Why do we read it?
The most interesting thing about the Swedes and the Internet is almost always how Social Media use has developed in the country in recent years. What are the differences between generations? Are there any gaps or trends performance marketing specialists should keep an extra eye on? Where are the target audiences? What triggers them and how can we use this to our advantage when building successful client campaigns? For example, we can see that Swedes use healthcare apps more and more. The step from a healthcare app to an online pharmacy is rarely long. We have seen in Postnords e-handels barometern that the online pharmacy business thrives and now we at Kvantic can make more sense of why that might be.
How reliable is Svenskarna & Internet?
Because Internetstiftelsen changes the questions a little every year, the quality of what we can extract from the study also varies. Most questions have been the same for a longer period of time. The report is statistically significant as it contains data from more than 3 000 participants.
Social media then, what has happened there?
The main takeaway, as performance marketers, is how a new channel begins to emerge on the social media scene. We have known about it for a while now, the virtual community Roblox. This channel has long been considered a “children’s channel” and a surface that may not be very attractive to marketers. As Roblox users seem to remain on the platform as they get older, maturing its audience, we at Kvantic think it’s worth learning a little more about it and its advertising opportunities.
Roblox ökar däremot markant bland gymnasieungdomarna. Den totala användningen under ett år har fördubblats från 10% till 21%.
Facebook continues to decline in terms of users in Sweden, mainly due to a limited influx of new users. This has been the case for a while now. It’s still a large platform amongst the audiences with the greatest purchasing power. Although, daily usage is declining somewhat among those born in the 80s and 90s.
Instagram is still the platform that most people use daily in Sweden. This is also where you will find the greatest breadth among the target groups with strong purchasing power.
he platform that will become increasingly important seems to be Snapchat. A fairly high percentage of 90s and a very high percentage of people born in the 00s use it daily. However, the acquisition of new members further down in age seems to be difficult for the platform. Regardless, more and more brands should explore Snapchat as a channel from a pure performance perspective, but also from a branding perspective as the target group’s purchasing power is steadily increasing.
TikTok is still strong among the late 90s and those born in the 00s. The platform is more popular also among those born in the 10s than, for example, Instagram within the last demographic. However, TikTok users have still not quite reached its peak purchasing power. By positioning yourself correctly in the channel now, you can build sustainable brand connections that can become valuable within a 2-3-year horizon.
Linkedin is not a platform that is used on a daily basis but is well established in the able-bodied target group of those born during the 60:s, 70:s, 80:s, and 90:s. Those born in the 2000s are currently establishing themselves in the labor market and are learning to follow a similar pattern as those born in the 90s. It is also clear that Linkedin is bigger among those born in the 70s and 80s. In other words, people who have come a little further, or are in the midst of their careers.
Whats lacking this year that we might see in 2025?
In 2023, we received answers about browser habits, attitudes about personal privacy online and sustainability. Privacy is still included this year, but unfortunately, nothing about browser habits, which gave good insights into precisely the differences between the users of different browsers. Older used Edge, younger Safari. Google Chrome was the biggest, for example. Targeting browsers is one of the tools we can use to maximize campaign performance.
The use of Wikipedia was also studied in 2023 but not in 2024. A placement, from an SEO point of view, is extremely valuable for most companies and should be a key feature for any company that wants to maintain a greater presence online.
This year we get a lot of answers about social media, but there is no deep dive into the messaging services even if they still track the data within the service.
The biggest thing missing from this year’s survey is, without a doubt, AI usage. How do Swedes use AI? Do we use AI as much as one thinks? We want answers to these questions and that is something we will surely get in the 2025 report.
You can download and read the full survey on svenskarnaochinternet.se