Instagram users in Sweden 2020, by age group

Swedes of ages between 16 and 25 years were the most active Instagram users as of the third quarter of 2020. To be precise, 90 percent of the respondents reported to be using the app that year. Overall, the older the generation was, the less they used Instagram. Swedes who used the platform and who were 76 years old or older accounted for 35 percent of all respondents. Furthermore, Instagram usage rate had grown dramatically over the last eight years. Over three thousand Swedes were interviewed between 2013 and 2020 and while four percent of them had confessed to using Instagram daily in 2013, this had increased to 50 percent by 2020.

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

      Among other social media platforms, Instagram took second place in 2020. Facebook was used by 81 percent of the interviewed Internet users in Sweden and ranked first, while Instagram was used by 71 percent. Snapchat ranked third with 42 percent of the respondents using it.