Nordic e-commerce 2012

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1 Nordic e-commerce 1

2 Index 1. About the survey. Executive summary 7. Key figures 11. Online purchases February 1 1. Volume and turnover February Norway 19.. Sweden 6.. Finland.. Denmark 6. Most used online stores 7 7. Most popular online stores 9 8. Payment by card: Use and attitudes 1 9. Mobile commerce 8 1. Attitudes towards payment by mobile phone 6 Appendix: More about the categories, February 1 7

3 About the survey 1

4 About the survey Method: Web panel, representative for Internet population in Norway, Sweden, Denmark & Finland. Field period: Target group: Adults 18 + Number of interviews: Norway: 1 Sweden: 1 Finland: 189 Denmark: 18 Number of unique purchases: Norway: 17 Sweden: 166 Finland: 116 Denmark: 18 Responsible in Nets: Anders Tronbøl Responsible in TNS Gallup: Nils Erik Bjørge The Nordic e-commerce 1 survey is conducted in the Nordic countries Norway, Sweden, Finland and Denmark by TNS Gallup for Nets. The survey has previously been conducted in Norway, and this is the first time the report includes data for all countries. The aim of the study is to survey online shopping behavior in the Internet population for one month. Although the survey is cross sectional in terms of mapping behavior for one specific point of time, the result presented in this report is assumed to be good indicators of monthly volume of online shopping. However, one must take into account that monthly variations may apply. This survey maps the actual online shopping behavior of the internet population in February 1. Surveying actual online behavior, and not general attitudes towards online shopping, makes it possible to estimate numbers such as total amount of purchases and turnover for different product categories. In addition, the survey maps reasons why people chose to buy online; payment methods and satisfaction with actual purchases carried out in the Nordic countries in February 1. The survey also includes questions on attitudes to card payment and purchases made by mobile phone. The survey is carried out on TNS web panels in Norway, Sweden, Finland and Denmark in the period March nd March 9 th 1. The results are weighed to achieve representativeness for the Internet population in each country.

5 About the method respondents; unique purchases Have you made purchases online during February 1? Yes How many online purchases did you make during February 1? Purchase 1 Purchase Purchase What did you buy? Clothes/shoes Books Holiday Can you estimate approximately the price of this purchase? 1 18 In which online store did you make this purchase? hm.com adlibris.no norwegian.no What are the reasons why you chose to buy online, and not in a regular store? Easier to buy Lower price Easier to buy What method of payment did you use for this purchase? Card Invoice Card How satisfied are you overall with this purchase? 8 8 1

6 About the report: number of observations Estimates of number of purchases; average price; and turnover are presented per category for each country in order of number of observations (number of purchases). Please note that degree of confidence in the estimates decreases the smaller the categories are. The green-red arrow is used to illustrate this. For statistics on different categories (such as satisfaction, buyers in sub groups etc.), results are not shown for sub groups where number of observations are less than. Norway Sweden Finland Denmark Holidays/leisure travel Clothes/shoes Books & Magazines - physically delivered Music/film - physically delivered Personal care products 8 Tickets: bus, train, ferry, ski pass etc Computer hardware Tickets: cinema, theatre, concerts etc Electrical items/goods 68 Sports equipment 16 Mobile phone Music/film - download Computer software - download 6 Photography 19 1 Business travel Interior 7 Gambling & betting 9 1 Digital subscription services Hobby Books & Magazines - electronically delivered Prepared food - delivered/take away 1 9 Computer software - physically delivered Groceries and food products (not prepared) SUM

7 Executive summary

8 Executive summary Consumers in the Nordic countries (18 years+) are estimated to have made about 1. million purchases online in February 1. The turnover from online shopping in the Nordic countries in total is estimated to be equal to about.6 billion Euros. The largest market for online shopping is the most populous of the four: Sweden. Sweden accounts for about 7 % of all the purchases and about % of the estimated turnover in the four Nordic countries. The second largest market, both in terms of number of purchases and turnover is Norway, with % of the purchases and % of the turnover. Danes account for % of the purchases and % of the turnover, while Finns account for 19 % of the purchases and 1 % of the turnover in the Nordic countries in total. Norway is on top both when it comes to the share of the Internet population who have conducted online purchases in February; the average number of purchases per buyer; and the average spending on online shopping in the total population: Every Norwegian (18 years or older) spent about 18 Euros on online shopping in February. In comparison, every Dane spent about 1 Euros; every Swede spent about 11 Euros; and every Finn spent about 87 Euros. The patterns of purchase varies across countries other ways as well. The category with most purchases in Norway is holidays and leisure travel. The most purchased category in Sweden is books and magazines, while the category with most purchases in both Finland and Denmark is clothes and shoes. Holidays and leisure travels are by far the category with highest turnover in all four countries, and also the category with the highest average price (together with business travel). 8

9 Executive summary The most common means of payment varies across countries - as well as across categories within countries. Overall, payment by card is by far the most common payment method in Norway and Denmark; while Sweden and Finland show a wider spread in various payment methods. In Finland e- payment is quite common. Invoicing is more common in Sweden compared to the other Nordic countries. out of card payments in Norway are carried out with Visa/Mastercard debit card. The share is even higher in Sweden, where out of card payments are carried out with Visa/Mastercard debit card. In Finland out of 1 card payments are made with Visa/Mastercard debit card, while about an equal share is made with Visa credit card. In Denmark out of card payments are carried out with Visa/Dankort or Dankort, whereas 1 % of the card payments are done with Mastercard credit card. Norwegians and Danes consider to a higher degree than Swedes and Finns that card payments online is secure, and they also consider card payment as more easy than Swedes and Finns. 9

10 Executive summary This study also surveys habits and attitudes towards conducting purchases with mobile phones. Between 1 out of and 1 out of have ever paid for goods or services by mobile phone. People in the youngest age group are most experienced with paying with their mobile phones, and % in the age group 18- have ever made purchases where they have paid with their mobile phone. This applies to all of the four Nordic countries. Digital contents is the most frequently purchased category in Norway, while tickets for transportation is most purchased in Sweden, Denmark and Finland. Swedes find paying with mobile phones a bit less easy than inhabitants in the other Nordic countries. They also consider it less secure than what especially Danes and Finns do. When it comes to means of payment when conducting purchases with mobile phone, Danes are most reluctant to pay through their phone bill, while Finns and to some extent Swedes to a higher degree prefer this payment method. Common to all four countries however, is the fact that payment by card is the one single payment method that is most favored. 1

