* Of a total of 19,293 consumers participated in the survey in the following countries: the U.S., UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, Finland, New Zealand, Italy, Poland, Portugal, Spain, Czechia, and Greece
The sample sizes are nationally representative, including both Klarna users and non-Klarna users.
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Share of U.S. shoppers buying pharmaceuticals online 2023, by generation
As of the second quarter of 2023, millennials were the generation in the United States with the highest proportion of consumers who purchased pharmaceuticals online, with ** percent. Gen X and Gen Z were next, with a ** percent share.
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Klarna. (June 29, 2023). Share of consumers purchasing pharmaceutical products online in the United States in 2nd quarter 2023, by generational cohort [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 28, 2026, from /statistics/1308287/united-states-consumers-purchasing-pharmaceuticals-online-generation/
Klarna. "Share of consumers purchasing pharmaceutical products online in the United States in 2nd quarter 2023, by generational cohort." Chart. June 29, 2023. ÌÇÐÄÆƽâ°æ. Accessed July 28, 2026. /statistics/1308287/united-states-consumers-purchasing-pharmaceuticals-online-generation/
Klarna. (2023). Share of consumers purchasing pharmaceutical products online in the United States in 2nd quarter 2023, by generational cohort. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 28, 2026. /statistics/1308287/united-states-consumers-purchasing-pharmaceuticals-online-generation/
Klarna. "Share of Consumers Purchasing Pharmaceutical Products Online in The United States in 2nd Quarter 2023, by Generational Cohort." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 29 Jun 2023, /statistics/1308287/united-states-consumers-purchasing-pharmaceuticals-online-generation/
Klarna, Share of consumers purchasing pharmaceutical products online in the United States in 2nd quarter 2023, by generational cohort ÌÇÐÄÆƽâ°æ, /statistics/1308287/united-states-consumers-purchasing-pharmaceuticals-online-generation/ (last visited July 28, 2026)
Share of consumers purchasing pharmaceutical products online in the United States in 2nd quarter 2023, by generational cohort [Graph], Klarna, June 29, 2023. [Online]. Available: /statistics/1308287/united-states-consumers-purchasing-pharmaceuticals-online-generation/
