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Webrooming penetration in the Nordic countries in 2017

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Webrooming penetration in the Nordics 2017 This survey presents percentage of Nordic consumers who have researched a product online before buying it in-store in 2017. It was found that 54 percent of the Swedish online shoppers had utilized webrooming.
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This survey presents percentage of Nordic consumers who have researched a product online before buying it in-store in 2017. It was found that 54 percent of the Swedish online shoppers had utilized webrooming.
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Release date
February 2018
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 ever during the past month done research on a product online and purchased the product in a physical shop later?" / "Har du någon gång den senaste månaden först gjort research på internet om en vara som du sedan har handlat i en butik?"
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