have used respective social media

site on smartphone daily
Published by Danske Medier
Original source danskemedier.dk

References 75
Forecast of the social network user penetration rate in Denmark 2014-2021

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

* 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 Denmark
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
Original source Digital Market Outlook

References 76
Forecast of social network user numbers in Denmark 2014-2021

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

* Forecast data. This statistic presents exclusive data by Statista`s Market
section for more details.
Conducted by Statista Market Analytics
Region Denmark
Age group n.a.
Special characteristics Individuals who use a social network via any device at
least once per month.

References 77
Social media usage in Denmark 2012-2015, by gender

Share of social media users in Denmark from 2012 to 2015, by gender

n.a.
Survey period 2012 to 2015
Region Denmark
Original source Mediernes udvikling i Danmark 2016

References 78
Social media users in Denmark 2016, by gender and platform

Share of social media users in Denmark in 2016, by gender and platform

The original question was phrased by the source as follows: "On which of the
following social media platforms do you have a profile? / Hvilke af
Source Mindshare; Slots- og Kulturstyrelsen nedenstående sociale medier har du en profil på?"
Conducted by Mindshare; M3 Research
Survey period April to May 2016
Region Denmark
Original source Kvalitativt studie af danskernes brug af demokratisk

indhold, page 192

References 79
Daily social media usage in Denmark 2017, by gender and site

Share of daily social media usage in Denmark in 2017, by gender and
social media site

n.a.
Region Denmark

medier 2017, page 6

References 80
Share of social media users in Denmark 2017, by age group

Share of social media users in Denmark in 2017, by age group

n.a.
Conducted by Statistics Denmark; Slots- og Kulturstyrelsen
Region Denmark

medier 2017, page 5

References 81
Social media penetration in Denmark 2015, by age and site

Share of social media users in Denmark in 2015, by age group and social
media platform

n.a.
Survey period 2015
Region Denmark
Special characteristics Respondents who have profiles on respective social

media sites

References 82
Average number of social media used in Denmark 2016, by age group

Average number of social media used in Denmark in 2016, by age group

n.a.
Region Denmark
Special characteristics Data collected via internet questionnaire and

telephone interviews
Original source dst.dk

References 83
Facebook usage in Denmark 2015, by age group


n.a.
Source Danish Business Authority; Userneeds
Conducted by Userneeds
Survey period January to March 2015
Region Denmark
Published by Danish Business Authority
Publication date March 2015
Original source erhvervsstyrelsen.dk

References 84
Facebook users in Denmark 2016, by age group


Region Denmark

indhold, page 193

References 85
Daily Facebook users in Denmark 2015, by age group

Share of daily Facebook users in Denmark in 2015, by age group

n.a.
Source Decidis
Conducted by Decidis
Survey period November 2015
Region Denmark
Published by Decidis
Original source Social Media & Political Engagement, page 5

References 86
Facebook messenger usage in Denmark 2015, by age group

Share of Facebook messenger users in Denmark in 2015, by age group

n.a.
Source Danish Business Authority; Userneeds
Conducted by Userneeds
Survey period January to March 2015
Region Denmark
Published by Danish Business Authority
Original source erhvervsstyrelsen.dk

References 87
Facebook usage frequency in Denmark 2017

Facebook usage in Denmark in 2017, by frequency

selected from our Nordic, UK and US panels consisting of more than 1 million
Source AudienceProject panelists and weighed to achieve representativity on the more than 14.000
respondents who completed the survey"
Conducted by AudienceProject
Region Denmark
Age group n.a.
Original source AudienceProject Insights 2017: Apps & Social Media

Usage in the US, UK & Nordics, page 57

References 88
Facebook usage frequency in Denmark 2015, by age group

Facebook usage frequency in Denmark in 2015, by age group

n.a.
Source Kantar TNS (Norway); DR; Fremtiden.nu
Survey period September 2015
Region Denmark
Published by Fremtiden.nu; DR
Original source fremtiden.nu

References 89
Frequency of posting original content on Facebook in Denmark 2015

Posting original content on Facebook in Denmark in 2015, by frequency

The original question was phrased by the source as follows: "How often do
you use Facebook for the following activities: produce/write...?"
Source Decidis
Region Denmark
Original source Sociale medier og politisk engagement i Danmark,

page 2

References 90
Usage of Facebook just for reading content in Denmark 2015, by frequency

Usage of Facebook just for reading content in Denmark in 2015, by
frequency

you use Facebook for the following activities...? / Hvor ofte bruger de
Source Decidis Facebook til følgende aktiviteter...?"
Region Denmark

page 3

References 91
Frequency of engaging with others' content on Facebook in Denmark 2015

