According to a survey carried out in the fourth quarter of 2021, almost half of Finnish consumers belonging to Gen Z always researched online before buying clothes and shoes from traditional brick-and-mortar stores. Only eight percent of survey respondents belonging to Gen Z reported to never research online before purchasing products in stores.
Share of consumers who research online before shopping clothing and shoes in store in Finland in 2021, by age group
share of respondents researching online before shopping in-store
Supplementary notes
*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.
The survey included both Klarna users and non-Klarna users.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how Statista can support your business.
Klarna. (March 31, 2022). Share of consumers who research online before shopping clothing and shoes in store in Finland in 2021, by age group [Graph]. In Statista. Retrieved January 06, 2025, from https://www.statista.com/statistics/1319687/consumers-online-research-before-shopping-in-store-finland/
Klarna. "Share of consumers who research online before shopping clothing and shoes in store in Finland in 2021, by age group." Chart. March 31, 2022. Statista. Accessed January 06, 2025. https://www.statista.com/statistics/1319687/consumers-online-research-before-shopping-in-store-finland/
Klarna. (2022). Share of consumers who research online before shopping clothing and shoes in store in Finland in 2021, by age group. Statista. Statista Inc.. Accessed: January 06, 2025. https://www.statista.com/statistics/1319687/consumers-online-research-before-shopping-in-store-finland/
Klarna. "Share of Consumers Who Research Online before Shopping Clothing and Shoes in Store in Finland in 2021, by Age Group." Statista, Statista Inc., 31 Mar 2022, https://www.statista.com/statistics/1319687/consumers-online-research-before-shopping-in-store-finland/
Klarna, Share of consumers who research online before shopping clothing and shoes in store in Finland in 2021, by age group Statista, https://www.statista.com/statistics/1319687/consumers-online-research-before-shopping-in-store-finland/ (last visited January 06, 2025)
Share of consumers who research online before shopping clothing and shoes in store in Finland in 2021, by age group [Graph], Klarna, March 31, 2022. [Online]. Available: https://www.statista.com/statistics/1319687/consumers-online-research-before-shopping-in-store-finland/
