Three signals we picked up from Svenskarna och internet 2026
Internetstiftelsen has released this year's edition of Svenskarna och internet. The report is well worth a skim at the very least. Three things stood out to us:
Social is as routine as Bank-ID. 94% of Swedes use social media and 83% are on it daily. That's the same share that uses Bank-ID, the national e-ID. At the same time, none of the big feeds grew significantly between 2025 and 2026. For marketers that means the reach is already there. What decides the result is how good you are at actually being relevant.
Social keeps getting more private. WhatsApp has gone from 36% to 51% since 2022, and use of the encrypted messaging app Signal has almost doubled. How your brand's content reads in a group chat once someone forwards it should be a central question in strategy today.
The next big social platform is a game. Among children in the first years of school, the share using social media has dropped from 91% to 80% in a year. Meanwhile Roblox has overtaken both TikTok and Instagram among 8–19-year-olds.
