• 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
Business & Money
US and Japan fuel surge for Volvo trucks
Ed Carbaugh prepares to install parts on a truck engine on an assembly line at Volvo Trucks' powertrain manufacturing facility in Hagerstown, Maryland, March 2014. Photo: Patrick Semansky/AP

US and Japan fuel surge for Volvo trucks

Sweden's Volvo, the world's second-largest maker of trucks, said Friday it saw a spike in profits in the third quarter, boosted by thriving sales in the US and Japanese markets. READ  

Inspectors attacked at rogue doc’s surgery
Cigarettes and beer photo: Shutterstock

Inspectors attacked at rogue doc’s surgery

Inspectors who were sent to shut down a doctor’s surgery in Gothenburg were physically attacked and fled the premises to get help from the police. READ  

Interview
'Too many concerts feel the same'
Sofar hosts secret gigs in Swedish apartments. Photo: Sofar

'Too many concerts feel the same'

Kattis Bjork founded Stockholm's secret gig scene - Sofar - a year ago. The Local caught up with her as she prepared to celebrate the project's anniversary this weekend and revealed the concept will spread to other Swedish cities in 2015. READ  

Police turn Swede’s vodka into water
A Swede loads a car with alcohol in northern Germany. File photo: Drago Prvulovic/TT

Police turn Swede’s vodka into water

Swedish police say they will pay a man 16,000 kronor ($2,200) in damages after much of the alcohol they confiscated from him was stolen, while many of the bottles they returned were filled with water. READ  

Diplomacy
US to get first female ambassador in Sweden
File photo: Athena Center for Leadership Studies

US to get first female ambassador in Sweden

The United States Embassy in Stockholm is set to get its first female ambassador after the White House announced it was nominating the Iranian-American ex-investment banker Azita Raji to take over from Mark Brzezinski. READ  

Neo-Nazi attacks
Neo-Nazis cleared of knife attack on Nigerian
Police intervene after neo-Nazis attack an anti-Nazi rally in Kärrtorp, December 2013. Photo: Hampus Andersson/TT

Neo-Nazis cleared of knife attack on Nigerian

A Stockholm court has cleared three neo-Nazis of stabbing a Nigerian man in an unprovoked attack. But two of the men will face jail after they were convicted of racial agitation at a riot. READ  

Julian Assange
Assange court ruling expected on Monday
Julian Assange at Ecuador's embassy in the UK. Photo: Anthony Devlin

Assange court ruling expected on Monday

WikiLeaks founder Julian Assange can expect the next court ruling on his case to take place on Monday October 27th in Stockholm. READ  

Stockholm 'sub hunt'
Sweden calls off suspect submarine search
Ships are returning to shore in Sweden. Photo: TT

Sweden calls off suspect submarine search

The core search for a suspected foreign vessel in Swedish waters has been called off. The armed forces said they remained convinced foreign underwater activity had taken place but had not identified an intruder. READ  

Politics
Sweden to get EU 'Christmas present'
Sweden's Prime Minister Stefan Löfven at an EU summit in Brussels this week. Photo: TT

Sweden to get EU 'Christmas present'

Sweden is set to get 1.2 billion kronor ($168 million) back from the EU on December 1st, according to leaked EU documents which suggest that other European countries will have to make large top-up payments this year. READ  

Science
Asteroids leave mark on Sweden
Astroids can leave marks like these. Photo: TT

Asteroids leave mark on Sweden

Some 458 million years ago, Earth was whacked in a double asteroid strike, leaving craters visible in Sweden today, space scientists have reported. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
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
Blog updates

24 October

Editor’s blog, October 24th (The Local Sweden) »

"Hi readers, Get ready to read our weekly digest of Swedish news in less than 60 seconds. The..." READ »

 

24 October

Is darkness weather? (Blogweiser) »

"I try very hard not to talk about the weather. This has come after a decade..." READ »

 
 
 
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
Get 20% off unique Swedish homeware
National
Dentist gives free care to Roma beggars
Business & Money
Get your own office in Gothenburg or Stockholm - free for a day
Gallery
Property of the week: Malmö
Gallery
PHOTOS: 'Foreign activity' in Swedish waters
Gallery
People-watching: October 19th
TT
Society
QUIZ: How good is your Swedish?
Lifestyle
What's on in Sweden: October 17th - 24th
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
What's on in Sweden: October 10th - 17th
National
Stockholm is 'best' region for well-being
Gallery
People-watching: October 8th
National
Five facts to know about Patrick Modiano
Society
My Swedish Career: A French fashionista in Sweden
Society
Swede's anti-bully Facebook tale goes viral
Society
Have you seen Sweden's viral subway cancer campaign?
National
Isis: Swedes linked to Turkish prisoner swap
National
Should Swedes be banned from buying sex abroad?
Gallery
Fredrik Reinfeldt's leaving presents
National
Five Swedish TV shows you shouldn't miss
Gallery
A tool belt, a casserole, and a book. Fredrik Reinfeldt's parliament gifts
TT
Lifestyle
Top five winter festivals in Sweden
TT
National
Sami reindeer herders win mine reprieve
Gallery
Property of the Week: Gamla Enskede
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

979
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