Digital 2023: Sweden
This page contains all the latest data, insights, and trends you need to help you understand how people in Sweden use digital devices and services in 2023.
If you want to check whether this is our most up-to-date report on Sweden, or if you’re looking for data on digital trends and behaviours in Sweden for previous years, you can find our full collection of reports on Sweden by clicking here.
You’ll also find the complete Digital 2023 report on Sweden in the “full report” section below, but let’s start by taking a look at the key numbers for Sweden this year.
The state of digital in Sweden in 2023
Here are the essential headlines for digital adoption and use in Sweden in early 2023:
There were 10.28 million internet users in Sweden at the start of 2023, when internet penetration stood at 97.2 percent.
Sweden was home to 8.70 million social media users in January 2023, equating to 82.2 percent of the total population.
A total of 14.77 million cellular mobile connections were active in Sweden in early 2023, with this figure equivalent to 139.6 percent of the total population.
These headline stats offer a great overview of the “state of digital” in Sweden, but in order to make sense of how digital trends and behaviours are evolving, we need to dig deeper into the data.
Let’s take a closer look at what the latest numbers tell us, starting with some valuable context relating to Sweden’s population.
Sweden’s population in 2023
Sweden’s total population was 10.58 million in January 2023.
Data shows that Sweden’s population increased by 63 thousand (+0.6 percent) between 2022 and 2023.
49.6 percent of Sweden’s population is female, while 50.4 percent of the population is male.
At the start of 2023, 88.6 percent of Sweden’s population lived in urban centres, while 11.4 percent lived in rural areas.
Note: gender data are currently only available for “female” and “male”.
Sweden’s population by age
The median age of Sweden’s population is 39.7.
Here’s how Sweden’s total population breaks down by age group:
5.5 percent is between the ages of 0 and 4.
9.6 percent is between the ages of 5 and 12.
5.9 percent is between the ages of 13 and 17.
7.9 percent is between the ages of 18 and 24.
13.7 percent is between the ages of 25 and 34.
12.7 percent is between the ages of 35 and 44.
12.5 percent is between the ages of 45 and 54.
11.8 percent is between the ages of 55 and 64.
20.3 percent is aged 65 and above.
Note: percentages may not sum to 100 percent due to rounding.
Internet use in Sweden in 2023
There were 10.28 million internet users in Sweden in January 2023.
Sweden’s internet penetration rate stood at 97.2 percent of the total population at the start of 2023.
Kepios analysis indicates that internet users in Sweden increased by 62 thousand (+0.6 percent) between 2022 and 2023.
For perspective, these user figures reveal that 298.4 thousand people in Sweden did not use the internet at the start of 2023, suggesting that 2.8 percent of the population remained offline at the beginning of the year.
However, complexities associated with the collection and analysis of internet user data mean that it can often take several months before research is ready for publication. As a result, the latest published figures for internet use invariably under-represent reality, and actual adoption and growth may be higher than the figures shown here suggest. Please see our comprehensive notes on data for further details.
Dig deeper: for the latest insights into internet adoption and use around the world, follow our regular Global Statshot reports.
Internet connection speeds in Sweden in 2023
Data published by Ookla indicate that internet users in Sweden could have expected the following internet connection speeds at the start of 2023:
Median mobile internet connection speed via cellular networks: 85.64 Mbps.
Median fixed internet connection speed: 107.83 Mbps.
Ookla’s data reveals that the median mobile internet connection speed in Sweden increased by 26.10 Mbps (+43.8 percent) in the twelve months to the start of 2023.
Meanwhile, Ookla’s data shows that fixed internet connection speeds in Sweden increased by 9.14 Mbps (+9.3 percent) during the same period.
Social media statistics for Sweden in 2023
There were 8.70 million social media users in Sweden in January 2023.
This figure might seem quite different to the values that we published in previous years, but please note that the sources we use to inform and calculate our social media user numbers have made important and wide-ranging revisions to their data over recent months.
These adjustments to source data mean that our latest numbers are not comparable with equivalent figures that we published in previous years, and readers should not regard any differences in these numbers as an actual change in social media use.
Indeed, our analysis of various data points from trusted third parties such as GWI and data.ai shows that there has been no discernible drop in overall social media use, and in almost all countries, social media use continues to increase.
As a result, readers should view any such differences as “corrections” in the data, and not as an indication that social media adoption has declined.
