Summary
English
The Swedes and the Internet is a unique survey of how Swedes use the internet. In this year’s report we look at AI tools, social media, communication apps and fake ads – and how the internet affects our love lives.
Welcome to The Swedes and the Internet 2025. In this year’s edition, you’ll find facts and insights about everything from essential digital services such as Kivra and mobile Bank-ID to social media platforms like Youtube, Facebook and Snapchat. We also take a closer look at how Swedes use popular communication apps, such as Discord and Whatsapp.
We also examine how common fake advertisements are online – and take a look at digital healthcare services. Do these digital tools really make it easier to book a doctor's appointment, or do they actually make it more difficult?
This year, we also focus on the new roles of AI tools in everyday life, at work and in school. We show how Swedes prompt – and what they use AI for. Can ChatGPT really function as a doctor, conversation partner, source of inspiration and encyclopedia? What questions do people ask an AI, and what answers do they expect? Has a new challenger approached search engines like Google?
We also follow up on the exciting subject of online dating! Who’s still using dating apps, and who would rather find love outside of the internet? How many people google their date before they meet them, and what do they want to find out? But digital life also affects committed relationships – how many check their partner’s mobile phone or worry about "micro-cheating"? We also look at how many track their partner using their mobile’s location data – hopefully with consent.
We are the Swedish Internet Foundation
We work for an internet that contributes positively to both individuals and society. By providing insights and a better understanding of how the internet affects individuals and society, we hope to be a part of the positive development.
Our vision is that everyone in Sweden wants to, dares to and is able to use the internet.
Chapter 1: Use of the Internet and E‑services
In this chapter, we present how internet usage has developed over time. We also examine how many use digital mailboxes such as Kivra and Min myndighetspost, as well as e-identification services like mobile Bank-ID and Freja e-ID. We also find out how digital healthcare services and apps help or hinder when booking a doctor’s appointment – and whether they lead Swedes to avoid seeing a doctor altogether.
More Swedes are online every day in 2025
In 2025, 97 percent of Swedes use the internet, which is marginally higher compared to the previous year. This means that 3 percent of the population aged 16 and over do not use the internet. Daily internet use has reached 93 percent, a small increase from the year before. Almost everyone born in the 1960s or later is online every day. Age is the factor that has the greatest impact on internet use, as it is almost exclusively Swedes of retirement age who are not online.
Min myndighetspost loses users to Kivra
An increasing number of Swedes are opting for a digital mailbox. In 2025, 76 percent of users have a digital mailbox, an increase from the previous year. Kivra is responsible for the growth, whereas the number of users of Min myndighetspost is decreasing. Kivra is by far the leading digital mail service, used by 71 percent of the Swedish population.
Nearly all Swedes use mobile Bank-ID
In 2025, 95 percent of Swedes use an e-identification service, and virtually all of them use mobile Bank-ID. Mobile Bank-ID also accounts for the slight increase in the proportion of e-identification users since the previous year. Nearly all individuals who do not use e-identification are aged 65 or older.
Digital healthcare services provide a clear overview of available doctors’ appointments
Nearly 4 in 10 state that digital healthcare services and apps make it easier to book a doctor’s appointment. Younger people are more likely than older individuals to see the benefits, with those born in the 1990s being the most positive. Digital booking is especially appreciated because it avoids the need to wait in telephone queues, deal with restricted calling hours, and provides a clear overview of available times. Being able to write instead of speaking is also an advantage – both for those who want a written record of their case and for those who suffer from phone anxiety.
Healthcare e-services for booking appointments are perceived as difficult to navigate
More than 1 in 10 Swedes feels that digital healthcare services make it harder for them to book appointments. Those most affected are people of retirement age, particularly the oldest women. Older users say the technology is too difficult and makes them feel insecure. Younger users are more frustrated by the technology being "buggy and unfinished". Both younger and older users can experience e-services as complicated and difficult to navigate, with "too many clicks and irrelevant questions". Many also feel that not all available appointments are shown online, meaning they still have to call to find a suitable time.
