The Social

Social Media in Denmark - 2023 Stats & Platform Trends

Last Updated: February 2, 2023
dnk
Welcome! Here at OOSGA, we've combined insights from our partners across various markets and our own hands-on experience to bring you this brief. If you are interested in partnering with us on social media marketing & research within Denmark, let us know!
The Outlook

How does social media look like in Denmark?

Despite its small population and its low-growth economy, Denmark boasts a high per capita GDP of more than 65,000 dollars and widespread internet and smartphone usage, creating a robust social media ecosystem.

Denmark has a lot in common with Norway in terms of internet usage, due to their shared language and historical ties (Norway was part of Denmark for a long period of time). For instance, the penetration rate for social media among individuals aged 65+ is around 60% in Denmark, while it is below 30% in countries like Germany and France, even though the demographic characteristics are similar.

Like many other countries, Denmark is launching its own version of the regulation for social media in the coming years. According to the bill, it will require large social media services to remove manifestly illegal content within 24 hours and other illegal content within 7 days, similarly to the German NetzDG Act.

Table of Contents
Internet Population|% of Population
Mobile cellular subscriptions|Per 100 Peopel
The Demographics

How are users distributed in Denmark?

Throughout 2022, on average there are about 5 million active social media users in Denmark on a monthly basis with an annual growth rate of 2.5 % in 2021-22 . This represents about  85.3 % of the total population. These social media users on average spend about 1.98 hours on social media and each on average have accounts on 5.8 platforms.

% of Total Social Media Users|Note: Meta's figure as reference, 2022

Main Drivers Behind Using Social Media?

Source: Survey by GWI. Users in Denmark that are aged 16-64 years old

What kinds of accounts do users follow?

Source: Survey by GWI. Users in Denmark that are aged 16-64 years old
The Platforms

What kinds of platform is used in Denmark?

In Denmark, Messenger is the most widely used chat app with more than 70% of internet users being active on it, according to statistics published by GWI. This is in contrast to many other European countries where WhatsApp dominates the chat app market.

Facebook, on the other hand, is the leading platform in the country with close to 80% of the population being active users. Data from Napoleon indicates a penetration rate of nearly 85%, but it may include double counting of users and is therefore not as accurate.

Most Used Platforms (% of Internet Users)|Note: 2022
Most Loved Platforms (% of Internet Users)|Note: 2022
Platform Figure (% of Population)|Source: OOSGA Analytics; eMarketer, Napoleon Cat, Facebook, ByteDance, Microsoft | Note: No LinkedIn Data Prior to 2019/8
Explore Social Media in Other Countries

Facebook Overview in Denmark

With the latest data published in January 2023, we can see that at the growth rate of 1.09%, there is now around 4.92 million Facebook users in Denmark . With male users account for around 46.63% and female users account for around 53.37%.

% of Total Population | 2022
Facebook Users | Unit: a Thousand People
Facebook User Growth | % of Population
User Growth By Age | Unit: a Thousand People
As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated
User Growth By Age | Unit: % of its Associated Age Bracket
Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country

Instagram Overview in Denmark

With the latest data published in January 2023, we can see that at the growth rate of 1.22%, there is now around 2.8 million Instagram users in Denmark . With male users account for around 42.52% and female users account for around 57.48%.

% of Total Population | 2022
Instagram Users | Unit: a Thousand People
Instagram User Growth | % of Population
User Growth By Age | Unit: a Thousand People
As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated
User Growth By Age | Unit: % of its Associated Age Bracket
Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country

TikTok Overview in Denmark

With the latest data published in January 2023, we can see that at the growth rate of 1%, there is now around 1.3 million TikTok users in Denmark . With male users account for around 0.448 and female users account for around 0.552.

TikTok Users | Unit: a Thousand People
TikTok User Growth | % of Population

LinkedIn Overview in Denmark

With the latest data published in January 2023, we can see that at the growth rate of 1.04x, there is now around 3.05 million LinkedIn users in Denmark.

% of Total Population | 2022
LinkedIn Users | Unit: a Thousand People
User Growth By Age | Unit: a Thousand People

Reference

  • Internet & Cellular Subscription:World Bank, ITU
  • Currency Exchange: Based on IMF data in 2023/1
  • Demographics: UN Population Database
  • Social Media Behavior: GWI, Hootsuite 2022 Digital Report
  • Meta, LinkedIn Data: Napoleon Cat Stats
  • Data Calculation & Regression:OOSGA.org
  • Analysis:OOSGA Analytics
  • Note: The data for monthly platform usage and the data for the most frequently used platforms are sourced from different research, hence there may be discrepancies in the numbers as both are estimated rather than real figure.
Author: Consumer Research

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