Are you one of the 40 percent of people in Sweden on Instagram? Photo: Christine Olssen/TT
Swedes have a global reputation for being early adopters of technology, from Skype to Spotify. Now new research suggests that they are among the most active Instagram users, the photo-sharing platform that currently reaches 400 million readers a month.
According to a study for market research firm GKF, 76 percent of Swedes who are signed up to the platform use it on a daily basis, with 57 percent checking it several times a day.
The research found that Facebook remains the most popular space for sharing personal news, although Instagram is also becoming more widely used in this way. Among Swedish social media users, 66 percent choose Facebook while 39 percent pick Instagram for this purpose.
“We can see that the Swedes are incredibly active on Instagram. For advertisers, this means the ability to reach many people quickly. If Facebook is more of a personal space with friends and family, Instagram is a place you come to when you want to be inspired and be creative,” Sam Rihani, Sweden Manager for Instagram told Swedish media news site Resumé, which first reported the figures on Monday.
The GFK study was carried out in September and based on a representative sample of 1,000 people.
The latest research comes ahead of another large survey looking at Swedish media habits set for release on Thursday by the Internet Foundation in Sweden, an independent organisation designed to promote the positive development of the internet in Sweden.
A sneak preview of the findings released by Swedish newspaper Dagens Industri (DI) last month also suggests that Instagram remains the fastest growing social media platform in Sweden, used by 40 percent of internet users in the Nordic nation. Instagram is most popular among teenage girls aged between 12 and 15 years old, with more than 80 percent now using it on a daily basis, according to the figures cited by DI.
Instagram, which launched in the US in 2010, said in September that 75 percent of its users were now based outside of America.
Among the last 100 million people to join the site, more than half live in Europe and Asia. The company said that the countries that added the most Instagrammers in recent months included Brazil, Japan and Indonesia.