According to a survey carried out in Austria in 2023, the most wanted e-commerce innovation amongst consumers of each generational cohort was enhanced frictionless payment methods, an innovation which appealed to over 70 percent of Gen X respondents. Voice assistants were the least desired technological innovation in Austria, as only five percent of Baby Boomers found it appealing.
Share of shoppers wishing for selected e-commerce innovations in Austria in the 2nd quarter 2023, by generation
Innovation
Gen Z (18-24 years)
Millennials (25-40 years)
Gen X (41-56 years)
Baby Boomers (57-75 years)
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19,293 consumers participated to the survey in the following countries: the U.S., UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, Finland, New Zealand, Italy, Poland, Portugal, Spain, Czech Republic, and Greece. A minimum of 1,000 survey respondents represented each country.
The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users.
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Klarna. (July 10, 2023). Share of shoppers wishing for selected e-commerce innovations in Austria in the 2nd quarter 2023, by generation [Graph]. In Statista. Retrieved August 24, 2024, from https://www.statista.com/statistics/1307370/most-wanted-e-commerce-innovations-by-generation-austria/
Klarna. "Share of shoppers wishing for selected e-commerce innovations in Austria in the 2nd quarter 2023, by generation." Chart. July 10, 2023. Statista. Accessed August 24, 2024. https://www.statista.com/statistics/1307370/most-wanted-e-commerce-innovations-by-generation-austria/
Klarna. (2023). Share of shoppers wishing for selected e-commerce innovations in Austria in the 2nd quarter 2023, by generation. Statista. Statista Inc.. Accessed: August 24, 2024. https://www.statista.com/statistics/1307370/most-wanted-e-commerce-innovations-by-generation-austria/
Klarna. "Share of Shoppers Wishing for Selected E-commerce Innovations in Austria in The 2nd Quarter 2023, by Generation." Statista, Statista Inc., 10 Jul 2023, https://www.statista.com/statistics/1307370/most-wanted-e-commerce-innovations-by-generation-austria/
Klarna, Share of shoppers wishing for selected e-commerce innovations in Austria in the 2nd quarter 2023, by generation Statista, https://www.statista.com/statistics/1307370/most-wanted-e-commerce-innovations-by-generation-austria/ (last visited August 24, 2024)
Share of shoppers wishing for selected e-commerce innovations in Austria in the 2nd quarter 2023, by generation [Graph], Klarna, July 10, 2023. [Online]. Available: https://www.statista.com/statistics/1307370/most-wanted-e-commerce-innovations-by-generation-austria/