Today, almost all Swedes – 90 per cent – have their own profile on social networking services, but usage varies greatly between different groups. The report Mediebarometern 2024: Tema sociala medier [The Media Barometer 2024: Theme Social Media] shows that both life situation and generational belonging affect how platforms are combined and which services dominate.
“What is most interesting about this report is how clearly the life cycle shapes platform choices. Social media follows us through life – but in different ways depending on where we are”, says Karin Hellingwerf, media analyst at Nordicom and author of the report.
Large differences between groups
Women use visual platforms such as Instagram, Snapchat, and TikTok to a greater extent, while men more often use discussion- and career-oriented services such as X, LinkedIn, and Reddit. Younger users primarily use Snapchat, Instagram, and TikTok, while older users mainly turn to Facebook.
The report also shows that Instagram, Snapchat, and TikTok are used daily by most people who have an account, especially among younger users. Facebook has the highest activity level among middle-aged and older users, while many people with LinkedIn and X accounts do not use these services daily.
Multiple platforms used in parallel
Parallel use is widespread across all age groups but manifests differently. Among children and young people, the combination of Snapchat, TikTok, and Instagram dominates, while adults aged 25–44 primarily combine Facebook and Instagram. Among the oldest group, usage is more concentrated, often to Facebook and Instagram.
In the 15–24 age group, an average of 3.9 platforms are used per day – a result of multiple services with similar functions being used simultaneously.
“We see a shift from breadth to selectivity: Young people use many platforms in parallel, while older users choose fewer but use them more consistently. The question is whether today’s young people will maintain these habits as they age, or whether they will adopt a more selective pattern”, says Hellingwerf.