The State of Denmark Online in 2014

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Table of Contents

Publishers 4

Social 5

Search 8

Entertainment 9

Gambling 12

Locals 13

Shopping 14

Strong Denmark 15

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Denmark has one of the most complete internet markets in Europe with a

population of 5,569,077 and a connection penetration rate of 94.6%. This

illustrates a very high level of integration with the internet for the Danish people,

especially when the average penetration rate across Europe is only 68.6%. To

better understand this exciting market we’ve analysed the state of the internet

in Denmark in this comprehensive and exclusive report for attendees of Web

Analytics Wednesday.

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Denmark has one of the highest rates of advertising spending per capita, so

it’s no surprise that, once traditional publishers shifted online, they were very

successful in creating rich content that a local audience could engage with.

SimilarWeb PRO shows that Danish newspaper website ekstrabladet.dk ranks

5th in terms of overall traffic share for the Danish market. It is also joined, in the

top 10, by fellow newspaper website bt.dk in 8th position. This strong desire for

local content highlights an industry sector that cannot be ignored by marketeers.

Publishers

RANK DOMAIN TRAFFIC SHARE GLOBAL RANK

5 ekstrabladet.dk 1.64% 2257

8 bt.dk 0.73% 3728

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What’s fascinating about this market is the strong growth that these brands are

experiencing in Denmark. To appreciate this growth better, we took a look at

their performance over the last 24 months.

The big players in the social network industry all perform strongly in Denmark

and familiar faces dominate the top five local positions:

Social

DOMAIN TRAFFIC SHARE CHANGE

facebook.com 79.30% 2.86%

twitter.com 4.71% 6.33%

linkedin.com 2.72% 18.08%

reddit.com 2.58% 4.48%

instagram.com 2.45% 2.08%

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Reddit has found that the number of desktop visits they receive has grown by a

phenomenal 92% over this period and demonstrates that the Danish market has

really connected with Reddit.

Instagram have also experienced a wild level of growth with visits rising by 72%

over the last 24 months and highlights just how in love with taking photos the

Danish are.

Visits from Sep, 2012 to Aug, 2014

Source: The State of Denmark Online in 2014 | © SimilarWeb 2014

Visits from Sep, 2012 to Aug, 2014

Source: The State of Denmark Online in 2014 | © SimilarWeb 2014

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Finally, Twitter has also enjoyed steady growth in Denmark in the last two years

and records a growth level of 58%. This indicates that Twitter is a social media

platform worthy of investment especially with their successful Twitter Ads service.

Another interesting facet of the Danish social media market is the competition

between Snapchat and WhatsApp. In the majority of European countries,

WhatsApp is king, but Denmark bucks the trend with Snapchat getting the higher

traffic share as SimilarWeb PRO shows. This points to a unique market within the

Danish market which requires close analysis to understand all of its intricacies.

Visits from Sep, 2012 to Aug, 2014

Source: The State of Denmark Online in 2014 | © SimilarWeb 2014

Visits from Mar, 2014 to Aug, 2014

Source: The State of Denmark Online in 2014 | © SimilarWeb 2014

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The dominant search engine used by the Danish people is Google with 97.7% of

the total traffic share. Yahoo (0.91%) and Bing (0.61%) came in second and third

place respectively. Targeting Google Ads, therefore, should take up most of your

search engine advertising budget in Denmark.

Search

Search Traffic By Source

Source: The State of Denmark Online in 2014 | © SimilarWeb 2014

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Movies are beyond popular with the Danish people! 3 out of the top 12 websites

for direct traffic are video streaming sites as SimilarWeb PRO shows. YouTube,

Netflix and local site TV2.dk are all revealed to be highly popular brands that the

Danes head straight for when in search of their movie fix.

Entertainment

Source: The State of Denmark Online in 2014 | © SimilarWeb 2014

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DOMAIN TRAFFIC SHARE

GLOBAL

RANK

AVG. VISIT

DURATION

PAGES /

VISIT

BOUNCE

RATE

google.dk 11.045255009% 201 00:10:28 8.54 25.19%

facebook.com 9.153714127% 1 00:15:26 19.14 26.30%

youtube.com 5.528488462% 3 00:17:12 9.35 25.93%

google.com 2.022338765% 2 00:05:35 7.25 51.46%

ekstrabladet.dk 1.642015520% 2,257 00:05:37 3.79 30.60%

dr.dk 1.069322662% 3,004 00:05:59 4.30 37.37%

dba.dk 0.730894995% 2,586 00:09:12 11.82 20.17%

bt.dk 0.730438384% 3,728 00:03:36 4.49 43.00%

dmi.dk 0.638593217% 7,051 00:01:51 2.28 36.87%

netflix.com 0.621528467% 57 00:12:00 4.11 12.33%

srv123.com 0.571129672% 30 00:03:35 0.95 75.72%

imdb.com 0.552010336% 35 00:04:01 6.70 37.30%

twitter.com 0.544719911% 8 00:06:02 3.68 46.32%

bet365.dk 0.476876510% 12,164 00:03:26 1.95 72.40%

bet365.com 0.421514877% 202 00:01:51 1.23 75.86%

twitch.tv 0.407680026% 133 00:06:12 3.95 31.58%

tv2.dk 0.339129463% 4,341 00:03:29 1.47 64.33%

kickass.to 0.337125277%

Not

Available 00:04:44 6.15 31.87%

9gag.com 0.332926059% 130 00:07:03 5.36 47.38%

Source: The State of Denmark Online in 2014 | © SimilarWeb 2014

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Netflix, in particular, highlights the power of Danish traffic. As well as being the

10th most popular site in terms of all traffic channels, the Danish market is also

the 8th largest audience of Netflix. This is quite remarkable for a country with a

relatively small population of 5.6m. Online video, then, is a highly lucrative market

in Denmark.

