10. Nordic Countries

Scandinavia consists of three countries: Denmark, Norway, and Sweden. Finland and Iceland are sometimes mentioned in that group, but they are more correctly placed in the Nordics or the Nordic countries, which include the Faroe Islands and Greenland, which are both governed by Denmark.

The Nordic countries are among the most connected in the world, with 85 to 92 percent of the population online (see Table 10.1). This connectivity underlines the massive opportunity these countries offer for search engine marketing (SEM). In this summary, we focus on Denmark, Finland, Norway, and Sweden—countries with a combined online population of around 22 million users.

Table 10.1 Online Reach in Scandinavia by Share of Population

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