• Sweden edition
 
Facebook trumps sex for Google-happy Swedes
Spencer F Haltaway/Flickr; Wikimedia (File)

Facebook trumps sex for Google-happy Swedes

Published: 14 Dec 2011 14:35 GMT+01:00
Updated: 14 Dec 2011 14:35 GMT+01:00

”Because these lists are based on so much info, it gives a rather good picture of what Swedes were interested in finding out more about in 2011,” Google Sweden CEO Stina Honkamaa told The Local.

Just like last year, the top five searches in Sweden were Facebook, YouTube, Aftonbladet (daily), the market site blocket.se, and Hotmail.

According to Google Sweden head analyst Jonas Wallentin, 2011 was also characterized by information searches, which were often centred around some news event.

The Arab spring, the Fukushima nuclear accident in Japan, the death of Osama bin Laden and the Anders Behring Breivik massacre in Norway made a lot of Swedes turn to Google in search of more information.

Otherwise, Swedish celebs seem to be ousting the international stars when Swedes start googling, with singer Eric Saade knocking even child wonder Justin Bieber off the number one spot from last year.

Despite showing a growing interest in the LCHF (Low Carb High Fat) Swedes also donned aprons and headed for the baking table.

”In 2011 Swedes seem to have discovered the LCHF diet. At the same time more sweet stuff is being baked then ever before - cupcakes and macarons are climbing on the lists and we order pre-packed grocery bags like never before,” said Wallentin.

The quickest growing searches of food on google were characterized by sugar explosions such as pancakes (1), apple pie (2), cupcakes (3), macarons (4) and rhubarb pie (5).

Martin Johansson, one of the founders of cupcake caterers Cupcake Sthlm, said that he was aware of the trend towards sweet things, and cupcakes in particular.

“There was certainly a peak in the cupcake trend in Sweden in 2011. We have seen a massive interest in our services since we started in August last year,” Johansson told The Local.

At the same time, however, the search words 'LCHF' and 'LCHF recipes' are number one and two respectively on the ”Quickest growing food trends” list, with ”LCHF breakfast” coming in at number six.

“We've seen a 'small explosion' this year. Swedes want to be healthy, to lose weight and to feel better. From being something dieticians talked about, we've seen it turn into something ordinary people talk about over lunch or dinner – and search for on the internet,” LCHF dietician Elif Schmidt told The Local.

The pre-packed grocery bag, predicted by HUI Research (formerly the Swedish Retail Institute) to be the 2011 Christmas present of the year, also featured high up on the list.

Food and celebs aside, Google also looked at the questions Swedes ask when they search.

The ”What...” list was topped by ”What time is it?” at number one, followed by ”What does my name mean?”, ”What's for dinner?” ”What week is it?” and the more philosophical ”What is love?” at number five.

In tenth place came ”What should I do?”.

According to Google, the company don't censor the lists, which made it even more surprising that ”Sex”, which would be expected to rank high, didn't quite make it into the top ten in 2011, coming in at place 11.

Rebecca Martin (rebecca.martin@thelocal.se)

Your comments about this article

11:05 December 15, 2011 by JulieLou40
Why on earth would anyone need to Google Facebook? Everyone knows the web address, surely??
13:25 December 15, 2011 by jacksonjerry
@JulieLou40 : That is Sweden :D
00:54 December 23, 2011 by banannen
i never use the adress bar. i always google when i want to go somewhere, goes faster and it fix my spelling errors that i often do since im typing to fast for my own good :P
Today's headlines
Sport
Sweden's star striker Zlatan 'recovering well'
Zlatan Ibrahimovic is Sweden's top scorer in history. PHOTO: TT/Maja Suslin

Sweden's star striker Zlatan 'recovering well'

Zlatan Ibrahimovic is recovering well from the nagging heel problem that has stopped him playing for Sweden during its Euro 2016 qualifying campaign. READ  

International
Swedish sisters create viral Syria stir
A shot from the video on YouTube.

Swedish sisters create viral Syria stir

Two sisters from Södertälje near Stockholm are celebrating getting more than 1.3 million hits on YouTube, with a video calling for peace in war-torn Syria. READ  

Pirate Bay
Pirate Bay founder gets three years in prison
A 2013 image of Svartholm Warg. Photo: TT

Pirate Bay founder gets three years in prison

Swedish "hactivist" Gottfrid Svartholm Warg has been sentenced to three-and-a-half years in prison for hacking crimes. READ  

Royal family
Princess Madeleine to make Nobel comeback
Princess Madeleine at a previous Nobel banquet. Photo: TT

Princess Madeleine to make Nobel comeback

Sweden's Princess Madeleine is scheduled to appear at the Nobel Festival in Stockholm in December, after taking time out from her royal duties to focus on looking after her daughter. READ  

Politics
'We knew that Israel would be critical'
Foreign Minister Margot Wallström (left), with Sweden's Prime Minister Stefan Löfven. Photo: TT

'We knew that Israel would be critical'

Sweden's Foreign Minister has told The Local she respects Israel's decision to recall its ambassador after Sweden officially recognized the State of Palestine, and laughed off comments about IKEA furniture made by her Israeli counterpart. READ  

Analysis
'Store up your sunlight hours before winter'
Doctors say we should make the most of the autumn sunshine. Photo: Shutterstock

'Store up your sunlight hours before winter'