Digital appointment booking makes things harder for those who don’t know the cause of their symptoms
Healthcare e-services can make booking an appointment particularly difficult for people who don’t know what is causing their symptoms, as they’re unsure which category of care to choose. Even those seeking help for a specific condition can be critical, as they think the available options in the e-services are too limited. Describing symptoms in writing, without follow-up questions from a doctor or nurse, can also be hard, and many are afraid of ending up in the wrong place or being "passed around".
E-services make the oldest users repeatedly refrain from booking doctors’ appointments
Nearly 1 in 4 Swedes have refrained from booking a doctor’s appointment because they find the healthcare system’s e-services and apps too difficult to use. Among the oldest, it is common to have refrained many times. Even young adults who have grown up with the internet frequently choose not to book appointments digitally because they find it too complicated. People more affected than the population as a whole include those with disabilities and those born outside of Sweden.
Chapter 2: AI – Artificial Intelligence
In this chapter, we examine the widespread use of generative AI tools and identify the specific tools in use. For the first time, we have responses from Swedes aged 8 and over, but we can also compare the results for those aged 18-84 with previous years. The answers from children and young people are also presented separately in a dedicated section, broken down by the school stages.
This year, we explore what Swedes are using AI tools for in the following areas:
- AI tools instead of Google
- AI tools for health-related questions
- AI tools for text, images, sound or code
- AI tools for work, studies or private use
We also have answers about whether Swedes believe AI will create more jobs or, on the contrary, lead to high unemployment. We ask those in employment whether they are worried that AI might make them redundant. We then explore what is seen as the main benefit of AI tools, in private life, studies and work. Finally, we ask those who do not use AI tools why they choose not to.
ChatGPT dominates among AI tools
In 2025, 4 in 10 Swedes aged 8 or over, use AI tools. Those born between the year 2000 and 2009, aged between 15 and 25, dominate the usage. Nearly twice as many people born in the 2000s use AI compared to the population average. The most popular AI tool is ChatGPT, used by over 1 in 3 Swedes. A distant second is Copilot, used by 1 in 10 Swedes.
More men than women have jumped on the AI bandwagon in 2025
An increasing number of Swedes have started using AI tools in 2025. Among the population aged 18–84, usage has risen by 5 percent compared to 2024. In previous years, men and women used AI tools to the same extent, but this year, men have pulled ahead. The gap between men and women is 7 percent in 2025. Use of the dominant service, ChatGPT, has increased particularly among men, in line with the overall rise in AI usage across the population.
AI tools are used instead of Google
In 2025, just over 1 in 5 Swedes ask questions to an AI tool that they could otherwise use a search engine like Google or Bing to answer. Among AI users, just over half turn to AI instead of googling. Those most likely to use AI tools in place of Google are people born in the 2000s.
In addition, 1 in 4 Swedes asks AI tools questions they believe Google would not be able to answer.
Young adults consult AI tools about health and medical care
1 in 5 AI users have asked health- and medical-related questions to an AI tool. This corresponds to 7 percent of the population. It is primarily young adults under the age of 35 who use AI as "a doctor". They report, among other things, describing their symptoms to an AI tool to get a diagnosis, asking AI to interpret medical records, test results and X-rays, consulting AI about medication, seeking help for mental health issues, and asking questions about exercise, weight loss, diet, vitamins and sleep.
1 in 6 Swedes has generated images using AI tools
The most common type of content created using AI tools is different kinds of text revisions, with 3 in 10 Swedes using AI for this purpose. This includes, for example, summarizing long texts such as reports, generating new text like CVs or study questions, translating and proofreading. 1 in 6 Swedes has generated images, but only a small percentage have generated programming code, videos or audio such as music and speech.
AI tools answer complex questions and offer support like a friend
In general, AI users see great value in AI being able to answer complex questions with tailored responses, that it is possible to have a discussion with the AI-tool and that it can explain things clearly at the level you choose. They appreciate that the tool can ask follow-up questions and that they can return to the same conversation much later. Many like using an AI tool as a sounding board or idea generator. Some even see the AI tool as a supportive friend that is "always available in your pocket".
