LinkedIn users in Sweden 2015-2020

Nearly three thousand Swedes were interviewed in a survey from the third quarter of2020 on the usage of LinkedIn, and 37 percent of them stated to use it. The social network popularity grew over the last few years from 22 percent of people using it in 2015, to 30 percent in 2017 and 2018 and 37 percent as of 2020. The Swedes who worked within the IT and communication branch used LinkedIn most, compared to representatives from other branches. Over 60 percent of IT employees used the platform and over 50 percent of the employees within the finance sector did.  

Why LinkedIn?

   When people were asked why they used LinkedIn in Sweden in 2019, the most common purpose was to strengthen professional network, according to 80 percent of the respondents. 27 percent of the respondents used LinkedIn to follow brands or companies and 17 percent used it for news. Regarding usage frequency, most of the Swedes (24 percent) used it once a week in 2019. Only five percent reported to be using the network several times a day.  

Social media in Sweden

   The popularity of social media , in general, grew over the years. In fact, 54 percent of the interviewed Swedes participated in social networks in 2011, while in 2019 the percentage was 72 percent, which was the peak over the evaluated period.