The consumer mobile landscape in the Nordics

Summary

The Nordics, with a rich mobile history, show high app usage post-pandemic. App installs rose 10-28% in March 2020, yet user behavior remained consistent, with messaging, email, social media, and banking top. Mobile is becoming preferred for brand interactions, especially among younger users.

However, app UX is poor, especially for older demographics, with only 30% rating it good. In gaming, women outnumber men in daily play (29% vs 23%), but men spend more on in-app purchases. Retail lags on mobile, with 13% preferring mobile purchasing vs 50% for physical stores.

Privacy attitudes show 5% negative view of iOS 14 changes, but over a third would pay rather than share data. Gaming apps have lowest trust (5%). Key takeaways for marketers: measure increased installs, increase mobile investment, prioritize UX, understand audience segments (e.g., older gamers, female gamers), and build trust through branding.