Summary
English
AI has quickly become an integral part of the internet. It’s in our web searches, our work tools, and our phones — often without us even realizing it. In this year’s report, we look at how AI is transforming Swedes’ digital lives, and how our relationship with the internet continues to evolve.
Welcome to The Swedes and the Internet 2026.
Just a few years ago, generative AI was a novelty. Today, the technology has become a natural part of many digital services. No longer used only in specialized AI services; it is now integrated into search engines, apps, and other tools that millions of Swedes use every day. This year’s report shows just how rapidly this development has progressed – and how AI is changing the way we search for information, write texts, solve problems, and learn new things.
As technology becomes a natural part of our lives, our digital behavior changes. We’re becoming increasingly aware of how we want to use tech – and when not to. In this year’s report, we take a closer look at smartphone etiquette and digital detox – the practice of taking conscious breaks from the screen. These two areas reflect how many people are trying to find a better balance in a daily life where technology is always close at hand. When do we put our phones away? When does it feel natural to use them, and when do they disrupt our presence and that of our friends? These questions reveal how our digital lives continue to evolve.
This report also look at trends in social media and communication apps. What does our digital communication look like in Sweden? Which platforms are growing, and which are losing ground? How does usage differ between generations and between men and women?
We also look at digital public services, such as digital mailboxes. They have become a given for most people – but does a digital mailbox make life easier or harder? Many Swedes – especially older people – still find that digitization and its services present challenges.
We are the Swedish Internet Foundation
The Swedes and the Internet is the recurring survey of Swedes’ digital lives, published by The Swedish Internet Foundation. Through this report, we aim to provide independent facts and insights into how the Internet is used and how digitization affects people and society. Our goal is to give policymakers, journalists, researchers, businesses, and anyone else who wants to understand digital Sweden a fact-based foundation for analysis, discussion, and decision-making.
The Swedish Internet Foundation works for an internet that positively contributes to people and society. Our vision is that everyone in Sweden wants to, dares to and is able to use the internet.
We hope that you will find this report useful!
About the survey
For all studies, data collection was conducted by the research company Novus on behalf of the Swedish Internet Foundation in January 2026. The majority of the data was collected in Study 1 (n=3,776) through Novus’s randomly recruited Sweden Panel, with a participation rate of 59 percent. The results were weighted to match population data from Statistics Sweden (SCB) in terms of gender, age, education and geographical distribution.
Chapter 1
In this chapter, we look at how many Swedes use the Internet. We also examine how many people use various e-services, such as electronic identification like BankID and digital mailboxes like Kivra and Min myndighetspost. We also take a closer look at the proportion of people who do not currently use the Internet or e-services. Who are the people experiencing digital exclusion, and how has this trend evolved over time?
This year we have investigated whether Swedes feel that digital mailboxes make their lives easier or more difficult, and the reasons behind this. We have asked those who do not use digital mailboxes why they choose to forgo this e-service. Thus we gained insight into a partially hidden exclusion from the digital society from two different perspectives: both from those who do not use digital mailboxes at all, and from those who use it but believe it complicate their lives.
Internet usage remains at a high level
Internet usage remained unchanged between 2025 and 2026, but since 2021, it has increased from 94 percent to 96 percent. The same rate of increase applies to daily internet use, which this year stands at 92 percent among the population aged 16 and older. Virtually everyone born in the 1960s or later is online every day. Only 4 percent do not use the internet, and virtually all of them are 65 years of age or older.
BankID and Kivra continue to dominate
This year, 94 percent of Swedes use an electronic identification, and for nearly all of them it is BankID. The growth rate is low between 2021 and 2026, and there has been no increase at all in the past year. The increase is much higher for digital mailboxes – here user share rose from 61 percent to 77 percent between 2021 and 2026. However, there has been no significant growth in the past year. Among digital mailboxes, Kivra dominates with 74 percent of Swedes using it. The second most used service, Min myndighetspost, is not even used by 1 out of 10 Swedes.
Digital exclusion is most prevalent among retirees over the age of 75
Age is the factor that has the greatest impact on the use of the Internet and e-services. Virtually everyone under the age of 65 uses both the Internet and BankID. The so-called non-users are thus of retirement age, though their numbers are declining over time.
Among the oldest retirees, those aged 75 or older, the proportion of non-users of the internet has decreased from one-third in 2021 to just under one-quarter in 2026. The same applies to BankID. In 2021, more than half of the oldest retirees did not use BankID, compared to one-third of non-users today.
When it comes to digital mailboxes, the proportion of non-users is slightly higher overall. Nearly 1 in 4 Swedes lack a digital mailbox in 2026. Among the oldest retirees, well over half are non-users, though this represents a decrease of 21 percentage points since 2021.
The main reason for the decline of non-users is that this oldest age group is replenished each year with a younger, more digitally savvy cohort. In other words, it is not because these individuals are beginning to use the internet and e-services for the first time in their later years.
Digital mailboxes are considered to make things easier because they can be accessed from anywhere, provide reminders, and offer a good overview
The majority of Swedes believe that a digital mailbox make their lives easier. This is especially true for those born in the 1990s. A digital mailbox is considered more convenient in many ways. It is both "faster and more efficient than snail mail." In addition, it is location-independent – you can receive your mail no matter where in the world you are.
Furthermore, a digital mailbox provide both reminders and a clear overview, ensuring you don’t miss important mail. This is particularly appreciated in comparison to paper mail "that’s easily misplaced." The digital mailbox is also seen as making it easier to pay bills, keep track of receipts, and handle government matters. Furthermore, digital mail can feel more secure than physical mail because it can’t get lost in transit, stolen, or accidentally end up with the neighbor.
"It’s much easier to open a letter than log in to multiple apps to check your mail"
It is primarily retirees who feel that a digital mailbox make things more difficult. Nearly 1 in 5 retirees who have used a digital mailbox say that this e-service makes things more difficult for them, either completely or partially. Among older retirees, 1 in 4 experiences difficulties – and twice as many women as men. A common reason is concern about missing mail due to malfunctioning notification settings or mail being sent there without their knowledge. The fact that mail can arrive at several different locations creates a sense of lack of control.
