Finland

There were 4,480,900 internet users in Finland (representing 85.2% of the population) in June 2011, according to Internet World Stats. (Internet world Stats, August 2011)

The internet is a daily tool for increasingly more people in Finland. As many as 89% of those aged 16 to 74 in Finland use the internet and three out of four use it daily, according to Statistics Finland's survey on the use of  ICT 2011 survey.

The use of the internet increases particularly in the older age groups. The share of internet users among those aged 65 to 74 grew by 10 percentage points to 53%. Finland is close to the top in Europe in prevalence of internet use.

The internet is most used for everyday matters, information search and communication. (Statistics Finland, November 2011)

Of Europe's 372 million unique visitors, Finland accounted for 3.4 million unique visitors during August 2011, according to comScore. Users in Finland spent an average of 24.1 hours online in the past month, consuming 2,312 pages online. (comScore, October 2011)

Gender

Internet usage is fairly similar for men and women in Finland, but with some differences. The most common ways and places or frequency of using the internet are quite similar for both genders, also when examined by age group. Similarly, the proportions of those having shopped online are of the same size for both men and women.

Men and women have some differences in their uses. Women prefer looking for special information by browsing internet pages or by using the web for social communication. Men's uses are more diverse than women's, including for example downloading of files and purchasing and selling of products on online sales or auction sites for private purposes. When not at home, work or place of study, men use the internet more often and in more places than women do. In addition, they use a mobile phone for internet connections more often than women. (Statistiscs Finland, October 2010)

Social Networking and UGC

45% of Finns have followed some social network service in the past three months, according to Statistics Finland's survey on the use of ICT 2011 survey. The percentage stood at 43% among men and 46% among men. (Statistics Finland, November 2011)

eCommerce

Nearly every second Finn (45%) has made online purchases during the past three months, according to Statistics Finland's survey on the use of ICT 2011 survey. The percentage stood at 44% among men and 47% among men. (Statistics Finland, November 2011)

Online Travel Booking

Travel Planning

Finns believes that the internet is the most reliable source of information for decision-making during the planning of a tailored trip, according to a TNS Gallup survey on how Finns feel about tailored travelling, commissioned by MATKA Nordic Travel Fair. 

Finns find that the most reliable sources of information in terms of planning a tailored trip are the internet (67%), personal experiences (49%) and travel agencies (43%). One third of the respondents rely on information received from friends (39%) and travel agency brochures (35%). Social media (4%) and newspapers and periodicals (13%) were considered to be the least reliable sources of information.

40% of respondents do their bookings online, and a fifth (20%) respondent indicated that the booking site varies according to the trip. Around one fifth (22%) of the respondents book their trips at a travel agency or through the travel agency's website. (TravelDailyNews, January 2012)

Mobile Devices

Mobile and Smartphones

Devices and web connections suitable for using the internet outside home and work are becoming widespread in Finland, according to Statistics Finland's survey on the use of ICT 2011 survey. 42% of Finns had used a smartphone in spring 2011. Smartphones are purchased most by men under 45.

33% of households had a wireless broadband connection from their computer to the mobile phone network (3G). In 2010 this share was just 24%. As smartphones are getting more common, internet use is growing. From 2009 to 2011, internet use with a mobile phone in broadband network more than tripled to 29%. Among men the share was 39% and among women 19%.

Internet use when on the move is also becoming more common. Thirty percent of those aged 16 to 74 used the internet outside their home and place of work or study in spring 2011. Men use the internet when on the move more than women do.

Prevalence of internet usage and certain purposes of use in 2011:
- Uses the internet with a mobile phone in 3G network: 29%
- Has a smartphone in own use: 42%
- Uses the internet with a laptop outside home and workplace: 26%

(Statistics Finland, November 2011)