In 2003 25 percent of the population used the Internet on a daily basis. Today, 69 percent do so. In the ages 12-44 9 out of 10 use the Internet on a daily basis which make Sweden the perfect place when it comes to testing campaigns and digital ideas since most are digitally savvy.
(How many use Internet and in what ages)
So now that we know that people use the Internet in Sweden in a higher ration than ever it might be interesting to know what the swedes do online. 97 % use the Internet for Google, which might not be a surprise for anyone. The other placed top of the list is also activities based on retrieving information such as places, numbers and when the bus is leaving.
(Top 5 stuff swedes do online is; Google, e-mail, searching for news, timetables, attaching files)
On to Social Media we can start by stating that 52% of all swedes use a Social Media of some form. Since 2009 that’s a increase with 31% which if anything is a sign of that the social networks have become a big part of our society. You could say that there are more people on a social network than there are men in Sweden. Out of those that use Internet, 62%, or two out of three, use Social Media.
(Graph to the left presents social media usage and to the right which different social media that's used)
In different age segments there is some numbers that we’ve known about for a while now. 63% use Facebook when they use a social network, which, to no surprise makes it the biggest one we have. There are other numbers though that is more interesting. One is the fact that there isn’t a growth in the number of people blogging but one in the people that read blogs. Good news for companies, more people who read but not more that produce. 16% of all women read blogs on a daily basis, 5% of the men do.
Another thing on the rise is mobile Internet usage is up from 22% to 36% since last year. That number is sure to rise even more to 2012 in our opinion. The reason for the rise to this year is probably because of better prices and a better user experience. Next year the masses will be more comfortable with it and it’s probably going to be a big increase with more senior citizens. Similar to the way Facebook-usage has developed.
(Mobile Internet usage since 2007)
One is the fact that there isn’t a growth in the number of people blogging but one in the people that read blogs
