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Most popular social networks in Sweden 2020, by market share

Facebook was the social network with the largest market share in Sweden, as of October 2020. The market share of Facebook made up nearly 81 percent of the total market in Sweden. Pinterest reached over seven percent, ranking second in the list. Twitter, third in this list, had roughly five percent of all Swedish page views. 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 2019. 54 percent of interviewed individuals used social media in 2011, whereas in 2019 this increased to 72 percent.

 The Nordics and social media

   Compared to the other Nordic countries, Sweden ranked third in share of active social media users in 2020. The country had 73 percent of active users and was followed by Denmark with 71 percent. Iceland had the highest share with 82 percent, while the Faroe Islands ranked second with 78 percent. The number of active social media users amounted to 7.2 million in Sweden that year.

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

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Release date

October 2020



Survey time period

October 2020

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Statistics on "Social media usage in Sweden"

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