Nordics: social media shopping usage 2022

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Danish consumers were the most eager to shop on social media in the Nordic countries, according to a survey from January 2022. Almost one in four consumers from Denmark had already shopped on social media platforms several times, while 23 percent of Finish respondents did the same. Consumers living in Norway were not that attracted to social commerce, as almost half of them could not imagine shopping on social media, the highest rate among the Nordics.

Consumer attitudes towards shopping on social media in the Nordics in 2022

Characteristic	I shopped on social media several times	I shopped on social media once	I haven't but can imagine doing it	I haven't and can't imagine doing it	Do not know / no answer
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Release date

March 2022

More information

Region

Denmark, Finland, Norway, Sweden

Survey time period

January 12 to 24, 2022

Number of respondents

4,044 respondents*

Age group

18 years and older

Supplementary notes

* 1,012 people in Denmark, 1,008 in Finland, 1,013 in Norway, and 1,011 in Sweden.

To the question:'Have you ever bought a product via a social media (e.g. Facebook or Instagram) or can you imagine doing so?'

Missing percentage points to 100 percent are probably due to rounding.

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