Swedes and the Internet 2025: 3 Digital truths shaping your strategy for 2026

Insight 1: AI is challenging search engines and changing search behaviour

What the report shows

• In 2025, 4 out of 10 Swedes (aged 8 and up) will use an AI tool during the year.

• One in five Swedes says they ask questions to AI that they would otherwise have put to Google/Bing.

• AI usage is significantly higher among younger generations.

What this means for your marketing

Get ready for potential customers to start "talking to AI" when searching for information. Your website copy, FAQ pages, and content need to be optimised for AI queries, not just traditional SEO.

That said, quality and originality are still key to standing out from the crowd. While AI is a powerful tool for quickly generating content, speed doesn't guarantee your content will be liked by search engines or your actual readers.

How Bombayworks can help

With our SEO expertise, we can map out the specific AI questions your target audiences are asking, optimise your landing pages and blogs for both human and machine, and build prototypes where AI assistance strengthens the customer experience without feeling impersonal.

Insight 2: Distrust is rising on social media

What the report shows

• 97% of all Swedes use the internet, and 93% go online daily.

• 96% use social media over the year, and 85% log in daily.

• Trust and credibility are becoming harder to earn — ads are questioned, scam ads are closing in on users, and the credibility of commercial messages is sinking.

• Internet habits "differentiate" across different target groups: our efforts require distinct strategies, rather than lots of scattered attempts.

• The report on source criticism shows that 3 out of 10 find it hard to determine if something is true or false on social media, especially among older people.

What this means for your marketing

Focus more on the relationship you want with your audience rather than simply being visible:

• For long-term results:
  Instead of chasing maximum reach, create content that builds trust and deeper engagement.

• Choose your channels with care:
  Some platforms are better suited for "credible storytelling" while others are for reach — do a channel analysis based on your target group's actual usage and needs.

• Utilise user-generated content and authentic customer stories:
  When users showcase products, services, or experiences themselves, it can offer higher credibility than polished campaigns.

How Bombayworks can help

We map out where your audiences are, what content is perceived as genuine and trustworthy, and help you select the right channels and formats (e.g., META, LinkedIn, or TikTok). We can also design campaigns for your target audience, using your authentic tonality rather than a generic message.

Insight 3: Digital accessibility and complicated E-services create friction

What the report shows

• Despite very high internet usage in Sweden, there are groups who experience difficulties. Some refrain from using services because they find them complicated to understand and manage.

• An example of this is that one in four Swedes has avoided booking a doctor's appointment because the e-services were too difficult to use.

• Clear knowledge gaps and digital competence differences exist between both generations and groups, making the right communication and navigation in your channels extra important.

What this means for your marketing

A strategy that only works for digitally experienced people risks missing audiences with lower technical confidence or trust in the internet.

• UX and design must be inclusive at every stage: Use digital accessibility with clear navigation, simple instructions, and minimal friction.

• Multiple ways in:
  If possible, allow your customers to interact with you via multiple channels (e.g., phone, email or a physical meeting point) so no one is excluded.

• Support and education:
  Small guides, "getting started" support, help functions, chat, or tutorials can lower the barrier to participation.

How Bombayworks can help

We create user tests with representative groups, identify friction in your digital flows, and propose improvements to maximise accessibility and inclusion. We can also design onboarding experiences that help unfamiliar users get into your systems.

Ready to turn insights into growth?

Reading this year's report is one thing—turning it into digital growth is another. As Digital consultants at Bombayworks, we're passionate about doing just that, transforming insights into action.

If you'd like us to help you integrate these three trends into your 2026 strategy, let's chat!