Instagram users in Sweden 2013-2019

The share of Swedish internet users increased dramatically over the period from 2013 to 2019. While 16 percent of the interviewed Swedes used the social media platform in 2013, the corresponding percentage in 2019 reached as high as 61 percent of the respondents. Swedes seemed to have used Instagram primarily to keep in touch with friends and family in 2019. The second most common reason to use the app was for entertainment, whereas less than ten percent of the interviewed Swedes reported to have used Instagram for professional networking the same year.

Instagram worldwide

   Instagram was launched in 2010 and its popularity undoubtedly increased over the years. There were nearly 430 million users in 2016 and over 700 million users in 2018. By 2022, the figure was projected to surpass 989 million users.

Who had the most followers on Instagram in 2019?

   Christiano Ronaldo topped the ranking of the most followed Instagram accounts as of September 2019. Being the most popular person on the social media platform, the Juventus footballer and captain of the Portugal national team had nearly 312 million followers. Second and third in the ranking were the singers Ariana Grande and Selena Gomez. The most followed influencer in Sweden, and in the Nordic region overall, was the Swedish singer and music producer Maher Zain that year.

Share of individuals who used Instagram in Sweden from 2013 to 2019

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Release date

October 2019



Survey time period

February to March, 2019

Number of respondents

2,760 respondents

Age group

12 years and older

Method of interview

Online survey

Supplementary notes

1,701 respondents participated through an online survey and 1,302 respondents participated in telephone interviews

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Statistics on "Social media usage in Sweden"

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