Digital media expert astonished by Swedish Snapchat reachEMANUEL KARLSTEN. PHOTO: MARTIN RIDNE

Digital media expert astonished by Swedish Snapchat reach

Publicerad: 12 November 2015, kl. 11:36

Snapchat has become one of the most popular social media platforms for Swedish youth between the ages 12-25 and its reach have some experts astonished.

Adam Jönsson

‘‘It says something about our present time that no one is safe and that everything is constantly changing,’’ freelance journalist and digital expert Emanuel Karlsten tells Smashdig.

In the age group 12-15, 81 per cent of Swedish Internet users have been logged onto Snapchat, according to the report Svenskarna och internet 2015, produced by Internetstiftelsen i Sverige (IIS), released Thursday. Sixty-four per cent of the 16-25-year-olds are using Snapchat.

The report provides the first-ever Swedish-based Snapchat numbers.

Snapchat has quickly risen to become one of the most popular social media platforms across the world. Earlier this week, the social network announced it has tripled its video views since May and is now reaching six billion video views daily.

The Snapchat growth challenges Facebook with its eight billion daily views.

‘‘It says something about the future for Facebook and the other giants, too. They won’t always be dominating but it will rather be different social media platforms [that’s the most popular] in the different age groups,’’ Karlsten says.

Another key factor for the Snapchat success is that it doesn’t yet appeal to an older age group, Karlsten says.

‘‘[The younger audience might say] ‘Since grandma and dad don’t understand this it’s only the more interesting for me to use these platforms,’’’ says Karlsten.

During Thursday’s hour-long presentation of the Svenskarna och internet 2015,  Karlsten was invited to give his take on the statistics presented in the report.

The freelance journalist and digital expert concludes people write status updates less frequently on the more public social media platforms such as Facebook and Twitter. And Snapchat might have played a role here as well.

‘‘It’s not as intimate as it was in the beginning. We know that the things we write can be big topics of debate. So we’ve moved towards more intimate platforms,’’ Karlsten says. ‘‘Snapchat is a digital copy of the oral conversation and you don’t have to worry about that something you say will be spread to tens of thousands.’’

Read our full coverage of the Svenskarna och internet 2015
Free Download: Swedish internet habits in 2015
More Swedes pay for music, video streaming services

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