This article covered the Ipsos SoMe-Tracker for the fourth quarter of 2017, published by Ipsos on 18 January 2018. The report examined Norwegians’ social media use at that time.
The article and charts are historical material. Old predictions of platform growth have been removed so they do not remain as advice for current marketing.
What the report measured
Ipsos’s original page describes a survey based on self-reported use among people aged 18 and over. The material distinguishes between profiles, frequency of use and changes across different services.
The proportion with a profile is not the same as daily use, nor the advertising reach a business can buy. These differences matter when reading old charts.
How to interpret the charts
The original report charts below are retained with their period identified. They do not show today’s market size. Platform names and presentation follow the report as published at the time.
Quarterly changes must be assessed against the methodology, sample and measures used. A short-term change alone does not justify concluding that a platform will disappear or dominate the market.
Choosing channels today
Use recent sources and your own customer insight. Statistics Norway's Norwegian Media Barometer 2025 is a more recent starting point but uses a different survey design. Figures from these sources should not be placed side by side as one continuous growth series.
See the channel selection guide for how statistics, content needs and capacity can inform a current assessment.
Report charts from the fourth quarter of 2017