11 Key figures

12 Key figures Norway Sweden Finland Denmark Population 18 years+ (Source: Eurostat.eu) Internet penetration (Source: Eurostat.eu) Internet population Share of Internet population conducted online purchases February 1 9 % % % % Estimated number of purchases February Estimated turnover online shopping (Euro) Exchange rate local currency to Euro. Based on average exchange rate February 1. (Sources: Norges Bank; Sveriges Riksbank; Danmarks Nationalbank) 7, 8,86 7,1 1

13 Online purchases February 1

14 Online purchases, February 1 Norwegians on top in the Nordic countries; Finns shopped online the least Yes No Don't know Yes No Don't know Yes No 8 Yes No Don't know Don't know Q: Have you made purchases online during February 1? Percentage. Base: Share of internet population. No: n=1 FI: n=189. SE: n=1 DK: n=18. 1

15 Online purchases, February 1 in subgroups Men shop more online than women in Norway and Sweden; vice versa in Finland; equal across gender in Denmark Total 9 Total Below years 71 Below years 9 - years 71 - years years years 9 Yes Yes Total Total 1 Below years 9 Below years 8 - years 9 - years years 6-9 years 1 Yes Yes Q: Have you made purchases online during February 1? Percentage. Base: Share of internet population. No: n=1 FI: n=189. SE: n=1 DK: n=18. 1

16 Volume and turnover February 1

17 Average number of purchases among buyers Norwegian online shoppers carried out most purchases in average; followed by Finns, Danes and Swedes, respectively Total,6 Total,7,71,,9,1 Below years,8 Below years,71 - years,89 - years,7 6-9 years, 6-9 years,8 1,99, Total, Total,6,18,8,6, Below years, Below years,1 - years,1 - years, 6-9 years, 6-9 years,7,1 1,8 Q: How many online purchases did you make during February 1? Average number in subgroups. Base: Share of buyers. NO: n=81 FI: n=. SE: n=687 DK: n=. 17

18 Average number of purchases in Internet population Variations across age in all countries, but pattern is not the same across country Total 1, Total 1,1 1,66 1,8 1, 1,1 Below years, Below years 1, - years,6 - years 1, 6-9 years 1,6 6-9 years,96,8,7 Total 1,18 Total 1,17 1, 1,9 1,1 1,6 Below years 1, Below years 1,17 - years 1,6 - years 1, 6-9 years 1, 6-9 years 1,7,89,7 Q: How many online purchases did you make during February 1? Average number in subgroups. Base: Share of total Internet population. NO: n=1 FI: n=189. SE: n=1 DK: n=18. 18

19 Norway.1

20 Estimated number of purchases in categories, February 1 Holidays/leisure travel on top, followed by clothes/shoes Holidays/leisure travel Clothes/shoes 1 78 Books & Magazines - physically delivered 1 Music/film - physically delivered Personal care products 9 1 Tickets: bus, train, ferry, ski pass etc. 6 6 Computer hardware 7 Tickets: cinema, theatre, concerts etc. 6 Electrical items/goods 9 66 Sports equipment Mobile phone Music/film - download Computer software - download 1 7 Photography Interior Business travel Gambling & betting Digital subscription services 1 9 Books & Magazines - electronically delivered Hobby 78 Prepared food - delivered/take away 67 Computer software - physically delivered Groceries and food products (not prepared) Finland Sweden Denmark Prerequisites for estimation of number of purchases in the category: Number of purchases in the category per n respondents * Population 18 years + (source: eurostat.eu) * Internet penetration in target group (source: eurostat.eu).

21 Average price in categories, February 1 Travel the most expensive categories Holidays/leisure travel Clothes/shoes NOK 76 Books & Magazines - physically delivered NOK 89 Music/film - physically delivered NOK Personal care products NOK 1 Tickets: bus, train, ferry, ski pass etc. NOK 991 Computer hardware NOK 1 78 Tickets: cinema, theatre, concerts etc. NOK 76 Electrical items/goods NOK 1 7 Sports equipment NOK 1 7 Mobile phone NOK 89 Music/film - download NOK 7 Computer software - download NOK 8 Photography NOK 886 Interior NOK 1 Business travel Gambling & betting NOK 1 Digital subscription services NOK 11 Books & Magazines - electronically delivered NOK 178 Hobby NOK Prepared food - delivered/take away NOK 8 Computer software - physically delivered NOK 6 Groceries and food products (not prepared) NOK 6 NOK 7 NOK 1 Converted Sweden Finland Denmark ( ) ( ) ( ) ( ) NOK Trimmed mean is the mean where the % lowest and highest values are excluded. This is done in order to reduce the influence of extreme values. 1

22 Estimated turnover in categories, February 1 The category with highest turnover is by far holiday/leisure travel Holidays/leisure travel Clothes/shoes Books & Magazines - physically delivered Music/film - physically delivered Personal care products Tickets: bus, train, ferry, ski pass etc. Computer hardware Tickets: cinema, theatre, concerts etc. Electrical items/goods Sports equipment Mobile phone Music/film - download Computer software - download Photography Interior Business travel Gambling & betting Digital subscription services Books & Magazines - electronically delivered Hobby Prepared food - delivered/take away Computer software - physically delivered Groceries and food products (not prepared) NOK NOK NOK NOK NOK NOK NOK NOK 87 8 NOK 899 NOK 1 6 NOK NOK NOK NOK NOK NOK NOK NOK NOK NOK 6 11 NOK NOK NOK Converted Sweden Finland Denmark ( ) ( ) ( ) ( ) NOK Prerequisities for estimating turnover in the category: Turnover = number of purchases in the category * average price of purchases in the category.

23 Average spending per person in total population, February 1 Each Norwegian above 18 years spent in average 9 on holidays/leisure travel in February Norway NOK Norway ( ) SUM NOK Holidays/leisure travel NOK Computer hardware NOK 11 1 Clothes/shoes NOK 11 1 Mobile phone NOK 99 1 Business travel NOK 9 1 NOK Electrical items/goods NOK 7 1 Tickets: bus, train, ferry, ski pass etc. NOK 68 9 Sports equipment NOK 6 9 Tickets: cinema, theatre, concerts etc. NOK 6 6 Personal care products NOK Books & Magazines - physically delivered NOK Interior NOK Photography NOK 9 Music/film - physically delivered NOK Computer software download NOK 1 Gambling & betting NOK 1 1 Hobby NOK 7 1 Prepared food - delivered/take away NOK 1 Computer software - physically delivered NOK 1 Groceries and food products (not prepared) NOK 1 Books & Magazines - electronically delivered NOK, Digital subscription services NOK, Music/film download NOK, Sweden ( ) Denmark ( ) Finland ( ) ,, , 1 1 1,7, 1,1 1 1, 1 1,1,,,,,1,1,1,1 Prerequisities for estimation of average spending per person in total population: Estimated number of purchases in the category * average price of purchases in the category/total population

24 Payment method in categories, February 1 Card is the most used payment method, followed by invoice Total Holidays/leisure travel Clothes/shoes Books & Magazines - physically 6 1 Music/film - physically delivered Personal care products Tickets: bus, train, ferry, ski pass etc. Computer hardware Tickets: cinema, theatre, concerts etc. Electrical items/goods Sports equipment Mobile phone Invoice Card E-payment* Collect on delivery Advance payment PayPal izettle Music/film - download 8 7 Via phone bill/broadband bill Computer software - download Photography Interior Prepaid account/ - card Business travel 9 Gambling & betting *) BankAxess Q: What method of payment did you use for this purchase? Percentage. Base: All purchases. NO: n=17 FI: n=116 SE: n=166 DK: n=18.

