瑞典社交媒體應(yīng)用市場(chǎng)調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

DIGITAL

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TRENDSSocialmediausageinSwedenCHAPTER

01OverviewGlobalsocialnetworkpenetrationrateasofJanuary2023,byregionSocialmedia:globalpenetrationrate2023,byregionShareofpopulation0%10%20%30%40%50%60%70%80%90%NorthernEuropeWesternEuropeSouthernEuropeNorthernAmericaEasternAsiaSouthernAmericaEasternEuropeCentralAmericaSoutheasternAsiaWesternAsia83.6%83.3%76.7%73.9%72%71.3%70.5%67.5%63.7%63.6%OceaniaGlobal62%59.4%Caribbean50.6%4Description:AsofJanuary2023,NorthernEuropewastheregionwiththehighestsocialnetworkpenetrationrate,withareachof83.6percent.WesternEuropefollowedcloselywith83.3percent,andSouthernEuroperankedthirdwithapenetrationrateof76.7percent.InEasternandMiddleAfrica,socialmediapenetrationstoodat8.4percentand7.4percent,respectively.Globally,approximatelysixoutofeverytenpeopleusesocialmedia.

ReadmoreNote(s):Worldwide;January2023;socialmediausersasashareoftotalpopulationSource(s):DataReportal;Meltwater;WeAreSocialNumberofsocialmediausersintheNordiccountriesin2023(inmillions)NumberofsocialmediausersintheNordics2023108.798765432104.944.624.620.310.040.04SwedenDenmarkNorwayFinlandIcelandFaroeIslandsGreenland5Description:AsofJanuary2023,Swedenwashometo8.7millionsocialmediausers.Overall,DenmarkandNorwayhadapproximately4.9and4.6millionsocialmediausers,respectively.Therewerearound308,000socialnetworkusersinIceland,whilsttheFaroeIslandandGreenlandbothsawsocialmediaaudiencesofroughly40,000.ReadmoreNote(s):Denmark,FaroeIslands,Finland,Greenland,Iceland,Norway,Sweden;January2023Source(s):DataReportal;Meltwater;WeAreSocialNumberofinternetandsocialmediausersinSwedenasofJanuary2023(inmillions)Sweden:digitalpopulationJanuary2023Numerofusersinmillions024681012Internetusers10.28Activesocialmediausers8.76/statistics/1369237/internet-social-media-users-swedenAsofJanuary2023,Swedenhadover10millioninternetusers,whichwasover97percentofthecountry'stotalpopulation.Furthermore,thecountry'sactivesocialmediausersamountedto8.7million,approximately82percentofthepopulation.

ReadmoreNote(s):Sweden;January2023Source(s):DataReportal;Meltwater;WeAreSocialForecastofsocialmediausernumbersinSwedenfrom2019to2028(inmillionusers)ForecastofsocialmediausernumbersinSweden2019-2028109.449.389.329.269.189.098.988.858.6898765432108.5420192020202120222023202420252026202720287Description:ThenumberofsocialmediausersinSwedenwasforecasttocontinuouslyincreasebetween2024and2028byintotal0.4millionusers(+4.4percent).Aftertheninthconsecutiveincreasingyear,thesocialmediauserbaseisestimatedtoreach9.44millionusersandthereforeanewpeakin2028.Notably,thenumberofsocialmediausersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Sweden;2019to2028;individualswhouseasocialnetworkviaanydeviceatleastoncepermonth.Source(s):(DigitalMarketOutlook);DigitalMarketInsightsForecastofthesocialmediauserpenetrationrateinSwedenfrom2019to2028ForecastofthesocialmediauserpenetrationrateinSweden2019-2028100%88.87%89.15%89.34%89.48%89.57%88.47%87.91%87.14%90%80%70%60%50%40%30%20%10%0%85.9%85.09%20192020202120222023202420252026202720288Description:ThesocialmediapenetrationrateinSwedenwasforecasttocontinuouslyincreasebetween2024and2028byintotal1.1(+1.24percent).Aftertheninthconsecutiveincreasingyear,thepenetrationrateisestimatedtoreach89.57andthereforeanewpeakin2028.Notably,thesocialmediapenetrationrateofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Sweden;2019to2028;shareofthetotalpopulationwhouseasocialnetworkviaanydeviceatleastoncepermonth.Source(s):(DigitalMarketOutlook);DigitalMarketInsightsSocialmediaaudiencesinSwedenasofJanuary2023,bygenderSweden:socialmediausers2023,bygender60%52.7%50%40%30%20%10%0%47.3%FemaleMale9Description:AsofJanuary2023,womenaccountedforalmost53percentofsocialmediausersinSweden.Incomparison,maleusersmadeup47.3percentofsocialmediausersinthecountry.Additionally,marketleaderFacebooksawwomenmakeupmorethanhalfofitsaudienceinSweden.ReadmoreNote(s):Sweden;January2023;13yearsandolder;basedonsocialmediaadvertisingaudiencesSource(s):DataReportal;Meltwater;WeAreSocialCHAPTER

02UsageMostusedsocialmediaplatformsinSwedenasofMarch2023,bytypeSweden:mostusedsocialmediaplatforms2023,bytypeShareofrespondents0%10%20%30%40%50%60%70%80%Businessnetworks(e.g.,LinkedIn)Consumerreviewnetworks(e.g.,Yelp,TripAdvisor)Discussionforums(e.g.,Reddit,Quora)24%11%15%Instantmessengers(e.g.,WhatsApp,FacebookMessenger,WeChat)Mediasharing(e.g.,Snapchat,Instagram,YouTube,Pinterest)(Micro-)blogging(e.g.,Twitter,Tumblr,WordPress)Socialnetworks(e.g.,Facebook)67%71%18%72%Other3%5%Idonotusesocialmediaregularly11Description:AsofMarch2023,socialnetworkswerethemostpopulartypeofsocialmediaplatforminSweden,withalmostthreequartersoftheonlinepopulationusingtheseservices.Overall,mediasharingplatforms,suchasSnapchatandInstagram,hadareachof71percentinSweden.Inaddition,15percentofonlineusersinSwedenaccessingdiscussionforums,suchasRedditandQuora.ReadmoreNote(s):Sweden;April5,2022toMarch21,2023;12,164respondents;18-64years;residentialonlinepopulationSource(s):ConsumerInsightsMostpopularsocialmediaplatformsinSwedenasofMarch2023Sweden:mostpopularsocialmediaplatforms2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%FacebookInstagramYouTubeSnapchatTikTok78%69%67%41%33%LinkedInTwitterFlashbackPinterestReddit25%20%20%19%12%FamiljelivTumblr7%3%2%Jodel12Description:AsofMarch2023,FacebookwasthemostpopularsocialmediaplatforminSweden,withareachof78percentofthecountry'sonlinepopulation.InstagramandYouTubewereusedby69percentand67percentofinternetusers,respectively.Moreover,41percentofonlineusersinSwedenwereonSnapInc'sapp,Snapchat.ReadmoreNote(s):Sweden;April5,2022toMarch21,2023;12,164respondents;18-64years;respondentswhouseanykindofsocialmedia(exceptinstantmessengers)regularlySource(s):ConsumerInsightsMostpopularsocialnetworksinSwedenasofSeptember2023,byshareofvisitsLeadingsocialnetworksinSweden2023,byshareofvisitsMarketshare40%0%10%20%30%50%60%70%80%FacebookInstagramX/TwitterPinterestYouTubeReddit66.85%17.84%6.11%5.82%1.61%0.83%0.43%0.49%TumblrOther13Description:FacebookwasthesocialnetworkwiththelargestmarketshareinSwedenasofOctober2023.ThemarketshareofFacebookmadeupnearly67percentofthetotalmarketinSweden.Instagramreached17.84percent,rankingsecond.Overall,X/Twitterhadroughly6.11percentofallSwedishsocialnetworkviews.ReadmoreNote(s):Sweden;September2023;includesdesktop,laptop,mobile,tablet,andconsolebrowsers.Source(s):StatCounterSocialnetworkusagebyfrequencyinSwedenasofJune2023SocialnetworkusagebyfrequencyinSweden2023Shareofrespondents0%10%20%30%40%50%60%70%80%DailySeveraltimesaweekOnceaweek74%13%4%SeveraltimesamonthOnceamonthLessoften2%1%2%Never3%14Description:Whenaskedabout"Socialnetworkusagebyfrequency",13percentofSwedishrespondentsanswer"Severaltimesaweek".Thisonlinesurveywasconductedin2023,among1,891consumers.

