INSIGHTS 2017 - AudienceProject

1 INSIGHTS 2017 Apps & social media usage in the US, UK & Nordics03 Editorial04 Apps39 social Media85 Mobile banking94 About the studyCONTENTSA udienceProject INSIGHTS 20172 EDITORIALG oogle and Facebook in control of the app and social media sphere The Google-Facebook duopoly becomes apparent when looking at the top mobile apps - more than 50% of the top apps are owned by the tech mastodons What you are reading right now is our most ambitious study so far. Based on more than respondents across six countries we take a deep dive into the usage of apps and social media in the Nordics - and for the first time also in the US and surprisingly, a lot of findings are comparable in all six markets.

2 Facebook is ruling social media and the mobile phone. Generally, the huge international tech companies Google (including YouTube), Facebook (including Instagram and WhatsApp) and Snapchat dominate the top lists with 65% of the spots across all countries. However, there are also huge differences. Amazon and eBay are prominent in the US and UK, but nowhere near the top in the Nordics. And while there are no finance or mobile payment apps in the top ten apps in both US, UK and Finland, the picture is completely different in Denmark, Norway and especially Sweden, where BankID is the number one app tilting Facebook from the top a closer look at mobile banking, we can see that the services have a high penetration in the Nordics based on local players, while it is still maturing in the US and UK with PayPal leading the more than 90 pages of INSIGHTS it s impossible to sum it all up in a few sentences.

3 Instead I welcome you take a closer look. Please enjoy!Rune Werliin Head of Marketing & Communication @ AudienceProjectAudienceProject INSIGHTS 20173 Facebook is considered the most important app in both the US, UK, Denmark and Norway, but in Sweden and Finland it is relegated to second place as BankID and WhatsApp take the first place in Sweden and Finland INSIGHTS 20174 Number of mobile apps installed[ How many apps have people installed on their mobiles excluding pre-installed apps ]USUKD enmarkSwedenNorwayFinlandDon t know31+ apps21-30 apps11-20 apps1-10 apps0 apps4%5%31%32%16%11%4%5%33%29%16%13%4%10 %28%27%16%15%226%29%18%17%424%28%17%17%6 %13%30%30%13%8%8%10% AudienceProject INSIGHTS 20175 Top mobile apps in the US26%FacebookAmazonYouTubeInstagramTwitt erGoogle MapsSnapchatChromeThe WeatherGmail11%11%10%8%6%6%5%5%5%[ How many name the following apps as one of the three apps they least can do without ] AudienceProject INSIGHTS 20176 Top mobile apps in the US - GenderFacebook[ How many men and women name the following apps as one of the three apps they least can do without ]

4 26%SnapchatYouTubeAmazonInstagramTwitter Google MapsGmailThe WeatherChromeFacebookMessengerInstagramA mazonYouTubeTwitterCandy CrushSnapchatChromeGoogle Maps14%13%9%8%8%6%6%6%5%27%10%9%8%8%6%6% 5%5%5% AudienceProject INSIGHTS 20177 Top mobile apps in the US - Age groups[ How many in different age groups name the following apps as one of the three apps they least can do without ]15-2526-3536-4546-5556+FacebookMessenge rYouTubeInstagramSnapchatTwitterAmazonSp otifyChromeNetflixFacebookGoogle MapsYouTubeInstagramAmazonWhatsAppTwitte rGmailCandy CrushChromeFacebookThe WeatherAmazonTwitterYouTubeCandy CrushInstagramGoogle MapsChromeGmailFacebookCandy CrushAmazonGoogle MapsThe WeatherTwitterPandoraYouTubeChromeGmailF acebookChromeAmazonThe WeatherGoogle MapsGoogleGmailTwitterCandy CrushPandora1234567891012345678910123456 789101234567891012345678910 AudienceProject INSIGHTS 20178 Top mobile apps by category in the US[ How many name the following app categories as one of the three they spend most time on ]

5 TV / Series / MoviesFinance / BankBrowserSocial media / ChatMailGamesMusic / RadioNewsShoppingWeatherTravelOtherDon t know51%51%41%33%29%20%17%15%14%11%5%10%3 % AudienceProject INSIGHTS 20179 Top mobile apps in the UK32%FacebookWhatsAppMessengerTwitterIns tagramGoogle MapsSnapchatYouTubeAmazoneBay18%11%10%9% 8%6%6%6%5%[ How many name the following apps as one of the three apps they least can do without ] AudienceProject INSIGHTS 201710 Top mobile apps in the UK - GenderFacebook[ How many men and women name the following apps as one of the three apps they least can do without ]28%AmazonWhatsAppTwitterGoogle MapsMessengerInstagramYouTubeSnapchatSpo tifyFacebookeBayWhatsAppMessengerInstagr amTwitterSnapchatGoogle MapsAmazonYouTube16%11%10%9%7%7%6%5%5%37 %20%12%11%9%7%7%7%6%6% AudienceProject INSIGHTS 201711 Top mobile apps in the UK - Age groups[ How many in different age groups name the following apps as one of the three apps they least can do without ]

