In 2023, around 51 percent of female shoppers in Germany followed or bought items from influencers on social media, slightly more than their male counterparts. Following brands was most popular among men.
Types of social media accounts shoppers follow/ buy from in Germany 2022, by gender
Characteristic
Male
Female
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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, and Finland.
The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users.
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Klarna. (December 6, 2023). Types of social media accounts shoppers follow/ buy from in Germany 2022, by gender [Graph]. In Statista. Retrieved July 22, 2024, from https://www.statista.com/statistics/1368605/social-media-accounts-shoppers-follow-germany/
Klarna. "Types of social media accounts shoppers follow/ buy from in Germany 2022, by gender." Chart. December 6, 2023. Statista. Accessed July 22, 2024. https://www.statista.com/statistics/1368605/social-media-accounts-shoppers-follow-germany/
Klarna. (2023). Types of social media accounts shoppers follow/ buy from in Germany 2022, by gender. Statista. Statista Inc.. Accessed: July 22, 2024. https://www.statista.com/statistics/1368605/social-media-accounts-shoppers-follow-germany/
Klarna. "Types of Social Media Accounts Shoppers Follow/ Buy from in Germany 2022, by Gender." Statista, Statista Inc., 6 Dec 2023, https://www.statista.com/statistics/1368605/social-media-accounts-shoppers-follow-germany/
Klarna, Types of social media accounts shoppers follow/ buy from in Germany 2022, by gender Statista, https://www.statista.com/statistics/1368605/social-media-accounts-shoppers-follow-germany/ (last visited July 22, 2024)
Types of social media accounts shoppers follow/ buy from in Germany 2022, by gender [Graph], Klarna, December 6, 2023. [Online]. Available: https://www.statista.com/statistics/1368605/social-media-accounts-shoppers-follow-germany/