Showrooming penetration in the Nordics 2018

This survey presents percentage of Nordic consumers who have looked at a product in a store first before buying it online in 2018. It was found that 50 percent of the Swedish online shoppers had utilized showrooming that year.

Showrooming penetration in the Nordic countries in 2018

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Source

Release date

February 2019

Region

Denmark, Finland, Norway, Sweden

Survey time period

February 2017 to January 2018

Number of respondents

92,656*

Age group

18-79 years

Special properties

12 monthly surveys

Method of interview

Online panel

Supplementary notes

* 19,186 respondents in Sweden, 21,293 respondents in Denmark, 21,766 respondents in Norway and 30,411 respondents in Finland.

Original survey question: "Have you checked a product in a store before purchasing it online later during the past month?" / "Har du någon gång den senaste månaden först tittat på /provat en vara i en butik för att sedan köpa den på internet?"

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