Following post is written by Marianne Vågan, Local Community Manager from Norway and part of Mindjumpers Network. Mindjumpers Network is a global network of local country community managers enabling international companies to execute and maintain brand communities in a structured, quality assured and cost effective way across markets with the aim of creating effect and value.
Norway is one of the leading countries of social media usage. These statistics are both helpful and interesting if you plan to do any marketing activities or strategizing on a recruitment plan on the Norwegian market.
The Norwegian social media and Internet users
In 2010, 92% of Norwegians had access to Internet. 78% of the internets users were online on a daily basis and 28% visited a social network daily. A report from 2010 says that the usage of social network in Norway is a tad higher than rest of Europe.
Following an international trend, the young Norwegians represent the majority of users and two out of tree Norwegians between 16-24 y/o visited a social network daily in 2009. The following graph shows the weekly activities on social networks in Norway compared to the European countries in general:
Today, 50% of the Norwegian population is on Facebook. The social network is the third largest media channel in Norway, only beaten by two TV-channels. With its small population of 5 million people Norway is #53 in the ranking of all Facebook statistics by country, according to Social Bakers.
The ratio of men and women on Facebook in Norway is 50/50. The dominating age group on Facebook is 25–34 with a total of 574,231 users, followed by the users in the age of 18–24. The last six months, the number of Norwegians on Facebook has grown with 80,600 new users with the biggest growing age group being 45–54y/o.
There are about 252,202 Norwegian users of Twitter (January 2012). Since Twitter does not demand that you register a nationality it is difficult to find the exact number of Norwegian Twitter accounts. However, 6,000 new Twitter accounts are registered as Norwegian each month.
Recruiting through social media:
One third of the Norwegians are using social media in the hunt for their dream job and one in five have actually applied for a job through social networks such as Facebook and LinkedIn. 11,6% of the Norwegian population have a LinkedIn-profile, which equals 542,583 Norwegian user profiles. 62.49% are men and 37.54% are women. 59,947 of the Norwegian profiles were listed as leaders. In addition, there are 8,868 users in the marketing sector, 10,788 users in finance and 14,048 listed as students and in the educational sector.
Norwegian companies on social media
Norwegian companies have also taken part in the social networks. 50.4% of the 500 largest companies have activity on Facebook, Twitter, YouTube or LinkedIn. As of 2012, 47.3% of these are present on Facebook (compared to only 25% in 2011) and 29.2% on Twitter. The two brands with most likes are the Norwegian clothing-brands One Piece and Moods of Norway with respectively 582,767 and 256,712 likes at present states. On 3rd and 4th place you see the airline companies Scandinavian Airlines (SAS) and Norwegian Airlines.
Other social networks:
Facebook, LinkedIn and Twitter are the three largest and most popular social networks in Norway. The Norwegians also have a growing interest in networks such as Pinterest – a social network that some Norwegian companies have already started to explore. SAS is one of these companies and have used Pinterest to spread the joy of journeys with pictures from different destinations, which users can share and repin. It seems that more and more Norwegian companies have discovered this branding opportunity and it will be interesting to see how visual engagement through networks as Pinterest will be used as a marketing tool in the near future.