25 Satisfaction in different categories, February 1 High satisfaction among gamblers Total 87 Sweden Denmark Finland Gambling & betting Music/film - physically delivered Tickets: cinema, theatre, concerts etc. Business travel Music/film - download Personal care products Interior Mobile phone Sports equipment Electrical items/goods Holidays/leisure travel Computer software - download Books & Magazines - physically delivered Photography Computer hardware Clothes/shoes Tickets: bus, train, ferry, ski pass etc Q: How satisfied are you overall with this purchase? Average score 1-6, recalculated to -1. Base: All purchases. NO: n=17 FI: n=116 SE: n=166 DK: n= Masked numbers: Base too low

26 Sweden.

27 Estimated number of purchases in categories, February 1 Books & Magazines on top, followed by clothes and shoes Books & Magazines - physically delivered Clothes/shoes Music/film - physically delivered Tickets: bus, train, ferry, ski pass etc Holidays/leisure travel 9 7 Electrical items/goods 6 Computer hardware 67 Personal care products 16 6 Interior Mobile phone 7 79 Tickets: cinema, theatre, concerts etc Sports equipment Hobby 17 Gambling & betting 1 78 Computer software - download Digital subscription services 17 9 Photography Music/film - download 1 7 Groceries and food products (not prepared) Computer software - physically delivered Business travel 7 71 Books & Magazines - electronically delivered 6 6 Prepared food - delivered/take away Denmark Finland Norway Prerequisites for estimation of number of purchases in the category: Number of purchases in the category per n respondents * Population 18 years + (source: eurostat.eu) * Internet penetration in target group (source: eurostat.eu). 7

28 Average price in categories, February 1 Average price of holidays/leisure travel higher in Sweden than the other Nordic countries Books & Magazines - physically delivered Clothes/shoes Music/film - physically delivered Tickets: bus, train, ferry, ski pass etc. Holidays/leisure travel Electrical items/goods Computer hardware Personal care products Interior Mobile phone Tickets: cinema, theatre, concerts etc. Sports equipment Hobby Gambling & betting Computer software - download Digital subscription services Photography Music/film - download Groceries and food products (not prepared) Computer software - physically delivered Business travel Books & Magazines - electronically delivered Prepared food - delivered/take away SEK 7 SEK 61 SEK 69 SEK 69 SEK 6 SEK 1 SEK 87 SEK 6 SEK 686 SEK 7 SEK 77 SEK 9 SEK 1 SEK 71 SEK 7 SEK 16 SEK 8 SEK SEK SEK 8 SEK 1 7 SEK SEK 8 Converted ( ) Norway ( ) Finland ( ) Denmark ( ) SEK Trimmed mean is the mean where the % lowest and highest values are excluded. This is done in order to reduce the influence of extreme values. 8

29 Estimated turnover in categories, February 1 Holidays/leisure also the category with largest turnover in Sweden Books & Magazines - physically delivered Clothes/shoes Music/film - physically delivered Tickets: bus, train, ferry, ski pass etc. Holidays/leisure travel Electrical items/goods Computer hardware Personal care products Interior Mobile phone Tickets: cinema, theatre, concerts etc. Sports equipment Hobby Gambling & betting Computer software - download Digital subscription services Photography Music/film - download Groceries and food products (not prepared) Computer software - physically delivered Business travel Books & Magazines - electronically delivered Prepared food - delivered/take away SEK 7 19 SEK SEK SEK 1 79 SEK SEK SEK SEK SEK SEK 1 17 SEK SEK SEK SEK SEK SEK 87 SEK SEK SEK SEK SEK 7 8 SEK 98 8 SEK 6 98 Converted ( ) Norway ( ) Finland ( ) Denmark ( ) SEK Prerequisities for estimating turnover in the category: Turnover = number of purchases in the category * average price of purchases in the category. 9

30 Average spending per person in total population, February 1 The average Swede used 11 on online shopping in February 1 Sweden SEK Sweden ( ) Norway( ) Finland ( ) Denmark ( ) SUM SEK Holidays/leisure travel SEK Electrical items/goods SEK Clothes/shoes SEK SEK Tickets: bus, train, ferry, ski pass etc. SEK 6 9 Books & Magazines - physically delivered SEK Computer hardware SEK 1 8 Mobile phone SEK 1 7 Interior SEK 1 Business travel SEK 1 Music/film - physically delivered SEK Personal care products SEK 19 Sports equipment SEK 18 9 Tickets: cinema, theatre, concerts etc. SEK 17 6 Hobby SEK Gambling & betting SEK Photography SEK 7 1,, Groceries and food products (not prepared) SEK Computer software - physically delivered SEK 6 1 1, 1 Computer software download SEK Digital subscription services SEK,,,1, Books & Magazines - electronically delivered SEK 1,1,,, Music/film download SEK 1,1,,1,1 Prepared food - delivered/take away SEK,, 1,1 1 Prerequisities for estimation of average spending per person in total population: Estimated number of purchases in the category * average price of purchases in the category/total population

31 Payment method in categories, February 1 High share of payment by invoice in Sweden Total Books & Magazines - physically Clothes/shoes Music/film - physically delivered Tickets: bus, train, ferry, ski pass etc. Holidays/leisure travel Electrical items/goods Computer hardware Personal care products Invoice Card E-payment* Collect on delivery Advance payment PayPal Interior izettle Mobile phone Via phone bill/broadband bill Tickets: cinema, theatre, concerts etc. 7 Prepaid account/ - card Sports equipment Hobby Gambling & betting *) e-betalning/ direktbetalning eller liknande *) E-betalning/direktbetalning etc. Q: What method of payment did you use for this purchase? Percentage. Base: All purchases. NO: n=17 FI: n=116 SE: n=166 DK: n=18. 1

