According to the press release, shopping behaviour has changed worldwide due to the COVID-19 pandemic and online retail has grown enormously, with Germans relying heavily on online shopping – 70% of those surveyed want to do the majority of their purchases online in 2022. This puts them ahead in a global comparison. Swedish consumers are in second place with 65%, closely followed by the UK with 62%. This is followed by Austria (54%), Norway (53%), Finland (52%), the Netherlands (51%), the USA (49%) and Australia (46%).
By contrast, only 9% of Germans would order food online. This puts them in penultimate place ahead of Austria (5%). The Brits are completely different, as 33% of those surveyed would buy food online in 2021. This is followed by the USA and Australia (both 23%), Sweden (21%), the Netherlands (17%), Finland (15%) and Norway (10%).
Moreover, if German consumers had to choose between online shopping and shopping in stores, more than half (56%) of 56-65 year olds and those over 66 years old would choose to shop online. However, when it comes to paying, they rely on the bill, as with 23% among the 56-65 year olds and 31% among the over 66 year olds, purchase on account is the most popular payment method.
Furthermore, when shopping online, the majority of senior citizens make purchases on the computer. 80% of the 56-65 year olds and 84% of the over 66 year olds prefer it when browsing online. Only a few of the respondents would use tablets (56-65 years: 8%, 66+ years: 8%) or smartphones (56-65 years: 8%, 66+ years: 9%).
As part of a study, Klarna asked consumers about their current shopping habits. More than 9,000 consumers in the US, UK, Australia, Germany, Austria, the Netherlands, Norway, Finland, and Sweden participated in the study.
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