ReadmoreNote(s):Sweden;July2022toJune2023;1891respondents;18-64years;respondentswhousesocialnetworks(Marketing&socialmedia,Services&eServices)Source(s):ConsumerInsightsMostpopularreasonsforinternetusersinSwedentousesocialmediaasof3rdquarter2022LeadingsocialmediausagereasonsinSweden2022Shareofrespondents20%

30%0%10%40%50%60%70%KeepingintouchwithfriendsandfamilyFillingsparetime59%38.5%Readingnewsstories33.7%FindinginspirationforthingstodoandbuyFindingcontent(e.g.videos)Seeingwhat'sbeingtalkedaboutFindingproductstopurchaseMakingnewcontacts27.9%24.1%21.1%20.1%19.4%19.1%PostingaboutyourlifeSharinganddiscussingopinionsFindinglike-mindedcommunitiesWatchingorfollowingsportsAvoidingmissingout(FOMO)FollowingcelebritiesorinfluencersSeeingcontentfrombrands18.3%17.7%16.2%15.6%15.4%13.9%15Description:Accordingtoasurveyconductedinthethirdquarterof2022,almost60percentofinternetusersinSwedenusedsocialmediatokeepintouchwithfriendsandfamily,whilst38.5percentusedsocialnetworkstofilltheirsparetime.Overall,onethirdofusersinSwedenreadnewsstoriesonsocialmedia,andoneinfiveusersmadenewcontactsonsocialplatforms.ReadmoreNote(s):Sweden;Q32022;16-64years;internetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialAveragedailytimespentonsocialmediainSwedenfrom2020to2023(inhours.minutes)Sweden:timespentonsocialmedia2020-20232.52.022.01.581.481.51.00.50.020212022202316Description:ThenumberofhoursspentonsocialmediainSwedenhasfluctuatedoverthepastfewyears.In2021,anaverageofonehourand48minuteswerespentonsocialnetworksperday,risingtoovertwohoursin2022.Swedishusersspentaroundonehourand58minuteseverydayonsocialmediaasofJanuary2023,adecreaseoffourminutesfromthepreviousyear.

ReadmoreNote(s):Sweden;2021to2023;basedonaddressableadaudiencesSource(s):DataReportal;Meltwater;WeAreSocialUsagereachofonlinemessagingplatformsinSwedenasofMay2022Sweden:onlineplatformsusedforinstantmessaging2022Shareofrespondents0%10%20%30%40%50%60%70%80%90%87%100%SMSFacebookMessengerWhatsApp64%36%Discord14%Signal4%4%Telegram17Description:AccordingtoasurveyofSwedishinternetusersconductedbetweentheendofJanuaryandFebruary2022,87percentofrespondentsreportedhaveusingSMStochatorexchangeinstantmessagesintheexaminedperiod.UsingFacebookMessengerappearedtobethesecondmostpopularmethodtochat,withmorethansixin10respondentsreportingtousethesocialmediaplatform.Approximately36percentofusersreportedusingWhatsApptoexchangeinstantmessages.

ReadmoreNote(s):Sweden;January28toFebruary17,2022;3,786respondents;8yearsandolderSource(s):InternetstiftelsenCHAPTER

03MetaPlatformsMetaPlatformaudiencesinSwedeninJanuary2023,byagegroupandgenderMetaaudiencesinSweden2023,byageandgenderFemaleMale12%10%11.1%10.9%9%8.9%8.5%8.2%7.7%7.7%8%6%4%2%0%6.9%6.5%5.6%5.1%2.2%1.8%13-1718-2425-3435-4445-5455-6465+19Description:AsofJanuary2023,peopleaged25to34yearsmadeup22percentofMetaPlatform'saudiencesinSweden.Overall,maleusersbelongingtothisagegroupaccountedfor11.1percentofusers.Forallotheragegroups,womenmadeupmoreofMeta'saudiencesthanmen,withthemostnoticeabledifferenceoccurringwiththoseagedover65years,ofwhich7.7percentwerewomenand5.6percentweremen.

