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Social media usage in Sweden

Statistics report on social media usage and social networking in Sweden

This report contains statistics on social media usage in Sweden. It gives an overview of the social media user penetration rate, usage frequency, and demographics. It also covers the usage of the most popular social media services such as Facebook, Instagram, and TikTok, as well as Influencer marketing.

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Table of contents

Overview

6
  • Premium Statistic Social media: global penetration rate worldwide 2025, by region
  • Premium Statistic Number of social media users in the Nordics 2025
  • Premium Statistic Internet and social media users Sweden 2025
  • Premium Statistic Number of social media users in Sweden 2000-2040
  • Premium Statistic Penetration rate of social media in Sweden 2000-2040
  • Basic Statistic Sweden: social media users 2025, by gender

Usage

7
  • Premium Statistic Sweden: most used social media platforms 2023, by type
  • Basic Forecast Sweden: most popular social media platforms 2024
  • Basic Statistic Leading social networks in Sweden 2026, by share of visits
  • Premium Forecast Social network usage by frequency in Sweden 2023
  • Basic Statistic Leading social media usage reasons in Sweden 2025
  • Basic Statistic Sweden: time spent on social media 2021-2025
  • Premium Statistic Sweden: online platforms used for instant messaging 2022

Meta Platforms

10
  • Basic Statistic Meta audiences in Sweden 2025, by age and gender
  • Basic Statistic Nordics: Facebook users 2025, by country
  • Premium Statistic Sweden: Facebook user share 2026, by age group
  • Premium Statistic Sweden: Facebook user share 2025, by gender
  • Basic Statistic Monthly market share of Facebook in Sweden 2019-2025
  • Premium Statistic Sweden: Facebook Messenger user share 2025, by age group
  • Premium Statistic Sweden: Facebook Messenger user share 2025, by gender
  • Basic Statistic Nordics: Instagram users 2025, by country
  • Premium Statistic Sweden: Instagram user share 2026, by age group
  • Premium Statistic Sweden: Instagram user share 2025, by gender

TikTok

5
  • Basic Statistic Nordics: TikTok users 2025, by country
  • Premium Statistic Sweden TikTok weekly users 2024, by generation
  • Basic Statistic Sweden: TikTok users 2025, by gender
  • Premium Statistic Sweden: TikTok users posting on the platform 2022, by gender
  • Basic Statistic Sweden: TikTok usage 2022, by frequency

Marketing and advertising

5
  • Premium Forecast Digital Market Outlook: social media advertising spending in European countries 2025
  • Premium Statistic Digital ad spend in the Nordics 2024, by country
  • Premium Statistic Social referrals to e-commerce sites in the Nordics 2024, by device
  • Premium Statistic Online advertising practices experienced by Swedish consumers 2022
  • Premium Forecast Gen Z attitudes to online advertising in Sweden in 2023

Influencers

7
  • Premium Statistic Influencer marketing expenditure in Sweden 2016-2022
  • Premium Statistic Influencer marketing expenditure growth in Sweden 2017-2022
  • Premium Statistic Share of consumers who follow influencers in Sweden 2022
  • Premium Statistic Share of consumers who follow influencers in Sweden 2022, by gender
  • Premium Statistic Share of consumers who follow influencers in Sweden 2022, by age
  • Premium Statistic Share of children who follow influencers in Sweden 2021-2022
  • Premium Forecast Influencer / content creators followed by type in Sweden in 2023
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