Three reports on media and cultural habits in Sweden

Cover of the three reports
Young consumers are increasingly accessing media through digital channels, and age gaps between generations are growing. At the same time, otherwise rather stable cultural habits are gradually changing. These are some of the findings from three recent studies of media and cultural consumption in Sweden.
 | 12 September 2019

Three new reports, published between July and September, reveal the consumption of media and culture in Sweden and trends over time. Behind the reports are the Swedish Press and Broadcasting Authority, the Swedish Media Council and the Swedish Agency for Cultural Policy Analysis.

The reports are published in Swedish. For statistics presented in English, see the links at the bottom of this article.

Media Consumption 2019, Swedish Press and Broadcasting Authority

Mediekonsumtion 2019, published annually, shows how media use continues to change. As the younger population’s media consumption is becoming more digital, older consumers still prefer traditional media, and age gaps are increasing. The conclusions are based on statistics from Nordicom, MMS, Kantar Sifo, the Internet Foundation and IRM. 

The Swedish Press and Broadcasting Authority is assigned to monitor and analyse media development, and they publish a report series on media developments in Sweden (consumption, politics and economy).

Children and the Media 2019, Swedish Media Council

Every second year, the Swedish Media Council highlights the use and attitudes of children and adolescents (0–18 years) in a study called Ungar och medier [Children and the Media]. The 2019 report show, among other things, that children and young people use the Internet more and that almost all of them have their own smartphone.

Among teenagers, almost all use a smartphone daily, and among younger children mobile usage is steadily increasing. At the same time, many young people are self-critical about how much time they spend using their smartphone, social media and YouTube. Among the 17–18-year-olds, almost half (46 per cent) say they spend too much time on the mobile.

The Swedish Media Council is tasked with gathering research and disseminating information about media development, media effects and media use regarding children and young people. Ungar och medier is Sweden's largest survey of children and young people's media habits and has been conducted since 2005.

Cultural Habits in Sweden 1989-2018, Swedish Agency for Cultural Policy Analysis

This statistical report, published annually, identifies Swedes as eager consumers of cultural activities. Among the most common cultural activities are watching movies, reading books, and going to the cinema. The cultural habits are rather stable, but slow changes over time can be identified.  There is, for example, a gradual increase in cinema visits and listening to audio books, while library visits show a slow decline. At the same time, book reading remains at a steady level.

Other results reveal variations in cultural habits related to diverse groups in society and different parts of the country. Moreover, individuals’ well-being is identified as a variable affecting participation in cultural life. The report is based on data from the SOM Institute, covering 16–85-year-olds. 

The Swedish Agency for Cultural Policy Analysis is assigned to conduct cultural policy evaluations and analyses. Its report series includes analysis of cultural habits of both adults and children.

Statistical sources in English

The SOM Institute surveys Swedes’ habits, opinions and values regarding society, politics and the media. Reports are mainly in Swedish, but main trends presented in English can be found in the Institute's Swedish Trends reports (PDF).

Nordicom-Sweden's Media Barometer is an annual survey that analyses daily media use in Sweden. Reports are mainly in Swedish, but some data in English is available.

Nordicom’s table database provides Nordic media statistics in English, including data on Sweden from Nordicom, MMS, Kantar Sifo, etc. 

Eva Harrie

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