Digital Marketing Researches & Reports

Insights 2018: Device Usage | AudienceProject

| Denmark

A new study conducted by AudienceProject on 16,000 in the US, the UK, Germany, Denmark, Sweden, Norway, and Finland revealed that people are giving up the computer in favor of the mobile. Mobile penetration has now exceeded the computer penetration and new devices are being introduced creating an ever more fragmented landscape of devices.

Top Line Findings of the 2018 Device Usage Insights:

  • In 2018, people have access to an average of more than 7 devices with internet access.
  • American households ranked the top with the average number of devices.
  • Finland has the highest computer penetration, while the UK has the highest tablet penetration, and both Sweden & Norway have the highest mobile penetration in households.
Mobile Penetration in Households in the Us, the Uk, Germany, Denmark, Sweden, Norway, and Finland

A Graph Shows the Mobile Penetration in Households in the US, the UK, Germany, Denmark, Sweden, Norway & Finland

Content of the “Insights 2018: Device Usage” Report:

  • Editorial
  • Number of devices
  • Device penetration
  • Smart speakers
  • About the study

Number of Pages:

  • 36 Pages


  • Free


Data were driven from over 16.000 individuals in the US, the UK, Germany, Denmark, Sweden, Norway, and Finland. The survey was conducted online in Q2 2018. The respondents have been selected from AudienceProject’s Nordic, German, UK and US panels consisting of more than 1.5 million panelists.


Founded in 2010 and located in Copenhagen, AudienceProject is a marketing tech company. The company helps brands, agencies, publishers and e-commerce companies identify, target and validate audiences. AudienceProject's products are based on its proprietary technology stack.AudienceProject also offers a variety of products all designed to make the complex world of online audiences simpler. the company aims to gather a complex world into simple yet sophisticated interfaces and reports to ensure that people get the full overview and all the in-depth insights they could possibly need.


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