Many find AI tools very useful for everyday planning
The vast majority of AI users aged 18 and over use AI tools for personal purposes. In everyday life, one of the greatest perceived benefits of AI tools is gaining new insights on everything from social conflicts, historical events, and philosophical or religious phenomena to more practical matters such as personal health and well-being. AI users also see great value in using these tools for day-to-day planning, such as meal planning, travel arrangements, and workout schedules. A significant advantage is the creative entertainment aspect, which includes creating fun content for social media, editing images, finding cooking inspiration, and generating bedtime stories and quizzes.
The majority of students use AI tools in their studies
Two-thirds of students aged 18 and over use AI tools in their studies. The biggest perceived benefit is that AI can quickly summarize long articles, research papers or course materials, freeing up time for actual learning. Many also value the ability of AI tools to explain concepts and provide precise answers, which leads to a deeper understanding. In addition, AI tools can generate study questions, assist with problem-solving, and offer memory techniques to help retain knowledge.
More than 1 in 4 working people use AI tools in their job
Just over a quarter of those in employment and more than 4 in 10 white-collar workers have used AI in a work context. In the workplace, the greatest perceived benefit is that AI tools can quickly summarize and identify relevant information in reports or datasets. Many also appreciate being able to process work material in AI tools such as rephrasing, translating, or troubleshooting. Or to generate new content, such as meeting minutes, illustrations, presentations, emails, programming code, or teaching materials. They also see great value in how AI tools help them get started, boost productivity, and "get much more done".
Half of those born in the 2000s believe AI will cause widespread unemployment
1 in 3 Swedes believes that AI will lead to significant unemployment. Almost as many, however, believe that AI will instead create new professional roles and thus new job opportunities. Among those who have used AI tools, twice as many are positive compared to those who have not (yet) used AI tools. The pessimistic view is more common among those with lower levels of education, people living in rural areas, and those in manual occupations. However, those most likely to believe that AI will cause unemployment are people born in the years 2000 to 2009, with up to half having this view.
Among those in employment, young people in rural areas are the most worried about losing their jobs to AI
Among people in employment, 7 percent are worried that AI will make them redundant. The younger the working individual, the more likely they are to be concerned. In particular, younger workers living in rural areas express anxiety about becoming unemployed due to AI. More than twice as many employed rural residents born in the 1980s or later are worried, compared to the working population as a whole.
More children than adults use AI tools
Well over half – 57 percent – of children aged 8 to 19 use AI tools, outpacing adults aged 20 and over by 20 percent. ChatGPT is the most commonly used AI tool among children and young people, followed by My AI, the AI tool in Snapchat. The use of AI tools is highest among secondary school and high school pupils. This year, secondary school pupils have caught up with those in high school. Girls are also beginning to catch up with boys in their use of AI, particularly when it comes to using ChatGPT.
Half of high school students use AI tools instead of googling
1 in 3 children aged 8 to 19 ask questions to an AI tool that they could otherwise use a search engine like Google or Bing for. High school students are the most likely to do this, with half using AI tools instead of googling. Nearly 1 in 3 children also asks AI tools questions they believe Google cannot answer.
Children generate various types of text content using AI tools
More children than adults generate text-based content in AI tools. Up to 4 in 10 children aged 8 to 19 have done so, compared with just under 3 in 10 adults aged 20 and over. The most common type of text content children create with AI tools is summarizing longer texts, followed by generating new text. Nearly 1 in 5 children has also generated images using AI tools.
Younger children enjoy using AI tools like a friend
It is mainly younger children in primary school who see the largest benefit of AI tools in relation to their free time. They appreciate using AI to create stories, images, and music. They also like using AI as a friend they can joke and play with. At night, when their friends are asleep, they talk to the AI tool instead. Young people value getting tips and advice from AI on everything from online shopping to what to wear.
