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The share of Swedish internet users increased dramatically over the period from 2013 to 2020. While ** percent of the interviewed Swedes used the social media platform in 2013, the corresponding percentage in Q3 2020 reached as high as ** 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 *** 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 *** million users in 2016 and over *** million users in 2019. By 2023, the figure was projected to surpass *** 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 *** 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.