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How Sweden will fare in 2025
How Sweden Will Fare in 2025 is the fourth report in a series that maps how Swedish households perceive their finances, what concerns they have, and how current events affect consumption and everyday behavior. The study provides a comprehensive picture of economic well-being, values, and trust in the media. The report is relevant for companies and decision-makers who want to understand the consumption climate and...
- Year
- 2024
- 2025
- 2026
- Industry
- Banking & Insurance
- Fast-moving consumer goods
- Vehicles
- Consumer report
- Travel
- Retail
- Study
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Streaming Barometer 2025
Streamingbarometern 2025 maps Swedes' streaming habits in a media landscape where on-demand continues to grow rapidly. Swedes are streaming more than ever, with an average daily viewing time of around 95 minutes, and more and more are combining paid and ad-supported services. The report provides insights into how audiences consume video, the choices they make, and what this means for advertisers and media players in a fragmented and competitive market.
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Credit & Savings 2025
Credit & Savings 2025 provides an up-to-date picture of Swedes' attitudes to loans, savings, and investments, based on a nationally representative survey. The report highlights how consumers think about personal loans, mortgages, and various forms of saving in a changing economic climate. It provides insights into priorities, risk assessments, and expectations—and helps banks, fintech companies, and advisors tailor their offerings and communications to today's saving and borrowing behaviors.
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Retail Media Report
Internationally, Retail Media is being touted as a growth engine. But is this really true if we zoom in on Sweden? With over 20 years of experience in creating advertising experiences, we at Schibsted—in collaboration with Retail Media expert Jacob Lovén—were curious to understand how Swedish retailers view the development of Retail Media and how they see their own role in the ecosystem.
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The way forward: Travel behavior in 2025
The Way Forward: Travel Behaviors 2025 examines Swedes' behaviors and attitudes toward travel in today's world. The study maps booking habits, plans, concerns, and how advertising affects interest in different types of travel, as well as looking ahead to future travel dreams. The report provides in-depth insights into what drives choice and loyalty—and helps players in the travel and tourism industry understand changing preferences and trends.
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Mobility Report 2025 – Short Version
Industry Mobility Report 2025 – Abridged Version highlights Swedish consumers' relationship with cars in a time of changing behaviors and technological developments. The report maps usage, the importance of car ownership, fuel choices, future plans, and how brands and technology influence car purchases and information searches. It provides a clear overview for players in the automotive and mobility sector who want to understand new priorities and market signals.
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Effect Study – English version
The Schibsted Effect Study explores how strong brand assets build distinctive identities that drive advertising effectiveness. Based on data from 10 brands and insights from the Schibsted Attention Study 2024, it shows how design and messaging increase visibility and mental availability. The report provides actionable guidance for marketers seeking long-term strategies that balance visibility and performance in a changing digital landscape.