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Leading social media platforms in Sweden 2020

Launched in 2004, Facebook has been a global leader within the social networks. Sweden made no exception and Facebook was the leading social media platform in the country in 2020, followed by Instagram and Snapchat. 81 percent of the surveyed internet users in Sweden stated to be using Facebook. Moreover, the majority of the users were going on Facebook several times a day the same year. Nearly all users were going on Facebook at least monthly.

Who is on Facebook?

Within the Nordic countries, Facebook was slightly more popular among women than men in 2020. Norway was an exception to this, with an equal distribution of male and female audience. By contrast, on a global scale, Facebook usage seemed to be more common among men than women.

Social media in the Nordics

Iceland topped the ranking of active social media users in the Nordic countries in 2020. The data was based on the monthly active users reported by the most active social media platform in each country. Finland was the country with the lowest share of active social media users in the region.

Share of social media users in Sweden in Q3 2020, by social media platform

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Release date

December 2020



Survey time period

Q3 2020

Number of respondents

5,514 respondents

Age group

16 years and older

Special properties

Internet users who use social media

Method of interview

Online survey

Supplementary notes

Survey type is online and telephone survey.

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Statistics on "Social media usage in the Nordics"

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