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Digital leaders in Finland 2018

This study assesses 64 leading Finnish brands’ digital maturity across six dimensions: digital marketing, digital product experience, e-commerce, e-CRM, mobile and social media.

 

Industry reports

Here you can find detailed study findings by industry - how it performs by digital dimension, compared to last year's research, and it also shows the industry leading companies. Just click on the industry chart below to learn more.

Grade scale: 4 (failed), 5 (poor), 6 (sufficient), 7 (satisfactory), 8 (good), 9 (excellent) and 10 (outstanding)

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63 7.75 Telecom

Telecom

Telecom companies are leading the pack again this year, and they are particularly advanced in e-commerce and e-CRM.

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54 7.25 Gambling

Gambling

The gambling business has moved quickly online, where an increasing amount of consumers gamble. This has forced the companies to develop robust digital capabilities.

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50 7 Passenger transportation

Passenger transportation

The grade for passenger transportation remains at ‘satisfactory,’ but the industry loses its second place. Passenger transportation companies face increasing competition from new innovative players and low-cost airlines.

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50 7 Consumer products

Consumer products

Consumer products makes a major leap from last year’s ninth place ranking to fourth this year. However, the companies still struggle to offer a decent mobile experience.

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46 6.75 Energy

Energy

The average grade for energy companies drops slightly from last year. However, as a whole, the energy industry is still above the B2C average and ranks fifth this year.

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46 6.75 Media

Media

Media companies had to develop their digital capabilities early in the 21st century due to the competitive environment having changed. This year, however, it seems that other industries have outpaced the early adopter.

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46 6.75 Bank

Bank

Banks are likely to face digital disruption due to new technologies , customer expectations and regulation. Finnish banks still have a lot to improve in their digital capabilities.

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46 6.75 Retail

Retail

This year, we have evaluated more retail companies than before. E-commerce is still the retail companies’ most developed digital capability, which is important in coping with international competition.

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46 6.75 Forest industry

Forest industry

The forest industry is the most digitally advanced within B2B this year. The industry has also improved its mobile capabilities.

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42 6.5 Insurance

Insurance

The insurance industry ranks below the top 10 this year due to a fall in performance in all the digital dimensions.

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42 6.5 Food retail

Food retail

Food retail still mainly occurs in brick and mortar stores. However, the food retailers are putting increasing efforts into their e-commerce capabilities, and this year’s e-commerce winner, Alko, comes from food retail.

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42 6.5 Consumer products (food)

Consumer products (food)

Consumer products (food) companies are active in social media and offer a great digital product experience on their websites. However, due to the poor performance in other digital dimensions, the industry stays among the least digitalized.

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42 6.5 Gas retail

Gas retail

Gas retail remains among the least digitalized industries. However, some improvement can be seen in e-commerce and e-CRM.

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38 6.25 Construction

Construction

The construction industry has improved its grades from last year, as the construction companies have developed their digital product and mobile experience.

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38 6.25 Manufacturing

Manufacturing

Manufacturing loses its first place within B2B industries and ranks last this year. Manufacturing companies tend to offer a relatively advanced mobile and digital product experience.

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25 5.5 Health care

Health care

This year we have evaluated the health care industry for the first time. Health care companies have not yet developed their digital capabilities.

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Key Findings

This section offers detailed information about the researched companies digital maturity by dimension, showing performance by category and the top five digital leader companies. Click on the dimension tabs below to learn more. Percentages indicate the share of companies that are utilizing the listed digital criteria as part of their digital customer experience.

Grade scale: 4 (failed), 5 (poor), 6 (sufficient), 7 (satisfactory), 8 (good), 9 (excellent) and 10 (outstanding)

Digital marketing

Although digital marketing is lagging behind compared with the international forerunners, Finnish companies are increasingly utilizing retargeted marketing.

Percentages indicate what share of the evaluated companies that are utilizing the below listed categories as part of their digital customer interface.