Source: The State of Denmark Online in 2014 | © SimilarWeb 2014

Source: The State of Denmark Online in 2014 | © SimilarWeb 2014

COUNTRY TRAFFIC SHARE

AVG. VISIT

DURATION

PAGES /

VISIT

BOUNCE

RATE

United States 67.184130229% 00:12:09 4.27 29.14%

Canada 7.733724585% 00:10:58 4.13 28.98%

United Kingdom 6.179162573% 00:09:14 4.12 30.28%

Brazil 4.216520426% 00:10:17 4.49 31.75%

Mexico 2.718078995% 00:09:53 4.46 28.98%

Netherlands 1.648536086% 00:07:47 4.20 30.01%

Norway 1.648369024% 00:10:02 4.00 31.17%

Denmark 1.463296147% 00:10:39 4.22 29.50%

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Gambling is big business in Denmark and the Danes aren’t afraid of a flutter.

SimilarWeb data shows that the Danish gambling industry is responsible for

1.28% of the total traffic in Denmark; this is almost 300% higher than the

worldwide average of 0.43%! This eagerness to gamble is demonstrated by

local gambling website bet365.dk which holds 14th position in Denmark’s direct

traffic rankings. The gambling industry in Denmark is packed full of potential for

marketeers to exploit.

Gambling

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Google Maps is a highly successful service that helps users map and navigate

around the world. It dominates the vast majority of Europe, but Denmark

has its own homegrown champion in the guise of krak.dk. SimilarWeb PRO

demonstrates just how dominant krak.dk is in Denmark when going up against

Google Maps. This is further proof that the Danes are keen on local content

which can serve their needs more efficiently.

Locals

Visits from Mar, 2014 to Aug, 2014

Source: The State of Denmark Online in 2014 | © SimilarWeb 2014

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Everyone loves to shop and the Danish are no different. What can the top

shopping keywords tell us about their habits though? SimilarWeb PRO shows

that there is a strong demand for local brands as the top two keywords relate

to shopping sites dba.dk and elgiganten.dk. Other international brands such

as eBay, Amazon and Ikea manage to break into the top 10 shopping keywords

for Denmark – this proves that the giants of the shopping industry still have an

influence in Denmark.

Shopping

SEARCH TERMSPERCENT OF TRAFFIC SENT TO WEBSITE

CHANGE TO PREVIOUS MONTH

Dba 3.03% 4.63%

Elgiganten 2.72% 5.17%

Pricerunner 1.79% 17.03%

gul og gratis 1.71% 10.01%

harald nyborg 1.53% -28.25%

Bilka 1.48% 10.85%

Ebay 1.44% 16.45%

Ikea 1.18% 0.27%

trustpilot 0.90% 4.68%

amazon uk 0.78% 8.74%

Amazon 0.77% 24.36%

Thansen 0.76% -18.19%

guloggratis 0.75% -17.88%

Sylvan 0.68% -16.98%

Zalando 0.68% -9.86%

jem og fix 0.67% -23.14%

edbpriser 0.64% 13.49%

bauhaus 0.55% -30.26%

trendsales 0.52% 25.71%

Fona 0.52% 1.23%

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Our findings have shown that Denmark has a very vibrant and unique feel to

their internet industry. The strong demand for local content in areas such as

publishing, shopping and maps proves that an in-depth local knowledge is

important in terms of achieving and maintaining traffic. It’s difficult to judge

Denmark by the rest of Europe or even the world due to the local anomalies

such as Snapchat dominating WhatsApp and Gambling being wildly popular

with the Danes. The penetration rates for internet access ultimately mean that

Denmark is a highly switched on nation when it comes to the Internet and

requires close analysis to fully understand it. SimilarWeb PRO can uncover these

hidden details for you with just a few clicks.

Strong Denmark

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Get the Insights that You Need

This report provided high level insights for the country of Denmark. To see

the full rankings for over 200 different categories and countries, plus the

website traffic statistics for any website you can visit SimilarWeb.com for

free. Professional marketers can subscribe to SimilarWeb PRO to get in-depth

marketing insights and see the online strategies and tactics for any website,

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Data Methodology

Data in this report is based off of Global website visits measure by SimilarWeb

in 2013 and 2014. SimilarWeb data is pulled from more than a hundred different

data sources, which helps us assess and compare the quality of our data and

eliminate biases. We have panel data for tens of millions of users across the

world on desktop and mobile, making our panel the biggest in the industry.