Once again, Finland trailed, with respondents preferring computers to log on to social, cited by 75%; however, nearly two-thirds did report using a smartphone to access social networks, and Buzzador noted that as smartphone ownership in Finland rises, logging on to social via such devices should also catch up to the other Nordic countries.
Despite smartphones seeing higher ownership levels than more traditional devices in the Nordic region as a whole, as well as high social media usage, internet users in the region were still far more likely to trust traditional advertising. Around one-third said they trusted ads on mobile phones, and three in 10 said the same for those on social networks. In comparison, 71% trusted ads in newspapers, 68% trusted magazine ads and around three in five trusted ads on TV or the radio. Read the rest at eMarketer.