The technology itself can feel complicated and cumbersome. Both the login process and the digital interface are perceived as providing a poorer overview than "paper in a binder." It can also be difficult to determine whether a document is an invoice or an offer. This makes the digital mailbox feel unreliable.
The fear of missing mail is a barrier for many people who do not use a digital mailbox
Nearly 1 in 4 Swedes does not have a digital mailbox. Among retirees over the age of 75, nearly half of the men do not have a digital mailbox, and nearly two-thirds of the women. There are many reasons for not having one, such as not seeing the benefit, not knowing what a digital mailbox is, or not understanding how the service works. People don’t want to have to look for mail in multiple places or they worry about missing mail and "ending up with the bailiff." Paper mail may be preferred for readability, and for "filing it in a binder" to keep track of things.
It can also be difficult to learn a new technology, and people may be skeptical of digital services in general. There is also mistrust of the private companies behind these services "that make money off the government," as well as a fear of scammers and having one’s privacy violated.
The digital mailbox's greatest advantages are also considered its greatest disadvantages
Opinions differ on what constitutes an advantage and a disadvantage of a digital mailbox. In many cases, the same features appear on both sides of the scale – those that make things easier and those that make them more difficult. The same things are described either as a strength or as an obstacle. For example, some feel that the risk of missing important mail is reduced thanks to the digital mailbox, while others believe that the risk actually increases because of the e-service.
Similarly, the notification feature, the digital overview of important mail, and security and privacy aspects are all highlighted as advantages by some, while others perceive the very same aspects as disadvantages. The aspects considered to be hindrances are also, in many cases, the very arguments used by those who completely avoid a digital mailbox.
Chapter 2
In this chapter we examine the use of AI in Sweden. How much has the use of AI services such as ChatGPT, Copilot, and Gemini increased? How many people have started using Google’s AI summaries in web search results? How widespread is the overall use of AI? We have the answers.
Furthermore, we asked the Swedes whether they’re Googling less often than they did a year ago – and if so whether that’s because they’re using AI instead. We’ve also investigated how many people feel they’re becoming more efficient with AI – and what the reasons might be if they aren’t seeing that benefit in their studies or at work. Is everyone even allowed by their employer to use AI?
We’ve also found out how many people are critical of the answers provided by AI. They also share how they go about double-checking AI-generated responses.
Last but not least, we take a closer look at the phenomenon of anthropomorphizing AI. Do we view AI as a person or a friend? Do we give our AI nicknames, or perhaps think that AI is funny and has a sense of humor?
As in previous years, the responses from children and youngsters are reported separately in their own section, broken down by different school levels.
Changes in the AI landscape between 2025 and 2026
In early 2025, AI usage was dominated by services such as ChatGPT and Copilot. Then Google launched AI Overviews – AI-generated answers in the web search results. This made AI widely accessible to the general public without the need for separate tools. In addition, Google has gradually developed its AI Overviews with features such as AI mode, making its AI very similar to established AI services.
In 2026 we therefore report both how many people use AI services and how many use Google AI Overviews – as well as how many use them in total. In short, this year 62 percent use AI services, 71 percent use Google AI Overviews, and 81 percent use AI in any of these forms.
The use of AI services has skyrocketed between 2025 and 2026
The use of AI services has increased dramatically – from 4 out of 10 swedes in 2025 to more than 6 out of 10 in 2026. After a steady increase of 5 percentage points per year since 2023, the use of AI services has risen by over 20 percentage points in the past year.
As in previous years, young Swedes born in the 2000s continue to dominate the use of AI services. Nearly all born in the 2000s – 9 out of 10 – have used AI services in 2026. But it is not among them that usage is increasing the most. In terms of age, the largest increase has occurred among middle-aged people – that is those born in the 1960s, 1970s, and 1980s. This means adults are beginning to catch up with the younger generation, who last year held a significant lead in the use of AI services.
Women have caught up with men in the use of AI services
The use of AI services has increased more among women than among men. Women, who had fallen slightly behind in 2025, have now caught up with the men. Younger women under the age of 20 have even surpassed their male peers.
However, men use a wider variety of AI services than women do. This year we’ve also examined how many people use AI services more frequently. Nearly 4 in 10 Swedes are using AI services at least once a week, and almost 2 in 10 do it daily. In terms of frequent use, men lead over women, and men born in the 1980s dominate daily use.
ChatGPT, Copilot, and Gemini are the most widely used AI services
ChatGPT far outpaces other AI services in terms of usage. More than half of the Swedes use ChatGPT. Just under 1 in 5 use Copilot, and 1 in 8 use Gemini. This means that three times as many people use ChatGPT as Copilot, which ranks second. All three services have seen significant growth over the past year, but ChatGPT accounts for the largest increase.
Other AI services are – so far – used to a very limited extent. Meta’s AI service, which is also available on Facebook Messenger, Facebook, Instagram, and WhatsApp, is used by just over 1 in 20 Swedes. Only a few percent use AI services such as Grok on X/Twitter, My AI on Snapchat, Claude and Apple Intelligence.
AI Services are the main reason Swedes are Googling less often
As the use of AI services increases significantly, are Swedes starting to use Google less often? In any case, 1 in 7 Swedes say that they use Google Search less often today than they did a year ago. Half of those who have cut back on their use of Google Search also say they’re using AI instead, and the proportion is even higher among younger people. Among users of AI services who search on Google less often today, 7 out of 10 say they use AI services instead of Google Search.
Other reasons may include a reduced need to search for information or the use of other search engines instead. A few also say they use Google Search less often because they experience that Google’s search results have gotten worse, because they don’t want to deal with large American corporations, or because they dislike Google’s AI summaries.
7 out of 10 Swedes use Google AI Overviews
In addition to its AI service Gemini, Google last year has begun displaying AI responses in the web search results. A full 97 percent of Swedes aged 8 and older say they use Google. When Google launched their AI summaries in the search results, AI truly reached the general Swedish public.
Just over 7 out of 10 say they usually use Google AI Overviews. This means more people use Google’s AI summaries than specific AI services (6 out of 10). This applies to all age groups in Sweden – except those born in the 2000s.
