Klarna brand profile in the U.S. 2023

Buy now, pay later brands

Klarna brand profile in the U.S.

Launched in the United States in 2015, Klarna has created quite a stir in the Buy Now, Pay Later (BNPL) market landscape. The Swedish fintech has one of the highest brand awareness levels among BNPL users in the U.S., around one-fifth of whom pay with Klarna. The European payment solutions provider is especially popular among Millennials, while the same cannot be said about Baby Boomers.

Brand KPI profile

Every fifth Buy now, pay later users uses Klarna

Klarna has a brand awareness of 60 percent among Buy now, pay later users in the U.S. and is popular with a quarter of them. The Swedish payment processor is used by 22 percent of consumers in the U.S. who use BNPL services, and 20 percent of them had noticed the brand in the media, on social media or in advertising in the past 3 months before the survey.

Every fifth Buy now, pay later users uses Klarna. Chart with 1 data series and 5 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category
Awareness	60.0%
Popularity	25.0%
Usage	22.0%
Loyalty	17.0%
Buzz	20.0%

Generations

Millennials and Klarna are a match

The side-by-side comparison of brand KPIs in all generations for Klarna gives a clear overview of their customer base in the United States. For example, the Swedish Fintech brand is most well-known among Millennials, and they also happen to score highest for Klarna in all other brand KPIs. The BNPL service is also doing well among Gen Z in various metrics. Meanwhile, most Baby Boomers in the United States are still unaware of Klarna.

Millennials and Klarna are a match. Chart with 5 data series and 5 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category	Total	IGen / Gen Z (1995-2012)	Millennials / Generation Y (1980-1994)	Generation X (Baby Bust) (1965-1979)	Baby Boomer (1946-1964)
Awareness	60.0%	56.0%	66.0%	57.0%	44.0%
Popularity	25.0%	22.0%	29.0%	20.0%	19.0%
Usage	22.0%	19.0%	27.0%	16.0%	15.0%
Loyalty	17.0%	14.0%	22.0%	12.0%	11.0%
Buzz	20.0%	17.0%	27.0%	13.0%	11.0%

Life values

Advancing their career is more important to Klarna users

Our data indicates a slight difference in the priority of life aspects between Klarna users and non-users. Klarna users place a higher value on being successful and advancing their careers compared to non-users. However, in both groups, leading an honest and respectable life and maintaining a happy relationship are ranked higher. Interestingly, the importance of making own decisions is less emphasized by Klarna users as compared to non-users. Traditions and learning new things, on the other hand, have a similar level of importance for both groups.

Published November 23, 2023

Advancing their career is more important to Klarna users. Chart with 3 data series and 10 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category	Total	Klarna user	Non-user
An honest and respectable life	48.0%	45.0%	48.0%
A happy relationship	46.0%	41.0%	47.0%
Safety and security	41.0%	39.0%	41.0%
To be successful	33.0%	36.0%	33.0%
Making my own decisions	33.0%	25.0%	34.0%
Having a good time	29.0%	33.0%	28.0%
Learning new things	28.0%	27.0%	28.0%
Advancing my career	15.0%	23.0%	14.0%
Traditions	15.0%	18.0%	14.0%
Social justice	12.0%	12.0%	13.0%