The number of social media users in Sweden at the start of 2023 was equivalent to 82.2 percent of the total population, but it’s also important to note that social media users may not represent unique individuals (see our detailed notes on data to learn why).
Meanwhile, data published in the ad planning tools of top social media platforms indicates that there were 8.15 million users aged 18 and above using social media in Sweden at the start of 2023, which was equivalent to 97.5 percent of the total population aged 18 and above at that time.
More broadly, 84.6 percent of Sweden’s total internet user base (regardless of age) used at least one social media platform in January 2023.
At that time, 52.7 percent of Sweden’s social media users were female, while 47.3 percent were male.
Note: due to significant revisions in source data, we regret that we’re currently unable to provide reliable figures for the year-on-year change in social media users in Sweden. We recommend that readers do not compare our latest figures for social media use with figures published in our previous reports, because such comparisons will deliver inaccurate results.
Facebook users in Sweden in 2023
Data published in Meta’s advertising resources indicates that Facebook had 5.80 million users in Sweden in early 2023.
However, Meta has made important changes to the way its advertising resources report audience reach data over recent months – including making significant revisions to its base audience data for Facebook – so the figures shown here may not be directly comparable with figures published in our previous reports.
To learn more about these changes, please see this article, as well as our comprehensive notes on data.
Facebook user growth in Sweden
Figures published in Meta’s own tools indicate that Facebook’s potential ad reach in Sweden decreased by 100 thousand (-1.7 percent) between 2022 and 2023.
For more recent context, the same data show that the number of users that marketers could reach with ads on Facebook in Sweden decreased by 50 thousand (-0.9 percent) between October 2022 and January 2023.
However, it’s important to stress that these advertising reach figures are not the same as the monthly active users figures that Meta reports in its investor earnings announcements, and they should not be interpreted as such.
As the company states within its ad planning tools,
“Estimated audience size is not a proxy for monthly or daily active users, or for engagement. Estimates aren’t designed to match population, census estimates or other sources, and may differ depending on factors such as how many accounts across Meta technologies a person has, how many temporary visitors are in a particular geographic location at a given time, and Meta user-reported demographics.”
As a result, changes in ad reach may not necessarily indicate any change in the platform’s overall user base.
But despite these caveats, Meta’s ad reach data still offers valuable insights into how Facebook use is evolving.
Facebook adoption in Sweden
Facebook’s ad reach in Sweden was equivalent to 54.8 percent of the total population at the start of 2023.
However, Facebook restricts the use of its platform to people aged 13 and above, so it’s worth highlighting that 64.6 percent of the “eligible” audience in Sweden uses Facebook in 2023.
For additional context, Facebook’s ad reach in Sweden was equivalent to 56.4 percent of the local internet user base (regardless of age) in January 2023.
At the start of 2023, 51.8 percent of Facebook’s ad audience in Sweden was female, while 48.2 percent was male.
Note: Meta’s advertising resources only publish audience gender data for “female” and “male” users.
▶ Looking for more Facebook stats? Click here to explore our in-depth Facebook data for every country in the world.
YouTube users in Sweden in 2023
Updates to Google’s advertising resources indicate that YouTube had 8.70 million users in Sweden in early 2023.
It’s important to stress that these advertising reach figures do not necessarily represent the same thing as monthly active user figures though, and there may be meaningful differences between the size of YouTube’s ad audience and its total active user base.
However, the company’s own data suggests that YouTube’s ad reach in early 2023 was equivalent to 82.2 percent of Sweden’s total population at the start of the year.
To put those figures in perspective, YouTube ads reached 84.6 percent of Sweden’s total internet user base (regardless of age) in January 2023.
At that time, 50.1 percent of YouTube’s ad audience in Sweden was female, while 49.9 percent was male.
Note: Google’s advertising resources only publish audience gender data for “female” and “male” users.
YouTube user growth in Sweden
Data published in Google’s own ad planning tools show that YouTube’s potential ad reach in Sweden decreased by 30 thousand (-0.3 percent) between the start of 2022 and early 2023.
However, the same data show that the number of users that marketers could reach with ads on YouTube in Sweden actually increased by 20 thousand (+0.2 percent) between October 2022 and January 2023, suggesting that reach may have fallen between January 2022 and October 2022.
▶ Looking for more YouTube stats? Click here to explore our in-depth YouTube data for every country in the world.