32 Satisfaction in different categories, February 1 Satisfaction varies across categories; category hobby have highest satisfaction Norway Finland Denmark Total Hobby 99 Tickets: cinema, theatre, concerts etc Interior Personal care products Music/film - physically delivered Books & Magazines - physically delivered Gambling & betting Sports equipment Mobile phone Computer hardware Electrical items/goods Holidays/leisure travel Clothes/shoes Tickets: bus, train, ferry, ski pass etc Q: How satisfied are you overall with this purchase? Average score 1-6, recalculated to -1. Base: All purchases. NO: n=17 FI: n=116 SE: n=166 DK: n= Masked numbers: Base too low

33 Finland.

34 Estimated number of purchases in categories, February 1 Clothes and shoes on top, followed by music & film and holidays/leisure travel Clothes/shoes Music/film - physically delivered Holidays/leisure travel Books & Magazines - physically delivered Electrical items/goods Tickets: bus, train, ferry, ski pass etc. Computer hardware Tickets: cinema, theatre, concerts etc. Personal care products Gambling & betting Interior Sports equipment Photography Computer software - download Hobby Books & Magazines - electronically delivered Mobile phone Computer software - physically delivered Music/film - download Prepared food - delivered/take away Groceries and food products (not prepared) Digital subscription services Business travel Prerequisites for estimation of number of purchases in the category: Number of purchases in the category per n respondents * Population 18 years + (source: eurostat.eu) * Internet penetration in target group (source: eurostat.eu). Sweden Denmark Norway

35 Average price in categories, February 1 Travel most expensive categories also in Finland Clothes/shoes 7 Music/film - physically delivered Holidays/leisure travel Books & Magazines - physically delivered Electrical items/goods 16 Tickets: bus, train, ferry, ski pass etc. 9 Computer hardware 18 Tickets: cinema, theatre, concerts etc. 6 Personal care products Gambling & betting 7 Interior 68 Sports equipment 11 Photography 17 Computer software - download 7 Hobby Books & Magazines - electronically delivered 19 Mobile phone 18 Computer software - physically delivered Music/film - download 11 Prepared food - delivered/take away 16 Groceries and food products (not prepared) 87 Digital subscription services 11 Business travel 77 9 Norway ( ) Sweden ( ) Denmark ( ) Trimmed mean is the mean where the % lowest and highest values are excluded. This is done in order to reduce the influence of extreme values.

36 Estimated turnover in categories, February 1 Turnover for online booked holidays lower than in the other Nordic countries Clothes/shoes Music/film - physically delivered Holidays/leisure travel Books & Magazines - physically delivered Electrical items/goods Tickets: bus, train, ferry, ski pass etc. 1 6 Computer hardware Tickets: cinema, theatre, concerts etc Personal care products 8 11 Gambling & betting 61 8 Interior Sports equipment Photography Computer software - download 6 Hobby 8 8 Books & Magazines - electronically delivered Mobile phone Computer software - physically delivered Music/film - download 7 Prepared food - delivered/take away 66 7 Groceries and food products (not prepared) 17 6 Digital subscription services 6 1 Business travel Norway ( ) Sweden ( ) Denmark ( ) Prerequisities for estimating turnover in the category: Turnover = number of purchases in the category * average price of purchases in the category. 6

37 Average spending per person in total population, February 1 Finns spend on average less money on online shopping than inhabitants in the other Nordic countries Finland ( ) Norway ( ) Sweden ( ) Denmark ( ) SUM Holidays/leisure travel 9 9 Clothes/shoes Computer hardware Electrical items/goods Tickets: bus, train, ferry, ski pass etc. 9 6 Sports equipment 9 Music/film - physically delivered Tickets: cinema, theatre, concerts etc. 6 Books & Magazines - physically delivered Interior Personal care products Mobile phone 1 7 Business travel 1 Gambling & betting Groceries and food products (not prepared) Hobby Computer software download Photography, 1, Books & Magazines - electronically delivered,,,1, Computer software - physically delivered, Prepared food - delivered/take away,1 1, 1 Music/film download,1,,1,1 Digital subscription services,1,,, Prerequisities for estimation of average spending per person in total population: Estimated number of purchases in the category * average price of purchases in the category/total population 7

38 Payment method in categories, February 1 E-payment (online bank payment) is quite common in Finland Total Clothes/shoes 6 1 Music/film - physically delivered Holidays/leisure travel Invoice Books & Magazines - physically Electrical items/goods Tickets: bus, train, ferry, ski pass etc Card E-payment* Collect on delivery Advance payment Computer hardware PayPal Tickets: cinema, theatre, concerts etc. Personal care products Gambling & betting izettle Via phone bill/broadband bill Prepaid account/ - card Interior 1 6 Sports equipment *) Nettipankkimaksu/ suoramaksu tai vastaava Q: What method of payment did you use for this purchase? Percentage. Base: All purchases. NO: n=17 FI: n=116 SE: n=166 DK: n=18. 8

39 Satisfaction in different categories, February 1 Finns show second lowest satisfaction with online shopping in the Nordic countries Norway Sweden Denmark Total Music/film - physically delivered Tickets: cinema, theatre, concerts etc. Sports equipment Books & Magazines - physically delivered Interior Computer hardware Personal care products Electrical items/goods Clothes/shoes Holidays/leisure travel Gambling & betting Tickets: bus, train, ferry, ski pass etc Q: How satisfied are you overall with this purchase? Average score 1-6, recalculated to -1. Base: All purchases. NO: n=17 FI: n=116 SE: n=166 DK: n= Masked numbers: Base too low 9

40 Denmark.

41 Estimated number of purchases in categories, February 1 Clothes & shoes and books & magazines two largest categories, as in Sweden Clothes/shoes Books & Magazines - physically delivered Holidays/leisure travel Music/film - physically delivered Tickets: cinema, theatre, concerts etc. Electrical items/goods Personal care products Computer hardware Prepared food - delivered/take away Computer software - download Tickets: bus, train, ferry, ski pass etc. Interior Groceries and food products (not prepared) Mobile phone Computer software - physically delivered Sports equipment Hobby Music/film - download Digital subscription services Photography Books & Magazines - electronically delivered Business travel Gambling & betting Prerequisites for estimation of number of purchases in the category: Number of purchases in the category per n respondents * Population 18 years + (source: eurostat.eu) * Internet penetration in target group (source: eurostat.eu). Sweden Finland Norway

