Swedes spend 23.6 hours a week online vs 21.4 in 2015

Internet access in Sweden has been static in recent years at just over 90 percent, but the rate of daily use is up 2 percentage points from 2015 at 82 percent, says web foundation IIS in its annual report. The average Swede uses spends 23.6 hours a week online, up from 21.4 hours in 2015. Of these, about nine hours are spent via a phone, up by one hour a week since last year. People aged 16 to 25 spend an average of almost 40 hours a week on the internet.

The average household now has 2.07 PCs and 1.13 tablets. It said 92 percent of homes have a PC, 81 percent a smartphone and 65 percent a tablet.

IIS said 78 percent of people go online via their mobile phone and 65 percent do so every day. It found 41 percent own an iPhone, whereas 37 percent have an Android device. iPhones are in the majority among people aged up to 25, and Androids are more common among those aged over 46.

Nearly three quarters (72%) of tots aged two to four years old use the internet, up from 67 percent last year, and 32 percent go online daily. By the age of eight, 55 percent of Swedish children have their own smartphone.

By the age of 11, 56 percent of girls use social networks every day, as do 42 percent of boys. IIS said 29 percent of girls aged 14-16 have suffered online bullying, compared with 16 percent of boys of the same age.

The foundation said 90 percent of Swedes in employment have access to the internet at their workplace. It said 53 percent work from home at least some of the time. Meanwhile, 45 percent check their work e-mail when they are on holiday.

Overall, social media use has stabilised in recent years at about 75 percent of internet users, but the number of people using them daily has surged from 28 percent in 2010 to 58 percent in 2016. Average daily use is approximately one hour. Women spend about 7.8 hours a week on social networks and men, 6.3 hours.

Over half of internet users visit social networks daily on their mobile phone. The most popular one is Facebook, used by 71 percent, and use of this is rising except among people aged 12-15. Second comes Instagram (44 %). A quarter of the web audience uses (25 %), although hardly anyone over 56 does so. The only social network whose use is falling is Twitter, down from 22 percent in 2015 to 18 percent in 2016.

IIS found that 18 percent of people aged 16 to 25 have tried online dating, as have 10 percent of those aged 26 to 45. More men do so than women. It said 42 percent of people failed to meet anyone, and 39 percent did so without success. However, 16 percent began a romance after online dating, and 3 percent either moved in with someone or got married.

Nine out of ten Swedish internet users have shopped online at some point, and 55 percent sell online, too. Four out of five (79%) smartphone owners use mobile banking identification and 66 percent use the Swish payments system.

Film streaming has gone up from 28 percent of users to 38 percent, but the rate of music streaming is static at 44 percent. YouTube is the most popular video site and is used by 100 percent of people aged 11 to 19, and while 80 percent of people over 76 have watched it at some point.

The rate of file sharing has held steady over recent years at about 20 percent. File sharers are the most likely to pay for streaming services, with 60 percent doing so, compared with 39 percent of people who do not share files.

Women and men spend the same amount of time on the internet but men do so more at home, at 15.5 hours a week, compared with women, who use the web at home for 12.1 hours. However, women go online on the smartphone for longer, at 9.6 hours per week, compared with 8.5 hours for men.

Women are more active on social media then men. They post, share and forward items more frequently. Women are more likely to be interested in health and medicine, whereas men are more active in discussion forums and watch more films. Men gamble more, as well as using dating sites more, as mentioned before. Men are more likely than women to say they are technically savvy.

Young people tend to consider the internet as their most important source of information. Asked to rank sources out of five, they give the internet 3.7 points, compared with 3.5 points for television, 3.2 for daily newspapers and 3.1 for radio. People aged 16 to 25 hold Facebook to be a better source of news than TV, radio or papers.

IIS said there are about 630,000 Swedes who do not use the internet, or about 7 percent of the population. Half of people aged over 75 are non-users. In the age group 66 to 75 percent, 14 percent resist the web, compared with one third of that age groupe a few years ago. The main reason for not using it is lack of interest, although fiddly technology is another.

Source: Telecom Paper

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