Instagram users in Sweden in 2023
Numbers published in Meta’s advertising tools indicate that Instagram had 5.70 million users in Sweden in early 2023.
The company’s recently revised figures suggest that Instagram’s ad reach in Sweden was equivalent to 53.9 percent of the total population at the start of the year.
However, Instagram restricts the use of its platform to people aged 13 and above, so it’s helpful to know that 63.5 percent of the “eligible” audience in Sweden uses Instagram in 2023.
It’s also worth noting that Instagram’s ad reach in Sweden at the start of 2023 was equivalent to 55.4 percent of the local internet user base (regardless of age).
In early 2023, 56.8 percent of Instagram’s ad audience in Sweden was female, while 43.2 percent was male.
Note: Meta’s advertising resources only publish audience gender data for “female” and “male” users.
Instagram user growth in Sweden
Data published in Meta’s planning tools show that Instagram’s potential ad reach in Sweden decreased by 450 thousand (-7.3 percent) between 2022 and 2023.
On a quarterly basis, the company’s data also reveal that the size of Instagram’s ad audience in Sweden decreased by 150 thousand (-2.6 percent) between October 2022 and January 2023.
As we noted in the Facebook section above though, changes in the audience reach figures published in Meta’s ad planning tools do not necessarily correlate with overall changes in its platforms’ active user bases.
▶ Looking for more Instagram stats? Click here to explore our in-depth Instagram data for every country in the world.
TikTok users in Sweden in 2023
Figures published in ByteDance’s advertising resources indicate that TikTok had 3.39 million users aged 18 and above in Sweden in early 2023.
Note that ByteDance allows marketers to target TikTok ads to users aged 13 and above via its advertising tools, but these tools only show audience data for users aged 18 and above.
For context, ByteDance’s figures indicate that TikTok ads reached 40.6 percent of all adults aged 18 and above in Sweden at the start of 2023.
Meanwhile, TikTok’s ad reach in Sweden was equivalent to 33.0 percent of the local internet user base at the beginning of the year, regardless of age.
In early 2023, 54.4 percent of TikTok’s ad audience in Sweden was female, while 45.6 percent was male.
Note: ByteDance’s advertising resources only publish audience gender data for “female” and “male” users.
TikTok user growth in Sweden
Data published in ByteDance’s own ad planning tools show that TikTok’s potential ad reach in Sweden increased by 542 thousand (+19.0 percent) between the start of 2022 and early 2023.
Meanwhile, figures indicate that the potential reach of ads on TikTok in Sweden increased by 174 thousand (+5.4 percent) between October 2022 and January 2023.
Having said that, ad audiences often only account for a subset of a platform’s total users, and given that TikTok’s ad tools only publish data for users aged 18 and above, it’s important to remember that these changes in TikTok ad reach may not necessarily match changes in the platform’s overall user base.
▶ Looking for more TikTok stats? Click here to explore our in-depth TikTok data for every country in the world.
Facebook Messenger users in Sweden in 2023
Data published in Meta’s advertising resources indicate that ads on Facebook Messenger reached 5.00 million users in Sweden in early 2023.
The company’s recently revised audience numbers suggest that Facebook Messenger’s ad reach in Sweden was equivalent to 47.3 percent of the total population at the start of the year.
Facebook Messenger restricts the use of its platform to people aged 13 and above though, so it’s also worth highlighting that ads reach 55.7 percent of Facebook Messenger’s “eligible” audience in Sweden in 2023.
For additional context, Facebook Messenger’s ad reach in Sweden is equivalent to 48.6 percent of the local internet user base (regardless of age).
At the start of 2023, 52.6 percent of Facebook Messenger’s ad audience in Sweden was female, while 47.4 percent was male.
Notes: Meta’s advertising resources only publish audience gender data for “female” and “male” users.
Facebook Messenger user growth in Sweden
Data published in Meta’s planning tools show that Facebook Messenger’s potential ad reach in Sweden decreased by 50 thousand (-1.0 percent) between 2022 and 2023.
On a quarterly basis, the company’s data reveal that the size of Facebook Messenger’s ad audience in Sweden remained unchanged between October 2022 and January 2023.
However, as we noted in the Facebook section above, changes in the audience reach figures published in Meta’s ad planning tools do not necessarily correlate with overall changes in its platforms’ active user bases.
