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Usage of social media sites in Sweden 2020, by gender

Facebook was the most used social media platform for the majority of men and women in Sweden in 2020. Nevertheless, women seemed more likely to use the platform than men with 85 percent of them using it, compared to 75 percent of the male respondents. The Facebook page with the largest audience in the country was Zlatan Ibrahimovic’s page, with over 26 million fans. He was followed by Tim Bergling, also known as Avicii.

What ages are the Facebook users?

   Facebook seemed to be the least commonly used by younger Swedes, aged between 12 and 15 years, whereas the older generation (16 to 25 years) was the one with the highest Facebook penetration rate in the country.

Social media worldwide

   Launched back in 2004, the social media giant is still the global leader among social media platforms. Over 2.6 billion active Facebook users were observed on a global scale, whereas YouTube and WhatsApp followed in the ranking, with two billion active users each. Despite some fluctuation, Facebook’s revenue has generally increased overtime and peaked in the fourth quarter of 2019, right before the coronavirus (COVID-19) outbreak. There was a slight decrease in the company’s revenue in the following quarters.

Usage of social media sites in Sweden in 2020, by gender

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Release date

September 2020



Survey time period

Q3, 2020

Number of respondents

2,000 respondents

Method of interview

Online survey

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Statistics on "Social media usage in Sweden"

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