Facebook statistics in Sweden
As a follow up on my post around overall Facebook uptake I have done some digging around the Facebook penetration in Sweden.
I did one round of statistics collection end of last week, just when Jeff Pulver posted that Sweden was number four in overall Facebook penetration, and number two among all countries where English is not the primary language.
So, I can confirm the 9% penetration last week, and also state that today the penetration is 11% (close to 1 million users).
(Note: I use a slightly different figure for the Swedish population (9,169,673 compared with Jeff's 9,031,088. My figure is from a prognosis of the population by the end of 2007, which gave me the age and gender breakdown. The latest actual figure I found is from August 2007: 9,160,182. However these small variations does not affect the main findings.)
It is interesting to graph out the growth rate (I got the figure for Oct. 12th from this post):
Update: I initially stated that "The number of users have more than doubled in less than three weeks." Now I believe that the number for Oct. 12th is probably based on the number of people in the "Sweden network". This number for Oct. 31st is around 620k users. Still an impressing growth, but not "more than 100%".
I decided to keep the data point in the graph anyway.
Usage per age group
What is the demographics of the Swedish Facebook users? Let's map the penetration per age group:
As you can see the largest coverage is in the age span 20-24.
In the span 15-64 we see a 16% penetration, and between 15-39 we have 31% penetration. The usage is still very niche from my age and up...
I did the same breakdown for the data collected Oct. 25th - if we compare we see where the growth is last week:
Looks like a fairly even distributed growth per age group by visual inspection.
Usage per gender
Overall in Sweden we have more female users than male (396,700 vs. 320,820; or 9% vs. 7% penetration). However a large group of users (27%) have not defined their gender.
I have made a graph where I map gender distribution on the age groups:
You can note that the older you are, the less likely to state your gender you seem to be.
There is probably some measurent errors in the numbers. However they should give a good indication of the current usage.
The metrics from Facebook is taken from the Facebook Flyers Pro utility. Nice of Facebook to reveal such statistics (and you can do other dataming as well)
It will be interesting to follow the evolution in Sweden.
(And once upon a time my dream was to work at Statistiska Centralbyrån :-)