In the fourth quarter of 2021, 40 percent of Swedish survey respondents part of Gen Z reported researching online before purchasing clothing and shoes in physical stores. The trend can also be seen in respondents belonging to Generation X. Approximately 37 percent of them made a buying decision based on relevant product information found online.
Share of consumers who research online before shopping clothing and shoes in store in Sweden in 2021, by age group
* The quarterly consumer survey included the United States, Germany, the Netherlands, France, Norway, Australia, Austria, Finland, Belgium, Sweden, and the United Kingdom. Each country had a minimum of 1,000 respondents.
This study included national representative samples that included both Klarna users and non-Klarna users.
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Klarna. (March 31, 2022). Share of consumers who research online before shopping clothing and shoes in store in Sweden in 2021, by age group [Graph]. In Statista. Retrieved January 08, 2025, from https://www.statista.com/statistics/1319668/consumers-online-research-before-shopping-in-store-sweden/
Klarna. "Share of consumers who research online before shopping clothing and shoes in store in Sweden in 2021, by age group." Chart. March 31, 2022. Statista. Accessed January 08, 2025. https://www.statista.com/statistics/1319668/consumers-online-research-before-shopping-in-store-sweden/
Klarna. (2022). Share of consumers who research online before shopping clothing and shoes in store in Sweden in 2021, by age group. Statista. Statista Inc.. Accessed: January 08, 2025. https://www.statista.com/statistics/1319668/consumers-online-research-before-shopping-in-store-sweden/
Klarna. "Share of Consumers Who Research Online before Shopping Clothing and Shoes in Store in Sweden in 2021, by Age Group." Statista, Statista Inc., 31 Mar 2022, https://www.statista.com/statistics/1319668/consumers-online-research-before-shopping-in-store-sweden/
Klarna, Share of consumers who research online before shopping clothing and shoes in store in Sweden in 2021, by age group Statista, https://www.statista.com/statistics/1319668/consumers-online-research-before-shopping-in-store-sweden/ (last visited January 08, 2025)
Share of consumers who research online before shopping clothing and shoes in store in Sweden in 2021, by age group [Graph], Klarna, March 31, 2022. [Online]. Available: https://www.statista.com/statistics/1319668/consumers-online-research-before-shopping-in-store-sweden/