ReadmoreNote(s):Sweden;January2023;basedonsocialmediaadvertisingaudiencesSource(s):DataReportal;Meltwater;WeAreSocialNumberofFacebookusersintheNordicsasofJanuary2023,bycountry(inmillions)Nordics:Facebookusers2023,bycountryNumberofusers30124567SwedenDenmark5.83.5Norway3.25Finland2.4Iceland0.24TheFaroeIslandsGreenland0.040.0420Description:AsofJanuary2023,Swedenhadaround5.8millionFacebookusers,whilstDenmarkwashometoroughly3.5millionFacebookusers.Additionally,3.23millionpeopleinNorwaywereusingMeta'smostpopularsocialnetwork.TheFaroeIslandsandGreenlandbothhadunder40,000activeFacebookusersasofearly2023.ReadmoreNote(s):Denmark,FaroeIslands,Finland,Greenland,Iceland,Norway,Sweden;January2023;basedonpotentialadvertisingreachSource(s):DataReportal;Meltwater;WeAreSocialDistributionofFacebookusersinSwedenasofSeptember2023,byagegroupSweden:Facebookusershare2023,byagegroup25%20%22.4%18%17.7%15%14.5%15%10%5%12.3%0.1%0%13-1718-2425-3435-4445-5455-64Over6521Description:AsofSeptember2023,usersaged25and34madeupthelargestaudienceofFacebook,accountingfor22.4percentoftheplatform'saudience.Similarly,usersaged25to34madeupthelargestshareofInstagram'suserbaseinSweden,makingup24.1percentofitsaudience.ReadmoreNote(s):Sweden;September2023Source(s):NapoleonCatDistributionofFacebookusersinSwedenasofSeptember2023,bygenderSweden:Facebookusershare2023,bygenderMale46.5%Female53.0%22Description:AsofSeptember2023,womenaccountedfor53.5percentofMeta'sFacebookusersinSweden.Incomparison,maleusersmadeup46.5percentofthesocialplatform'suserbase.Additionally,thesocialnetworkwasmostpopularwithusersaged25to34years.ReadmoreNote(s):Sweden;September2023Source(s):NapoleonCatMonthlymarketshareofFacebookinSwedenfromJanuary2019toSeptember2023MonthlymarketshareofFacebookinSweden2019-202395%90%88.59%86.08%87.26%83.31%85.28%84.65%85%80%75%82.8521.%53%81.53%81.57%80.67%80.89%80.74%80.2%78.93%79.67%79.17%79.59%78.88%77.91%77.15%77.68%75.83%75.13%75.61%74.89%71.95%69.67%71.18%70.65%70.47%69.76%69.32%67.54%66.19%68.95%66.85%68.35%67.22%

