Social media users in Sweden 2010-2020

The share of Swedish social media users increased consistently over the period from 2010 to 2020. Just over half of Swedes used social networking platforms in 2010, whereas the corresponding figures for as of the third quarter of 2020 were 89 percent. The social media penetration among children in the country was also noticeable. As of 2018, over half of the interviewed ten-year-olds reported to be using social media. The share of six-year-olds amounted to six percent and was, therefore, the age group with smallest penetration rate that year.

Which social media platforms do Swedes use?

  Facebook was the most commonly used social media platform in Sweden in 2020. To be precise, 80 percent of Swedes had used the app. It was followed by Instagram and YouTube, both of which had usage rate of around 60 percent that year. All other social media platforms in the ranking were used by 30 percent of people or less that year.

Social media worldwide

  From a global perspective, Internet users spent 144minutes per day on average on social networking in 2019. The daily social media usage length constantly increased over the years, starting at 90 minutes daily in 2012 and amounting to more than two hours ever since 2016.