Children see great value in AI’s ability to explain schoolwork
Among secondary school pupils, the use of AI for homework and school tasks has doubled this year. They now use AI just as much for school as they do in their free time. In high school, more students now use AI for schoolwork than for leisure. This is the opposite of the situation seen in 2024. According to the pupils, the greatest benefit of using AI in school is it can explain school assignments in a clear and personalized way, summarize course literature, generate practice exam questions, and suggest improvements to written assignments. Some children admit to using AI to cheat, while others stress the opposite, that they use it solely to study more effectively.
Many don’t use AI tools because they don’t know how they differ from googling
More than half of the population has not used AI tools. There are many reasons for this.
Some people are unfamiliar with AI tools. Others don’t know how to get started. Many are unsure what to use them for and feel that googling works just as well. A large number also don’t know what the difference is between using Google and using an AI tool. There is also concern that AI "hallucinates" and gives incorrect answers, lacks source references, or infringes on personal privacy.
Some people avoid AI in principle due to concerns over its impact on the climate, copyright infringement, or its potential to cause unemployment. Some believe that AI is making humans less intelligent, both intellectually and linguistically, while others think it is dangerous if it ends up in the wrong hands or gets the power to take over the world. Some people are not allowed to use AI by their employers, and some children are not permitted to do so by their parents. There are students of all ages who choose not to use AI because it may be considered a form of cheating.
Chapter 3: Social Media
In this chapter, we show the number of people using different social media platforms and digital communication services, and whether this has increased or decreased. We also examine the number of people who regularly post their own content on social media and how this has changed compared to the previous year. We shine a spotlight on Roblox, a popular platform among children and youths. Who do children interact with on Roblox? Do they purchase the platform’s digital currency, Robux, and what are the best and worst aspects of Roblox?
We also take a closer look at those who have previously used X/Twitter, Snapchat, Facebook, Instagram, and Tiktok, but no longer do so and why they have stopped. Children and young people are also presented separately in a dedicated section, divided up by the school stages.
In 2025, the five largest social media platforms in Sweden are Youtube, Facebook, Instagram, Snapchat, and Linkedin
Among Swedes, the five largest social media platforms are Youtube, Facebook, Instagram, Snapchat, and Linkedin. The ranking changes when looking at daily use, with a new service in fifth place: Facebook, Instagram, Youtube, Snapchat and Tiktok.
Among younger users, the top five look different. For those born in the 2000s, aged 25 or younger, the most used platforms are: Youtube, Snapchat, Instagram, Tiktok and Facebook. For daily use, the order is different: Snapchat, Youtube, Instagram, Tiktok and Facebook.
Among users older than 25, the top five platforms are Facebook, Youtube, Instagram, Linkedin, and a tie for fifth place between Flashback and Snapchat. For daily use, the ranking is nearly the same but changes towards the end: Facebook, Instagram, Youtube, Snapchat and a shared fifth place between Linkedin and X/Twitter.
Threads is the fastest-growing social media platform in 2025
In 2025, two social media platforms are growing, Threads and Bluesky, while two are declining, X/Twitter and Be Real. Threads is used by 7 percent of Swedes in 2025, which is 3 times more than in 2024. Bluesky is used by 2 percent in 2025, compared to virtually 0 percent in 2024. Be Real continues to decline in 2025, down to only 3 percent of users. X/Twitter, however, is the platform that has dropped the most – from 18 percent in 2024 to 15 percent in 2025. Looking long-term, both Linkedin and Roblox show steady growth, while Youtube shows a gradual decline. Facebook has remained stable this year compared to the previous year, after previously seeing a gradual drop in daily use.
Whatsapp sees strong growth
Facebook Messenger is the most widely used communication app among Swedes.
2 in 3 Swedes used Facebook Messenger in 2025, and its usage has remained stable over time. Half of the Swedes use Whatsapp, which has grown significantly every year since 2022. Among children and young people, more use Whatsapp than Facebook Messenger. Discord is used by 15 percent of Swedes but is more common among children and young people. Only a small percentage use Signal and Telegram.
Swedes are leaving X/Twitter because of Elon Musk
More than 1 in 10 – 13 percent – have previously used X/Twitter but have since left the platform. The number of former users is now almost as high as the number of current users in 2025. X/Twitter appears to be a platform that many try but don’t continue to use. Among women, more have previously used the platform than currently use it. One of the most common reasons for leaving X/Twitter is Elon Musk’s ownership.