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202323Description:ThemarketshareofFacebookinSwedenhasfluctuatedgreatlybetween2019and2023.Peakingat88.59percentinNovember2021,Facebook'swebmarketsharestoodat66.85percentinSeptember2023.Overall,therewerealmostsixmillionFacebookusersinSwedenatthebeginningof2023.ReadmoreNote(s):Sweden;January2019toSeptember2023;includesdesktop,laptop,mobile,tablet,andconsolebrowsers.Source(s):StatCounterDistributionofFacebookMessengerusersinSwedenasofSeptember2023,byagegroupSweden:FacebookMessengerusershare2023,byagegroup25%20%15%22.8%19.1%17.2%16.2%14.5%10.2%10%5%0.1%0%13-1718-2425-3435-4445-5455-64Over6524Description:AsofSeptember2023,almost23percentofFacebookMessengerusersinSwedenwerebetweentheagesof25and34,while19.1percentoftheplatformuserswereaged35and44.Similarly,usersaged25to34madeupthelargestshareofFacebookuserbaseinSweden,makingup22.4percentofitsaudience.ReadmoreNote(s):Sweden;September2023Source(s):NapoleonCatDistributionofFacebookMessengerusersinSwedenasofSeptember2023,bygenderSweden:FacebookMessengerusershare2023,bygenderMale47.8%Female52.2%25Description:AsofSeptember2023,womenaccountedfor52.2percentofMeta'sFacebookMessengerusersinSweden.Incomparison,maleusersmadeup47.8percentoftheappbase.Additionally,FacebookMessengerhadareachof55.7percentamonginternetusersinthecountry,highlightingtheappspopularity.ReadmoreNote(s):Sweden;September2023Source(s):NapoleonCatNumberofInstagramusersintheNordicsasofJanuary2023,bycountry(inmillions)Nordics:Instagramusers2023,bycountryNumberofusers3012456SwedenNorwayDenmarkFinland5.72.752.62.3Iceland0.2FaroeIslands

0.02Greenland

0.0226Description:InJanuary2023,Swedenhad5.7millionusersofMeta'sappInstagram.Overall,Norwaywashometo2.75millionInstagramusers,whilstDenmark'saudiencestoodat2.6million.Additionally,therewere2.6millionusersoftheappinFinlandasofearly2023.ReadmoreNote(s):Denmark,FaroeIslands,Finland,Greenland,Iceland,Norway,Sweden;January2023;basedonpotentialadvertisingreachSource(s):DataReportal;Meltwater;WeAreSocialDistributionofInstagramusersinSwedenasofSeptember2023,byagegroupSweden:Instagramusershare2023,byagegroup30%25%24.1%20.6%20%18.3%14.7%15%10%5%11.2%55-6411%65+0.1%0%13-1718-2425-3435-4445-5427Description:AsofSeptember2023,usersaged25to34madeupthelargestshareofInstagram'suserbaseinSweden,makingup24.1percentofitsaudience.Additionally,usersaged18to24madeupalmost21percentofInstagram'saudience.Theappwasleastpopularwiththoseaged13to17years.ReadmoreNote(s):Sweden;September2023Source(s):NapoleonCatDistributionofInstagramusersinSwedenasofSeptember2023,bygenderSweden:Instagramusershare2023,bygenderMale42.7%Female57.3%28Description:AsofSeptember2023,womenaccountedfor57.3percentofInstagramusersinSweden.Maleusersmadeup42.7percentofthesocialplatform'saudience.Furthermore,morethan24percentofInstagramusersinSwedenwereagedbetween25and34years.ReadmoreNote(s):Sweden;September2023Source(s):NapoleonCatCHAPTER

04TikTokNumberofTikTokusersintheNordicsasofJanuary2023,bycountry(inmillions)Nordics:TikTokusers2023,bycountryNumberofusersinmillions1.5

2.00.00.51.02.53.03.54.0SwedenNorwayFinland3.391.651.42Denmark1.3530Description:InJanuary2023,Swedenhadaround3.39millionTikTokusers,whilstNorwaywashometoapproximately1.65millionTikTokusers.Overall,FinlandandDenmarkhad1.42and1.35millionTikTokusers,respectively.TikTok,launchedin2017,isavideo-sharingsocialappownedbyBeijing-basedtechcompanyByteDance.ReadmoreNote(s):Denmark,Finland,Norway,Sweden;January2023;basedonpotentialadvertisingreachSource(s):DataReportal;Meltwater;WeAreSocialShareofinternetusersinSwedenwhouseTikTokasofFebruary2022,bygenerationSwedenTikTokusers2022,bygeneration70%60%50%40%30%20%10%66%42%28%10%10%80s8%2%0%0%0%20s/30s40s50s60s70s90s00s10sDecadeofbirth31Description:TikTokusageamongSwedesincreasedinpopularityoverthecourseof2022.TheshareofSwedishinternetuserswhowereborninthe2000swhousedTikTokamountedto66percent.OutofSwedishonlineaudiencesborninthe2010s,about42percentusedthesocialvideoapp.ReadmoreNote(s):Sweden;January28toFebruary17,2022;8yearsandolder;internetuserswhousedTikTokinthelastyearSource(s):InternetstiftelsenNumberofTikTokusersinSwedenasofJanuary2023,bygenderSweden:TikTokusers2023,bygenderMale45.6%Female54.4%32Description:InJanuary2023,54.4percentofTikTokusersinSwedenwerewomen,and45.6percentweremen.ThemajorityofTikTokusersinSwedenbelongedtoGenerationZ,thosebornbetween1997and2012.