Engaging with others' content on Facebook in Denmark in 2015, by
frequency

you use Facebook for the following activities...? Hvor ofte bruger de
Source Decidis Facebook til følgende aktiviteter...?"
Region Denmark

page 3

References 92
Usage of Facebook as a news source in Denmark 2015, by age group and frequency
Share of people who used Facebook as a news source in Denmark in
2015, by age group and frequency

n.a.
Source Decidis
Region Denmark

References 93
Forecast of the Facebook user penetration rate in Denmark 2014-2021

Forecast of the Facebook user penetration rate in Denmark from 2014 to
2021

section for more details. User numbers are based on total population (which
counts all residents regardless of legal status, citizenship or age). User
Conducted by Statista Market Analytics numbers also include not identified "duplicate" accounts (individuals who
maintain more than one or more accounts in addition to their principle
account) and not identified "false" accounts (e.g. spamming accounts).
Region Denmark
Age group n.a.
Special characteristics share of the total population who use Facebook via
any device at least once per month.

References 94
Forecast of Facebook user numbers in Denmark 2015-2021

Forecast of Facebook user numbers in Denmark from 2015 to 2021 (in
million users)

section for more details. User numbers also include not identified "duplicate"
accounts (individuals who maintain more than one or more accounts in
Conducted by Statista Market Analytics addition to their principle account) and not identified "false" accounts (e.g.
spamming accounts).
Region Denmark
Age group n.a.
Special characteristics individuals who use Facebook via any device at least
once per month.

References 95
Instagram users in Denmark 2016, by age group

Share of Instagram users in Denmark in 2016, by age group

Region Denmark

indhold, page 193

References 96
Instagram usage frequency in Denmark 2017

Instagram usage in Denmark in 2017, by frequency

Region Denmark
Age group n.a.


References 97
Daily Instagram users in Denmark 2015, by age group

Share of daily Instagram users in Denmark in 2015, by age group

n.a.
Source Decidis
Region Denmark

References 98
Usage rate of Instagram in Denmark 2015, by age group

Instagram usage frequency in Denmark in 2015, by age group

n.a.
Source Kantar TNS (Norway); DR; Fremtiden.nu
Survey period September 2015
Region Denmark
Published by Fremtiden.nu
Original source Medieudviklingen, page 21

References 99
Frequency of posting original content on Instagram in Denmark 2015

Posting original content on Instagram in Denmark in 2015, by frequency

you use Instagram for the following activities...? / Hvor ofte bruger de
Source Decidis Instagram til følgende aktiviteter...?"
Region Denmark
Number of respondents 252

page 2

References 100
Frequency of engaging with others' content on Instagram in Denmark 2015

Engaging with others' content on Instagram in Denmark in 2015, by
frequency

Region Denmark

page 3

References 101
Usage of Instagram just for reading content in Denmark 2015, by frequency

Usage of Instagram just for reading content in Denmark in 2015, by
frequency

Region Denmark

page 3

References 102
Twitter users in Denmark 2016, by age group

Share of Twitter users in Denmark in 2016, by age group

Source Mindshare; Slots- og Kulturstyrelsen nedenstående sociale medier har du en profil på"
Region Denmark

indhold, page 193

References 103
Twitter usage frequency in Denmark 2017

Twitter usage in Denmark in 2017, by frequency

Region Denmark
Age group n.a.


References 104
Frequency of posting original content on Twitter in Denmark 2015

Posting original content on Twitter in Denmark in 2015, by frequency

you use twitter for the following activities...? / Hvor ofte bruger de Twitter til
Source Decidis følgende aktiviteter...?"
Region Denmark

page 2

References 105
Frequency of engaging with others' content on Twitter in Denmark 2015

Engaging with others' content on Twitter in Denmark in 2015, by
frequency

you use Twitter for the following activities...? / Hvor ofte bruger de Twitter til
Region Denmark

page 3

References 106
Usage of Twitter just for reading content in Denmark 2015, by frequency

Usage of Twitter just for reading content in Denmark in 2015, by
frequency

you use Twitter for the following activities...? / Hvor ofte bruger de Twitter til
Region Denmark

page 3

References 107
Snapchat users in Denmark 2016, by age group

Share of Snapchat users in Denmark in 2016, by age group

Region Denmark

indhold, page 193

References 108
Snapchat usage frequency in Denmark 2017

Snapchat usage in Denmark in 2017, by frequency

Region Denmark
Age group n.a.


