Our research conducted with a sample of Swedish users aged 18–64 shows that social media continues to serve as a strong and influential engagement environment across the country.

📊 Overall Usage Rates (Highest to Lowest)

⭐ Key Insights (Based on Daily Usage Patterns)

General platform reach and daily activity (logging in at least once per day) can differ significantly. Some platforms with strong user bases may see even higher daily engagement — and vice versa. For complete datasets, sample details, and the full country report, Datambar can be contacted. The insights below are provided in limited scope for advertisers, researchers, academics, students, and other decision‑makers.

• Facebook leads daily engagement: Daily usage reaches 76%, particularly high among women (82.9%) and strong within the 45–54 segment (79.1%).
• Instagram performs exceptionally among younger users: Daily usage stands at 77%, peaking at 79.7% among 18–24‑year‑olds and 86% among 25–34‑year‑olds — a top channel for visual content.
• YouTube remains consistent and widely used: Daily usage reaches 59%, with strong engagement among men (68.4%) and high activity among 18–24‑year‑olds (71.2%).
• TikTok continues its youth momentum: Daily usage is 63%, with high engagement among ages 18–24 (78%) and 25–34 (70%).
• Snapchat stands out among younger audiences: Daily usage reaches 72%, peaking at 85.7% among 18–24‑year‑olds and 83.3% among 25–34‑year‑olds.
• Pinterest remains female‑oriented: Overall usage stands at 21%, increasing to 28.1% among women. Daily usage is 22%, making it effective for lifestyle‑driven strategies.
• X (Twitter) is popular for news and commentary: Daily usage reaches 59%, with strong engagement in the 35–44 segment (65.2%).
• Telegram shows notable engagement among mature and female users: Daily usage is 37%, with usage reaching 58.3% among women and 60% among the 55–64 segment.
• Reddit and Twitch attract niche digital communities: Reddit daily usage reaches 39%, and Twitch 42%, especially among younger, tech‑oriented audiences.

🎯 Strategic Recommendations

• Broad reach and daily engagement: Facebook + Instagram + YouTube
• Youth targeting: TikTok + Snapchat + Instagram
• Female‑focused campaigns: Pinterest + Instagram
• Male‑skewed & news‑driven content: X (Twitter) + Reddit
• Mature audiences: Facebook + YouTube + Telegram