Trends in internet use and online safety - how to best reach your stakeholders today

Reaching out to customers, investors and other key stakeholders is a key success factor for businesses in today's digital society. To reach the right target group with marketing and communication, it is crucial to understand their internet habits. The Internet Foundation's annual report, Swedes and the Internet, shows that almost the entire Swedish population uses the internet on a daily basis - with some exceptions among older people, especially women. But what activities attract people online, and which social platforms are most popular among younger people? In this article, we delve into these questions and more.

For companies that want to reach out effectively to their customers and stakeholders online, it is crucial to understand how Swedes' internet use and social media behaviour is evolving over time. AVA has reviewed insights and recommendations from the latest edition of Swedes and the Internet (published in autumn 2024) that can guide your strategy.

Platform choice and audience

Being present on the right platform is key. YouTube, Facebook, and Instagram remain the most used platforms in Sweden, with Facebook and Instagram having the highest daily usage, according to the report by the Swedish Internet Foundation. This makes these channels ideal for ongoing customer communication and brand engagement, while YouTube can be effective for longer, more engaging content such as video material or educational resources.

Despite the increased popularity of TikTok among younger audiences, businesses should consider carefully whether the platform is relevant to their audience. There is great potential to reach young users on TikTok, but as the platform is built around short videos and content that is often light-hearted and entertaining, companies may need to adjust the way they communicate there to ensure their brand retains its credibility and recognisable message. It can be challenging for companies to maintain their brand's serious or professional image when they have to adapt to TikTok's format. Therefore, it is particularly important not to lose the value and identity that your brand represents.

For companies targeting a professional audience, LinkedIn is a platform that should not be underestimated. With almost 30% of the population as annual users, it is an important channel for reaching potential future employees, business partners and investors. Posts about company strategies, sustainability initiatives, and financial results can be shared here to strengthen relationships with investors and create a transparent brand.

Mobile payment and digital interaction

Technology services such as Kivra, Swish, and Mobile Bank ID have become essential for many Swedes. For businesses, it is important to ensure seamless digital customer experiences, especially through payment solutions and interaction via digital platforms. By integrating these e-services, companies can offer efficient and secure solutions, creating a smooth customer flow and increasing brand trust. At the same time, companies should bear in mind that more and more consumers, especially young consumers, are using their mobile phones for fast and contactless payments in-store. It is therefore increasingly important that a company's digital ecosystem supports these methods and ensures a secure and seamless payment experience. If a company does not adapt to these developments, it risks losing its customer base and relevance, which can have a direct negative impact on both sales and, ultimately, the market capitalisation of public companies.

As many digital payment solutions and other services require software from external fintech providers, companies need to ensure that these third-party providers are secure and reliable. Problems with a provider can lead to security breaches, which can damage a company's reputation and have costly consequences. We have seen several examples of this in recent years with data breaches at large Swedish companies.

News consumption and source criticism

With over half of Swedes following national news media via social media, this means that many people are already used to receiving important information on these platforms. For businesses, it is therefore an effective channel to reach both customers and investors with company news, financial reports and other socially relevant information. Companies can thus capitalise on their high social media presence to increase their reach and create fast, direct communication with their target audiences, which both saves time and can increase engagement with customers and investors.

However, it is important to note that many users, especially young adults, are aware of the risk of misinformation and are therefore often more inclined to double-check what they see on social media. This means that companies communicating on social media need to work actively to ensure that their information is accurate, transparent and reliable. If companies enable their followers to verify content and feel confident about the original source of the information, this builds trust in the long term.

Companies should also be aware that the majority of internet users prefer free and easily accessible news services, which means that companies can facilitate users by offering free and easily accessible information. Sharing reports, updates and other news without restrictions, such as user registration or newsletter subscription requirements, makes it easier for stakeholders and the public to follow company developments. This can be particularly beneficial for companies that want to profile themselves as open and transparent, as accessible information gives customers and investors a sense of transparency and trust. Such an approach can differentiate the company from competitors that use limited communication.

An additional aspect is security. Social media and other digital platforms are constantly exposed to cyber threats, so it is important that companies have their own security procedures in place to protect accounts and user data from data breaches and the spread of disinformation. By investing in security technology and training, companies can reduce the risk of cyber-attacks, which can have a negative impact on their reputation and business.

