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