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Daily social media usage in Sweden 2010-2020

Social media usage in Sweden became more and more common over the past decade. The share of users constantly increased, starting at 28 percent of respondents in 2010 and reaching as many as 89 percent of the interviewed internet users as of Q3 2020.

Which platforms do Swedes use? 

  As of 2020, LinkedIn was used by 29 percent of the Swedish respondents to a survey on social media usage. WhatsApp and Snapchat were slightly more commonly used, whereas both YouTube and Instagram had over 60 percent of respondents using them. However, the leader in recent years has been Facebook. 80 percent of the respondents reported to have used this network and it ranked, therefore as the most broadly used platform among Swedes.

Worldwide figures

  Facebook is among the most increasingly popular social media not only in Sweden, but also worldwide. The number of monthly active Facebook users worldwide constantly increased. People seemed to be involved in the platform, and with Facebook Stories being introduced in 2017, the most popular Facebook story genre in 2019 appeared to be politics. Other topics with high interaction rate globally were general interest, death and science.

Daily social media usage rate in Sweden from 2010 to Q3 2020

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Release date

December 2020



Survey time period

2010 to 2020

Number of respondents

5,514 respondents

Age group

16 years and older

Special properties

Internet users

Method of interview

Online survey

Supplementary notes

1,701 respondents participated through an online survey and 1,302 respondents participated in telephone interviews

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Statistics on "Social media usage in Sweden"

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