Leading social media usage reasons in Sweden 2023

Most popular reasons for internet users in Sweden to use social media as of 3rd quarter 2023

CharacteristicShare of respondents
Keeping in touch with friends and family 63.9%
Filling spare time 42.8%
Reading news stories 35.7%
Finding inspiration for things to do and buy 32.8%
Finding content (e.g. videos) 26.6%
Finding products to purchase 22.6%
Seeing what's being talked about 21.8%
Making new contacts 20.7%
Posting about your life 20.7%
Finding like-minded communities 18.4%
Sharing and discussing opinions 17.4%
Avoiding missing out (FOMO) 16.9%
Watching or following sports 16.7%
Created with Highcharts 7.2.2Share of respondents63.9%63.9%42.8%42.8%35.7%35.7%32.8%32.8%26.6%26.6%22.6%22.6%21.8%21.8%20.7%20.7%20.7%20.7%18.4%18.4%17.4%17.4%16.9%16.9%16.7%16.7%16.1%16.1%15.5%15.5%Keeping in touch with friends and familyFilling spare timeReading news storiesFinding inspiration for things to do and buyFinding content (e.g. videos)Finding products to purchaseSeeing what's being talked aboutMaking new contactsPosting about your lifeFinding like-minded communitiesSharing and discussing opinionsAvoiding missing out (FOMO)Watching or following sportsFollowing celebrities or influencersSeeing content from brands
0%5%10%15%20%25%30%35%40%45%50%55%60%65%70%75%
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Release date

February 2024

Region

Sweden

Survey time period

Q3 2023

Age group

16-64 years

Special properties

internet users

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