Danish consumers are spending more time than ever before in front of screens, with more than half (58%) acknowledging concerns about overconsumption, a new report by Deloitte has found.
Deloitte analysed Danes‘ consumption patterns when it comes to screen use, including the use of streaming services, social media, generative AI, news services and digital payments.
‘An inseparable part of our lives’
“Smartphones have become an inseparable part of our lives, and we are spending more and more time in front of screens,” commented Frederik Behnk, partner, Deloitte (pictured).
“Although there are signs that we are aware of possible overconsumption, this does not seem to limit our habits. Even tight budgets do not put a stop to how much we stream, and this is leading to increasing screen time across all age groups.”
According to the report, four out of five Danes use social media every day, with close to half (49%) spending up to two hours on these platforms, and 8% exceeding four hours.
Effect on daily routines
Daily routines are also being affected, according to the data, with increasing numbers of Danes using their phone during meals, and 40% admitting that their smartphone use keeps them up later at night.
“”The increasing screen time reflects the increased dependence on technology in our everyday lives, regardless of age,” Behnk added.
“It is not only the young who contribute to this development; older Danes aged 65-75 also show a significant increase in the use of smartphones.”
Elsewhere, while Danes are becoming more conscious of their spending on paid streaming services, they are turning to free, ad-supported platforms in large numbers. Denmark leads the Nordic region in adoption of these services, with more than a quarter of respondents subscribing to ad-supported streaming.
Deloitte’s annual Digital Consumer Trends report surveyed 17,996 people across 11 countries, including 4,200 respondents from Scandinavia, of whom 1,050 were Danish. Read more here.
