January 22, 2022

Social Media in Europe: Survey of 1000 Swedish Facebook Users Released

From the University of Gothenburg (via AlphaGalileo):

Key Findings from the Survey:

The average user spends 75 minutes per day on Facebook

• The average user logs on to Facebook 6.1 times per day

• 70 percent log in every time they start their computer or web reader

• 26 percent feel ill at ease if they do not get to log in regularly

• Women spend on average 81 minutes per day on Facebook

• Men spend on average 64 minutes per day on Facebook

• Facebooking is primarily a habit among young users

• Older Facebook users use Facebook to get to know more people

• 67 percent of young users use Facebook to kill time

• 38 percent share negative information in their status updates

• Women write more about emotions and relationships

• One third of the men try to provoke others on Facebook, which is twice the figure for women

• More than 50 percent of the users broadcast information and knowledge via Facebook

• Women who use Facebook more are also report feeling less happy and less content with their lives

• One quarter of the respondents brag on Facebook

Read the Complete Summary

Direct to Full Text: Sweden’s Largest Facebook Study (38 pages; PDF)



About Gary Price

Gary Price (gprice@mediasourceinc.com) is a librarian, writer, consultant, and frequent conference speaker based in the Washington D.C. metro area. Before launching INFOdocket, Price and Shirl Kennedy were the founders and senior editors at ResourceShelf and DocuTicker for 10 years. From 2006-2009 he was Director of Online Information Services at Ask.com, and is currently a contributing editor at Search Engine Land.