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Twitter 'unknown' to 75 percent of Swedes

Twitter 'unknown' to 75 percent of Swedes

Published: 12 Mar 2012 15:30 GMT+01:00
Updated: 13 Mar 2012 10:03 GMT+01:00

Three out of four Swedes say they don't know Twitter, a new survey has found, but many nevertheless believe the social media channel has a lot of influence in Swedish society.

Despite the increased attention paid to Twitter by the traditional media, as well as the rising number of prominent journalists and politicians who actively tweet, only 24 percent of Swedes say they are well acquainted with Twitter.

In addition, 75 percent of Swedes answered "not at all" or "not especially well" to the question of how well they knew Twitter.

The findings comes from a recently published survey carried out by the SIFO polling firm at the request of Welcom and the MedieAkademin media forum.

Nevertheless, eight out of ten Swedes believe that what is discussed and debated on Twitter has a large impact on what and how issues are debated in Sweden, the survey found.

"Twitter has a reputation of being a place where a lot of power brokers are active, but there are still relatively few Swedes who see it as a place for them to engage," digital media consultant Adam Wladis of the Welcom PR firm told The Local.

"A lot is written about Twitter in the traditional media in Sweden, so people do have a vague awareness that something is happening there, but so far the broader population isn't really getting involved."

The survey also found that 91 percent report being uninterested in Twitter, despite the recognition that it plays an increasingly prominent role in shaping public opinion.

"I think the lack of interest would best be interpreted as a lack of understanding," said Wladis.

"Swedes don't seem to have fully grasped the potential Twitter has for giving them a voice in public debate."

Currently, around 200,000 Swedes have Twitter accounts, compared to the roughly 4 million Swedes who use Facebook, but Wladis expected the figure to climb as more Swedes became aware of how to use the microblogging site.

"There is a lot happening, but it won't happen overnight," he said.

The survey is based on 774 responses to web-based questions and was carried out between March 1-2, 2012.

Editor's Note:This article has been updated in order to correct what could have been construed as a misleading formulation of the survey results.

David Landes

twitter.com/davelandes

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Your comments about this article

18:07 March 12, 2012 by Spuds MacKenzie
Come on Sweden: get with the program! Facebook is so 2007, Twitter is all that matters today.
18:35 March 12, 2012 by gpafledthis
being that Stats.se tells us that 27.8967432 per cent of swedes don't even speeka da swedish !! Give us new news !!
18:39 March 12, 2012 by tgolan
Twitter Who cares
20:09 March 12, 2012 by BackpackerKev
774 responses... and this is worthy of a news item?? 774 responses that were probably referred to the survey from a twitter link.

So from 25% of people who know about twitter.. 91 percent report being uninterested in Twitter. so less than 3% of Sweden has an interest in twitter. we have 70k of twitter stalkers without accounts.

Can I get the 1min of reading this article back?

While talking on surveys, I got a survey asking what my education level was to gauge the education level of immigrants. I refuse to send it back and have been sent it 6 times. The questions are totally irrelevant and non specific to my education level is physical proof that surveys are a waste of time.
00:33 March 13, 2012 by NickO.
Someone please inform me, why use twitter if you have facebook? What does it truly offer except for an arbitrary character limit?

All the people I'm interested in following also use facebook to post their updates, generally by syncing their tweets and facebook posts.
15:37 March 13, 2012 by weballergy
The swedes or any other nation if they don't care about Twitter, are not missing anything special here. I daresay it's even better to be away from this crap and have a life. The more you hear world news, the more depressing you become.
03:47 March 17, 2012 by jomamas
Twitter is a tool to keep the news cycle going 24/7 about nonsense.
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