Nordics: marketplace product search by age 2023

A minority of Nordic consumers use online marketplaces to search for product information, a 2023 study revealed. Around 11 percent of Norwegians between 59 and 77 years old used online marketplaces for these purposes in the second quarter of 2023. In the same way, 15 percent of Swedish millennials start their digital shopping journey on these platforms.

Share of shoppers using online marketplaces to search for product information in the Nordic countries in 2nd quarter 2023, by generation

Characteristic	Gen Z (18-26 years)	Millennials (27-42 years)	Gen X (43-58 years)	Baby Boomers (59-77 years)
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Release date

March 2024

More information

Region

Finland, Norway, Sweden

Survey time period

Q2 2023

Number of respondents

1,000 respondents*

Age group

18 years and older

Supplementary notes

In total 19,293 consumers participated in the survey in the following countries: the US, UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, Finland, New Zealand, Italy, Poland, Portugal, Spain, Czech Republic, and Greece. A minimum of 1,000 respondents participated from each country.

The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users.

The source does not provide a release date, the date used is that of last access.

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