Sweden: live shopping attitudes 2021

According to a poll from April 2021, only three percent of Swedish internet users purchased a product or a service displayed in a video live-streamed online. Another three percent had watched a live shopping session but did not purchase anything. However, nearly one-third of internet users had some familiarity with live shopping, as 32 percent were aware of it but had not participated in such an event.

Attitudes towards live shopping among internet users in Sweden in 2021

Characteristic	Share of respondents
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Release date

November 2021

More information

Region

Sweden

Survey time period

April 8 and 9, 2021

Number of respondents

2,885 respondents

Age group

16 years and older

Special properties

internet users from Novus Sweden Panel

Method of interview

Telephone interviews and online survey

Supplementary notes

To the question:'Vad av följande stämmer in på dig vad gäller så kallad “live shopping” på nätet, dvs när ett företag visar produkter via live streaming på nätet (du har möjlighet att ställa frågor live och får svar direkt, ungefär som om du själv är i en fysisk butik)?'

In English: 'Which of the following applies to you in terms of so-called "live shopping" online, i.e. when a company shows products via live streaming online (you have the opportunity to ask questions live and get answers instantly, much like being in a physical store)?'

Missing percentage points to 100 percent are probably due to rounding.

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