Social media users in Sweden 2010-2019

The share of Swedish social media users increased consistently over the period from 2010 to 2019. Just over half of Swedes used social networking platforms in 2010, whereas the corresponding figures for 2018 and 2019 were 83 percent. The social media penetration among children in the country was also noticeable. As of 2018, over half of the interviewed ten-year-olds reported to be using social media. The share of six-year-olds amounted to six percent and was, therefore, the age group with smallest penetration rate that year.

Which social media platforms do Swedes use?

  Facebook was the most commonly used social media platform in Sweden in 2019. To be precise, 74 percent of Swedes had used the app. It was followed by YouTube and Instagram, both of which had usage rate of nearly 60 percent that year. All other social media platforms in the ranking were used by fewer than 30 percent of people that year.

Social media worldwide

  From a global perspective, Internet users spent 136 minutes per day on average on social networking in 2018. The daily social media usage length constantly increased over the years, starting at 90 minutes daily in 2012 and amounting to more than two hours ever since 2016.

Share of individuals who used social media in Sweden from 2010 to 2019

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Release date

October 2019



Survey time period

February to March, 2019

Number of respondents

2,760 respondents

Age group

12 years and older

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 the Nordics"

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