ReadmoreNote(s):Sweden;January2023;basedonpotentialadvertisingreachSource(s):DataReportal;Meltwater;WeAreSocialShareofTikTokusersinSwedenwhopostedtheirownvideosasofFebruary2022,bygenderSweden:TikTokuserspostingontheplatform2022,bygenderShareofrespondents15%0%5%10%20%25%30%AllMen19%11%Women25%33Description:AccordingtoasurveyofSwedishinternetusersconductedbetweentheendofJanuarytoFebruary2022,twooutof10TikTokusershavepostedtheirvideoonthesocialvideoplatform.MorewomenthanmenhavepostedvideosonTikTokduringtheexaminedperiod.Despiteitsglobalpopularity,TikTokusageinSwedenhasremainedlimitedin2021,withabouttwoin10internetusersinthecountryaccessingtheplatforminthelastyear.ReadmoreNote(s):January28toFebruary17,2022;8yearsandolder;TikTokusersSource(s):InternetstiftelsenTikTokusageinSwedenasofFebruary2022,byfrequencySweden:TikTokusage2022,byfrequencyShareofrespondents0%5%10%15%20%25%EverydayAtleasteveryweek12%15%Atleastonceinthelast12months20%34Description:AccordingtoasurveyofSwedishinternetusersconductedbetweeninFebruary2022,twoin10internetusersagedeightyearsorolderhaveusedTikTokinthelast12months.Despiteitsgrowingpopularity,usageoftheshort-videosocialappremainedmoderateinSwedenintheexaminedperiod.RespondentsreportingtouseTikTokdailywereapproximately12percent.ReadmoreNote(s):Sweden;January28toFebruary17,2022;3,786respondents;8yearsandolderSource(s):InternetstiftelsenCHAPTER

05MarketingandadvertisingSocialmediaadvertisingspendinginselectedcountriesinEuropein2022(inmillionU.S.dollars)DigitalMarketOutlook:socialmediaadvertisingspendinginEuropeancountries2022SpendinginmillionU.S.dollars6,000

8,00002,0004,00010,00012,00014,000UnitedKingdomGermanyFrance12,1604,4823,292ItalySpain2,2831,918NetherlandsSweden1,2431,100Norway592.8580.1562.9532.6BelgiumSwitzerlandDenmarkAustria433431.3Ireland36Description:In2022,theUnitedKingdom(UK)wasforecasttoseethehighestsocialmediaadvertisingrevenueoutofallEuropeanmarkets.Withapproximately12billionU.S.dollarsinrevenue,theUKwasprojectedtoreporthigherfiguresthanitsfiveclosestcompetitorscombined.ReadmoreNote(s):Austria,Belgium,Denmark,Finland,France,Germany,Ireland,Italy,Netherlands,Norway,Portugal,Spain,Sweden,Switzerland,UnitedKingdomSource(s):DigitalMarketInsightsDigitaladvertisingspendinginselectedNordiccountriesin2022(inmillioneuros)DigitaladspendintheNordics2022,bycountry3,5003,2063,0002,5002,0001,5001,0005001,7361,5947370SwedenNorwayDenmarkFinland37Description:In2022,SwedenwasthelargestdigitaladvertisingmarketintheNordics,withaspendingof3.21billioneuros.NorwayandDenmarkfollowed,with1.74and1.59billion,respectively.InFinland,theexpenditureamountedto737millioneuros.Mostrecentfiguresestimatethe2021digitaladspendinIcelandat2.23billionIcelandickronaor17millioneuros.ReadmoreNote(s):Denmark,Finland,Norway,Sweden;2022Source(s):IABEuropeShareofvisitstoe-commercewebsitesfromsocialmediareferralsintheNordicsin2ndquarter2023,bydeviceSocialreferralstoe-commercesitesintheNordics2023,bydeviceNordicsWorldwide30%25%20%15%10%5%24%16%12%10%8%7%2%1%0%TabletSmartphoneTotalDesktop38Description:Inthefirstsecondof2023,sevenpercentofvisitstoe-commercewebsitesintheNordiccountriescamefromsocialmediareferrals,withaslightlylowerratethantheglobalaverage.Tabletscontributedthemost,as16percentoftheirtraffictoe-commercesiteswasgeneratedfromsocialmedialinks.Meanwhile,ofallvisitsmadeviadesktopcomputers,onlyonepercenthadsocialnetworksasasource.

