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Instagram users in Sweden 2013-2020

The share of Swedish internet users increased dramatically over the period from 2013 to 2020. While 16 percent of the interviewed Swedes used the social media platform in 2013, the corresponding percentage in Q3 2020 reached as high as 71 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 766 million users in 2019. By 2023, the figure was projected to surpass 988 million users.

Who had the most followers on Instagram in 2019?

   Christiano Ronaldo topped the ranking of the most followed people on Instagram as of December 2020. Being the most popular person on the social media platform, the Juventus footballer and captain of the Portugal national team had nearly 244 million followers. Second and third in the ranking were Ariana Grande and Dwayne Johnson (The Rock). The most followed influencer in Sweden, and in the Nordic region overall, was the Swedish singer and music producer Maher Zain.

Share of individuals who used Instagram in Sweden from 2013 to Q3 2020

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Release date

December 2020



Survey time period

Q1 and Q3, 2020

Number of respondents

5,514 respondents

Age group

16 years and older

Special properties

Internet users

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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