Scandinavian Digital Trends: Which Waves Should Businesses Hop On In 2022

The innovative power of the Scandinavian region is expanding day by day. Society is wondering what the future holds for the digital and what trends now are helping this market grow global. The digital sector is taking on new challenges and introducing pioneering solutions that in many ways change the everyday lives of simple users. 

What digital trends truly sit atop the Scandinavian tech landscape? And which of them receive little to no attention from the entrepreneurial society, but deem to be necessary? 

Today I am offering you my take on the current Scandinavian digital trends. I will be talking about five points of interest that nowadays dominate the digital reality in the countries of Scandinavia. 

Understanding what technologies and solutions are trending will help businesses review their priorities and see what areas are worth their attention and which decisions will drive them to success.

#1 Streaming for All

Covid-19 was probably the biggest driver of change in a recent couple of years. And it indeed influenced the popularity of streaming services among people of all ages. 

The technologies of the past that were living on the borrowed time were ousted by faster and more customer-friendly services. They broke down the barriers to change and enabled new experiences for the people and the optimal solution to their struggles. Netflix, HBO, Disney+, and Amazon streaming services were the top-ranking subscriptions used by the young consumers, with an increasing segment of older users as well, as they turned to digital services (according to Deloitte Digital Consumer Trends Study 2021).

Alongside video streaming and music streaming (which remains the most popular online audio activity), people are turning more attention to podcasts as well. Accelerated by the pandemic, the success of podcasting is apparent on the market, and it is transforming from free into a paid subscription environment. Thus, premium audio streaming services satisfy the demand of the curious Scandinavian audience. 

#2 Data Privacy or Tailored ads? 

It became of great importance for users to maintain their data privacy. The demand for high standards of security was induced, along with the desire to receive a more customized user experience based on your data. As Deloitte states in their study, 60% of Scandinavians still accept default cookies online. This proves this trend to be somewhat conflicting. 

But there is a general awareness among users that limit access to their private data by enabling restricting policies in apps. It is possible to restrict apps’ permission to your personal content, location, photos, etc. With that in mind, many wonder whether the users will continue guarding their sensitive data, or they will opt for a tailored experience, which is strikingly different from the senseless ads that bring no value and irritate users on their online journey.

Living in the age of remote work, companies also need to consider developing data protection strategies for sensitive business data, as well as for their employees. While adopting a digital-first approach, we should always keep in mind the possibility of phishing, and cyber-attacks. Thus, it is imperative that businesses follow the established general laws and regulations on data privacy and protection, like GDRP, or industry-specific ones, like HIPAA for healthcare. 

#3 5G connectivity

The number of 5G users in Scandinavia has doubled since 2020, Deloitte claims. And Norway leads the way with the highest levels of 5G usage among the Scandinavian countries. 

Back in 2020, people were somewhat afraid of its negative impact on health, but now with bigger awareness, the users understand the pros of 5G connection and the opportunities it gives to the healthcare industry in the first place by enabling faster and more efficient digitization.

Growing data volumes and the need for bigger processing speed induced the interest in innovative technologies for faster and more productive connection solutions, which is a solid basis for this trend. People tend to switch network operators based on their 5G coverage, society puts pressure on telecom companies to ensure 5G coverage for their subscribers. 

Norway, in particular, took the matter seriously and ensured early adoption of the technology, implementing the fifth-generation connection nationwide. The increased use and interest in this particular technology can also be explained by the several informational and marketing campaigns, launched by the telecom operators. From this, we can conclude that educating your consumers can be a powerful impetus for the positive hype over your service or product. 

#4 Tech Gadgets are thriving

Health monitoring and smart home devices peak in popularity as lockdown restrictions are in full swing. Now, when the pandemic is lightening down its grasp around the society, we may wonder if the demand for health monitoring gadgets, devices for exercising at home, and smart appliances will still be the top purchasing decisions. 

During the numerous lockdowns, people’s access to gyms and healthcare institutions was considerably limited, as well as to other kinds of services they had in their pre-corona times. Thus, the demand for handy smart gadgets and devices to handle much-needed activities has been boosted enormously. 

Wearable devices (smartwatches, fitness bands, or trackers) were the most popular among the consumers, people are interested in monitoring their health stats, the number of steps, and other indicators crucial for the state of their wellbeing. Norway once again is the leading country in the number of wearable device users — 25%, Deloitte states. 

In line with the global digital trends, there is an apparent increase in the usage of smart devices and appliances in Scandinavia. Alongside health monitoring, smart home gadgets ownership levels are also seeing a surge. Connected lighting systems, smart TV and voice-assisted speakers, smart lock and smoke detectors, burglar alarms — these and many more devices alike are among the most used ones in the Scandinavian countries.

#5 Becoming Artificial Intelligence native 

The notion of “smart” has been redefined as something powered by Artificial Intelligence. With that said, it means there is an increasing demand for the integration of Machine Learning, AI algorithms, and the like in day-to-day operations and devices. 

Workloads in companies are lightened by the implemented data-centric AI systems, it is widely present in the robotic structures. The apps used by people in Scandinavian countries harness the advantages of Artificial Intelligence, and these products transform many of their routines. For instance, notes recognition apps allow to scan and extract information for further use, or face recognition systems in cars monitor if you pay attention to the road. 

The influx of new ideas in this field is powering the digitization in the countries and will continue to do so as the demand is growing bigger by seconds. Whatever your industry is — there is an AI-powered solution.

What should we take from this? 

Scandinavian digital trends majorly reflect the social needs and deficiencies of the population, people seek the solutions to their biggest and most urgent struggles. In the era of digitization and technological transformation, they turn to digital solutions and are open to innovations to be integrated into their everyday lives. 

People are ready to reinvent their routines and enhance them with more efficient tools to keep up with the times and receive the newest treatment for their issues. Consumers seek smart solutions to overcome technology challenges, knowing that there are limitless possibilities in the IT industry. 

Social challenges like the pandemic only boost the speed of digitization, not only in Scandinavia but everywhere in the world. Bottom line is that the pandemic has redefined social equilibrium in the Nordic region, it changed the global outlook on the digital world. Undoubtedly, in order to remain competitive, businesses need to be genuinely interested in consumer trends and leverage this knowledge to develop well-balanced and relevant strategies.