42 Average price in categories, February 1 Average price of online booked holidays second largest across countries Clothes/shoes Books & Magazines - physically delivered Holidays/leisure travel Music/film - physically delivered Tickets: cinema, theatre, concerts etc. Electrical items/goods Personal care products Computer hardware Prepared food - delivered/take away Computer software - download Tickets: bus, train, ferry, ski pass etc. Interior Groceries and food products (not prepared) Mobile phone Computer software - physically delivered Sports equipment Hobby Music/film - download Digital subscription services Photography Books & Magazines - electronically delivered Business travel Gambling & betting DKK 617 DKK DKK 7 DKK 6 DKK 9 DKK 186 DKK 7 DKK 768 DKK 1 DKK 7 DKK 18 DKK 7 DKK 6 DKK DKK 11 DKK 1 DKK 86 DKK 66 DKK DKK 91 DKK 1 8 DKK 1 81 DKK 1 DKK 88 Trimmed mean is the mean where the % lowest and highest values are excluded. This is done in order to reduce the influence of extreme values. Denmark ( ) Norway ( ) Finland ( ) Sweden ( )

43 Estimated turnover in categories, February 1 Holidays constitutes about % of the total turnover online Clothes/shoes Books & Magazines - physically delivered DKK DKK Holidays/leisure travel Music/film - physically delivered DKK 1 6 Tickets: cinema, theatre, concerts etc. DKK Electrical items/goods DKK Personal care products DKK Computer hardware DKK Prepared food - delivered/take away DKK Computer software - download DKK Tickets: bus, train, ferry, ski pass etc. DKK Interior DKK Groceries and food products (not prepared) DKK 6 6 Mobile phone DKK Computer software - physically delivered DKK Sports equipment DKK Hobby DKK Music/film - download DKK 67 9 Digital subscription services DKK 78 1 Photography DKK Books & Magazines - electronically delivered DKK Business travel DKK Gambling & betting DKK 1 19 DKK 9 18 Converted ( ) Norway ( ) Sweden ( ) Finland ( ) DKK Prerequisities for estimating turnover in the category: Turnover = number of purchases in the category * average price of purchases in the category.

44 Average spending per person in total population, February 1 The average Dane spent 1 on online shopping in February Denmark DKK Denmark Norway ( ) Sweden ( ) Finland ( ) SUM DKK Holidays/leisure travel DKK Clothes/shoes DKK DKK Electrical items/goods DKK Mobile phone DKK Business travel DKK 7 1 Books & Magazines - physically delivered DKK Computer hardware DKK Tickets: cinema, theatre, concerts etc. DKK 7 6 Interior DKK 17 Personal care products DKK 16 Groceries and food products (not prepared) DKK Tickets: bus, train, ferry, ski pass etc. DKK Sports equipment DKK 1 9 Music/film - physically delivered DKK 1 Computer software download DKK Computer software - physically delivered DKK , Prepared food - delivered/take away DKK 7 1 1,,1 Hobby DKK Books & Magazines - electronically delivered DKK,,,1, Photography DKK, 1, Gambling & betting DKK Digital subscription services DKK 1,,,,1 Music/film - download DKK 1,1,,1,1 Prerequisities for estimation of average spending per person in total population: Estimated number of purchases in the category * average price of purchases in the category/total population.

45 Payment method in categories, February 1 Card by far most used mean of payment; invoice rarely used Total Clothes/shoes Books & Magazines - physically Invoice Holidays/leisure travel Card Music/film - physically delivered Tickets: cinema, theatre, concerts etc. Electrical items/goods E-payment* edankort Collect on delivery Advance payment Personal care products 1 8 PayPal Computer hardware Prepared food - delivered/take away Computer software - download izettle Via phone bill/broadband bill Prepaid account/ - card Tickets: bus, train, ferry, ski pass etc. 9 Don't know Interior *) Danske Netbetaling eller lignende Q: What method of payment did you use for this purchase? Percentage. Base: All purchases. NO: n=17 FI: n=116 SE: n=166 DK: n=18.

46 Satisfaction in different categories, February 1 Danes show lowest satisfaction with online shopping in the Nordic countries Sweden Finland Norway Total Music/film - physically delivered Books & Magazines - physically delivered Computer hardware Computer software - download Electrical items/goods Tickets: cinema, theatre, concerts etc. Tickets: bus, train, ferry, ski pass etc. Clothes/shoes Personal care products Holidays/leisure travel Interior Prepared food - delivered/take away Q: How satisfied are you overall with this purchase? Average score 1-6, recalculated to -1. Base: All purchases. NO: n=17 FI: n=116 SE: n=166 DK: n= Masked numbers: Base too low 6

47 Most used online stores 6

48 Top 1: Most used online stores Norway Sweden Finland Denmark Most used stores ebay.com norwegian.no amazon.co.uk cdon.com sas.no itunes bokklubben.no komplett.no play.com nsb.no Purchases Most used stores tradera.se adlibris.se cdon.com sj.se bokus.se ebay.com ellos.se ginza.se hm.com sas.se Purchases Most used stores cdon.com vr.fi veikkaus.fi ellos.fi huuto.net ebay.com hm.com verkkokauppa.com hobbyhall.fi amazon.co.uk Purchases Most used stores just-eat.dk amazon.co.uk saxo.dk ebay.com cdon.com dsb.dk itunes hm.com billetnet.dk elgiganten.dk Purchases Satisfaction (most used) play.com amazon.co.uk cdon.com ebay.com norwegian.no itunes bokklubben.no sas.no komplett.no nsb.no Score Satisfaction (most used) tradera.se ebay.com ginza.se sas.se adlibris.se cdon.com bokus.se sj.se ellos.se hm.com Score Satisfaction (most used) ebay.com hobbyhall.fi cdon.com huuto.net verkkokauppa.c amazon.co.uk hm.com vr.fi veikkaus.fi ellos.fi Score Satisfaction (most used) amazon.co.uk ebay.com dsb.dk cdon.com hm.com saxo.dk itunes billetnet.dk just-eat.dk elgiganten.dk 6 Score Prerequisites for estimation of number of purchases in online stores: Number of purchases in online store per n respondents * Population 18 years + (source: eurostat.eu) * Internet penetration in target group (source: eurostat.eu). Satisfaction: Average score 1-6, recalculated to -1. 8