In today’s AI landscape, young people thus seem to prefer regular AI services over Google AI Overviews to a greater extent. At the same time, Google’s search function and AI chat feature are becoming increasingly integrated and are beginning to mimic the functionality of major AI services. What will the AI landscape look like in a year? It will certainly be an exciting development to follow!
The majority have used either AI services or Google AI Overviews
How many people have used AI overall – that is, either AI services or Google AI Overviews? Just over 8 in 10 Swedes have done so – which means that only 1 in 5 Swedes has not used AI in any of these forms.
The 00s generation leads in overall AI usage, with a full 95 percent of them being AI-users. Among them usage is evenly split between men and women, while women outnumber men in the general population. AI usage is at its lowest among internet-using retirees, but even among them, more than half – 56 percent – use AI services or Google AI Overviews.
Most white-collar workers are using AI at work in 2026
The new AI landscape also affects the workplace. Well over half of the working population are using AI at work in 2026. There is however a stark contrast between white-collar workers (71 percent usage) and blue-collar workers (33 percent usage). AI usage is relatively even between the public and private sectors. However, a higher proportion of workers in the public sector are not permitted by their employer to use AI, primarily for confidentiality reasons.
Among the employed, 6 out of 10 are allowed to use AI at work, nearly 1 out of 10 state that they are not allowed to, and more than 3 out of 10 do not know whether they are allowed to or not. Among those who do not know or who are not allowed to, some do it anyway.
However, the working population lags behind in using AI in their work compared to students. More than 8 out of 10 students aged 18 or older use AI in their studies.
Students believe AI makes them more productive
One reason for using AI may be to become more efficient. In fact, just over half of AI users over the age of 18 believes that AI makes them more efficient, especially at work and in their studies. Nearly 8 in 10 student AI users and 6 in 10 working AI users report that they become more efficient in their activities.
But in their personal lives, fewer Swedes feel that AI makes them more efficient. Perhaps this is because AI is used for more – or different – purposes than simply increasing efficiency? Still, more than 1 in 3 AI users believe that AI makes them more efficient in their daily lives. This is true to a greater extent among younger people than older ones, and among men more than women.
Duplicate work is the main reason people feel inefficient when using AI
There are some who use AI for their studies and work but do not feel that AI makes them more efficient. They explain that the main reason for this is that AI creates extra work for them – they have to spend more time reviewing and reworking what the AI has generated than if they had done the task themselves from the start. In addition, they believe that AI-generated texts can be "too generic," containing too many filler words, misinterpretations, and outright fabrications.
According to some of the students, AI-generated material is also detected during teachers’ reviews, which makes using AI pointless; they also add that it constitutes cheating. Working professionals, in turn, may feel that AI has too few practical applications in their work. Some feel they lack the necessary knowledge to use AI effectively, while others feel that prompting the AI can be too time-consuming. Some view their colleagues’ AI-generated material as a waste of time, as it can be both difficult to read and contain inaccuracies.
Users interact with the AI to verify the answers
The fact that AI can misinterpret information or even generate false information means that many people do not fully trust AI. The majority of AI users – 76 percent – say they usually double-check whether the AI’s response is correct. The most common way to critically evaluate AI is to compare its response with other sources, such as traditional media, government websites, or encyclopedias. Many people also click on the links that AI typically provides in its responses, to verify that the references are accurate.
It is also common to interact with AI during the verification process, such as asking AI to cite its sources, reasoning with AI, rephrase questions, and question AI’s responses. Some even consult multiple AI services to compare and verify information. Many also report that they make their own assessment of plausibility and thus use common sense when reviewing AI-generated information.
More women than men anthropomorphize AI
Another reason for using AI might be for company or to have a laugh. In any case, more than 1 in 5 AI users view their AI service as a person, buddy or friend. Many have nicknamed their AI service "My Buddy" or even "My Best Friend" although "Chattis" is the most common nickname for an AI service. It is significantly more common for women to anthropomorphize AI in this way than for men to do so.
1 in 4 AI users believe that AI services have a sense of humor. They say they ask AI for jokes, funny stories, or to respond “like a comedian”. Some also think that AI has a funny tone or can respond with sarcasm and irony. Some also laugh when funny misunderstandings arise. Grok is often cited as the most humorous AI service.
Middle school students are making huge strides in their use of AI services
In 2026, nearly 7 out of 10 children aged 8–19 have used AI services. This represents a significant increase of 11 percentage points since 2025, but the increase is only half as large as that among adults aged 20 or older. Children still lead the way, but adults – 6 out of 10 of whom use AI services this year – are beginning to catch up.
The use of AI services is highest among teenagers, where about 9 out of 10 are users, but the largest increase is among elementary school-aged children – from 41 percent to 60 percent of AI service users. In 2026, 1 in 5 children in elementary schools are using AI services.
Girls have surpassed boys in the use of AI services
In 2025, the use of AI services was comparable between boys and girls aged 8–19. In 2026, girls (72 percent) has surpassed boys (65 percent). In other words, more girls than boys have started using AI services in the past year.
However, the frequency of AI service use is comparable between boys and girls, and is on par with that of the adult population. Just over 4 out of 10 children use AI services at least once a week, and 2 out of 10 use AI daily.
ChatGPT is growing rapidly, while My AI is declining sharply among children
ChatGPT is the AI service used by the most children regardless of age – 6 out of 10 use it. Use of ChatGPT have risen sharply by 18 percentage points in 2026, primarily among girls. Usage is comparable between boys and girls, and remains significantly higher than among adults over 20, only half of whom use ChatGPT.
The second most popular AI service among children is My AI on Snapchat. It is used by 14 percent of children in 2026. This is nearly half the rate from the previous year, and more boys than girls have stopped using the service. About 1 in 10 children use Gemini or Copilot. Roughly as many teenagers as adults use Gemini, while more adults than teenagers use Copilot.
AI services are the main reason children use Google Search less often
In 2026, 9 out of 10 children aged 8–19 are using the Google search engine. It is primarily the youngest children who do not use Google Search – or rather haven’t started yet. Just as many children as adults – 14 percent – are Googling less often than they did a year ago, but the percentage is higher among teenagers. 1 in 2 children who have cut back on Googling cite using AI instead as the reason.
However, more children report that they have started using Google Search more often rather than less often over the past year – in contrast to the general population. As many as 20 percent of children use Google Search more often today, which is nearly three times as many as the 7 percent in the adult population.
