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Distribution of marketing spending in Sweden 2019, by channel

According to a survey from 2019, Swedish companies (most of of them B2B businesses) spent 37 percent of the total marketing investments on traditional media. Digital media accounted for even 39 percent and social media for 16 percent of the entire marketing spending in the Scandinavian country. Among companies with revenues over one billion Swedish kronor, the shares of expenditure on traditional and digital media were the same. By contrast, companies with revenues below 500 million Swedish kronor spent more on digital media than on traditional channels.

The growth of the marketing budget among Swedish companies

Many Swedish marketing managers and professionals taking part in the same survey answered that they will likely unchange their marketing budget for 2020. Only 21.6 percent of them stated to want to increase it. Especially companies with revenues under 500 million Swedish kronor are planning to unchange their marketing budget and only 21.4 percent of them indicated to increase it in the coming year.

Digital media is becoming increasingly popular

Similar to other industries, using digital media for marketing purposes is becoming more and more popular among Swedish companies. A 2018 survey found that 78 percent of e-commerce enterprises in the country used the social media platform Facebook as a marketing channel. Ads in social media websites were generally used by 72 percent of online retailers.

Distribution of marketing spending in Sweden in 2019, by channel

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Release date

November 2019



Survey time period

September 20 to October 18, 2019

Number of respondents

37 respondents

Special properties

86,5 percent of B2B businesses, 2.7 percent of B2C businesses, 10.8 percent B2B & B2C businesses

Supplementary notes

The statistic is based on a survey conducted among 37 marketing managers and professionals.

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Statistics on "Digital marketing in Sweden"

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