Overview:
The report from the Internet Foundation provides a comprehensive picture of Swedes’ internet use and digital lives in 2023. It covers areas such as digital inclusion, e-services, climate impact, social media, online hate, news consumption, and internet use.
Here is a summary of the report “Svenskarna och internet 2023” .
Svenskarna och Internet 2023 Chapter 1: Internet use and exclusion
By 2023, almost the entire Swedish population will be using the internet, with only 4% of the population (16 years or older) not being internet users. This increase in internet users by 1.2 percentage points from the previous year shows a continued digitalization in society. Among seniors, usage is variable; 30% of those over 75 do not use the internet at all, usually due to lack of interest or illness. For companies, this means almost total coverage of internet users in Sweden, providing a broad audience to reach. At the same time, the challenges for older users point to the need for adapted and accessible digital services and communication to include this group.
Chapter 2: E-services and the digital public sector in Sweden
Chapter two examines how e-services and digital tools are used within the Swedish public sector. It focuses on how digitalisation has affected citizens’ interactions with authorities and public services. Digital marketers can benefit from the insight that a growing proportion of the population is using e-services, which points to an increased acceptance and trust in digital solutions. This trend means that there are opportunities to develop and market new digital services that can improve the user experience and efficiency in the public space.
Svenskarna och Internet 2023 Chapter 3: Sustainability – The Internet’s Climate Impact
The third chapter discusses the impact of the internet and digitalisation on the climate. One third of the population believes that digitalisation has a positive effect on the climate through, for example, reduced paper consumption and better energy management. At the same time, awareness of negative effects such as e-waste is low. For digital marketers, this means an opportunity to highlight the environmental benefits of digital products and services, as well as to develop sustainable solutions that respond to consumers’ growing environmental awareness. By emphasizing sustainability aspects in marketing, companies can differentiate themselves and attract environmentally conscious consumers.
Svenskarna och Internet 2023 Chapter 4: Web browsers and Wikipedia
This chapter is about the use of web browsers and knowledge databases by the Swedish people. Google Chrome is the most popular browser in Sweden, especially among younger people, while older people prefer Microsoft’s browsers. Apple’s Safari is the second most popular option among younger women, and Mozilla Firefox is used mainly by men to a lesser extent. When it comes to knowledge databases, Wikipedia is three times more used than the National Encyclopedia (NE.se). Although many people are aware of the Darknet, few actually visit it.
Svenskarna och Internet 2023 Chapter 5: Attitudes towards personal data and online surveillance
This chapter examines Swedes’ attitudes towards the collection of personal data and online surveillance. Over half of Swedes feel offended by the collection of their personal data. Personalized advertising is met with mixed feelings, and many worry that potential employers may Google their names. There is also a strong opinion that online law enforcement should not compromise personal privacy. For digital companies, this poses a challenge to balance data-driven marketing with respect for privacy issues.
Svenskarna och Internet 2023 Chapter 6: Cyberhate and online harassment
This chapter highlights the prevalence of cyberhate and online harassment. Cyberhate is a serious problem that affects many, especially young people and women. It is important for digital marketers to be aware of this issue and to create safe and inclusive digital environments. Companies should also be active in combating cyberhate by implementing strict community guidelines and reporting systems.
Chapter 7: Social news in traditional and digital media
This study examines how Swedes consume social news via traditional and digital media. Digital platforms are becoming increasingly important sources of news, especially among younger generations. For digital marketers, this means an opportunity to reach out with messages through news-related ads and collaborations with news platforms. It is also important to understand how news consumption differs between different demographic groups in order to streamline marketing strategies.
Svenskarna och Internet 2023 Chapter 8: Books and podcasts
This chapter is about the habits of Swedes around reading books and listening to podcasts. Podcasts have become a popular medium, especially among younger people. For digital marketers, this means an opportunity to use podcasts as a channel to reach specific target groups through advertising and sponsorship. Books, on the other hand, can be a platform for more in-depth content marketing.
Svenskarna och Internet 2023 Chapter 9: Social Media
Chapter 9 focuses on the use of social media in Sweden. Social media is a dominant channel for communication and information exchange, with platforms such as Facebook, Instagram and TikTok at the forefront. For digital marketers, social media is indispensable for engaging with audiences, building brands and implementing targeted advertising campaigns. It is also important to stay up to date with trends and algorithm changes on these platforms.
Svenskarna och Internet 2023 Chapter 10: Children and the Internet
The final chapter highlights children’s use of the internet. Children are often early adopters of technology and the internet, which places demands on parents and schools to educate about safe and responsible use. For digital marketers, it is important to follow rules and guidelines for marketing to children, and to create content that is both engaging and safe for younger users.
By understanding these insights from the report Swedes and the Internet 2023, companies can better adapt their strategies to reach and engage their target groups effectively and ethically. If you want to read the full report, it can be downloaded here