Among younger children, this could be because their parents have given them permission to start using Google Search for the first time. However, 1 in 4 middle school students also reports that they use Google Search more often today. Could the increased use be linked to Google’s AI-powered summaries? We can only speculate at this point, but it’s a trend we look forward to following closely.
Children use Google AI Overviews and AI services to the same extent
Since 2025, Google has been displaying AI summaries in web search results. The majority of children aged 8–19 use these AI summaries (66 percent). Children thus use Google AI Overviews at roughly the same rate as they use regular AI services. Slightly fewer children than adults aged 20 or older – 72 percent – use Google AI Overviews.
Although the use of AI summaries is highest among teenagers – even higher than among adults – more teenagers use AI services than Google AI Overviews. This contrasts with the adults, where the use of Google AI Overviews outweighs that of regular AI services.
In 2026, nearly all teenagers have used AI at some point
So how many children aged 8–19 have used AI overall – that is either AI services or Google AI Overviews? Nearly 8 out of 10 children have done so. This means that only about 2 out of 10 children have not used AI at all in these forms in 2026.
In middle school and high school, more than 9 out of 10 children use AI overall. In other words, almost all of them. In lower middle school, it’s nearly 8 out of 10 and in elementary school, more than 3 out of 10 use AI services or Google AI Overviews.
In short, 68 percent of children aged 8–19 use AI services, 66 percent use Google AI Overviews, and 78 percent use AI in one of these forms.
One in two children uses AI for homework and schoolwork
Children use AI not only in their free time but also for school. In 2026, nearly half of children aged 8–19 use AI for homework and schoolwork. Use is at its highest in high school where 76 percent of children use AI for school. More girls – 54 percent – than boys – 41 percent – use AI for educational purposes, and the same pattern is seen across all age groups.
In their free time, just over 6 out of 10 children use AI. Across all age groups, it is more common for children to use AI in their free time than to use it for school, although the difference is only marginal among high school students.
More girls than boys think AI has a sense of humor
More children than adults give their AI services nicknames. In fact, twice as many children as adults have a nickname for their AI service. More than 1 in 4 children who use AI services feel like they’re chatting with a person, a buddy, or a friend. Among children, "Chat" and "Chatten" are the most common nicknames for AI services – not "Chattis," which is the most common nickname among the general population.
1 in 4 children also thinks that AI has a sense of humor and can give funny responses. More younger children than older ones, and more girls than boys, laugh at their AI service – or along with it.
Chapter 3
In this chapter, we show how many people use various social media and communication apps, and whether usage has increased or decreased. We also examine how usage differs between children and adults, and between men and women. Children and adolescents are also reported separately in a dedicated section, broken down by school level.
In addition, we examine if people believe that these platforms reinforce or entrench traditional gender norms – and let the Swedes themself explain why.
This year, we are also looking closer at LinkedIn, a social platform aimed at professionals. Who uses LinkedIn, and is there a difference based on job role or whether someone works in the private or public sector? Frequent users were also asked to share what they like or dislike about LinkedIn.
In 2026, Instagram and Facebook are leading in daily social media usage
The five most popular social media platforms among people aged 8 and older are YouTube, Facebook, Instagram, Snapchat, and LinkedIn. When it comes to daily use, however, the order is different, and a new service takes fifth place: Instagram, Facebook, YouTube, Snapchat, and TikTok.
Although both children and adults use most social media platforms, there are significant differences. Adults aged 20 and older dominate platforms such as Facebook, LinkedIn, Flashback, X/Twitter, and Threads. Among children and teens aged 8–19, it is much more common to use social media platforms such as TikTok, Roblox, and Snapchat.
The use of most social media platforms has come to a standstill in 2026
There has not been much change in social media usage at the population level between 2025 and 2026. This year, usage of various social media services remains largely unchanged compared to the previous year. The only service showing a significant decline is Flashback, which is used by 20 percent of Swedes – down from 22 percent in 2025.
But from a longer-term perspective, several clear trends emerge. Reddit and Roblox have gradually increased in usage over time, while YouTube and Twitch show a downward trend. Facebook’s total usage has remained stable over time, but daily usage has decreased.
Nearly twice as many people are using Signal in 2026
The growth of messaging apps has been slightly faster than that of social media services. Facebook Messenger is the messaging app used by the most Swedes. 2 out of 3 have used the service in 2026, and usage remains stable compared to the previous year. Half of the Swedes use WhatsApp, whose usage has increased both over the past year and over the long term. Discord is used by 16 percent, but primarily by children and teenagers.
However, the biggest change since 2025 is seen with the communication app Signal. In 2026, 8 percent of Swedes use the app – that is nearly double the figure from the previous year. This is the most significant increase for any social media service or communication app over the past year, and it is occurring almost exclusively among adults. Only 4 percent of the population uses the rival communication app Telegram.
Women dominate on Instagram, and men on Discord
The social media platforms and communication apps used differ between men and women – as well as how frequent that usage is. Men dominate on Discord, X/Twitter, Reddit, Twitch, as well as YouTube and Flashback to some extent. Women on the other hand, dominate on Pinterest and Instagram. More women than men also use Facebook, Facebook Messenger, Snapchat, TikTok, and WhatsApp.
Many of the differences between men and women have also become more pronounced over time. As early as 2022, more men than women were using YouTube, Discord, and X/Twitter, but the differences are even greater in 2026. And for Facebook and Instagram, the gap has widened – with more women than men using these services.
As men and women increasingly use different platforms, is there a risk that the gap between them will widen? Could their different information flows and online cultures influence how societal developments are perceived and discussed?
More women than men believe that social media influences our perceptions of gender roles
Many Swedes – 4 out of 10 – feel that social media influences our views on gender roles. However, an even larger number – more than half – have not even considered the issue, or do not believe it has any influence. The younger a person is, the more likely they are to believe that social media influences our views on gender norms. Opinions differ between men and women. More women – 43 percent – than men – 35 percent – believe that social media has this influence.
There are also more people with political views clearly on the left – 61 percent – who feel that social media influences gender roles than those whose political views are clearly on the right – 30 percent. More people with political views clearly on the right – 22 percent – feel that social media neither reinforces nor challenges traditional gender roles compared to those with political views clearly on the left – 10 percent.
