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The Swedes and the Internet recently released their report for 2021, and it contained, as always, very interesting things.

One of the biggest things mentioned is that young people rate Facebook extremely highly. Only 19% of those born in the 00s (12 to 21-year-olds) use Facebook every day, and only 47% have used at all in the past year. That compares to a daily usage rate of 67%/66% for 80s and 90s, and is even significantly lower than the 39%s of 20s and 30s daily users, and the 59%s of 40s.

On the other hand, Instagram is used more by the 00-somethings (57%) than by the 20-/30-somethings (9%) on a daily basis.

The conclusion? If you want to reach a younger audience, it is best to avoid Facebook.

Source: https://svenskarnaochinternet.se/rapporter/svenskarna-och-internet-2021/inledning/