Key figures
| Metric | Value | Note |
|---|---|---|
| Smartphone Penetration | 91.0% | of population |
| Mobile Commerce Share | 56.5% | of e-commerce GMV |
| Average App Usage Hours | 3h 50m | per day |
| Mobile Internet Users | 9.0 million | |
| Mobile Ad Spend | €7.2 billion |
Overview
Smartphones are the primary device for digital interaction in Sweden, with near-universal adoption among the population. This drives heavy usage of mobile apps and mobile commerce.
Breakdown
- Top App Categories by Usage Hours: Social Media (28%), Entertainment (26%), News (17%), Shopping (13%), Other (16%)
- Mobile Payment Share (2026): 60% of mobile transactions
- Mobile E-commerce GMV (2026): €22.7 billion
Outlook
Mobile's central role in the Swedish digital ecosystem is set to continue. Growth in mobile commerce and app usage will be driven by user convenience and the increasing sophistication of mobile services.
Sources: industry surveys, platform filings, and modeled estimates for 2026