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26/09/2013 by

Norway Tops the U.S. In Digital Ad Spend Per Person

Norway is the surprising number one in the world in terms of digital ad spending. Advertisers in the Scandinavian country are expected to spend $209 per internet users in 2013.


Image: Shutterstock

Online-statistics portal Statista created the chart, which shows the estimated digital-advertising costs per Internet user in the 10 countries with the highest spending.

The chat includes digital ad spend on desktop/laptop PC’s as well as on tablets and mobile phones.

The chart shows that the U.S. ranks second, with spending of $201 per internet user.

Australia is third with $191 ad spent per person.

Surprisingly Norwegian marketers are willing to pay the most ad spent in the world $209 per person, with a population of just 4.9 million people.

Check out the chart here:


Australia ranks first in total ad spend per person

Australia is the no.1 country worldwide in terms of total ad spending per person.

The chart includes digital media, directories, magazines, newspapers outdoor, radio and TV.

With estimated spending of $582 per capita, Australia takes the top spot in front of the UK and again surprisingly: Norway.

Check out the chart here:


My Opinion?

In my opinion it suggests either that Norway and Australia are expensive, or possibly that these markets are not as efficient as it could be.

Australia has a population of 23 million compared to Norway’s 4.9 million. So that implicates that it has nothing to do with the seize of these markets.

It is quite remarkable that all Scandinavian markets (1. Norway, 4. Sweden, 6. Denmark, 8. Finland) are in the top 10 of digital ad spend.

Scandinavian countries are known for being expensive in case of for example traveling, consumer goods and alcohol. So that could indicate that these countries are also expensive for ad spending?

Earlier this year, Norway was mentioned in a report published by ZenithOptimedia for being the world’s most advanced nation in terms of digital media.

In Norway, the average penetration of IPTV, smartphones and tablets has reached 38.8% of people, compared for exampe with the UK reaching 23.1%.

Maybe that could influence the digital ad spending as well?

What About You?
What are your thoughts on this? Do you have a logical explanation for it? Please let us know!

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About the Author
Laurens Bianchi is an independent online (sport) marketing professional from the Netherlands and has been blogging on ViralBlog since 2008. Currently Laurens is also the Social Media Consultant for the Royal Dutch Football Association.

Source: Statista, eMarketer


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Comments (1)

  • Igor Beuker 27/09/2013, 12:02

    Not really surprised. Why not? I worked as CMO for TeliaSonera, the leading telco from Sweden and Finnland.

    The Nordics have always been leading when it comes to: internet penetration, broadband internet, internet via satellite, mobile etc.

    Already in 2000 you could buy a can of Coke from the vending machine and pay it with your mobile phone.

    In the late ’90s the best ecommerce players and platforms came from Sweden.

    They have digital deep, deep in their DNA.