Instagram users in Sweden 2019, by age group

Swedes of ages between 16 and 25 years were the most active Instagram users in 2019. To be precise, 85 percent of the respondents reported to be using the app that year. The share of Instagram users was very similar for the age group between 12 and 15 years- over 80 percent. Overall, the older the generation was, the less they used Instagram. Swedes who used the platform and who were 66 years old or older, were 31 percent as of 2019. Furthermore, Instagram usage rate grew dramatically over the last six years. Over three thousand Swedes were interviewed between 2013 and 2019 and while four percent of them confessed to be using Instagram daily in 2013, the percentage increased to 41 in 2018.

Why Instagram?

      A survey conducted in the first half of 2019 investigated the most common purposes of using Instagram among Swedish population. In fact, over 70 percent of the respondents used the platform to keep contact with friends and family, and over half of the respondents used it for entertainment. The least common reason for usage was to strengthen professional network, according to nine percent of the respondents.

Instagram ranked second

      Compared to other social media platforms, Instagram took second place in 2019. Facebook was used by 74 percent of the interviewed Internet users in Sweden and ranked first, while Instagram was used by 61 percent. Snapchat ranked third with 39 percent of the respondents using it.

Share of Instagram users in Sweden in 2019, by age group

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Release date

October 2019



Survey time period


Number of respondents

3,057 respondents

Age group

12 years and older

Method of interview

Online survey

Supplementary notes

Survey type is online and telephone survey.

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