Use of social media in Denmark in 2018

| 5 December 2018

From 2017 to 2018, the proportion of the Danish population who use social media has risen slightly. While the proportion of older people using social media has grown, the development among young people has stagnated or decreased slightly, though from a very high level.

The Danish Agency for Culture and Palaces has published a short analysis – a news bulletin survey – focusing on the development of Danes' use of social media in 2018.

The analysis shows that among the older population in Denmark, there is an increasing access to social media. From 2017 to 2018, the proportions of social media users aged 65-74 and 75-89 years have increased by 19 per cent and 22 per cent, respectively.

Looking at the younger age groups, i.e. persons aged 16-24 and 25-34 years, the shares having used social media in 2018 have stagnated or decreased slightly compared to the year before.

Share of Internet users aged 16-89 years (per cent) who have used social media (created a profile, sent messages, uploaded pictures, etc.)

Graph The Danes' use of social media in 2018

Social media platforms included in the survey are Facebook, YouTube, Instagram, Twitter, Pinterest, Snapchat, LinkedIn and WhatsApp. | Source: Brug af sociale medier i 2018 [Use of Social Media in 2018]

Analysing the different platforms, the survey shows that, compared to 2017, the proportion of young people using Facebook has stopped increasing. Meanwhile, other major social media platforms, such as Instagram and Snapchat, have either maintained the level of younger age groups or continued to grow.

Still, Facebook remains the dominant and most widely used social media platform in Denmark, with over half (53 per cent) of Internet users turning to Facebook on a daily basis. For all other social media platforms included in the survey, respectively, under a fifth of Internet users say they use these platforms on a daily basis.

Read more:  Brug af sociale medier i 2018 (in Danish)


About the study: This study is a collaboration between Statistics Denmark and the Danish Agency for Culture and Palaces, and is published as part of the Agency’s reporting on media development in Denmark (in English). The results are based on 5,850 answers from telephone interviews or web schemas, collected from March to May 2018 among a representative sample of the Danish population aged between 16 and 89.