References 109
Daily Snapchat users in Denmark 2015, by age group

Share of daily Snapchat users in Denmark in 2015, by age group

n.a.
Source Decidis
Region Denmark

References 110
Usage of Snapchat in Denmark 2015, by age group and frequency

Share of Snapchat users in Denmark in 2015, by age group and frequency

n.a.
Survey period 2015
Region Denmark
Special characteristics Respondents who have installed Snapchat on their

Smartphone.

References 111
LinkedIn users in Denmark 2016, by age group

Share of LinkedIn users in Denmark in 2016, by age group

Region Denmark

indhold, page 193

References 112
LinkedIn usage frequency in Denmark 2017

LinkedIn usage in Denmark in 2017, by frequency

Region Denmark
Age group n.a.


References 113
LinkedIn users in Denmark 2016, by activity and age group

Share of LinkedIn users in Denmark in 2016, by activity and age group

Original question: "Hvad er den primære grund til, at du er på LinkedIn? /
What is the main reason you are on LinkedIn?'.
Source Kantar TNS (Norway); Socialemedier.dk
Survey period 2016
Region Denmark
Special characteristics Use LinkedIn minimum weekly
Published by Socialemedier.dk
Publication date January 2016
Original source socialemedier.dk

References 114
Pinterest usage frequency in Denmark 2017

Pinterest usage in Denmark in 2017, by frequency

Source adds the following information: " The respondents have been
selectedfrom our Nordic, UK and US panels consisting of more than 1 million
Source AudienceProject panelistsand weighed to achieve representativity on the more than 14.000
respondentswho completed the survey".
Region Denmark
Age group n.a.


References 115
YouTube usage frequency in Denmark 2017

YouTube usage in Denmark in 2017, by frequency

Region Denmark
Age group n.a.


References 116
Tumblr usage frequency in Denmark 2017

Tumblr usage in Denmark in 2017, by frequency

Region Denmark
Age group n.a.


References 117
Google+ users in Denmark 2016, by age group

Share of Google+ users in Denmark in 2016, by age group

Region Denmark

indhold, page 193

Social Media Usage in Denmark

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Social media usage in Denmark

Social media usage in Denmark

Usage of other social media platforms

Social network penetration

Social network penetration in Denmark 2011-2017

All individuals Individuals who used Internet in the last 3 months

80.0% 77% 78%

Note: Denmark; 2011 to 2017; 18-74 years

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

Source: Eurostat ID 384341

Social media users in Denmark 2017, by social media site

13% 12% 11%

Note: Denmark; 2017; 16-89 years old; ca. 6,200

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

Source: Statistics Denmark ID 648857

Daily social media usage in Denmark 2015, by platform

Note: Denmark; 2015; 16-89 years; 2,670

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

Source: Statistics Denmark; Slots- og Kulturstyrelsen ID 580236

Daily social media usage in Denmark 2017, by social media site

Note: Denmark; March to May 2017; 16-89 years; 5,037

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

Source: Slots- og Kulturstyrelsen; Statistics Denmark ID 577440

Frequency of using social networks in Denmark 2015

Every day / Almost every day 44

Two or three times a week 12

About once a week 5

Two or three times a month 6

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

Source: European Commission ID 601189

Average number of social media networks used in Denmark 2016

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

Source: Statistics Denmark ID 648849

Frequency of posting content on social media in Denmark 2015

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

Source: European Commission ID 625200

Mobile apps ranked by importance in Denmark 2017

Note: Denmark; 1st to 2nd quarter 2017

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

Source: AudienceProject ID 656142

Daily social media usage on smartphones in Denmark, by app 2015

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

Source: Kantar TNS (Norway); Danske Medier ID 578610

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

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

Source: Statista (Digital Market Outlook) ID 567276

Forecast of social network user numbers in Denmark 2014-2021

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

Source: Statista (Digital Market Outlook) ID 568886

Social media usage in Denmark 2012-2015, by gender

80.0% 77% 76%

Note: Denmark; 2012 to 2015; 16-89 years; 3,185

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

Source: Statistics Denmark; Slots- og Kulturstyrelsen ID 580061

Social media users in Denmark 2016, by gender and platform

Note: Denmark; April to May 2016; 15 years and older; 7,514

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

Source: Mindshare; Slots- og Kulturstyrelsen ID 678009

Daily social media usage in Denmark 2017, by gender and site

Note: Denmark; March to May 2017; 16-89 years; 3,322

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

Source: Statistics Denmark; Slots- og Kulturstyrelsen ID 580219

Share of social media users in Denmark 2017, by age group

Note: Denmark; March to May 2017; 16-89 years; 5,037