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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.
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.
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.
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%.
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%.
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.
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.
Our CR team is dedicated to keeping a pulse on the ever-evolving demographics and behavior of consumers globally. We stay informed on the latest trends and developments across major economies to ensure that we are providing the most up-to-date insights for our clients