More people feel that social media reinforces rather than challenges traditional gender roles
In what way do the Swedes think that social media influence our views on gender norms? If we compare those who believe that the social media platforms primarily reinforce our views with those who believe they primarily challenge them, the difference is significant. In fact, more than twice as many Swedes – 17 percent – believe that social media primarily reinforces traditional gender roles and gender norms than who believe it primarily challenges them – 7 percent.
Opinions among men and women on this issue both align and diverge; significantly more women than men feel that social media reinforces traditional gender roles – while opinions are roughly equal between them regarding whether social media challenges traditional gender roler.
Among those who feel that social media reinforces gender roles, the content they are exposed to is a key factor. This differs from the views of those who believe that social media challenges gender roles, many of whom instead emphasize that active, personal choices are necessary for the content to challenge norms – even though these individuals also often point to the content itself as an important factor.
"Men are strong and handy. Women are weak and should take care of the home"
The majority of both men and women who feel that social media primarily reinforces traditional gender roles refer to WHAT they encounter in their feeds. Above all, they describe a stereotypical image of women, although many also mention that men are portrayed stereotypically.
Some also point out that social media content is perceived as overly heteronormative – that is, heterosexuality is portrayed as the "norm." At the same time, many highlight HOW social media’s structure, business model, and functionality can reinforce gender norms. In this context, the functioning of algorithms and advertising in the feed are cited as contributing factors.
"Social media generally doesn’t challenge gender norms, but by customizing my feed, it does"
Even those who feel that social media primarily challenges traditional gender roles largely cite WHAT is shown as the reason. This may include content created by LGBTQI individuals or dealing with LGBTQI issues, but it also includes the fact that social media provides access to liberal and progressive perspectives.
In addition, several women describe encountering posts about feminism and gender equality, or content in which people do things or exhibit behaviors traditionally associated with the opposite gender. At the same time, there are a few – more men than women – who find it problematic that traditional gender roles are being challenged.
Just as many as those who highlight WHAT is shown, point out HOW the structure and function of social media can help challenge traditional gender norms, as well as their own choices. Above all, they describe how through their own active choices or by consciously "training" their algorithms, they can bring up content that challenges gender norms in their feeds.
Well over half of white-collar workers use LinkedIn
LinkedIn is a platform used by roughly equal numbers of men and women. It is primarily employed people who use LinkedIn, which is hardly surprising since it is a platform aimed at working professionals. Over the long term, usage has also increased among employed people in Sweden.
LinkedIn is dominated by white-collar workers. Nearly four times as many white-collar workers as blue-collar workers use the platform. More people in the private sector than in the public sector use the platform, and among private-sector employees, women stand out with higher usage than men.
"I like the networking opportunities and the friendly atmosphere, but I don’t like the bragging and the sob stories"
So what do frequent LinkedIn users think of the platform? That is, those who are on it every week or every day. What they mention most often as something they appreciate about LinkedIn is the opportunity for networking. The platform is also valued as a professional network with job postings and career opportunities, and its content is seen as relevant because it inspires and facilitates work. LinkedIn is also described as reliable and professional, with a friendlier tone and fewer scam ads than other social media platforms.
What frequent users dislike, however, is that LinkedIn can come across as boastful or "like a mutual admiration society." Many are also bothered by the increasing prevalence of non-work-related posts and feel-good stories. Other sources of dissatisfaction include LinkedIn "nagging" about its premium offering, the high cost of premium membership, the platform’s lack of anonymity, and the fact that the feed sometimes displays posts that are "several weeks or months old."
Fewer children use social media
Fewer children and adolescents aged 8–19 use social media in 2026 than in 2025. The biggest change is seen among elementary school children, from 91 percent in 2025 to 80 percent in 2026. In other words, significantly fewer elementary school children are using – or have started using – social media.
Usage has also declined among middle-grade students, but the difference is smaller than among elementary school students. This could possibly be because children who have now reached middle-grade age have not yet begun using social media to the same extent as previous cohorts, rather than that children have stopped using it.
Virtually everyone from middle school age and up use social media in 2026, although since 2024 there has been a downward trend even among middle school students.
The top 5 social media platforms among children
The five most popular social media platforms among children and teens aged 8–19 are YouTube, Snapchat, Roblox, TikTok, and Instagram. This means that Roblox has surpassed both TikTok and Instagram since last year. In terms of daily use, the order is slightly different: Snapchat, YouTube, TikTok, Instagram, and Roblox.
Elementary school children primarily use three social media platforms: YouTube, Roblox, and Snapchat. In middle school, children also use TikTok, Instagram, and Pinterest. In middle and high school, nearly all social media platforms are used. TikTok reaches its peak usage – 81 percent – among high school students in 2026.
Snapchat and TikTok are losing popularity among younger children
Between 2025 and 2026, the virtually no social media service have seen increased usage among children aged 8–19, but the use of several are decreasing. It is likely that more younger children have not yet been allowed to start using certain social media platforms such as TikTok, Snapchat, Instagram, and YouTube. In any case, fewer elementary school-aged children use YouTube, Snapchat, and Instagram, and the use of TikTok also tends to be declining. In middle school, usage of Snapchat, TikTok, and Twitch is declining, and usage of Pinterest and YouTube is also trending downward.
Among teenagers, the number of users of X/Twitter is declining in particular. In middle school, usage of Reddit is also declining, and usage of Facebook and Instagram is trending downward as well. Among high school students, usage of Twitch is also declining. Roblox, however, bucks the trend, as its usage is increasing among high school students.
Half of the girls use WhatsApp
While social media use is declining among children, the use of various messaging apps appears to remain relatively stable between 2025 and 2026. WhatsApp is the most popular messaging app among children aged 8–19. Just over 4 out of 10 children use WhatsApp in 2026, and usage is particularly high among girls, with half of them using the service. Next is Discord, which is used by nearly a quarter of the children.
However, usage is trending downward compared to the previous year, particularly among girls. Slightly fewer are using Facebook Messenger than Discord, even though Facebook Messenger is the most widely used messaging app among Swedes overall. Only a few percent of children use Signal or Telegram. Looking at the population as a whole, Signal has seen a clear increase over the past year, but we do not see the same trend among children and adolescents.