Bullying and privacy concerns are reasons for leaving social media
Just under 1 in 10 have used Snapchat at some point but then chosen to stop. Facebook, Instagram, and Tiktok have slightly fewer former users. There are many reasons for leaving, some similar and some different. Snapchat’s disappearing messages are seen as a barrier to serious conversations, Facebook is described as "full of old people and ads", Instagram is criticised for not reflecting real life, and Tiktok is called a "Chinese spy app". Common reasons for leaving several of these platforms include privacy violations, bullying, mental health concerns, appearance-related pressure and "owners with questionable values".
Fewer young men are posting on social media
In 2025, less than half – 45 percent – of Swedes regularly post their own content on social media. Significantly more women than men post on social platforms. The platform where the most Swedes post is Instagram, followed by Facebook and Snapchat. Compared to the previous year, there has been a decline in posting activity. It is mostly young men who have stopped posting, particularly on Snapchat. There is also a slight decline among older men. Especially those born in the 1970s have largely stopped posting on Facebook. Women continue to post at about the same extent as last year.
Children in primary school socialize with friends they do not know on Roblox
Roblox, a platform with many different games, is primarily used by children and young people. Nearly half of children aged 8 to 19 use Roblox, compared to just 1 percent of adults aged 20 and over. According to the children, the best thing about Roblox is being able to play together and socialize with others. 4 in 10 children spend time with friends on Roblox, and 1 in 10 interact with people they don’t know in real life, that is, outside the internet. Children in primary school socialize most on Roblox. According to the children, the worst aspects of Roblox are that others can be mean and that items cost Robux, a digital currency that can be purchased on the platform. Buying Robux is also most common among primary school children.
Social media use is declining among primary school children
Since 2023, social media use among children in primary school has gradually decreased – from 97 percent in 2023 to 91 percent in 2025. The biggest drop is in daily use, which has fallen from 75 percent in 2023 to 54 percent in 2025. This marks a shift in trend compared to how it looked from 2021 to 2023, when social media use among primary school children was steadily increasing. It is mainly the use of Tiktok that has declined among primary school children since 2023. Roblox and Youtube are also declining, although not significantly.
X/Twitter, Reddit, and Be Real are declining among high school students
Youtube is the platform most widely used by children and young people, regardless of age. Children of primary school age mainly use five social media platforms: Youtube, Roblox, Snapchat, Tiktok, and Instagram. Among older primary school children, use of Pinterest, Twitch, and Facebook begins. Roblox has now reached its peak usage among primary school children, with 71 percent using the platform. In secondary school, almost all social media platforms are used except for Flashback, which is used in high school. High school students use nearly all social media platforms, though to varying degrees. Tiktok reaches its highest recorded usage of 78 percent among high school students. Fewer high school students are using X/Twitter, Reddit, and Be Real in 2025 compared to the previous year.
Chapter 4: Fraudulent Advertisements
In this chapter, we explore how many people have seen a scam advert on social media over the past year, and how many have actually been targeted by fraud. We also asked Swedes what the scam advert was about, how they realized it was a scam, and on which social media platform they saw it.
We also investigate how many of those who have seen a scam advert reported the advert to the social media platform where it appeared, and what reasons there may be for not reporting it. Finally, we look at how many people chose not to purchase a product they were interested in after seeing it advertised on social media, because they suspected it was a scam advert.
More than half have seen a scam advert, and 3 percent have fallen victim to advertisement fraud
6 in 10 Swedes have seen a scam advert on social media in the past year. 3 percent of Swedes say they have also been the victim of an advertisement scam during the past year. Men of retirement age are the group most affected, twice as many as the population average.
The most common way to spot a scam advert is that the offer seems too good to be true
When it comes to how people discover a scam advert, the most common answer is that the offer appears too good to be true. The content of the adverts varies widely, but most often they are about fashion, such as clothing, shoes, and bags, or different investment opportunities, including cryptocurrency. Facebook is the most frequently named platform where people have seen a scam advert, followed by Instagram.
