In total 19,293 consumers participated in the survey in the following countries: the US, UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, Finland, New Zealand, Italy, Poland, Portugal, Spain, Czechia, and Greece. A minimum of 1,000 respondents participated from each country.
The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users.
The source does not provide a release date, the date used is that of last access.
Citation formats
Online marketplaces usage for product search in the Nordics 2023, by age group
A minority of Nordic consumers use online marketplaces to search for product information, a 2023 study revealed. Around ** percent of Norwegians between 59 and 77 years old used online marketplaces for these purposes in the second quarter of 2023. In the same way, ** percent of Swedish millennials start their digital shopping journey on these platforms.
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Klarna. (March 18, 2024). Share of shoppers using online marketplaces to search for product information in the Nordic countries in 2nd quarter 2023, by generation [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 30, 2026, from /statistics/1364059/online-marketplaces-source-product-search-by-age-nordics/
Klarna. "Share of shoppers using online marketplaces to search for product information in the Nordic countries in 2nd quarter 2023, by generation." Chart. March 18, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 30, 2026. /statistics/1364059/online-marketplaces-source-product-search-by-age-nordics/
Klarna. (2024). Share of shoppers using online marketplaces to search for product information in the Nordic countries in 2nd quarter 2023, by generation. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 30, 2026. /statistics/1364059/online-marketplaces-source-product-search-by-age-nordics/
Klarna. "Share of Shoppers Using Online Marketplaces to Search for Product Information in The Nordic Countries in 2nd Quarter 2023, by Generation." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 18 Mar 2024, /statistics/1364059/online-marketplaces-source-product-search-by-age-nordics/
Klarna, Share of shoppers using online marketplaces to search for product information in the Nordic countries in 2nd quarter 2023, by generation ÌÇÐÄÆƽâ°æ, /statistics/1364059/online-marketplaces-source-product-search-by-age-nordics/ (last visited July 30, 2026)
Share of shoppers using online marketplaces to search for product information in the Nordic countries in 2nd quarter 2023, by generation [Graph], Klarna, March 18, 2024. [Online]. Available: /statistics/1364059/online-marketplaces-source-product-search-by-age-nordics/