More boys are on Discord, while girls dominate on Pinterest
The social media platforms and communication apps used differ between boys and girls – as well as the extent to which they are used. Significantly more boys than girls use Discord, Reddit, Twitch, X/Twitter, and to some extent YouTube. Girls, on the other hand, dominate on Pinterest, Instagram, and WhatsApp, but to some extent also on Snapchat and TikTok.
Could there be risks associated with boys and girls gathering on different digital platforms – such as being exposed to different types of content, communities, and ideals from a young age? Could this lead to their lives taking different paths?
Chapter 4
In this chapter we examine the Swedes wellbeing in the digital world. We find out how common it is to get caught up in so-called "mindless scrolling," or passively scrolling on the phone. In addition, we examine how this mindless scrolling affects their well-being and whether they think about algorithms while scrolling. Furthermore, we assess the level of interest in doing a so-called "digital detox" – that is, taking a break from the digital life.
We also let the Swedes describe in their own words how they feel when they are scrolling, their thoughts on algorithms, their motivations for undertaking a digital detox, the pros and cons experienced by those who have disconnected, and the reasons for not wanting to take a break from the digital life. The responses show that these are issues that generate a great deal of engagement among the Swedish public.
Almost everyone scrolls aimlessly – and most people feel bad about it
The majority – 8 out of 10 Swedes – find themselves mindlessly scrolling on their phones, and most people say it makes them feel bad. In fact, a full twenty times more people say they feel worse (44 percent) than better (2 percent) as a result of mindless scrolling. Women are more likely than men to get caught up in aimless scrolling, and more women also feel bad as a result of doing it. Young women aged 20–34 are the most affected, and the difference between men and women is greatest in this age group.
Mindless scrolling is described as an addictive time-waster
There are many reasons why people feel bad about their passive scrolling. The vast majority see it as a major time-waster that can cause them to feel guilty and anxious as time slips away. Mindless scrolling is perceived as highly addictive and leads to everything from brain rot, mental health issues, procrastination, a sedentary lifestyle, and sleep disorders to developing a distorted view of oneself, one’s life, the world around them and even reality itself.
Women more often say that comparing themselves to others in their feeds makes them feel bad, while men more often describe dopamine surges in the brain that make it hard to stop scrolling.
Algorithms are a cause for concern, but not everyone understands how they work
Algorithms often seem to be the culprit behind why so many people feel bad when they scroll on their phones. Most Swedes – two-thirds – think about algorithms when they mindlessly scroll, and many of them express strong negative emotions such as frustration and anger. Awareness of algorithms is highest among young adults aged 20–34. In general, slightly more women than men keep algorithms in mind when they scroll.
The one-third who do not keep algorithms in mind consists mainly of young people and retirees. More than 1 in 10 Swedes do not even know what algorithms are or how they work. Older people in particular lack this knowledge.
When it comes to political views, significantly more people whose political views are clearly to the left think about which algorithms might be controlling their feeds, compared to people whose political views are clearly to the right.
Algorithms raise concerns about polarization, surveillance, and manipulation
The main source of dissatisfaction with algorithms is that people are "flooded with more of the same." Many people also see risks associated with filter bubbles, particularly in the context of politics, where algorithms can reinforce opinions and increase polarization. People liken it to "ending up in an echo chamber" and "falling down a rabbit hole," which leads to a distorted perception of reality.
There is also concerns about surveillance, data collection, and manipulation, and that content is controlled by "shadowy forces." Some also point out that AI services are not impartial in their responses and they wonder how many people are aware of this.
Algorithms make social media less interesting and relevant
Dissatisfaction with algorithm-driven feeds has consequences. Swedes report that, because of the algorithms, they avoid engaging with content they’re actually curious about. They feel that the algorithms make social media less interesting, less relevant, and less social. As a result, they’re using it less and less.
However, not everyone simply gives in to the algorithms. Instead, they actively try to influence their feeds through conscious choices. For example by liking certain posts and spending extra time on them, searching for different perspectives, or clicking "not interested" on content they want to see less of.
The small group of Swedes that expresses a positive view of algorithms says they appreciate the security and convenience of personalized content. Some also speculate about whether the algorithms can make the content in their feed reflect their thoughts, feelings, personality, and identity.
Every other Swede are interested in taking a break from the digital world
The phenomenon of the digital detox – taking a break from the digital life – may be yet another consequence of dissatisfaction with mindless scrolling and algorithm-driven feeds. Half of the Swedes are interested in doing a digital detox. Of those, close to 1 in 3 has already done one, and 1 in 5 would consider doing so. Interest in digital detox is significantly higher among women than men – and especially among those who are most dissatisfied, namely young women aged 20–34.
Hopes for better health and sleep are prompting Swedes to want to take a digital detox
The motivations that lead Swedes to want to take a digital detox are directly linked to the fact that mindless scrolling makes them feel worse. Making better use of their time tops the list – such as spending time with others, exercising, reading books, or being creative. An equally strong motivator is the hope for improved mental health – such as "giving the brain a rest," reducing stress, getting better sleep, improving concentration, and being more present in the moment. Many also want to leave social media to avoid being "bombarded" by unrealistic beauty standards, destructive content, and the pressure to stay up to date.
Some, especially men, see it as an experiment – to test how long they can go without it and what effects it has. Parents want to be good role models, or do a digital detox together with their children. Among older adults, there is a nostalgic longing for the analog life before the constant scrolling.
More people want to quit social media than to give up screens entirely
Nearly 1 in 10 Swedes has taken a digital detox by stopping screen use for a chosen period of time. The most common approach, however, is to take a break from social media – which more than twice as many Swedes have done. Thus, in practice it’s more about limiting – not abandoning – digital life. This is also evident among the smaller group that has taken a digital detox in a different way. They have primarily limited their screen time by, for example, setting time limits on apps, turning off the Wi-Fi, or leaving their cell phones at home.
Some people have also not taken a break from all social media, but only from certain platforms – primarily Facebook and Instagram. More women than men have taken a digital detox from social media, and young women aged 20–34 stand out significantly. Among the younger middle-aged group aged 35–49, however, more men than women seem to be fed up with social media, as more men than women have taken a break from these platforms.
