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Facebook penetration in Sweden 2011-2020

The share of internet users who used Facebook in Sweden gradually increased significantly over the period from 2011 to 2020. Starting at 63 percent of the interviewed Swedes in 2011, the percentage grew to 81 percent, as of the third quarter of 2020.The most common purpose of using the social network platform, reported in 2019, was to keep contact with friends and family. Other popular reasons among Swedes were for entertainment and for news.

 Of what ages are the Swedish Facebook daily users? 

     The highest share of Facebook users in Sweden from 2018 onwards was within the age group of 26 to 35 years. Respondents aged between 16 and 25 years were slightly fewer that year, while in 2017, they composed the highest share of Facebook daily users in the country. A 2019 study concluded that the video posts generated highest engagement Facebook rate in Sweden, while link posts were the type of posts with lowest engagement rate that year.

 Social networking 

     More and more Swedes used social networks were used over the period between 2011 and 2018, with a slight decline in 2019.'. While under 55 percent of the interviewed individuals engaged with social media, the percentage reached over 70 percent in the years since 2016.

Share of internet users who have used Facebook in Sweden from 2011 to 2020

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Release date

December 2020



Survey time period

2011 to 2020

Number of respondents

5,514 respondents

Age group

16 years and older

Method of interview

Online survey

Supplementary notes

Survey type is online and telephone survey.

Data has been collected from several publications by the source.

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Statistics on "Facebook in Sweden"

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