The annual report “Swedes and the Internet” was presented on 1 October and Dagens Media talks to industry experts from some of Sweden’s largest media agencies to get their views on the report.

The report gives a comprehensive insight into how Sweden and its people consume the media. The experts reveal what surprised them, what they found remarkable, and the most important things to take away from the report.

Ellen Leijonhufvud of PHD Sweden says the main lesson to draw from the report is that the space for non-commercial advertising continues to grow in the form of, for example, payment services.

“It obviously affects the media landscape, which means we need to continue developing new media solutions and thinking about new challenges that challenge our old way of buying media. That’s why PHD’s digital departments focus heavily on new “outside the box” solutions.

The full article with further comments from industry experts was originally written in Swedish by Hanna Frick and published in DagensMedia.se