Display advertising

Search engine marketing

Retargeting

Affiliate marketing

Finland top 5

  • 8

    Citymarket (grocery)

    Food retail

    Finland

  • 7.25

    Verkkokauppa.com

    Retail

    Finland

  • 7.25

    Fortum

    Energy

    Finland

  • 7

    DNA

    Telecom

    Finland

  • 6.75

    Etuovi.com

    Media

    Finland

Digital product experience

On average, Finnish companies perform best in digital product experience. The best companies stand out in this dimension by offering innovative content on their websites.

Percentages indicate what share of the evaluated companies that are utilizing the below listed categories as part of their digital customer interface.

The site has a search function

The site has product videos

Interactive presentations or animations

Users can easily compare products

The site has user-generated content

Users can add products to a wish list or favorites

The site has virtual or augmented reality content

Finland top 5

  • 9.25

    Helsingin Sanomat

    Media

    Finland

  • 8.75

    OP

    Bank

    Finland

  • 8.75

    Nordea

    Bank

    Finland

  • 8.5

    Nokian Renkaat

    Consumer products

    Finland

  • 8.5

    DNA

    Telecom

    Finland

E-commerce

This year, Finnish companies have invested in their weakest dimension, e-commerce. They have improved their purchasing processes and the adjacent customer support on their web stores.

Percentages indicate what share of the evaluated companies that are utilizing the below listed categories as part of their digital customer interface.

Product availability is displayed

Live chat sales support

Up- and cross-selling during the purchase process

There is a fast delivery option

Availability of PayPal or Klarna

Live chat uses chatbot

Finland top 5

  • 8.5

    Alko

    Food retail

    Finland

  • 8.25

    Gigantti

    Retail

    Finland

  • 8.25

    Verkkokauppa.com

    Retail

    Finland

  • 8.25

    Prisma (non-grocery)

    Retail

    Finland

  • 8.25

    K-Rauta

    Retail

    Finland

E-CRM

Finnish companies have improved their e-CRM grades from last year, while the gap between B2C and B2B firms remains wide. Finnish companies could still be better at involving customers and personalizing the customer experience in their digital channels.

Percentages indicate what share of the evaluated companies that are utilizing the below listed categories as part of their digital customer interface.

Live chat

Live chat replied within five minutes

Involving customers

Interactive frequently asked questions

Customer is notified about abandoned shopping cart with an email

Finland top 5

  • 9

    Telia

    Telecom

    Finland

  • 8.5

    Elisa

    Telecom

    Finland

  • 8

    HKScan

    Consumer products (food)

    Finland

  • 8

    Fiskars

    Consumer products

    Finland

  • 8

    Veikkaus

    Gambling

    Finland

Mobile

After two consecutive years of improvement in mobile applications, Finnish companies are now developing their mobile websites. Although the mobile capabilities, on average, almost match those of the international forerunners, insurers and health care companies in particular should enhance their mobile experiences.

Percentages indicate what share of the evaluated companies that are utilizing the below listed categories as part of their digital customer interface.

Mobile optimized web pages

Android application

iOS application

Functioning mobile online store

Finland top 5

  • 9

    OP

    Bank

    Finland

  • 8.75

    DNA

    Telecom

    Finland

  • 8.75

    IKEA

    Retail

    Finland

  • 8.5

    Nordea

    Bank

    Finland

  • 8.5

    Yle

    Media

    Finland

Social media

Unlike last year, Finnish companies have not improved their social media capabilities. Areas for development include involving customers better in the various social media channels.

Percentages indicate what share of the evaluated companies that are utilizing the below listed categories as part of their digital customer interface.

Facebook

YouTube

Twitter

Instagram

Google+

LinkedIn

Own blogs

Instagram Stories

Snapchat

Finland top 5

  • 8.75

    Fazer

    Consumer products (food)

    Finland

  • 8.5

    Valio

    Consumer products (food)

    Finland

  • 8.5

    Yle

    Media

    Finland

  • 8

    Elisa

    Telecom

    Finland

  • 8

    DNA

    Telecom

    Finland

Contact us

Contact us for more information and details about this research, about our BearingPoint and Magenta Advisory digital transformation capabilities and experiences, or to benchmark your company’s digital maturity.

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