49 Most popular online stores 7

50 Top 1: Most popular online stores amazon.co.uk most popular foreign online store in all Nordic countries Norway Sweden Finland Denmark Domestic stores Percent komplett.no 7, % cdon.com*, % finn.no 1,9 % platekompaniet.no 1,8 % norwegian.no 1,7 % hm.com 1,6 % mpx.no 1, % ellos.no 1, % nelly.com* 1, % netthandelen.no 1, % Domestic stores Percent adlibris.se 6,1 % cdon.com 6, % tradera.se,8 % bokus.se, % ellos.se, % hm.com,1 % netonnet.se, % dustinhome.se 1,9 % sj.se 1,6 % webhallen.com 1, % Domestic stores Percent verkkokauppa.fi 7, % netanttila.com, % cdon.com*,9 % hobbyhall.fi,6 % veikkaus.fi, % ellos.fi,1 % huuto.net 1,6 % hm.com* 1,1 % vr.fi 1, % lippu.fi,9 % Domestic stores Percent coolshop.dk, % hm.com*,1 % saxo.com 1, % trendsales.dk 1, % cdon.com* 1, % elgiganten.dk 1, % proshop.dk 1,1 % ellos.dk 1,1 % dvdoo.dk,9 % dba.dk,8 % Foreign stores Percent amazon.co.uk 8,7 % e-bay.com 7, % play.com,1 % dealextreme.com 1, % feelunique.com 1, % strawberrynet.com 1,1 % cdon.com*,9 % nelly.com*,7 % hotels.com,6 % itunes, % Foreign stores Percent amazon.co.uk,1 % e-bay.com, % asos.com 1, % thomann.de,7 % amazon.co.uk, % apple.com, % itunes, % topshop.com, % pixmania.com, % laredoute.se, % Foreign stores Percent amazon.co.uk, % ebay.com, % cdon.com* 1,6 % evolutionofsmooth.com 1, % dealextreme.com 1, % play.com 1,1 % nierle.com 1, % thomann.de 1, % hm.com*,8 % pixmania.com,7 % Foreign stores Percent amazon.co.uk 6,8 % ebay.com 1,9 % asos.com 1, % cdon.com* 1, % apple.com,8 % play.com,7 % nelly.com,7 % hm.com*,6 % itunes,6 % gamestop.dk, % *) Some online stores are perceived as domestic by some respondents, and foreign by others, and therefore appear in both lists. Q: What is your favorite domestic online store?/what is your favorite foreign online store? Base: Ever conducted purchases online. NO: n=97 FI: n=17 SE: n=19 DK: n=918.

51 Payment by card: Use and attitudes 8

52 Payment by card: Card types by sub groups out of card payments in Norway are carried out by Visa/Mastercard debit card Total Visa/Mastercard debetkort (beløpet ble trukket direkte fra konto) Visa Electron V Pay 6 11 Visa kredittkort (utsatt betaling) Below years MasterCard kredittkort (utsatt betaling) Eurocard (utsatt betaling) - years American Express (utsatt betaling) -9 years Diners Club (utsatt betaling) Don't know *) BankAxess Q: What type of card did you use for this purchase? Share of purchases in sub groups. Base: All purchases paid by card. NO: n=86 FI: n=7 SE: n= DK: n=78.

53 Payment by card: Card types by sub groups Visa/Mastercard debit card used on almost of payments carried out by card Total Visa/Mastercard kontokort (beloppet drogs direkt från kontot) Visa Electron V Pay Visa kreditkort (betalning i efterhand) Below years 89 6 MasterCard kreditkort (betalning i efterhand) Eurocard (betalning i efterhand) - years American Express (betalning i efterhand) -9 years Diners Club (betalning i efterhand) Don't know *) BankAxess Q: What type of card did you use for this purchase? Share of purchases in sub groups. Base: All purchases paid by card. NO: n=86 FI: n=7 SE: n= DK: n=78.

54 Payment by card: Card types by sub groups Visa credit card most frequently used, followed by Visa/Mastercard debit card Total VISA/Mastercard pankkikortit (summa veloitetaan suoraan pankkitililtä) Visa Electron V Pay Visa luottokortti (maksuaikaa, ei veloiteta suoraan tililtä) Below years 1 68 MasterCard luottokortti (maksuaikaa, ei veloiteta suoraan tililtä) - years Eurocard (maksuaikaa, ei veloiteta suoraan tililtä) American Express (maksuaikaa, ei veloiteta suoraan tililtä) -9 years Diners Club (maksuaikaa, ei veloiteta suoraan tililtä) Don't know *) BankAxess Q: What type of card did you use for this purchase? Share of purchases in sub groups. Base: All purchases paid by card. NO: n=86 FI: n=7 SE: n= DK: n=78.

55 Payment by card: Card types by sub groups Visa/Dankort is the most frequently used payment card in Denmark Total Visa/Dankort eller Dankort (beløbet blev trukket direkte fra kontoen) Visa Electron V Pay Visa kreditkort (ikke Visa/Dankort) (m. udsat betaling) Below years MasterCard kreditkort (m. udsat betaling) Eurocard (m. udsat betaling) - years American Express (m. udsat betaling) -9 years Diners Club (m. udsat betaling) Don't know *) BankAxess Q: What type of card did you use for this purchase? Share of purchases in sub groups. Base: All purchases paid by card. NO: n=86 FI: n=7 SE: n= DK: n=78.

56 Attitudes towards card payment online: easy User friendliness highest rated by Danes followed by Norwegians; lower ratings among Swedes and Finns Total Below years - years 6-9 years Total Below years - years 6-9 years Total Below years - years 6-9 years Total Below years - years 6-9 years Q: To what extent do you think it is easy/user friendly to pay by card in online stores? Average score 1-6, recalculated to -1. Base: Ever shopped online. NO: n=98 FI: n=19 SE: n=17 DK: n=91. 6

57 Attitudes towards card payment online: secure Highest confidence in card payment as secure in Norway; lowest confidence in Finland Total Below years - years 6-9 years Total Below years - years 6-9 years Total Below years - years 6-9 years Total Below years - years 6-9 years Q: To what extent do you believe it is secure to pay by card in online stores? Average score 1-6, recalculated to -1. Base: Ever shopped online. NO: n=98 FI: n=19 SE: n=17 DK: n=91. 7

58 Mobile commerce 9

59 Mobile commerce Between 1 out of and 1 out of have ever paid for goods/services by mobile phone Ever paid by mobile phone: Made purchases in February: Ever paid by mobile phone: Made purchases in February: Yes, 8 Yes, 6 No, 7 Yes, Don't know, No, 1 No, 7 Yes, 6 Don't know, 1 No, Ever paid by mobile phone: Made purchases in February: Ever paid by mobile phone: Made purchases in February: Yes, 7 Yes, 9 No, 7 Yes, 6 Don't know, 1 No, 18 No, 77 Yes, 1 Don't know, 1 No, 1 Q: Have you ever paid for goods/services by mobile phone? Percentage. Base: Share of internet population. NO: n=1 FI: n=189. SE: n=1 DK: n=18. 9

60 Ever made mobile purchases, in subgroups More than out of in the youngest age group have ever made purchases with their mobile phone 8 Below years Below years - years 1 - years 7-9 years 17-9 years Yes Yes 7 1 Below years Below years - years 6 - years 7-9 years 18-9 years 1 11 Yes Yes Q: Have you ever paid for goods/services by mobile phone? Percentage. Base: Share of internet population. NO: n=1 FI: n=189. SE: n=1 DK: n=18. 6