Only a third of those who have seen a scam advert have reported it
Even though many people have seen a scam advert, far from everyone chooses to report it. Among those who have seen a scam advert in the past year, only a third have reported an ad to the social media platform where it appeared during the same period. The willingness to report is lowest among the oldest.
One reason for not reporting a scam advert is that it feels pointless
Lack of energy, indifference, or lack of time are the most common reasons for not reporting scam adverts on social media. Many also think that reporting is pointless, for example, because the social media platforms don’t listen, or because reporting doesn’t lead to any action.
Many choose not to buy a product because they suspect it is shown in a scam advert
The presence of scam adverts affects how likely people are to go through with a purchase of products advertised on social media. 1 in 3 Swedes has, in the past year, chosen not to buy a product they were interested in because they suspected it was being shown in a scam advert. This behavior is most common among those born in the 1970s; nearly half of them have opted not to buy. There are also more women than men who have refrained from making a purchase.
Chapter 5: Dating and Relationships in a Digital Age
In this chapter, we follow up on the number of people using online dating apps in 2025 compared to 2022. We examine whether Swedes prefer to connect with potential partners online through dating apps or offline, that is, "in real life" outside the internet. Do people google their online date before meeting in person, and if so, what are they looking to find out? Would they consider using an AI tool within a dating app – and if so, for what purpose?
We also explore how many people in relationships worry that their partner chats with others behind their back, so-called micro-cheating. We ask how many have snooped through their partner’s phone, tracked their partner using location data in their mobile, and how many are opposed to their partner following exes on social media.
Young people are turning away from dating apps
There is an imbalance between the number of men and women on online dating platforms. Significantly more men than women are using dating apps in 2025, and the difference is biggest among those over 50. However, the decline in online dating is most notable among younger people, particularly young people aged 16–34. This year, 18 percent of single people are using dating apps, compared with 27 percent in 2022. This trend may be because most Swedes prefer to make initial contact with potential partners offline, in real life outside of the internet, rather than online via dating apps. This preference also applies to those who are actually using online dating.
Online dates are googled to confirm identity and photos
Most people who use dating apps tend to google their date before meeting in real life. They want to ensure the profile is genuine, that the person’s photos are authentic, and that they are really single, and have stated their actual age, education, and profession. People are also curious about whether they have mutual friends on social media, as well as lifestyle, political views, and interests. Many look up their date’s home address, and some even check for a criminal record through court rulings.
More men than women seek to find the "right partner" with the help of AI dating apps
Just over 4 in 10 people who use dating apps would consider using an AI tool within the app. This is significantly more interesting to men than women. More than twice as many men as women who use dating apps could consider using AI to help them find the "right" partner. More men than women who use online dating would also consider using AI tools for tips about conversation topics.
Younger people worry about micro-cheating and check their partner’s mobile phone
1 in 10 people in a relationship worry about micro-cheating, that is, their partner chatting with someone behind their back. More women than men are worried about micro-cheating. More than twice as many women as men in relationships also checks their partner’s mobile out of fear of infidelity. However, about the same number of men and women, just over 1 in 5, access their partner’s location via their mobile. The younger a person is, the more common it is to worry about micro-cheating, to check their partner’s mobile, and to track their partner through mobile location data.
Twice as many women as men google their exes
1 in 5 Swedes google their ex-partners. Twice as many women as men look up their exes online, and it is particularly common among people under 50. Googling exes is most common among young women, with a stark contrast compared to men of the same age. This pattern is also seen among those who are currently in a relationship.
Older people are more opposed to their partner following exes on social media
Opinions are divided on whether it’s acceptable for a partner to follow their exes on social media. Nearly 4 in 10 Swedes think it’s acceptable, while just over 3 in 10 either disapprove or are unsure. It is mainly older individuals, especially those of retirement age, who dislike the idea of their partner following exes. Also, more women than men are against it. Men and women in early middle age (35–49) agree the most, and are also the most accepting of a partner following their exes on social media.
