Swedes and the internet 2025 reveals digital behaviours - how it affects your business

Today saw the release of this year's edition of Swedes and the internet. We have followed the presentation and gone through the report to capture the key insights. At a time when customer behaviour is changing faster than ever, Swedes and the internet 2025 is an important compass. The report shows which digital habits dominate right now and helps business owners to prioritise their investments where they actually make the biggest difference. This year's report includes several trends that are of particular interest to entrepreneurs. Here are the insights we see as most crucial to take away.

Key insights from Swedes and the internet 2025

Almost everyone is online - daily 

In 2025, 97 % of Swedes use the internet, and 93 % do so daily (Internetstiftelsen, 2025). This means that almost all target groups can be reached digitally. For businesses, this means that the opportunities online are enormous and that digital visibility is a prerequisite for competing. Not being present on the right platforms risks potential customers never seeing your offer.

Digital mailboxes are the norm

76 % of the population will use a digital mailbox by 2025 (Internet Foundation, 2025). It is becoming increasingly important for companies sending messages, invoices or information letters to ensure that communication works via digital channels to offer the best possible service.

Technical and design flaws cost users

Many point out that e-services are 'complicated', 'too many clicks' or do not cover the user's needs (Internet Foundation, 2025). A strong UX/UI strategy becomes important to minimise drop-off, frustration and lost customers. A strong UX/UI strategy and user testing is therefore not just a luxury, but necessary to stay competitive.

Social media platforms at the top

Daily use differs from total use; many people try out platforms but fewer use them regularly. According to Swedes and the Internet 2025, the five biggest platforms are Youtube, Facebook, Instagram, Snapchat and Linkedin, but the order changes with daily use, then the order is: Snapchat, Youtube, Instagram, Tiktok and Facebook (Internetstiftelsen, 2025). The use of different platforms also varies greatly between generations. Younger people mainly use YouTube, Snapchat, Instagram and Tiktok, while older people prefer Facebook, YouTube, Instagram and LinkedIn (The Swedish Internet Foundation, 2025). Knowing the target group's platform preferences determines channel choice and tone.

When it comes to communication apps, Facebook Messenger is the most used, followed by Whatsapp, which is growing rapidly, especially among young people. Discord is used more by children and young people according to Swedes and the Internet 2025. While Signal and Telegram are used by few (Internet Foundation, 2025). It is important to understand where the target group is actually active in order to choose the right channel, adapt the tone and maximise engagement. In addition, communication apps such as Messenger and Whatsapp are becoming important channels for direct customer contact and support.

User-generated content

In 2025, only 45 % of Swedes regularly post on social media, with more women than men posting, mainly on Instagram, Facebook and Snapchat. According to Swedes and the Internet 2025, this is a decrease since previous years. The decrease is mainly among young men, while women's activity is unchanged (Internet Foundation, 2025).

Reduced activity in creating their own posts may mean that companies cannot have the same expectation that users will spread content automatically. The fact that women are more active than men suggests that user-generated content campaigns work best with female audiences.

Scam ads influence buying behaviour

Approximately 6 out of 10 Swedes have seen a scam advert on social media in the past year and 3 % have been exposed to an actual ad fraud (Internetstiftelsen, 2025). This shows that scam adverts are common and affect how people perceive online ads. The most common sign of scam adverts is that the offer "seems too good to be true." Other warning signs: false information, use of celebrities, strange links, the product not appearing to exist, etc (The Internet Foundation, 2025). Facebook is the platform where most people report seeing scam adverts, followed by Instagram (The Internet Foundation, 2025). If you advertise on these platforms, it is particularly important to work with transparency, credibility and to follow guidelines strictly. In the past year, one third of Swedes have refrained from buying a product they were interested in because they suspected the advert might be a scam. This is especially true for older generations and women in certain groups (Internet Foundation, 2025). For businesses, it is crucial to build credibility in their advertising through clarity, transparency and security, especially on Facebook and Instagram where scam ads are most common.

AI influences online search behaviour

4 out of 10 Swedes (aged 8 or older) have used AI tools in the past year. Use is rising particularly among younger adults (18-34 years) and middle-aged people (35-49). Men use AI slightly more than women. The youngest generations (00s) dominate, with children starting to use AI earlier. A significant proportion of AI users ask questions to AI tools that they could otherwise have used Google or Bing for (The Swedish Internet Foundation, 2025). For businesses, this means that search strategies, content and digital marketing need to be adapted to be visible in both AI-driven search and traditional SEO. At the same time, there are opportunities to integrate AI into their own communication and service to streamline and create better customer experiences.

Executive summary

Swedes and the internet 2025 clearly shows how fast digital habits are changing. Among other things, the report highlights which platforms Swedes use most, how we search for information and consume services online, and how fake ads influence buying behaviour. For business owners, Swedes and the Internet 2025 provides a valuable overview of where to focus their efforts and how to reach customers effectively. This year's report provides many exciting insights that are crucial for entrepreneurs and we will analyse them in more detail in the future.

Swedes and the internet in 2025(2025), The Internet Foundation. Retrieved 29 September 2025, from https://svenskarnaochinternet.se/rapporter/svenskarna-och-internet-2025