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Sweden had a highly connected population in 2023, with 10.6 million internet users representing 90.9% penetration. This number is forecasted to grow to 10.2 million by 2028, with an online penetration rate of 93.3%.
The median mobile internet speed was 110.8 Mbps, while the median fixed broadband speed was 170.87 Mbps.
Social media activity was high, with 8.2 million users in 2023, representing 77.1% of the population. The most popular platforms were Facebook (5.8 million users), Instagram (5.3 million users), and TikTok (3.4 million users). The most common online activities included using social media, watching online videos (7.1 million users), and internet banking (5.8 million users). The internet plays a significant role in the lives of Swedes. In 2023, a staggering 66% of Swedes between the ages of 16 and 85 sought health-related information online, demonstrating the web's importance as a source for healthcare knowledge.
E-commerce is also flourishing in Sweden, with 52% of people in the same age group buying clothes online in 2023. This indicates a strong preference for online shopping among Swedes. Interestingly, 37% reported buying medicine online in 2023, highlighting the growing trust in online pharmacies.
However, the survey also reveals a potential concern. While online access empowers individuals, nearly two-thirds (58%) of Swedes restricted or refused to share their location data in 2023. This suggests a growing awareness of privacy issues surrounding online activity. In 2023, 35% of Swedes encountered untrue or doubtful information online.
Swedes spent an average of 6 hours and 7 minutes per day online in 2023, with mobile devices accounting for 51.8% of total internet time. While internet adoption was already widespread, the growth rate is projected to be moderate, with a 1.1% increase in users expected between 2023 and 2028.
