75% Of Swedes Aren’t Familiar With Twitter

According to a recent survey, three out of four Swedes say they are unfamiliar with Twitter – although eight of ten from that same survey say that Twitter has a large impact on the issues of the day.

Swedish news outlet The Local reports on a survey conducted by the SIFO polling firm to gauge how popular the microblogging network is in Sweden. And apparently, it’s still quite the underdog.

Only 24 percent of those surveyed said they were well acquainted with Twitter, while 75 percent were either “not at all” or “not especially well” acquainted with the network.

However, even though the vast majority of those polled didn’t actually use Twitter themselves, they do believe it’s a powerful network: 80 percent believe that what is discussed on Twitter impacts the issues that are debated in the country at large.

A digital media consultant at one of the firms which sponsored this study explains the disconnect between Swedes’ use of Twitter and their attitude towards it:

“A lot is written about Twitter in the traditional media in Sweden, so people do have a vague awareness that something is happening there, but so far the broader population isn’t really getting involved.”

To further underline this point, a whopping 91 percent of those surveyed said they’re uninterested in Twitter, but they recognize that it plays an important role in shaping public sentiment.

The Local claims that only 200,000 Swedes are on Twitter, while 4 million are on Facebook. And with a population of over 9,300,000, this translates to a two percent penetration for Twitter and 43 percent penetration for Facebook.

(Question mark image via Shutterstock)

Publish date: March 13, 2012 https://stage.adweek.com/digital/75-of-swedes-arent-familiar-with-twitter/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT