PUBLICATIONS | 27 May 2016

Nordicom-Sweden's Media Barometer 2015

The Swedish Media Barometer is an annual survey that analyses daily media use on different platforms among Swedish inhabitants between 9 and 79 years of age. Its purpose is to describe tendencies and changes in media use in Sweden, showing each year the percentage of the Swedish population that takes part in a number of individual media. The Media Barometer 2015 shows that the biggest change in media use is linked to the digital revolution.

Traditional radio – the biggest audio media
68 per cent listen to the radio on any platform – pensioners listen more than other age groups. 7 per cent listen to Web-/podcasts – young people listen the most. The range is 14 per cent among those aged between 15 and 24.

Fewer people are watching moving images on a television set
The total use of television remains stable over time, but the platforms used to watch television have changed in recent years. The Media Barometer 2015 shows that 80 per cent watch television on any platform, with 65 per cent watching on a TV set and 22 per cent watching online TV. Among young people, 41 per cent watch Web TV on a typical day.

Fewer people are reading paper versions of newspapers
About two-thirds of the population read a newspaper on an average day. 50 per cent read a newspaper on paper, while 26 per cent read online. People between 24 and 44 years read a newspaper online to a greater extent than other age groups (40 per cent), while 34 per cent read printed newspapers.

Social media is popular
Half the population uses social media on a typical day. It is primarily adolescents and young adults who are frequent users. In the age group 15 to 24 years 89 per cent use social media on an average day.

Smart phone – the obvious screen
A large proportion of digital newspapers are read via a smart phone. 15 per cent read a tabloid and 9 per cent read a morning paper. In the age group of 25 to 44 years 28 per cent read a tabloid via a smart phone and 18 per cent read a morning paper.

38 per cent use a smart phone to access social networks, and 23 per cent are active on social networks with the help of a smart phone. In the age group 15 to 24 years 78 per cent use a smart phone to access social networks, and 48 per cent are active.

15 per cent watch video clips on a smart phone. The percentage is highest among children (35 per cent) and 40 per cent among young people (14 to 24 years). Watching online TV through a smart phone is not as common, with 3 per cent watching TV or movies via smart phones. The proportion is highest among young people aged 15–24 (10 per cent).

Read the press release here (in Swedish)

Some basic tables (in English)

The Media Barometer 2015 (in Swedish) can be ordered via the Nordicom website or via email to