Most popular social networks in Sweden 2020, by market share

Facebook was the social network with the largest market share in Sweden, as of January 2020. The market share of Facebook made up 67 percent of the total market in Sweden. Twitter, second in this list, had roughly 11 percent of all Swedish page views. Pinterest reached over nine percent, whereas Instagram had a market share of nearly nine percent. The share of Internet users in Sweden who used Facebook increased over the last years. From 63 percent in 2011, the percentage increased to 76 percent in 2018 and slightly decreased to 74 percent as of 2019.

Social media usage in Sweden

   Overall, the share of Swedes participating in social networks grew between 2011 and 2018. 54 percent of interviewed individuals used social media in 2011, whereas in 2018 this increased to 70 percent.

 The Nordics and social media

   Compared to the other Nordic countries, Sweden had the highest share of active social media users in 2018. The country had 73 percent of active users and was followed by Denmark with 71 percent. Norway and Finland had respectively 69 percent and 58 percent active social media users that year. The number of active social media users amounted to 7.3 million in Sweden that year.

Ranking of social networks in Sweden as of January 2020, by market share

Market share
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Release date

January 2020



Survey time period

January 2020

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Statistics on "Social media usage in Sweden"

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