In short: Statistics Finland’s latest survey of how Finns use the internet, published in November 2025, found that 94% of Finns aged 16 to 89 had been online in the previous three months and 41% had used generative AI. 64% had seen content they thought was untrue or doubtful, and 61% had bought something online (Statistics Finland, 2025). For a brand on social media in 2027, that means writing posts that answer customers’ questions plainly enough for people and AI tools to find them, naming the source behind every figure you use, and linking each post straight to the thing it sells. Statistics Finland runs the survey every year, and we’ll update this guide when the 2026 figures come out.
How many Finns use the internet and AI?
94% of Finns aged 16 to 89 had used the internet in the previous three months, and even among 75 to 89 year olds the figure was 68% (Statistics Finland, 2025).
Generative AI use has grown quickly. 41% of 16 to 89 year olds had used it in the previous three months, and the share among 16 to 24 year olds rose from 45% to 67%, while among 25 to 34 year olds it went from 38% to 65%. Among 75 to 89 year olds it was 4% (Statistics Finland, 2025).
Searching for information was the most common use, at 33% of 16 to 89 year olds (up from 14%), followed by writing or improving text at 25%. Making images or video with AI rose from 5% to 11% (Statistics Finland, 2025).
With a third of Finns using AI tools to look things up, your posts and web pages need to answer specific questions in plain words. Open captions, carousels and guides with the question your customer would type, and answer it in the first sentence.
How much do Finns trust what they see online?
64% of Finns aged 16 to 89 had seen online content they thought was untrue or doubtful, rising to 79% of 25 to 34 year olds, and 36% said they had checked whether such content was true (Statistics Finland, 2025).
Half of 16 to 89 year olds had seen hate speech online in 2025, up from 42% in 2023. Among 16 to 34 year olds the figure was 76% (Statistics Finland, 2025).
Name your sources whenever a post uses a figure, and link to them in the comments or your bio. Show the people who make your product or give your advice, with their names and roles. And write down who answers comments, how fast, and what gets hidden or reported, so whoever is on your account at 9pm on a Friday knows what to do.
How many Finns buy online?
61% of Finns aged 16 to 89 had ordered or bought something online in the previous three months, up from 54% in 2020. The highest share was among 35 to 44 year olds, at 81%. 46% of women and 26% of men had bought clothes or accessories online, and 33% paid for a film, series or sports streaming service themselves (Statistics Finland, 2025).
If your customers are 35 to 44, eight in ten of them already shop online. Link every product post to the exact product page, and point your profile link at the three products you’re selling hardest this month.
What doesn’t this data tell you?
The published releases don’t break use down by platform. For platform audiences, such as Instagram’s 2,672,000 users in Finland in October 2026, see our guide to Finland’s social media audience in 2026. The figures above also cover all Finns aged 16 to 89, so compare them with your own customers’ ages before you change your plan.
Four things to do before spring
- Rewrite your ten most-viewed posts or pages so each one opens with the question it answers.
- Add sources to every post that uses a figure, with a link in the comments or bio.
- Write a one-page comment policy that says who replies, within how many hours, and what you hide, report or answer.
- Check your links so every product post goes to the product and your profile link matches this month’s priorities.
If you’re planning next year, our guide on how to plan your organic social media for 2027 walks through the whole plan.
Frequently asked questions
How many Finns use generative AI?
41% of Finns aged 16 to 89 had used generative AI in the previous three months, according to Statistics Finland’s 2025 survey. Among 16 to 24 year olds it was 67%.
Do Finns trust what they see online?
Many have doubts. 64% of Finns aged 16 to 89 had seen content online they thought was untrue or doubtful, and 36% had checked whether it was true (Statistics Finland, 2025).
How many Finns shop online?
61% of Finns aged 16 to 89 had bought or ordered something online in the previous three months, and among 35 to 44 year olds the figure was 81% (Statistics Finland, 2025).
When will the 2026 figures be published?
Statistics Finland published the 2025 figures on 12 November 2025 and hasn’t announced a date for 2026 on its statistics page. We’ll update this guide when the new figures are out.
Want help turning this into posts? Tell us who your customers are and we’ll reply within 48 hours with first thoughts on where we’d start. If your team runs its own channels, our workshops cover how to write posts that answer your customers’ questions.
Written by Maxine Buchert, CEO and co-founder of Meridian. Last updated 9 November 2026.