Spending time outdoors this autumn will help you survive a cold, dark Swedish winter. Baba Pendse, Head of Psychiatry at Lund University shares his top tips for battling the seasonal blues with The Local. READ  

Sports
Plot for shared Scandi Winter Olympic bid
Skiers hit the slopes in Åre, western Sweden. Photo: TT

Plot for shared Scandi Winter Olympic bid

Norwegian sports officials have said they want to co-host the winter Olympics with Sweden in 2026. But there has so far been no official response from Sweden. READ  

National
Anti-Israel graffiti 'not a race crime': Court
Photo: TT

Anti-Israel graffiti 'not a race crime': Court

A teenage boy who painted anti-Israel slogans and symbols on the Concert Hall in Gothenburg has been convicted for the damages he caused, but he walked free from racial agitation charges. READ  

Entertainment
A closer look at Sweden's rising stars
Swedish actresses Sandra Huldt and Julia Ragnarsson. Julia (right) has been nominated for a Rising Star award. Photo: TT

A closer look at Sweden's rising stars

Like to be ahead of the game when it comes to the next big thing on the silver screen? We find out more about the Swedish nominees for the Rising Star award to be presented at Stockholm's International Film Festival next week. READ  

Science
Swedish women in two-year sex pill study
Contraceptive pills have been linked to mood swings. Photo: Shutterstock

Swedish women in two-year sex pill study

Three hundred women from across Sweden are taking part in a study designed to demonstrate that modern contraceptive pills don't lead to decreased libido or mood swings. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Lifestyle
Stockholm's shocking take on Halloween
Sport
Top ten quotes from Zlatan Ibrahimovic
Business & Money
Get your own office in Gothenburg or Stockholm - free for a day
Gallery
People-watching: October 30th
National
Sweden remains fourth best for gender equality
Blog updates

31 October

Editor’s Blog, October 31st (The Local Sweden) »

"Hello readers, Welcome to our latest 60-second round-up of the week’s news. First, Sweden made headlines around the..." READ »

 

29 October

Scariest day (Blogweiser) »

"This is what’s frightening me on Halloween. http://www.youtube.com/watch?v=D4OFZVCu8J0&list=UUJu5J7jG4uoYSjWbpFsJBuQ Follow my posts on FB. ..." READ »

 
 
 
National
Timeline: Julian Assange sex allegations
Sport
World Cup ski race on 'fake' Stockholm slope
Society
An Arctic tradition: hunting and handicraft
Society
Stockholm taxis offer free therapy sessions
National
The Local meets Health Minister Gabriel Wikström
Gallery
Property of the week: Österåker
Society
Homeless turtles get Stockholm police ride
National
Construction worker has 'Sweden's best beard'
National
Italian musician jazzes up Sweden's Lapland
Gallery
Zlatan's career in pictures
Finest.se
Gallery
People-watching: October 25th and 26th
Lifestyle
'Swedes are funnier than they think'
National
Swedish town 'like Venice' after heavy rains
Lifestyle
What's On in Sweden: October 24th - 31st
Gallery
People-watching: October 22nd
Gallery
In Pictures: Prince Carl Philip and Sofia Hellqvist
Lifestyle
Eight things to love about renting a Swedish apartment
National
Vasa ship cannon blasted in Sweden
National
Sub hunt: Day-by-day
National
Sub hunt: Stockholm islanders share their fears with The Local
Sponsored Article
The best options for oversea transfers
National
Dentist gives free care to Roma beggars
Gallery
Property of the week: Malmö
Gallery
PHOTOS: 'Foreign activity' in Swedish waters
TT
Society
QUIZ: How good is your Swedish?
Society
The nudity... and nine other things expat men notice in Sweden
Gallery
People-watching: October 15th
Gallery
Your views: Should outdoor smoking be banned in Sweden?
Business & Money
Sweden has 'large hole' in finances
Sponsored Article
Introducing... Finding a job in Stockholm
Society
Monster salmon caught in northern Sweden
Gallery
Property of the week: Lorensberg
National
Scandinavia's child bride
National
Ebola crisis: How is Sweden preparing?
Business & Money
How Sweden is becoming a cashless society
Gallery
Stockholm Burlesque Festival 2014
National
How a little red horse became a symbol for Sweden
Gallery
People-watching: October 12th
Business & Money
The hottest start-ups from southern Sweden
National
Stockholm is 'best' region for well-being
Sponsored Article
How to catch the first lobster of the year
Team SCA
Sponsored Article
All-female SCA team takes off on Volvo Ocean Race
Latest news from The Local in Austria

More news from Austria at thelocal.at

Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Denmark

More news from Denmark at thelocal.dk

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

970
jobs available
Swedish Down Town Consulting & Productions
Swedish Down Town Consulting & Productions is an innovative business company which provides valuable assistance with the Swedish Authorities, Swedish language practice and general communications. Call 073-100 47 81 or visit:
www.swedishdowntown.com
PSD Media
PSD Media is marketing company that offers innovative solutions for online retailers. We provide modern solutions that help increase traffic and raise conversion. Visit our site at:
http://psdmedia.se
If you want to drink, that’s your business.
If you want to stop, we can help.

Learn more about English-language Alcoholics Anonymous in Sweden. No dues. No fees. Confidentiality assured.
AA-EUROPE.ORG/SWEDEN