In November 2009, the World Internet Institute released their yearly report (in Swedish) about Swedish internet use. It covers a wide spectrum of internet use, from file-sharing through to communities, and of course – blogs.
In the section entitled “Communication with blogs and communities” (Kommunikation med bloggar och communities) the report says that in 2009, 5% of the Swedish population (over the age of 16) are active bloggers (and just as many have at some point write a blog but aren’t currently active). Additionally, blogging is not an Internet activity that is evenly spread across the population. The most active age group is 16-25 year olds, and even more active are females within that age group.
Reading of blogs
37% of the population read blogs. 60% within the 16-25 age group. So even though a relatively small percentage are actively producing blog content, a much broader audience read (and respond) to that content. The most active group, women between 16-25, contains 39% who write or have written a blog, and 69% who read blogs. As a communication channel to that age group, blogs have an undeniable reach.
What do Swedes blog about?
The vast majority of blogs are about people’s daily lives – 64%. 26% of Swedish blogs have a specific theme, such as a hobby, photography, music, etc. A smaller percentage of blogs, 6%, are work related. Political blogs, or more specifically blogs where people express their opinions about current affairs or recent topics, similarly account for 6% of blogs.
Doubled in two years
Compared with the 2007 WII report, the percentage of the population blogging has doubled (from 3% to 6%). Whilst this percentage is still only small, blogs in Sweden hold an increasingly important position as a communication medium.