▶ Looking for more Facebook Messenger stats? Click here to explore our in-depth Facebook Messenger data for every country in the world.
LinkedIn users in Sweden in 2023
Figures published in LinkedIn’s advertising resources indicate that LinkedIn had 4.70 million “members” in Sweden in early 2023.
However, note that LinkedIn’s advertising tools publish audience reach data based on total registered members, rather than the monthly active users that form the basis of the ad reach figures published by most other social media platforms.
As a result, these LinkedIn figures are not directly comparable with the figures for other social media platforms published on this page, or in our Digital 2023 reports.
The company’s advertising reach figures suggest that LinkedIn’s audience in Sweden was equivalent to 44.4 percent of the total population at the start of 2023.
LinkedIn restricts the use of its platform to people aged 18 and above though, so it’s also helpful to know that 56.2 percent of the “eligible” audience in Sweden uses LinkedIn in 2023.
For additional context, LinkedIn’s ad reach in Sweden was equivalent to 45.7 percent of the local internet user base (regardless of age) at the start of the year.
In early 2023, 46.3 percent of LinkedIn’s ad audience in Sweden was female, while 53.7 percent was male.
Note: LinkedIn’s advertising resources only publish audience gender data for “female” and “male” users.
LinkedIn user growth in Sweden
Data published in LinkedIn’s planning tools show that LinkedIn’s potential ad reach in Sweden increased by 400 thousand (+9.3 percent) between 2022 and 2023.
On a quarterly basis, the company’s data reveal that the size of LinkedIn’s ad audience in Sweden increased by 100 thousand (+2.2 percent) between October 2022 and January 2023.
However, because LinkedIn’s ad audience figures are based on total registered members rather than monthly active users, it’s unclear whether these trends might reflect changes in active LinkedIn use too.
▶ Looking for more LinkedIn stats? Click here to explore our in-depth LinkedIn data for every country in the world.
Snapchat users in Sweden in 2023
Data published in Snap’s advertising resources indicate that Snapchat had 4.35 million users in Sweden in early 2023.
This figure means that Snapchat’s ad reach in Sweden was equivalent to 41.1 percent of the total population at the start of the year.
However, Snapchat restricts the use of its platform to people aged 13 and above, so it’s also worth noting that 48.4 percent of the “eligible” audience in Sweden uses Snapchat in 2023.
For additional context, Snapchat’s ad reach in Sweden was equivalent to 42.3 percent of the local internet user base (regardless of age) at the start of the year.
In early 2023, 53.2 percent of Snapchat’s ad audience in Sweden was female, while 46.6 percent was male.
Note: Snap’s advertising resources only publish audience gender data for “female” and “male” users, but the figures published for these demographics don’t always add up to the total user figure, so percentages shown here may not sum to 100 percent.
Snapchat user growth in Sweden
Data published in Snap’s own ad planning tools show that Snapchat’s potential ad reach in Sweden increased by 350 thousand (+8.7 percent) between the start of 2022 and early 2023.
Meanwhile, the same data show that the number of users that marketers could reach with ads on Snapchat in Sweden increased by 50 thousand (+1.2 percent) between October 2022 and January 2023.
However, it’s important to stress that these advertising reach figures do not represent monthly active user figures, and there may be meaningful differences between the size of Snapchat’s ad audience and its total active user base.
▶ Looking for more Snapchat stats? Click here to explore our in-depth Snapchat data for every country in the world.
Twitter users in Sweden in 2023
Numbers published in Twitter’s advertising resources indicate that Twitter had 2.10 million users in Sweden in early 2023.
This figure means that Twitter’s ad reach in Sweden was equivalent to 19.8 percent of the total population at the time.
However, it’s important to stress that these advertising reach figures are not the same as monthly active user figures, and there may be meaningful differences between the size of Twitter’s ad audience and its total active user base.
It’s also worth noting that Twitter restricts the use of its platform to people aged 13 and above, so these figures suggest that 23.4 percent of the “eligible” audience in Sweden uses Twitter in 2023.
For additional context, Twitter’s ad reach in Sweden was equivalent to 20.4 percent of the local internet user base (regardless of age) at the start of the year.
In early 2023, the company’s own data indicated that 29.4 percent of Twitter’s ad audience in Sweden was female, while 70.6 percent was male.
