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James Royal-Lawson

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How many Twitter users in Sweden 2011?

At the beginning of this year, Itellecta Corporate presented the results of their Twitter Census, based on data collected in December 2010.

This week Aitellu has presented their research, based on data from the last week of November 2011.

They found that there were 146995 Swedish Twitter accounts.

146995 Swedish Twitter accounts

What counts as a Swedish account?

Twitter bios were analysed and profiles with Sweden as their location or one of 20 Swedish cities (including certain recognised abbreviations) were classed as Swedish.

Also included were profiles with a bio written in Swedish.

Who gets missed?

As with Twitter census, this method of counting misses anyone who hasn’t filled in their bio or location, as well as anyone tweeting in another language than Swedish during the sample period (such as English). It will though include people with protected tweets that meet the above criteria.

Any Swedish account that isn’t followed by another Swedish account will also be missed due to the way accounts were crawled.

This figure also includes Swedish businesses, organisations and non-human accounts as well as people.

How many active Twitter users?

According to the information given in this tweet 83029 of the 146995 Swedish Twitter accounts have tweeted during the past month (which presumably is the month up to the 20th of December 2011).

83029 active Swedish Twitter accounts

The number of active Twitter accounts according to Intellecta’s study was 35993 – but these two figures are not comparable as Hampus Brynolf used a much narrower definition of what was active.

Growth

Even though the methods used to measure differ between the two studies, it’s reasonably safe to say that the number of Swedish Twitter accounts has increased during 2011. At the moment though, it’s difficult to come to any conclusions on the number of active Twitter users.

Let’s hope that Aitellu release some further details, including some figures that are more comparable with the Twitter Census.

Update 2012-01-18

Aitellu hasn’t released their own further details yet, but Ajour has been given a preview. They have revised the number of Swedish accounts upwards slightly to 153,000 and come up with a figure of 87,000 active Swedish accounts – which according to Ajour was produced using the same critera as Intellecta.

It’s can be exactly the same critera due to the different methods used to collect the data, but it is never the less possible to say that there has been a signficant increase in the number of active Twitter accounts here in Sweden during the past year.


James Royal-Lawson+ is a digital strategist and web manager based in Stockholm Sweden.

Social Intranets & digital natives

One particular statistic from the Swedish internet use report for 2011 was how everyone in Sweden in the 16-25 age group uses social media.

For a fair while we’ve been discussing the expectations of young employees in the workplace, but this statistic is about as big as a wake-up call as an organisation can get.

It’s time for companies to stop slacking, pull their intranet socks up and get social.

Digital natives

Let’s paint a picture. Jesper is 25. Not long out of university and has spent pretty much as long as he can bother to remember using MSN instant messaging, texting, and socialising with his friends via Facebook. All the time.

He’s been receiving constant feedback, answers, and opinions around the clock. At the same time he’s been giving feedback, answers and opinions to his peers around the clock. It’s a totally natural part of his life. A digital native.

Social media sites blocked

So what happens when he enters the corporate world and sits behind his laptop at work? He replicates his natural behaviour outside of the workplace. He expects to be able to network with his colleagues and his professional contemporaries in the same way as he does naturally outside of work.

But your organisation hasn’t embraced social business. The intranet is still a place for pushing news articles from internal communication. Facebook access is blocked. Internally, email is still the king.

Jesper is starting to regret accepting this job and realises that next time, he’s going to do his company culture homework a lot better.

He then pulls out his iPad from his bag and opens up all his normal social networks, invites all of his colleagues to be friends, or follows them, or connects with them and starts working.

Carry on regardless

Circumnavigating your attempts at blocking sites, working outside of your firewall, he has filled in the gaps. It doesn’t matter any more whether you think it’s a good idea to have a social intranet, or haven’t budgeted for one – the digital natives in your workplace are going to network regardless.

Providing social and collaborative tools inside the firewall (or within the realm of the organisation) will help you retain some of Jesper’s knowledge though his social behaviour and turn it into a digital asset for your company.

Banner for IntraTeam Event 2012James Royal-Lawson+ is a digital strategist, web and intranet manager based in Stockholm Sweden.

This blog post was born over a beer and a chat in Stockholm with intranet pioneer Mark Morrell and Martin Risgaard, Social Media Strategist at Arla Foods.

Swedish internet usage 2011

.SE (Stiftelsen för Internetinfrastruktur) has released their yearly report (in Swedish) about Swedish internet use. It covers a wide spectrum of internet use, from file-sharing through to social networks.

I’ve previously written about the 2009 report with specific focus on Swedish blogging statistics. This time I’m going to give a more general summary of interesting findings from this year’s report.

Internet usage

86% of the Swedish population over the age of 18 use the internet. This has risen by just 1% in the last year. Additional people are still coming online, but they are largely limited to the over 65 age group.

In 2011, 69% of adult Swedes are using the internet daily.

Amongst Swedish internet users, two activities are so widespread that they could be considered to be done by everyone. Those are searching using Google (97%) and reading/writing email (95%). Searching for news (92%) and timetables (90%) are not too far behind in their popularity.

49% of three year olds are occasional internet users (64% within the 3-5 age group). The age-group in which the majority have used the internet has become younger year after year.

That the “start age” for internet use has reached such a young age as three is perhaps connected to the rise of smartphones and the mobile internet, as well as tablets such as the iPad.

More intensive internet usage – that is to say daily usage – amongst 3 year-olds has remained relatively constant (2-3%) during the past 3 years, whereas it has risen for every other age between 4 and 9.

Swedish blogging

46% of internet users read blogs (up from 37% in 2009), with 8% writing a blog (up from 6% in 2009). 16% of women and 5% of men read blogs daily. The number of young girls reading blogs has increased dramatically in recent years. 52% of Swedish girls between 12 and 15 read blogs daily. The equivalent figure for 12-15 year old boys is 1%.

Blog reading is predominately a female activity for every age group until the age of 76+. Reading blogs on a daily basis is overwhelmingly a female activity from 12 year-olds up to 45 year olds.

Social Media usage in Sweden

Half the population, 52%, use social networks. All of them have a Facebook account. This figure has increased 10% each year in recent years, and shows no signs of slowing.

In the 16-25 age group, the use of social networks has reached the point where you can say that pretty much everyone in that age group (95%) now uses social networking.

35% of those who use the internet use social networking sites daily, with Facebook obviously dominating. 7% though said they have used Twitter at some point, with 2% saying that they use it daily.

Digital natives

The age group that dominates in so many of the statistics in the report, is the 16-25 age-group. This generation is undeniably the digital generation. Many activities and usage patterns of this group can be routinely described with phrases such as “everyone” or “majority of”.

Despite high overall levels of adoption, the internet in Sweden is far from being a level playing ground. This is important to bear in mind in your digital activities.

Update: 2012-01-13

Swedes and the Internet 2011 has now been released in English.


James Royal-Lawson+ is a digital strategist and web manager based in Stockholm Sweden.

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