Swedes and the Internet 2024

Internetstiftelsen recently released its annual report, “Swedes and the Internet 2024.” We’ve gathered some key insights and trends that every marketing department should be aware of.

In this article, we take a closer look at Swedes' internet habits. The report shows that our digital presence reaches 95% across all age groups.

Almost everyone between the ages of 16 and 64 is active online, but one-fifth of retirees lag behind. This is particularly true for women over 75, highlighting a significant generational gap in digital use in 2024.

According to the survey, one in five Swedes over the age of 18 needs digital assistance, and this need increases significantly with age, quadrupling among retirees. Younger retirees (65–75 years) are three times more likely to need help compared to those of working age. Common issues include technical problems and difficulty understanding digital terminology. The oldest retirees (over 75 years) feel like part of the "pre-digital generation" and struggle to navigate the digital world. This can create feelings of exclusion, with many feeling overwhelmed by rapid technological advancements, making it difficult for them to find information and support. Many, like an 87-year-old respondent, feel that "control over technology has slipped out of their hands."

The report also examines how Swedes use e-services. In 2024, 70% of Swedes have a digital mailbox, with Kivra dominating with two-thirds of users. Almost all Swedes use e-identification, with mobile BankID being the most popular service (92%). Of these users, one-fifth have activated a digital ID card, though only 61% are even aware of its existence.

Swish is the most used payment app, with almost 90% of Swedes utilizing it, while Apple Pay lags behind. Mobile tap payments are more popular among younger people, but those over 65 risk being left behind in the digital society due to their low usage of these e-services.

The report also highlights social media use and how different platforms have evolved between 2021 and 2024. Almost all internet users in Sweden are active on social media, though growth is slow, and the platforms’ popularity remains steady. Facebook is still relevant, but its usage is steadily declining.

Among younger users, there is a clear trend of moving toward new platforms and abandoning older ones. Threads has attracted new users, partly due to its connection with Meta and the ability to log in with an Instagram account. Other platforms, such as Bluesky, Yubo, and Mastodon, struggle to gain traction, with only 1% of Swedes using them.

The report also addresses how social media affects social relationships, self-image, and how children and teenagers interact online. Risks include children having accounts unknown to their parents and feelings of exclusion related to social platforms.

Swedes generally view social media as a positive tool for social interaction, as it facilitates communication and broadens social circles. Over a quarter use the platforms for support and advice within interest groups. However, young women are particularly affected by the negative aspects, such as time wasted on endless scrolling and feelings of inadequacy and loneliness due to constant comparisons with others.

The report shows that over half of Swedes follow national news and societal developments on social media, particularly those born between 1950 and 1990.

Swedes have different preferences for how they consume news media based on political views. People on the left are more likely to follow SVT Nyheter and Sveriges Radio/Ekot than their right-wing counterparts. Almost half of Swedes discover news on social media, particularly among younger generations, where nearly two-thirds of those born in the 2000s and 2010s do so.

The report examines Swedes' attitudes toward camera surveillance with facial recognition and whether the police should have access to private conversations in cases of suspected crimes.

A clear majority of Swedes are in favor of camera surveillance to combat crime. Only 20% want a ban to protect citizens’ privacy. Younger users, especially men aged 20–34, are more skeptical of this form of surveillance.

A full 90% of Swedes believe that the police should have the right to access private conversations in cases of suspected crimes. Half of the population thinks this should apply to all crimes, while some prefer it to be limited to serious crimes.

There are also gender differences, with men being more likely than women to prioritize crime prevention over personal privacy, particularly among young men.

Many Swedes feel that their phones are eavesdropping on them, which amplifies the feeling of surveillance and concerns about privacy.

The digital landscape in Sweden is characterized by a complex dynamic where usage, surveillance, and social interaction are constantly evolving. Despite internet usage reaching 95%, it is clear that older generations, particularly retirees, struggle with digital tools and often feel overwhelmed by technological development.

Social media has become a key platform for communication and information sharing, but the negative effects, particularly for young women, are concerning.

Swedes show a strong tendency to follow news media on social platforms, reflecting a shift in media consumption where political preferences significantly influence the choice of news sources. At the same time, there is a divide where a majority supports surveillance to enhance security, raising questions about how much privacy Swedes are willing to give up.

Navigating these issues requires awareness of both the opportunities and risks that come with digital development.