App adoption

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.

This shift is particularly evident in Denmark, where public sector apps have become integral to daily life, simplifying and improving access to essential government services. Public sector apps represent the most installed category across demographics, with several ranking among the top 20 most downloaded apps. Key examples include Min Sundhed (“My Health”), Sundhedskortet (“The Health Card”), Min Læge (“My Doctor”), and Kørekortet (“Driver’s License”), each providing seamless digital access to critical government services and documentation.

In the Netherlands and Sweden, governmental digital services are less distinctly categorized, yet the digitalization of essential societal functions continues to expand. In Sweden, utility apps are widely adopted across generations, with services such as BankID (ID verification), Försäkringskassan (social insurance), Skatteverket (tax management), and SOS Alarm (emergency services) playing a crucial role. Similarly, in the Netherlands, apps like DigiD and Tikkie facilitate seamless transactions and societal interactions. These digital solutions serve comparable purposes, reinforcing the increasing role of apps as indispensable tools for managing everyday life.

As public services become increasingly digital, smartphones are rapidly replacing traditional wallets. Cashless and cardless transactions are already the norm, and with the rise of digital identification, the physical wallet may soon disappear entirely. With the European Union’s Digital Decade strategy this shift may happen sooner than expected. The initiative aims to accelerate the digitalization of governmental functions, transforming local efforts into a global movement.

Key initiatives include the European Digital Identity Wallet, designed to securely store essential documents such as passports and ID cards, and the Digital Travel app, which simplifies travel within the Schengen area. These innovations indicate a future where digital solutions not only replace physical documents and processes but also make digitalization accessible to all EU citizens, improving efficiency both locally and across Europe.

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.

App adoption varies significantly across generations, with distinct preferences and usage patterns shaping engagement across industries. Younger generations, unsurprisingly, lead in adoption, seamlessly integrating apps into nearly every aspect of daily life. As digital natives, they are the most active users across virtually all categories. In contrast, baby boomers show the lowest engagement, having grown up in an analog world with less reliance on digital tools. Their adoption rates are often influenced by established habits, specific technology preferences, or greater barriers to digital integration.

Despite these differences, a common pattern emerges—all generations actively engage with apps that meet fundamental needs such as banking, payments, and navigation. This highlights a broad baseline of digital proficiency and reinforces that app usage is not exclusive to younger demographics. To effectively serve a diverse population, digital products must prioritize inclusivity and accessibility, ensuring seamless usability across all age groups.

As the digitalization of essential societal functions accelerates, the demand for user-friendly, universally accessible solutions will only grow. Upcoming legislation, such as the European Accessibility Act, underscores this shift by mandating digital accessibility not only for individuals with disabilities but for people of all ages. This forward-thinking approach emphasizes the need for inclusive, intuitive design that bridges generational divides and supports a digitally connected society.

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.

In general, the apps we choose to download strongly reflect our lifestyles, influenced by age, gender, and economic background. Older users tend to prefer utility apps, such as those for grocery shopping and news, and are more active in car and energy app categories, which are closely tied to economic stability and the daily operations of running a household. Conversely, younger generations rely more on mobility apps, particularly for navigating public transportation, reflecting their greater dependence on shared and public transit options.

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.

Some apps have become deeply ingrained in everyday routines, seamlessly integrating into how people connect, stay informed, and manage tasks. Social media, news, and productivity apps are prime examples, often used daily or multiple times per day. These apps do more than serve a function—they shape user behavior, trigger habitual engagement, and compete for attention in an increasingly digital world. However, high usage frequency does not always equate to value. Some apps are designed for frequent interaction (e.g., messaging, entertainment), while others serve critical yet infrequent needs, such as health services, insurance platforms, or government apps. A medical or emergency service app may be used rarely, but its impact at the right moment can be far more significant than a high-frequency app designed for passive engagement.