Survey looked at shifts in Finns’ social media usage – changes have affected the use of services

Despite the recent changes in the messaging service X that have even caused some outrage, the use of X by Finns has remained at the same level as before overall. While some have bid farewell to the service or cut down on its use, increased usage by others keeps the conversations in the service active.

In DNA’s survey, 23 per cent of those who responded with I don’t use X say that they have used the service before. In addition, about a third say they have cut down on their use of the service recently. Meanwhile, 21 per cent of respondents felt that their use of the messaging service X has increased.

As for other social media services, daily usage has increased the most on WhatsApp, which is the most used service in all age groups. There is also growth on YouTube and TikTok, which are popular among younger age groups. The usage of other services has picked up moderately. In terms of the number of users, the messaging service X is the 10th most popular social media channel in Finland in DNA’s survey, but it holds a strong position in social debate.

“At DNA, we are also examining the use of social media, where changes happen quickly – platforms evolve and usage patterns shift. People have an innate need to connect with each other and social media channels support this need. X has been a platform for various conversations for a long time, but due to the changes, expert discourse, for example, may in the future move to other platforms such as LinkedIn, Threads, Bluesky and Mastodon”, says Brand Manager Julia Arko, who works closely with DNA’s social media. 

Change of ownership and the atmosphere of X have driven people away from the service

 
The results show that weekly usage of the messaging service X is higher for younger age groups than older ones. Among 35–44-year-olds, daily use has increased by eight per cent from last year. Those aged 55–64 have seen the biggest decline in usage, with 42 per cent of respondents in this age group saying they have cut back on their use of X recently. 

Respondents cited the change of ownership and the general atmosphere of the service as the reasons for cutting back. The interesting content of the service, in turn, was the main reason for increased use. It is worth noting that only four per cent use the paid version of X, which does not bode well for the intentions of making the service subject to a fee.

Women’s usage decreases while men’s increases

A quarter of male respondents felt that their use of X has increased recently. 41 per cent of women, on the other hand, felt that they now spend less time in the service than before. 

“In general, the use of X is more common among men than among women. In the Digital Life 2023 survey conducted in the spring, 21 per cent of men responded that they use the service, compared to eight per cent of women. This can be seen in daily and weekly usage alike – both are about twice as common among men”, Arko says.

The messaging service X is an exception in this regard, as women use social media more than men. For example, WhatsApp is the most used social media among both groups: It is used by almost 80 per cent of women and just under 70 per cent of men. The Digital Life survey revealed that interaction with others is emphasised in the use of social media. The most common way to participate is reacting to other people’s posts, which is something that half of the respondents do.

DNA’s additional survey on social media

The Digital Life – additional survey on social media 2023, produced jointly by DNA and Nepa, was conducted using an online panel from 28 August to 3 September 2023. Its aim was to find out how Finns use the messaging service X. Over one thousand Finns aged 16–74 responded to the survey.

DNA’s Digital Life 2023 survey

The Digital Life survey, produced jointly by DNA and Nepa, was conducted using an online panel from 8 April to 3 May 2023. Its aim is to find out how Finns use different digital services as well as their experience regarding digital inclusion. Over one thousand Finns aged 16–74 responded to the annual survey. The survey has been conducted since 2013. Check out DNA’s Digital Life survey  here.

Media enquiries

DNA Brand Manager Julia Arko, tel. +358 (0)44 044 8092, julia.arko@dna.fi        
DNA Corporate Communications, tel. +358 (0)44 044 8000, communications@dna.fi