A digital detox makes some people more social – while others feel more lonely
The hopes associated with taking a digital detox seem to be coming true. In any case, a large majority primarily experienced benefits from their digital detox – such as having more free time and becoming more social, more focused and creative, less stressed, sleeping better, feeling less pressure to "stay in the loop," and gaining a more realistic view of the world around them.
The smaller proportion who have experienced downsides to their digital detox, on the other hand, report feelings of exclusion, loneliness, increased boredom and restlessness, a loss of awareness of what’s happening among their friends and in the wider world, as well as practical challenges.
What’s interesting is that several of these aspects stand in clear contrast to one another:
- Some feel more social and experience a greater sense of community in their physical lives – others feel lonelier and more excluded when they’re offline.
- Some feel relief and calm from not being bombarded with information – others feel stress and anxiety about missing out on information without their feeds.
- Some feel they get a more balanced view of the world by consuming only traditional media – others feel they get a view that’s too limited due to a lack of multiple perspectives and the difficulty of verifying sources.
"A digital detox is only for those who lack self-control"
More than 4 in10 Swedes do not want to take a digital detox – whether from screens, social media, or in any other way. Interest is lowest among men over 65. One of the main reasons is that a digital detox is perceived as too difficult – or even impossible – to carry out in today’s society. Digital tools are seen as necessary for making everyday life work – from work and studies to banking and dealing with government agencies.
Digital tools are also important for staying in touch with friends and family, sometimes over long distances – and to combat loneliness. Likewise, they’re used for news, entertainment, inspiration, and relaxation – things many people don’t want to give up. Many believe that a digital detox would be completely unnecessary – that it’s only for those who lack self-discipline.
Retirees want to use digital technology more, not less
Internet-using retirees are the least affected by the negative impact of passive scrolling and algorithms. Even though more than half of retirees engage in mindless scrolling, it doesn’t affect them nearly as much as it does younger people. In fact, the majority of retirees say they aren’t affected at all.
Retirees also don’t worry as much about algorithms. Among younger retirees, nearly half do not think about algorithms when they scroll – and among the oldest over 75, its three-quarters. Nearly 4 in 10 retirees don’t even know what algorithms are or how they work.
Against this backdrop, retirees are the least interested in taking a digital detox. In fact, quite a few retirees say that they would like to use digital technology more, not less.
Young women aged 20–34 are heavily affected by the digital life
The fact that young women aged 20–34 suffer from digital stress is a recurring theme throughout this chapter. Virtually all women in this age group engage in mindless scrolling, and it is in this age group that the most people think about algorithms. As many as 3 out of 4 also report that their scrolling makes them feel worse, which is a higher proportion than in any other age group. In other age groups, mindless scrolling may occur at similar rates, but it does not make them feel as bad.
Furthermore, young women are more eager than anyone else to change their digital habits. As many as 8 out of 10 are interested in a digital detox, and more than half have already tried it. They also strongly feel the benefits of taking a digital break. When it comes to taking a digital detox from social media, these young women stand out significantly. Nearly twice as many have paused their social media use at some point, compared to the general population.
Nearly 9 out of 10 children and teens aged 12–19 find themselves mindlessly scrolling
Children and adolescents aged 12–19 have grown up in a digital world, and that influences their habits and behaviors. Nearly 9 out of 10 children feel they get caught up in mindless scrolling, and just over 4 out of 10 feel worse as a result. Thus, more children than adults aged 20 or older (8 out of 10) find themselves mindlessly scrolling. But the number of children who feel worse as a result is not higher – it is comparable. This could be because the digital world is so normal to them, or because they may not always associate feeling bad with their scrolling.
Those most affected at this age are high school students. They engage in mindless scrolling to a greater extent, and more of them also feel worse as a result. Girls feel worse to a higher extent than boys, although the difference becomes smaller in the upper teens.
Children and teens ages 12–19 say that mindless scrolling gives them "brain rot"
In many cases, children and adolescents aged 12–19 feel bad as a result of aimless scrolling, because they compare their appearance and their lives to those of friends and influencers. They say this can make them feel both unattractive and like failures, especially the girls. Children also describe how they become "dopamine junkies" and experience "brain rot" when they find themselves almost reflexively glued to their phones. They say that passive scrolling can cause them anxiety, worry, stress, and trouble sleeping, and make them feel grumpy, sluggish, depressed, and sad.
Teens aged 16–19 understand what algorithms are but don't think about them as much as adults do
Young people aged 16–19 have just as much knowledge about what algorithms are and how they work as adults over the age of 20. In other words, only slightly more than 1 in 10 say they lack this knowledge. However, only slightly more than half of young people keep algorithms in mind, which is on par with younger retirees aged 65–75. Thus, significantly fewer young people – 54 percent – think about algorithms when they scroll on their phones compared to adults overall – 67 percent.
Just as many young people aged 16–19 as adults have taken a break from social media
Teens aged 16–19 are no more or less interested in a digital detox than adults aged 20 or older. In other words, half of young people are interested in a digital detox, and that interest is equally distributed between teenage girls and teenage boys. 3 out of 10 young people have completed a digital detox, and 1 in 5 has taken a break from social media – not more and not fewer than the adult population.
Chapter 5
In this chapter, we take a closer look at the Swedes’ views on common sense and etiquette when it comes to their smartphones. We find out how common two so-called etiquette violations are – having your phone out on the table at a restaurant with friends, and keeping the sound on! After that we’ll head into the Swedes’ bedrooms to investigate how many people sleep with their cell phones in the same room – something that scientific studies doesn’t always consider "sensible."
We also examine whether people use their phones to ward off feelings of loneliness and whether they feel neglected if someone else is looking at their phone while they’re spending time together. Those in a romantic relationship also share whether they feel jealous of the time their partner spends on their phone instead of with them.
Finally, we have a section that we gave a tongue-in-cheek description as "smartphone misbehavior." In it, the Swedes describe in their own words what they think is the worst breach of etiquette someone can commit with their cell phone.
