A new survey shows that 93 percent of 15-24 year olds used social media daily in 2021, with Snapchat being the largest.
The proportion of young people who use social media daily has decreased by 3 percentage points as of 2020, according to the Kantar Medietrender Ung 2022 survey.
88 percent watch video streams daily (-6), while 73 percent (-3) watch music streams. The proportion of newspaper users online daily increased by 3 percentage points to reach 70 percent in 2021.
Snapchat Most Popular
Most young people, 84 percent, visit Snapchat daily. This is followed by Spotify (82 percent), Instagram (77 percent), and YouTube and Facebook (67 percent).
YouTube’s popularity has declined in recent years. In 2020, 77 percent use this platform daily, and 2021 is the lowest since before 2015.
Netflix is by far the largest streaming service among young people. In one week, 80 percent of 15-24 year olds visit Netflix, while the rate is 50 percent among those 25 or older. This is followed by the NRK TV, Disney + and TV 2 Play app.
Watch less linear TV shows, but NRK tops the list
The use of linear television among young people has decreased. In 2021, 30 percent watched linear television daily, down 6 percentage points from the previous year.
In 2020 and 2021, 15- to 24-year-olds watched 24 minutes of linear television broadcasts per day. The number of minutes has been steadily declining since 2009, when this age group watched 129 minutes of linear television per day.
When young people watch linear TV for the first time, it’s NRK that applies. The three most watched programs among young people in 2021 were all from the state channel.
The men’s European Football Championship final, when Italy met England, was first-class. Then followed the Eurovision Eurovision Song Contest final and came in third place Julemorgen.
Younger reads less
One in four young people see daily content from influencers. 61 percent find it enjoyable, 25 percent envy influencers’ lives, 19 percent are inspiring to purchase products and services, and 14 percent think influencers influence the choices they make in their daily lives.
15-19 year olds read much less than before. In 2021, they were reading five or more times a week, down from 11 in both 2019 and 2020.
However, 20-24 year olds read a lot, 23 times a week in 2021, compared to 19 times in 2020 and 16 times in 2019.
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