Online surveillance

An interesting aspect of the Swedes and the Internet report concerns attitudes towards surveillance and privacy issues. The majority of Swedes support CCTV with facial recognition in public places for law enforcement purposes, while young people, especially men aged 20-34, are more sceptical. This may be due to a higher awareness of privacy issues or suspicion about how collected data is handled and possibly misused.

Politically, opinions differ, with people on the left tending to want to ban surveillance compared to those on the right. People on the left are more often critical and may favour restrictions or bans on surveillance, arguing that it can infringe on individual privacy and risk abuse of power. Those on the right are more likely to support surveillance, often arguing that it can strengthen security and fight crime. At the same time, 9 out of 10 believe that the police should have access to private online conversations in the event of a suspected crime, with a clear difference between the left and the right on the types of offences this should cover. Those on the left may be more restrictive, for example supporting surveillance only for more serious offences, while those on the right may be more open to surveillance even for more minor offences to maintain public safety.

With the increased presence of technology in everyday life, many people have experienced situations where they perceived that their mobile phones are ‘eavesdropping’ or tracking their activities to target personalised advertising. This experience has raised public concern about privacy issues and created an awareness of potential security flaws in the technologies we use on a daily basis. These concerns have led consumers and investors to expect companies to clearly communicate how they handle personal data and security issues. To meet these expectations, companies need to be open and transparent about how they collect, store and protect sensitive information. Lack of transparency or data security issues can lead to a loss of trust and damage the brand.

Businesses can try to understand their users and adapt their digital strategy to current trends. By taking into account how Swedes use the internet, companies can effectively strengthen their presence, build brand trust, and at the same time protect important data in line with both legislation and investor expectations. Having clear policies around how your company handles sensitive information and complying with laws like GDPR is more important than ever. In summary, the work is largely about being transparent and reviewing your data protection and security practices.

How to implement a long-term information security strategy for digital channels

Given the rapid pace of change in the digital environment and the increased demand for transparency and security from both investors and consumers, companies looking to strengthen their brand and trust in the marketplace should consider implementing a long-term digital strategy that addresses transparency and information security. We have listed below six strategic steps that can help you on your way:

1. Update and integrate regular security audits

Ensure that you continuously review and improve your security systems. Regular audits will help you identify and address potential threats, building investor and customer confidence in your ability to protect sensitive information.

2. Use data insights to understand your audiences

By analysing data from platforms such as LinkedIn, Instagram and others, you can better understand which channels and messages resonate with your different audiences. These insights can be gleaned from various web analytics tools, CRM systems or surveys to guide your strategy for both investor relations and customer communications.

3. Implement clear and visible data protection policies

Clear guidelines on how you handle customer data and ensure privacy are essential. Ensuring that these policies are easily accessible on your website and relevant platforms gives visibility to your cybersecurity efforts, which is particularly appreciated by security-conscious consumers.

4. Integrate sustainability into your technology strategy

Sustainability and security go hand in hand in today's digital landscape. Many companies are struggling with technical debt, i.e. outdated systems that pose security risks. Investing in technology that is future-proof, energy-efficient and compliant with regulations such as NIS2 also demonstrates to shareholders and customers that you are prioritising long-term sustainable development in all areas of your business.

5. Develop a crisis communication plan

To minimise damage in the event of a rumour, loss of confidence or security incident, it is important to have a robust and prepared crisis communication plan. By communicating quickly and honestly about the situation, you can alleviate stakeholder concerns and demonstrate your ability to manage challenges. For inspiration on how to create a good crisis communication plan, read our previous article on crisis management.

6. Evaluate your presence on different platforms continuously

Understanding how different platforms are used and how your presence on them can be optimised is important to reach the right audience. This could mean adjusting content on TikTok to engage a younger audience or prioritising LinkedIn to strengthen relationships with investors. Adapting to platform-specific strategies shows that you are responsive and relevant in your communications.

A further piece of advice is to follow MSB recommendations on information security and updating systems, to prevent costly business interruptions and ultimately protect your company's reputation and business.