Younger people have their cell phones out, and older people have the sound turned on
Leaving your phone with the sound turned on or laying it on the table when dining out can be considered a breach of etiquette. Not everyone may agree with this – and perhaps especially not with the idea of leaving the sound turned on. However, 1 out of 5 Swedes says they keep their phone on, and 1 out of 10 says they leave their phone on the table when dining at a restaurant with friends. This means twice as many Swedes keep their phone on than leaves it on the table.
What constitutes a breach of etiquette may also vary by age. In any case, there is a difference between how younger and older people handle their phones in this social context. More younger people place their phones on the table but have them on silent. More older people, on the other hand, tend to keep their phones tucked away in a bag or pocket, but with the sound turned on.
Only one in seven Swedes sleeps with their cell phone in another room
Research suggests that there are health benefits to not keeping your cell phone in the same room where you sleep. Yet as many as 84 percent of Swedes sleep with their cell phone in the bedroom. This (bad) habit is more widespread among the younger half of the population. Nearly everyone under the age of 50 – a full 95 percent – keeps their cell phone in the bedroom at night.
Some not only keep their cell phone in the bedroom but even in bed when they go to sleep. This is especially true of young people, particularly teenage girls. Only 1 out of 7 Swedes keeps their cell phone in a room other than the bedroom while they sleep, but men over the age of 75 stand out in this regard. Nearly half of these older men keep their cell phone in another room at night.
Young people use their phones to combat feelings of loneliness
For some people, their smartphone can also serve as company. Nearly 4 in 10 Swedes say they use their phone to ward off feelings of loneliness. Among young people under the age of 35, it is three times more common to use a smartphone to avoid feeling lonely compared to people over the age of 65. This is also more common among women than among men, and the difference is greatest among younger men and women.
Most people feel neglected when someone is looking at their smartphone
Smartphones can also be seen as a rival for attention. The majority – 7 out of 10 – feel neglected when someone they’re spending time with looks at their phone instead of them. Significantly more women than men experience this, especially young women. Women aged 20–49 are the most affected, with about 9 out of 10 feeling neglected.
Younger people are more jealous of the time their partners spend on their phones
In a relationship, the amount of time spent on a phone can spark jealousy. Among people in a relationship, 3 out of 10 say they are jealous of the time their partner spends on their phone instead of with them. Nearly twice as many people in the younger half of the population feel this jealousy compared to the older half – that is, those born in the 1970s or earlier. Women under the age of 50 are most affected by this jealousy – nearly half say they feel this way.
Teens sleep with their cell phones in bed
Teens aged 16–19 have phone habits that differ from those of older people. For example, it’s more common for teens to have their phones out on the table when they’re at a restaurant with friends, but they’re significantly less likely to have the sound turned on. Almost all teenagers also sleep with their phones in their bedrooms. More than three times as many teenagers even sleep with their phones in bed compared to the general population. Teenagers are also among the age groups that most frequently use their phones to ward off feelings of loneliness.
Although the majority of young people feel neglected when someone they’re spending time with uses their phone, they do not differ from the general population in this regard. Unlike among older adults, where women often stand out, the feeling of being neglected is equally prevalent among teenage boys and teenage girls. However, there are several differences in phone habits between teenage boys and girls. Teenage girls stand out by being more likely than teenage boys to have their phones on the restaurant table, to sleep with their phones in bed, and to use them to ward off feelings of loneliness.
Young women see their phones as both a companion and a rival
Young women seem to use their phones as a source of companionship to a greater extent than others, and to view other people’s phones as a rival. In any case, significantly more women under the age of 35 use their phones to ward off feelings of loneliness, compared to both men of the same age and the general population.
Similarly, it is significantly more common for them to feel jealous of the time their partner spends on their phone instead of with them. Women between 20 and 34 are also the group most likely, out of all age groups, to feel neglected when someone they’re spending time with looks at their phone instead of at them.
Singles use their phones to combat loneliness
Single life seems to shape smartphone habits. In any case, more singles than people in relationships keep their phones in the bedroom when they go to sleep. There are also more than twice as many singles as couples who sleep with their phones in bed. Perhaps this is because they don’t have anyone to complain about it – or maybe singles feel lonelier. In any case, significantly more singles than people in relationships use their phones to ward off loneliness. Singles also seem to be more forgiving when the person they’re spending time with checks their phone. At least, they don’t feel as neglected as those in relationships do.
Parents' phone habits (or lack thereof) at restaurants and in the bedroom
Parents with children living at home have phone habits that differ somewhat from those of the general population. For example, they are more likely to have their cell phones out on the table when they are at a restaurant with friends. This is also twice as common among mothers as among fathers.
However, they do not have the sound turned on any more than others. And in this regard, there is no difference between mothers and fathers. Parents, on the other hand, stand out by BOTH having their phones out AND having the sound turned on. They also sleep with their phones in the bedroom more often than others, and more mothers than fathers keep them in bed.
"Interrupting a face-to-face conversation to check your phone is rude"
According to Swedes, one of the worst breaches of etiquette you can commit with your cell phone is to focus on your phone instead of the people around you. This involves becoming distracted because you’re looking at your screen as well as interrupting a face-to-face conversation to answer a phone call.
This applies generally when hanging out with friends or family, but is especially sensitive during intimate conversations, at the dinner table, or on a date. Those who are particularly criticized include parents who look at their screens more than their child in the stroller and people who ignore cashiers or service staff in favor of their cell phones.
"Trapped on the bus, you’re forced to listen to other people’s cell phone exhibitionism"
Another major breach of etiquette, according to Swedes, is disturbing others with your cell phone, like having the sound on while watching videos in public spaces, for example on public transportation. Loud conversations on speakerphone with "the phone held like a sandwich under your nose" are referred to as both "cell phone exhibitionism" and "disrespectful talking." Furthermore, "forgetting" to mute the sound or scrolling through your phone at formal events, the movies, or during live performances is described as inconsiderate and provocative.
"Filming an accident instead of calling 911 is the worst of the worst"
Taking photos, filming, or sharing material without consent is among the worst breaches of etiquette one can commit with a cell phone, according to Swedes. This includes "photo sadists" who deliberately take unflattering pictures, "sneak photographers" who take pictures in secret, as well as photographing or filming an accident or someone in a vulnerable situation. This is described as both an invasion of privacy and immoral.
