Swedish Web Use Mirrors US

Swedish Internet users appear to have similar habits as their US counterparts when it comes to content, community, communications, and commerce, according to Media Metrix and SIFO Interactive.

Age Distribution Among
Swedish Internet Users
Age group Percent of users
12-24 29.6%
25-34 23.1%
35-49 27.6%
50-79 19.7%
Source: Media Metrix/SIFO Interactive

A look at the top sites in Sweden reveals many that also rank high in the US, such as MSN.com, Altavista.com, Hotmail.com, and Microsoft.com, as well as Swedish sites such as Home.Swipnet.se (an ISP) and Aftonbladet.se (a news site).

As in the US, Media Metrix and SIFO found the Internet gender gap in Sweden is nearly closed, with men representing 56.5 percent of the population and females representing 43.1 percent. At-home Internet usage is nearly equal to at-work usage, with 52 percent of Sweden’s Internet users at home, and 48 percent at work.

According to Media Metrix and SIFO, the Internet has a nearly 50 percent penetration rate in Sweden, with approximately 3.5 million users on average per month. Nearly all age groups are evenly represented among Swedish Internet users as well.

Top 50 Swedish Web Sites
Rank Web Site Unique Visitors
(000)
Rank Web Site Unique Visitors
(000)
1. msn.com 1,487 26. svt.se 362
2. altavista.com 1,459 27. dn.se 356
3. hotmail.com 1,347 28. tv4.se 348
4. home.swipnet.se 1,307 29. platsbanken.amv.se 341
5. aftonbladet.se 1,050 30. foreningssparbanken.se 313
6. algonet.se 938 31. msn.se 300
7. microsoft.com 933 32. macromedia.com 294
8. passagen.se 884 33. aol.com 293
9. geocities.com 861 34. yahoo.se 282
10. evreka.com 855 35. rsv.se 282
11. mirabilis.com 821 36. everyday.se 271
12. torget.se 799 37. bovision.se 271
13. hem.telia.com 793 38. jobb.amv.se 270
14. tninet.se 575 39. expressen.se 262
15. members.tripod.com 524 40. capitex.se 246
16. yahoo.com 482 41. idg.se 243
17. xoom.com 481 42. telia.se 241
18. tele2.se 457 43. di.se 233
19. preferences.com 454 44. amazon.com 232
20. angelfire.com 452 45. lycos.com 225
21. bluemountain.com 441 46. realnames.com 224
22. home.netscape.com 421 47. fortunecity.com 223
23. real.com 374 48. home.bip.net 220
24. sunet.se 372 49. download.com 215
25. se.excite.com 370 50. handelsbanken.se 214
Source: Media Metrix/SIFO Interactive

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