The New Digital Frontline: Key Takeaways for Telecoms from "Svenskarna och internet 2025"

The Swedish Internet Foundation's latest report, "Svenskarna och internet 2025," (The Swedes and the Internet), is a comprehensive look into Sweden's digital habits. For the telecommunications industry, it’s more than just a report; it's a roadmap to the modern customer's expectations and frustrations. The data reveals three critical trends that every provider must address: the unstoppable shift to third-party communication apps, the perilous gap between digital convenience and customer frustration, and the rise of AI as a primary support channel.

So, what are the crucial lessons, and what strategic questions should we be asking ourselves?

The communication shift – your Network is the Experience

The report confirms that the ground has fundamentally shifted. Communication is no longer defined by a provider's own call or text services but by over-the-top (OTT) applications that ride on their data networks. Two-thirds of Swedes use Facebook Messenger, and a significant half are now on WhatsApp, a platform that has seen substantial growth every year since 2022 and is the preferred app among children and young people.

This trend pushes telecom service providers from being the service to being the enabler.

This trend pushes telecom service providers from being the service to being the enabler. When a customer's primary experience is a WhatsApp video call, the quality of that call is a direct reflection on the network provider. As noted in "The state of Mobile & Broadband customer support 2022" Slow data speed is a top frustration for users in Sweden. The customer doesn't blame WhatsApp; they blame their "bad reception." This reality forces providers to ask themselves new questions. As the core role shifts to enabling third-party apps, how must support models adapt to troubleshoot experiences you don't control? More importantly, how can providers add value beyond a simple data plan? Could 5G network slicing or advanced DPI analytics be used to guarantee a premium, stable experience for these critical communication apps, creating a new tier of service? The focus must evolve from selling a connection to guaranteeing an experience.

The Customer Service paradox – lessons from a digital waiting room

The report's deep dive into Sweden's digital healthcare services serves as a powerful, and cautionary tale for any industry implementing digital customer service. It reveals a stark paradox: customers want the convenience of digital options but will abandon them if the experience is poor.

On one hand, users embrace the efficiency of digital channels, appreciating the ability to avoid telephone queues and the flexibility of 24/7 access. On the other hand, this appreciation evaporates when the execution is flawed. Users report that digital services are often complicated, "buggy and unfinished," and critically, lack the human guidance needed for complex or unclear issues. The consequences are severe: the report reveals that nearly a quarter of Swedes have given up on booking a doctor's appointment simply because the e-service was too difficult to use.

nearly a quarter of Swedes have given up on booking a doctor's appointment simply because the e-service was too difficult to use.

The lesson for any industry, including telecom, is that a poorly implemented digital channel can be worse than none at all, actively driving away customers. Is your app or support portal truly simpler than making a phone call, or is it just a digital roadblock?

The data suggests that success hinges on integrating a human touch, allowing users to easily escalate a chat with a bot to a live agent without having to start over. When customers can't get the specific help they need, the digital channel fails.

Is your app or support portal truly simpler than making a phone call, or is it just a digital roadblock?

The AI support revolution –  from FAQ to trusted advisor

Perhaps the most significant trend is the rapid adoption of AI as a tool for problem-solving. A remarkable 4 in 10 Swedes now use generative AI tools like ChatGPT. Crucially, they are already using it as a primary support channel, with over half of AI users asking it questions they would have previously Googled. They see a major benefit in its ability to answer complex questions, provide tailored explanations, and act as a conversational "bollplank" (sounding board).

This presents both a massive opportunity and a significant risk. If customers are already comfortable asking a public AI for help, they will expect the same from their service providers. However, this shift comes with a trust deficit. The report shows that non-users are deeply skeptical of AI, fearing "hallucinations" (incorrect information), a lack of source citations, and privacy violations. How can a telecom provider build an AI tool that customers will actually trust? The answer may lie in training a proprietary AI exclusively on a closed loop of verified technical and internal support data, guaranteeing the information is correct and brand-safe.

Furthermore, how can this tool be more than a glorified FAQ, avoiding the very frustrations seen in the healthcare e-services? The report shows users love AI when it's conversational and helps them think through a problem. The goal for telecom AI should not be to simply provide answers, but to diagnose problems through the kind of interactive conversation that users already appreciate, building an AI support channel that feels genuinely helpful.

Looking forward - "Svenskarna och internet 2025"

"Svenskarna och internet 2025" shows us a customer base that is more digital than ever but also increasingly discerning. They embrace technology that offers genuine convenience but reject systems that are complicated or impersonal. For telecom providers, the path forward isn't just about building better networks, but about building smarter, more intuitive, and more trustworthy digital relationships with the people who use them.

For telecom providers, the path forward isn't just about building better networks, but about building smarter, more intuitive, and more trustworthy digital relationships with the people who use them.

Source: "Svenskarna och internet 2025" / The "Swedes and the Internet" by the Swedish Internet Foundation. Published September 29, 2025.