61 Most frequently purchased categories Digital contents most purchased category in Norway; tickets more common in the other Nordic countries Digital contents Donations/charity Online ad Studded tire fee Gambling & betting Tickets: Bus, train, ferry, ski pass etc. Tickets: Cinema, theatre, conserts etc. Physical good in store with "mobile wallet" Vending machines (coffee, soda etc.) Parking fee Road toll Digital contents Donations/charity Online ad Studded tire fee Gambling & betting Tickets: Bus, train, ferry, ski pass etc. Tickets: Cinema, theatre, conserts etc. Physical goods in store with "mobile Vending machines (coffee, soda etc.) Parking fee Road toll Digital contents Donations/charity Online ad Studded tire fee Gambling & betting Tickets: Bus, train, ferry, ski pass etc. Tickets: Cinema, theatre, conserts etc. Physical goods in store with "mobile Vending machines (coffee, soda etc.) Parking fee Road toll Digital contents Donations/charity Online ad Studded tire fee Gambling & betting Tickets: Bus, train, ferry, ski pass etc. Tickets: Cinema, theatre, conserts etc. Physical goods in store with "mobile Vending machines (coffee, soda etc.) Parking fee Road toll Q: What kind of goods or services have you paid by phone? Percentage. Base: Ever paid for goods/services by mobile phone. NO: n=18 FI: n=81. SE: n=99 DK: n=16 61

62 Mobile purchases February 1 in subgroups A relatively large share of Danes in the youngest age group have made mobile purchases in February Below years 16 Below years 1 - years 1 - years years years 1 Yes Yes Below years 1 Below years 6 - years 11 - years years 6-9 years Yes Yes Q: Have you made purchases where you have paid with mobile phone during February 1? Share within subgroups, percentage. Base: Share of internet population. NO: n=1 FI: n=189. SE: n=1 DK: n=18. 6

63 Number of mobile purchases, February 1 Between 7 and 8 out of 1 (of buyers) have made 1- purchases 1 purchase 1 purchase purchases 6 purchases 6 purchases 11 purchases 17 or more purchases 19 or more purchases 1 purchase 1 purchase purchases purchases purchases purchases or more purchases 16 or more purchases 19 Q: How many purchases did you make in February 1? Percentage among buyers. Base: Made purchases in February 1. NO: n=7 FI: n=8 SE: n=8 DK: n=61 6

64 Attitudes towards payment by mobile phone 1

65 Attitudes towards payment by mobile phone: easy Some differences across sub groups; Swedes tend to see mobile payment as less easy Total 7 Total Below years 7 Below years 76 - years 7 - years 69-9 years 77-9 years Total 6 Total Below years 69 Below years 7 - years 6 - years 7-9 years 6-9 years Q: To what extent do you think it is easy to pay by mobile phone? Average score 1-6, recalculated to -1. Base: Ever paid for goods/services by mobile phone. NO: n=18 Fi: n=81 Se: n=99 DK: n=16 6

66 Attitudes towards payment by mobile phone: secure Swedes also tend to be more skeptical to payment security Total 7 Total Below years 68 Below years 78 - years 7 - years 7-9 years 7-9 years Total 6 Total Below years 6 Below years 79 - years 6 - years 71-9 years 6-9 years Q: To what extent do you think it is secure to pay by mobile phone? Average score 1-6, recalculated to -1. Base: Ever paid for goods/services by mobile phone. NO: n=18 FI: n=81 SE: n=99 DK: n=16 66

67 Mobile payment more secure than PC? Finns consider to a higher degree payment via mobile phone as most secure than respondents from the other Nordic countries Total Total Below years Below years years years years years Via PC/Internet Via mobile phone No difference Don't know Via PC/Internet Via mobile phone No difference Don't know Total Total Below years 16 7 Below years years years years years Via PC/Internet Via mobile phone No difference Don't know Via PC/Internet Via mobile phone No difference Don't know Q: Which mean of payment do you consider as most secure? Percentage. Base: Ever paid for goods/services by mobile phone. NO: n=18 FI: n=81 SE: n=99 DK: n=16 67

68 Preferred mean of payment: all Few Danes prefer to pay through phone bill; young Finns stand out as the group where most prefer this mean of payment Total Total Below years Below years years years years years Prefer credit card Prefer billing through mobile phone bill Prefer credit card Prefer billing through mobile phone bill Prefer another mean of payment Don't know Prefer another mean of payment Don't know Total 1 1 Total Below years Below years years years years years Prefer credit card Prefer billing through mobile phone bill Prefer credit card Prefer billing through mobile phone bill Prefer another mean of payment Don't know Prefer another mean of payment Don't know Q: If you were to pay for goods or services, would you prefer to pay by credit card, or pay through your phone bill? Percentage. Base: Internet population. NO: n=1 FI: n=189. SE: n=1 DK: n=18. 68

69 Preferred means of payment: ever paid by mobile phone Same patterns across and within countries when applied to respondents who have ever paid for goods or services with their mobile phones Total 6 7 Total Below years 6 9 Below years years years years years Prefer credit card Prefer billing through mobile phone bill Prefer credit card Prefer billing through mobile phone bill Prefer another mean of payment Don't know Prefer another mean of payment Don't know Total Total Below years Below years years years years years Prefer credit card Prefer another mean of payment Prefer billing through mobile phone bill Don't know Prefer credit card Prefer another mean of payment Prefer billing through mobile phone bill Don't know Q: If you were to pay for goods or services, would you prefer to pay by credit card, or pay through your phone bill? Percentage. Base: Ever paid for goods/services by mobile phone. NO: n=18 FI: n=81 SE: n=99 DK: n=16 69

70 Appendix: More about the categories, February 1

71 Books and magazines physically delivered Sweden constitutes the largest online market for books and magazines (physically delivered) Norway Sweden Finland Denmark No. of purchases February : Avg. price February: 8 1 Turnover February: Satisfaction February: Top reasons to shop online 1. Lower price 1. Lower price 1. Lower price 1. Home delivery. Opening hours. Opening hours. Opening hours. Lower price. Home delivery. Home delivery. Larger product range. Opening hours. Time saving. Time saving. Only available online. Time saving. Only available online. Easier. Easier. Easier Top payment methods 1. Invoice (6 %) 1. Invoice (6 %) 1. E-payment (6 %) 1. Card (7 %). Card ( %). Card ( %). Invoice ( %). E-payment (8 %). E-payment ( %). E-payment (9 %). Card (11 %). Collect on delivery ( %). PayPal ( %). ( %). Advance payment (11 %).edankort ( %). (1 %). izettle (1 %). Prepaid card/-account ( %). ( %) 71

