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Supported by a 94.5% internet penetration rate and more than 95% of smart phone usage in Sweden, the usage of social media in Sweden is very matured. In a survey published by The Swedish Internet Foundation, it also shows almost all internet users are active on social media and around 84% of Sweden’s internet users use social media daily.
In the same study, we also see about 94% of internet users aged 8 or older and 88% of the entire population aged 16 or older have used social media in the past year. The use of social media has not changed from the previous year for both groups.
However, social media usage tends to decrease among people born in the 1920-1950. Meanwhile, the use of social media has increased among the youngest internet users, the 10-year-olds. This may be due to their growth and reaching the age of 8-12 in the survey, compared to the previous year when they were aged 8-11. No significant changes in social media use have been observed among other generations.
Given the latest survey available, in Sweden there are about 9.5 million active social media users (Log in at least once in a month) in 2022. This is about 90.8 % of the addressable demographics. Also, Throughout 2021 to 2022, the number of users has grown 11.2 %.
Social media usage in Sweden remains unchanged compared to 2021 with Youtube, Facebook, and Instagram still being the largest platforms. However, there has been a slight decrease in the usage of platforms like Flashback, Reddit, Twitch, and Youtube. There have been no major changes in social media usage among internet users in general.
Among younger children born in the 2000s, the usage of social media is on the rise, particularly Snapchat. The increase in usage is likely due to the fact that these children are now aged 8-12 and therefore able to access these platforms. Roblox is also becoming increasingly popular among these younger children, coming in second after YouTube.
Women are more likely to post their own content on social media compared to men, with Instagram, Snapchat, and TikTok seeing the largest differences. These platforms are widely used to both participate in and share others’ content. In contrast, TikTok and YouTube are mainly used to consume others’ content and not post as much of their own.
Around 40% of users follow brands or companies on social media, with Instagram and Facebook being the most popular platforms for this activity. People born in the 90s are the most likely to follow brands or companies on social media, which is in line with the platforms they most commonly use. Fewer people follow brands or businesses on platforms such as Tiktok, Snapchat, Youtube, and other social media sites.
With the latest data published in January 2023, we can see that at the growth rate of 1.09%, there is now around 8.75 million Facebook users in Sweden . With male users account for around 47% and female users account for around 53%.
With the latest data published in January 2023, we can see that at the growth rate of 1.21%, there is now around 6.07 million Instagram users in Sweden . With male users account for around 43.83% and female users account for around 56.17%.
With the latest data published in January 2023, we can see that at the growth rate of 1.07%, there is now around 3.2 million TikTok users in Sweden . With male users account for around 0.445 and female users account for around 0.555.
With the latest data published in January 2023, we can see that at the growth rate of 1.09x, there is now around 4.76 million LinkedIn users in Sweden.
Our consumer research practice tracks what customers spend and how they make decisions across major economies in the world.
