In Denmark and Sweden, the two most downloaded apps are remarkably similar. Swish (Sweden) and MobilePay (Denmark) facilitate peer-to-peer payments, while BankID (Sweden) and MitID (Denmark) serve as official identity verification tools. With adoption rates exceeding 90% among adults aged 18 to 70, these solutions are deeply embedded in everyday life. Their widespread adoption is a direct result of their essential functionality, seamlessly embedding identity verification and financial transactions into daily life. These digital products are not just valued for their utility—they are indispensable. Their absence would create major disruptions, reinforcing their role as foundational infrastructure rather than mere convenience.

In the Netherlands, equivalent apps such as DigiD for identity verification and Tikkie for payments are also among the most downloaded apps. While installation rates are slightly lower than in Denmark and Sweden, the shift is undeniable: essential societal functions are moving further into the digital realm, with high adoption rates underscoring their impact and necessity.

Among women, particularly in Denmark, health and wellness apps see the highest adoption. Platforms such as Min Sundhed (“My Health”), Min Læge (“My Doctor”), Sundhedskortet (“The Health Card”), and Medicinkortet (“The Medical Card”) are especially popular. This trend highlights the essential role these apps play in facilitating seamless access to Denmark’s comprehensive healthcare system.

Social media, especially Instagram, is also widely used by women as a platform for news, connection, inspiration, and self-expression. This variation in app usage reflects differences in personal preferences and demonstrates how different groups leverage digital environments.

Men, on the other hand, more often use apps focused on productivity, technology, and work, such as LinkedIn, Google Drive, Outlook, Google Maps, and Google Home. This pattern is particularly notable in Sweden and the Netherlands, where these apps align well with tech-driven routines. In the entertainment category, YouTube is the most used app among men in all three countries.

The generational divide in app adoption is particularly evident in social media, where few areas exhibit a pronounced gap between age groups. While some platforms, such as Facebook, maintain broad demographic appeal, the overall landscape reveals a stark contrast in adoption patterns.

Younger generations gravitate toward platforms such as Instagram, Snapchat, and TikTok, which thrive on visually rich, dynamic content like photos and videos. Beyond entertainment, they function as search engines and real-time news aggregators, while also providing a space for users to cultivate digital identities and expand their influence.

In contrast, older generations prefer platforms that emphasize straightforward communication and familiarity. Facebook, Messenger, and WhatsApp dominate their preferences, reflecting a tendency to prioritize utility and connection within established networks. This divide highlights not just differences in app usage but also a broader divergence in how each generation approaches digital interaction and self-expression.

The divide between generations is also profound in the realms of entertainment and news consumption. In the news sector, older generations remain highly engaged, often keeping pace with—or even surpassing—the involvement of younger users. This likely reflects their deep-rooted habit of staying informed through traditional formats, a behavior that has seamlessly transitioned into the digital age.

Entertainment preferences, however, tell a different story. Older generations favor long-established media outlets such as DR in Denmark and SVT in Sweden, maintaining their connection to traditional channels. In stark contrast, Millennials and Gen Z gravitate toward modern streaming platforms like Netflix, YouTube, and other on-demand services, which provide highly personalized, dynamic content.

This shift underscores a generational divergence not only in platform choice but in the fundamental way entertainment and information are consumed—marking a transformation from tradition-bound habits to a demand for on-the-go, user-curated experiences.

It is not just the apps people install that matter—those we actively engage with provide even deeper insights into user behavior. Understanding which apps are opened most frequently reveals patterns in habit formation, digital dependencies, and shifting priorities in users’ daily lives.