However, it’s worth noting that Twitter infers its users’ gender, by analysing signals such as the name that users enter in their profile, and their broader activity on the platform.
This contrasts with the gender data offered in the advertising tools of platforms like Facebook, which relies on the gender that users themselves enter in their own profile.
Moreover, our analysis suggests that Twitter’s inferences may not be particularly reliable in determining users’ gender, especially in countries where English is not the dominant language.
For example, consumer research findings published by GWI often offer quite a different picture of Twitter use by gender compared with Twitter’s own audience data.
But the apparent distortions that frequently appear in Twitter’s inferred gender data may be due in large part to the high number of “non-human” accounts that feature in Twitter’s active user data (e.g. accounts that represent businesses, animals, musicians, etc.), especially because Twitter doesn’t currently separate these accounts out from “real” human individuals in the ways that Facebook and Instagram do.
Regardless of the cause of these anomalies though, we advise caution when analysing or interpreting Twitter’s reported figures for use by gender.
Twitter user growth in Sweden
Data published in Twitter’s own ad planning tools show that Twitter’s potential ad reach in Sweden increased by 750 thousand (+55.6 percent) between the start of 2022 and early 2023.
Meanwhile, the same data show that the number of users that marketers could reach with ads on Twitter in Sweden increased by 100 thousand (+5.0 percent) between October 2022 and January 2023.
However, please note that the figures published in Twitter’s planning tools appear to be liable to significant fluctuation – even over short periods of time – and these anomalies may impact the reliability and representativeness of this change data.
▶ Looking for more Twitter stats? Click here to explore our in-depth Twitter data for every country in the world.
Pinterest users in Sweden in 2023
Data published in Pinterest’s advertising resources indicate that Pinterest had 1.72 million users in Sweden in early 2023.
This figure means that Pinterest’s ad reach in Sweden was equivalent to 16.2 percent of the total population at the start of the year.
However, Pinterest restricts the use of its platform to people aged 13 and above, so it may be helpful to know that 19.1 percent of the “eligible” audience in Sweden uses Pinterest in 2023.
Meanwhile, Pinterest’s ad reach in Sweden was equivalent to 16.7 percent of the local internet user base at that time, regardless of age.
At the start of 2023, 78.6 percent of Pinterest’s ad audience in Sweden was female, while 17.0 percent was male.
Pinterest’s tools also publish audience data for users of “unspecified” gender, and these users accounted for 4.4 percent of Pinterest’s total ad audience in Sweden at the start of 2023.
Pinterest user growth in Sweden
Data published in Pinterest’s own ad planning tools show that Pinterest’s potential ad reach in Sweden increased by 10 thousand (+0.6 percent) between the start of 2022 and early 2023.
On a quarter-by-quarter basis, the number of users that marketers could reach with ads on Pinterest in Sweden decreased by 212 thousand (-11.0 percent) between October 2022 and January 2023.
However, remember that these advertising reach figures do not represent monthly active user figures, and the size of Pinterest’s ad audience may be significantly different to its total active user base.
▶ Looking for more Pinterest stats? Click here to explore our in-depth Pinterest data for every country in the world.
Mobile connections in Sweden in 2023
Data from GSMA Intelligence shows that there were 14.77 million cellular mobile connections in Sweden at the start of 2023.
However, note that many people around the world make use of more than one mobile connection – for example, they might have one connection for personal use, and another one for work – so it’s not unusual for mobile connection figures to significantly exceed figures for total population.
GSMA Intelligence’s numbers indicate that mobile connections in Sweden were equivalent to 139.6 percent of the total population in January 2023.
The number of mobile connections in Sweden increased by 336 thousand (+2.3 percent) between 2022 and 2023.
Additional resources
Just before we get to the full report, here are some suggestions for further reading, which will provide additional context for our full set of Digital 2023 numbers for Sweden:
Read our complete Digital 2023 Global Overview Report to get a comprehensive overview of the “state of digital” around the world in 2023.
Click here to see all of the Global Digital Reports we’ve published on Sweden over the past decade.
Explore all of our reports on countries in Northern Europe by clicking here.
Visit our complete online reports library to find all of the (free!) reports in the Global Digital Reports series.
If you’d like to receive updates when we publish new reports, click here to sign up for our newsletter.
Full report
You’ll find our complete Digital 2023: Sweden report in the embed below (click here if you can’t see that, or if you can’t change the slides).