Daily usage of digital and online media in Sweden 2018

According to a survey conducted in 2018, social media was the most popular online and digital medium in Sweden. 71 percent of respondents stated to use it daily. Far behind came music streaming services, with a share of 42 percent. Least consumed media were audio books, digital magazines, as well as e-books.

How has the media use behavior in Sweden been changed in the past years?

The increasing popularity of web TV services and the consequent downward trend of television viewing reflect the ongoing change in media usage behavior. While the share of Swedish individuals watching television on a daily basis decreased from 86 percent in 2010 to 82 percent in 2018, viewing web TV services grew from 21 percent in 2011 to 36 percent in 2018.

How much time do Swedes spend on media?

In 2018, people in Sweden spent on average 357 minutes per day with media. In recent years, this figure increased. In fact, the time spent with media amounted to 326 minutes in 2014. Moreover, women spent more time with media than men in Sweden. To give an example, while the time spent with social media among women was 59 minutes per day, men spent only 48 minutes with social networks.

Share of individuals using the following digital and online media daily in Sweden in 2018

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Release date

May 2019



Survey time period


Number of respondents

6,094 respondents

Age group

9-79 years

Method of interview

Telephone interview

Supplementary notes

* refers to social networks, communities, discussion forums, chat groups or blogs.
** digital or online morning papers, evening papers, magazines, radio or TV.
*** wearable digital players: PC, laptop, tablet or other media players.
**** PC games, console games, games on mobile phone, tablet or games on the internet.

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Statistics on "Media usage in Sweden"

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