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Most (53%) marketing professionals in Sweden plan to increase their Facebook advertising budget in 2016. Merely 13% plan to decrease it.
A February 2016 survey by Ingager – Sweden reveals that about one-third of those questioned plan no change in their Facebook ad budget. Facebook advertising is trending upward in importance in Sweden. Ingager also provided some insight into what, exactly, the goals are of marketing professionals there.
Increased reach is most commonly cited as the primary goal of Facebook advertising, with 33% of marketing professionals mostly focused on growing it. Another 30% is sales—which is a notable figure since Facebook has traditionally often been used to increase brand awareness and conduct public relations.
Interestingly, only 7% of marketing professionals surveyed say their primary goal is to generate “likes” on Facebook, and 16% said they primarily want to facilitate user interactions. This supports the idea that, increasingly, personalized interaction is not the key goal of Facebook advertising.
A July 2015 eMarketer forecast estimates that 51.7% of consumers in Sweden currently use Facebook; by 2019, 52.4% of the general population is expected to use the social network.
That same eMarketer forecast estimates that 62.2% of internet users in Sweden use Facebook; a very modest climb, to 63% in 2019, is expected. Total users, meanwhile, will grow from 5.1 million in 2016 to 5.2 million in 2018.
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