NEWS | 17 Nov 2015

The Swedes and the Internet 2015

Over 90 per cent of the Swedish population has access to the Internet, and on average they use the Internet three hours a day. Almost eight in ten use social media, more and more watch movies and TV on the web, and more pay for streaming services. These are some of the results reported in The Swedes and the Internet 2015, by the Internet Foundation in Sweden (IIS).

According to the survey, the time we spend online is increasing in all age groups except for the elderly. The greatest increase is among the youngest, partly explained by the increased use of smartphones and tablets.

But even among the elderly, both access to and use of smartphones and tablets are increasing. Almost half of the 66-75-year-olds have a smartphone and just over a third have a tablet; in both cases, this means an increase of ten percentage points since last year.

Social media continues to grow
In five years, the number of visitors on social networks has increased from 53 per cent of Internet users (in 2010) to 77 per cent (in 2015). Facebook is the social network that dominates, with 70 per cent of Internet users using this site. Instagram is used by 40 per cent of Internet users, up from 28 per cent in 2014. Just above 20 per cent use Twitter, and just as many use LinkedIn and Snapchat, respectively.

Sharp increase for film viewing online
Listening to music increased a great deal last year, and this year film watching has increased. Some 45 per cent of Internet users watch film and video online every week, up from 30 per cent in 2014, while 70 per cent watch film and video on the web occasionally. The most commonly used service is YouTube, followed by the TV channels’ play services.

Some 60 per cent of Internet users listen to music on the web each week (57 per cent in 2014), and 77 per cent listen occasionally. Spotify is popular, with almost a third of Internet users using the service daily.

More people pay for streaming services
The willingness to pay for music, film and TV on the Internet has grown. Over half of those who listen to music on the Internet in 2015 pay for a subscription to a music service, and four in ten who watch films online pay for this. At the same time, file sharing decreased for the second year in a row.

Traditional media stronger than their online versions
The usage time of traditional media has declined slightly from year to year, while time spent with online media increases slightly. The change is slow, and is driven primarily by young people spending much more time on the Internet than the population in general. The largest change compared to 2014 is the increased time spent on TV viewing online, a growth from an average of 2.1 to 2.4 hours in the whole population.

Comparing media in their traditional forms with their online versions, the traditional forms dominate when it comes to radio, television and books, while the difference is less for newspaper reading if evening and morning papers are combined.

Still many non-users
There are still about 840,000 people in Sweden who do not use the Internet. The most common reasons given by non-users are lack of interest (63 per cent) and complicated technology (26 per cent).


Read an English summary of the report
Read the full report in Swedish

About the survey: The Swedes and the Internet is an annual individual survey on Internet use, and was conducted the first time in the year 2000. This year's survey lasted from February to April. The principal for the study is the Internet Foundation in Sweden (IIS). Swedes and the Internet is the Swedish part of the World Internet Project, an international research project that follows the Internet's spread and use around the world.