A brief summery. 1 in 4 citizens in the Nordic countries (Denmark, Sweden, Norway and Finland) is shopping online each month. Among the Nordic countries the Danes are most likely to click on the buy button. 1 in 3 (32%) Danes are shopping on the web each month.
The Danes shop online because it's easy and they can hunt for bargains. The Danes are not as interested in a larger selection of products as their fellow Nordic citizen. The Danes expect a short delivery time, 1 in 3 (35%) demands that the product is delivered within in three days.
The online shopping Swedes are younger (15-29 years) than in the other Nordic countries. In Sweden people prefer to click on the buy button in shops situated in Sweden and to be invoiced.
The credit card is gaining ground on invoices among the internet shopping Norwegians. In Norway they are more patient and accept a delivery time of more than a week.
Finns are still the most hesitant online shoppers in the Nordic countries. They prefer to use bank transfer and are not using their credit card as often as their neighbours.
Men shop more online than women
In most surveys of this kind women are always crowned as kings of internet shopping. But not in Scandinavia and the Nordic countries.
1 in 3 in the age groups 15-29 and 30-49 shop online each month. However, the most frequent shopper are Danish men in the age 30-49 where half (51%) claim they shop online each month.
Reasons for shopping online
Half the Nordic population shop online because it's easier and faster than shopping in the high street shops. The price is also an important factor. 1 in 5 thinks that a price is important. When shopping online consumers expect a larger selection of products.
Consumer electronics are hot - glasses are not
Clothes/apparel are most often put in the virtual shopping cart followed by consumer electronics. Newspapers and magazines, food, glasses and contact linses are seldom bought online.
|Newspapers and magazines||2%||3%||1%||5%|
|Glasses and contact lenses||2%||0%||1%||2%|
Almost half (49%) of the people living in the Nordic countries have bought clothes online in the last year.
Card or cash?
Over all the credit card is the most popular paying method but there are geographical differences. The Finns are least likely to use credit card and the Swedes like to be invoiced.
Get hold of E-handel i Norden 2011 (in Danish) by Posten.