Finland: online search before fashion shopping in store 2021

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

Characteristic	Always	Sometimes	Never
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Release date

March 2022

More information

Region

Finland

Survey time period

October to December 2021

Number of respondents

11,740*

Age group

18-75 years

Special properties

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.

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