6 15-2526-3536-4546-5556+FacebookAmazonIns tagramSnapchatMessengerWhatsAppTwitterYo uTubeGoogle MapsSpotifyFacebookGmailWhatsAppMessenge rTwitterInstagramGoogle MapsSpotifyYouTubeSnapchatFacebookGmailW hatsAppMessengerGoogle MapseBayTwitterAmazonSpotifyYouTubeFaceb ookBBC NewsWhatsAppGoogle MapsTwitterMessengerAmazoneBayYouTubeCan dy CrushFacebookGoogleWhatsAppGoogle MapsAmazonBBC NewsTwitterMessengeriPlayer RadioeBay1234567891012345678910123456789 101234567891012345678910 AudienceProject INSIGHTS 201712 Top mobile apps by category in the UK[ How many name the following app categories as one of the three they spend most time on ]TravelFinance / BankSocial media / ChatBrowserMailNewsGamesMusic / RadioShoppingWeatherTV / Series / MoviesOtherDon t know58%55%39%26%25%22%22%14%12%7%6%10%3% AudienceProject INSIGHTS 201713 Top mobile apps in Denmark30%FacebookMobilePayMessengerRejs eplanenSpotifyGmailSnapchatDMI VejrGoogle MapsInstagram24%11%8%7%7%7%6%6%6%[ How many name the following apps as one of the three apps they least can do without ] AudienceProject INSIGHTS 201714 Top mobile apps in Denmark from 2016 to 2017 [ How many named the following apps as one of the three apps they least could do without in Q1 and Q4 2016 compared to Q2 2017 ]

7 Q1 2016Q4 2016Q2 2017 FacebookSpotifyMobilePayRejseplanenMesse ngerSnapchatInstagramDR NyhederGooglee-Boks32%23%11%9%8%7%6%5%5% 7%FacebookDanske BankMobilePayMessengerGoogle MapsGmailInstagramSpotifyRejseplanenSnap chat32%24%10%9%7%7%6%6%6%7%FacebookInsta gramMobilePayMessengerRejseplanenSpotify GmailSnapchatDMI VejrGoogle Maps30%24%11%8%7%7%6%6%6%7%4212354000 AudienceProject INSIGHTS 201715 Top mobile apps in Denmark - GenderFacebook[ How many men and women name the following apps as one of the three apps they least can do without ]26%Danske BankMobilePayMessengerSpotifyDMI VejrRejseplanenSnapchatGmailGoogle MapsFacebookWordfeudMobilePayMessengerIn stagramRejseplanenGmailSnapchatGoogle MapsSpotify20%9%8%8%8%6%6%6%6%33%27%13%1 0%9%8%7%6%6%5% AudienceProject INSIGHTS 201716 Top mobile apps in Denmark - Age groups[ How many in different age groups name the following apps as one of the three apps they least can do without ]

8 15-2526-3536-4546-5556+Facebooke-BoksMes sengerSnapchatMobilePaySpotifyInstagramR ejseplanenGmailGoogle MapsFacebookDMI VejrMobilePayMessengerSpotifyRejseplanen Google MapsGmailInstagramNordeaFacebookWordfeud MobilePayGoogle MapsGmailDMI VejrMessengerDR NyhederRejseplanene-BoksMobilePaye-BoksF acebookRejseplanenDMI VejrGmailDR NyhederTV 2 NyhederDanske BankWordfeudMobilePayChromeFacebookDMI VejrDanske BankGmailRejseplanenGoogle MapsTV 2 NyhederGoogle123456789101234567891012345 6789101234567891012345678910 AudienceProject INSIGHTS 201717 Top mobile apps by category in Denmark[ How many name the following app categories as one of the three they spend most time on ]TravelNewsMailSocial media / ChatBrowserFinance / BankMusic / RadioGamesWeatherTV / Series / MoviesShoppingOtherDon t know50%49%47%29%26%24%24%17%6%5%3%15%6%A udienceProject INSIGHTS 201718 AudienceProject INSIGHTS 201719 Top mobile apps in Sweden23%BankIDFacebookInstagramSpotifyS wishSwedbankSnapchatMessengerGmailSMHI V der22%15%15%11%8%7%7%5%5%[ How many name the following apps as one of the three apps they least can do without ]

9 AudienceProject INSIGHTS 201720 Top mobile apps in Sweden from 2016 to 2017 [ How many named the following apps as one of the three apps they least could do without in Q1 and Q4 2016 compared to Q2 2017 ]Q1 2016Q4 2016Q2 2017 FacebookAftonbladetInstagramBankIDSpotif yGoogleMessengerSwishSnapchatGmail27%18% 16%9%7%6%6%5%5%7%FacebookGmailBankIDSpot ifyInstagramSwishMessengerSwedbankSnapch atGoogle Maps22%21%19%15%12%7%6%6%5%8%BankIDSMHI V derFacebookInstagramSpotifySwishSwedbank SnapchatMessengerGmail23%22%15%15%11%7%7 %5%5%8%1011211115 AudienceProject INSIGHTS 201721 Top mobile apps in Sweden - GenderBankID[ How many men and women name the following apps as one of the three apps they least can do without ]

10 23%SMHI V derFacebookSpotifyInstagramSwishSwedbank GmailAftonbladetSnapchatFacebookWhatsApp BankIDInstagramSpotifySwishMessengerSwed bankSnapchatSMHI V der17%16%10%9%7%6%6%6%5%27%24%20%14%12%9 %8%8%5%5% AudienceProject INSIGHTS 201722 Top mobile apps in Sweden - Age groups[ How many in different age groups name the following apps as one of the three apps they least can do without ]15-2526-3536-4546-5556+InstagramHandels bankenSnapchatFacebookSpotifyBankIDMesse ngerSwishYouTubeSwedbankBankIDWhatsAppFa cebookInstagramSpotifySwedbankSwishGmail MessengerGoogle MapsBankIDSMHI V derFacebookSpotifySwishInstagramSwedbank MessengerGmailWhatsAppBankIDMessengerFac ebookSwishSpotifyInstagramSwedbankGmailS MHI V derAftonbladetBankIDSpotifyFacebookSwish SMHI V derAftonbaldetSwedbankGmailGoogleInstagr am12345678910123456789101234567891012345 67891012345678910 AudienceProject INSIGHTS 201723 Top mobile apps by category in Sweden[ How many name th]