ReadmoreNote(s):Denmark,Finland,Iceland,Norway,Sweden;Q22023Source(s):SalesforceResearchOnlineadvertisingpracticesexperiencedbyconsumersfromSwedenasofDecember2022OnlineadvertisingpracticesexperiencedbySwedishconsumers2022Shareofrespondents0%

10%20%30%40%50%60%70%80%...haveexperiencedadsthatappearedtohavebeentailoredtothempersonally...haveexperiencedconsumerreviewsthatdidnotappeargenuine...haveexperiencedhiddenadsplacedwithinsearchresults75%68%66%...haveexperiencedsocialmediainfluencerswhoappearedtohavebeenpaidtopromotecertainproductsbutdidnotsaythisclearly56%...haveexperiencedunclearexplanationsontheuseofpersonaldata40%39Description:Duringa2022survey,75percentofrespondingconsumersfromSwedenstatedthattheyhadexperiencedadsthatappearedtohavebeentailoredtothempersonally.Two-thirdssawhiddenadsplacedwithinsearchresults.

ReadmoreNote(s):Sweden;October24toDecember4,2022;1,000respondents;18yearsandolderSource(s):EuropeanCommission;IpsosAttitudestoonlineadvertisingbyGenZinSwedenin2023GenZattitudestoonlineadvertisinginSwedenin2023AllrespondentsGenZ50%50%40%30%20%10%0%45%41%37%36%29%27%27%25%18%17%16%14%13%6%4%IamoftenannoyedIt

annoysmewhenIdon'tmindIuseadblockersIhaveboughtIoftenhavedifficultydistinguishingadvertisingfromcontentIdon'tmindwhen

Noneoftheabovecompaniesusemybyadvertisingon

Ireceiveonlineads

advertisingifIget

whenbrowsingthe

productsbecausetheinternetbasedonmysearchhistoryfreecontentinreturninternetcelebritiesorinfluencersadvertisedthempersonaldataforadvertising40Description:InSweden,GenerationZismorelikelythanthegeneralpopulationtobuyproductsbecausecelebritiesorinfluencershaveadvertisedthem.GenZisalsolessannoyedwhentheyreceiveonlineadsbasedontheirsearchhistory.ThisisaccordingtotheConsumerInsightsGlobalsurvey2023.ReadmoreNote(s):Sweden;April5,2022toMarch21,2023;12,171respondents;18-64years;residentialonlinepopulationSource(s):ConsumerInsightsCHAPTER

06InfluencersInfluencermarketingspendinginSwedenfrom2016to2022(inmillionSEK)InfluencermarketingexpenditureinSweden2016-20221,6001,4001,2001,0008001,4641,21494892276561560046040020002016201720182019202020212022*42Description:In2021,influencermarketingattracted1.21billionSwedishkronorinspendinginSweden.Thesourceprojectedthattheexpenditurewouldincreasebyroughly20percentin2022toreach1.46billionkronor(approximately142millionU.S.dollarsatDecember2022exchangerates).The2022globalinfluencermarketingmarketwasestimatedat16.4billionU.S.dollars.ReadmoreNote(s):Sweden;2016to2021;*Forecast.ReadmoreSource(s):IABSverige;IRMChangein