72 Books and magazines physically delivered 6 of 1 buyers are female; lower price the most important reason to buy online No. of purchases February : 1 Buyers in subgroups (share of purchases in category): Avg. price February: 8 /NOK 89 9 Turnover February: /NOK Satisfaction February: 8 Below years 1 61 Only available online Lower price Reasons to shop years -9 years 1 8 Easy to compare products and prices Home delivery 1 Most used online stores (share of purchases in category): Irrespective of opening hours 6 Time saving 9 Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier reason bokklubben.no amazon.co.uk tanum.no haugenbok.no bokkilden.no capris.no Don't know 1 7

73 Books and magazines physically delivered 6 of 1 buyers are female; out of 1 purchases are made at adlibris.se No. of purchases February : 1 7 Buyers in subgroups (share of purchases in category): Avg. price February: 1 /SEK 7 9 Turnover February: 8 6/ SEK 7 19 Satisfaction February: 89 Below years 61 Only available online Lower price Reasons to shop years -9 years 1 Easy to compare products and prices Home delivery Most used online stores (share of purchases in category): Irrespective of opening hours Time saving Lower shipping costs 8 Safer/more secure to pay Several optional means of payment 8 adlibris.se Recommended by friends/family 1 bokus.se Larger product range Better opportunity to return the goods 7 cdon.com Easier reason 7 Don't know 7

74 Books and magazines physically delivered With fewest purchases among the Nordic countries, Finland has lowest turnover in the category No. of purchases February : Buyers in subgroups (share of purchases in category): Avg. price February: Turnover February: Satisfaction February: 86 Below years 6 Only available online Lower price Reasons to shop 8 - years -9 years 1 Easy to compare products and prices Home delivery 6 Most used online stores (share of purchases in category): Irrespective of opening hours Time saving 19 Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier huuto.net adlibris.fi cdon.com amazon.co.uk reason Don't know 7

75 Books and magazines physically delivered Less differences across gender than in the other Nordic countries; 1 of books purchases at saxo.dk No. of purchases February : 7 Buyers in subgroups (share of purchases in category): Avg. price February: /DKK 8 Turnover February: /DKK Satisfaction February: 86 Below years Only available online Lower price Reasons to shop - years -9 years 1 Easy to compare products and prices Home delivery 18 1 Most used online stores (share of purchases in category): Irrespective of opening hours Time saving 6 Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier saxo.dk amazon.co.uk gyldendals-bogklub.dk adlibris.dk reason 6 Don't know 1 7

76 Books and magazines electronically delivered Number of purchases largest in Norway; turnover larger in Denmark Norway Sweden Finland Denmark No. of purchases February : Avg. price February: Turnover February: Satisfaction February: Top reasons to shop online Top payment methods 1. Card (81 %) 1. Invoice (9 %) 1. Card (1 %) 1. Card (71 %). Invoice (9 %). Card ( %). E-payment ( %). ( %). PayPal (6 %). E-payment (1 %). PayPal (1 %). edankort (7 %). Advance payment ( %). Phone/boadband bill (6 %). Invoice (6 %) Masked numbers: Base too low 76

77 Music/film physically delivered Lower prices and home delivery top reasons for shopping online in all four countries Norway Sweden Finland Denmark No. of purchases February : Avg. price February: 1 Turnover February: Satisfaction February: Top reasons to shop online 1. Home delivery 1. Lower price 1. Lower price 1. Home delivery. Lower price. Home delivery. Home delivery. Lower price. Product range. Product range. Easier. Opening hours. Opening hours. Opening hours. Opening hours. Time saving. Time saving. Time saving. Product range. Product range Top payment methods 1. Card (7 %) 1. Invoice ( %) 1. Invoice (1 %) 1. Card (69 %). Invoice ( %). Card ( %). E-payment ( %). PayPal (1 %). PayPal (1 %). E-payment (1 %). Card (19 %). Invoice (7 %). E-payment (6 %). Advance payment ( %). PayPal ( %). Prepaid card/-account ( %). Prepaid card/-account (1 %). PayPal ( %). Prepaid card/-account (1 %). E-payment ( %) 77

78 Music/film physically delivered High satisfaction among customers; cdon.com most used store No. of purchases February : Buyers in subgroups (share of purchases in category): Avg. price February: /NOK 6 Turnover February: /NOK Satisfaction February: 9 Below years 8 Only available online Lower price Reasons to shop years -9 years 1 16 Easy to compare products and prices Home delivery 1 6 Most used online stores (share of purchases in category): Irrespective of opening hours 6 Time saving Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier cdon.com play.com platekompaniet.no amazon.co.uk homeenter.com reason 78

79 Music/film physically delivered Almost 7 of 1 purchases are made by men; cdon.com most used store No. of purchases February : Buyers in subgroups (share of purchases in category): Avg. price February: /SEK Turnover February: /SEK Satisfaction February: 9 Below years 7 Only available online Lower price Reasons to shop 8 - years -9 years Easy to compare products and prices Home delivery 1 Most used online stores (share of purchases in category): Irrespective of opening hours 1 Time saving 8 Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier cdon.com ginza.se discshop.se tradera.se amazon.co.uk reason 79

80 Music/film physically delivered Men dominates as customers; cdon.com most used store No. of purchases February : Buyers in subgroups (share of purchases in category): Avg. price February: 68 Turnover February: Satisfaction February: 89 Below years Only available online Lower price Reasons to shop years -9 years 1 Easy to compare products and prices Home delivery 6 1 Most used online stores (share of purchases in category): Irrespective of opening hours 9 Time saving Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier cdon.com play.com discshop.fi homeenter.com huuto.net reason 8

81 Music/film physically delivered Dominance of male customers also in Denmark; cdon.com again most used store No. of purchases February : 8 9 Buyers in subgroups (share of purchases in category): Avg. price February: 1 /DKK 7 7 Turnover February: /DKK 1 6 Satisfaction February: 86 Below years 19 7 Only available online Lower price Reasons to shop - years -9 years 1 Easy to compare products and prices Home delivery 9 67 Most used online stores (share of purchases in category): Irrespective of opening hours 6 Time saving Lower shipping costs 9 Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier cdon.com amazon.co.uk ebay.com homeenter.com reason 1 81

82 Music/film - download Estimated number of purchases largest in Norway Norway Sweden Finland Denmark No. of purchases February : Avg. price February: Turnover February: Satisfaction February: Top reasons to shop online 1. Only available online Time saving.... Opening hours.... Larger product range.... Lower price... Top payment methods 1. Card (8 %) 1. Card (61 %) 1. Card (6 %) 1. Card (8 %). E-payment (7 %). E-payment (18 %). E-payment (1 %). E-payment (8 %). Phone/broadband bill ( %). izettle (9 %). PayPal (9 %). PayPal (7 %). PayPal ( %). Prepaid card/-account (6 %). Prepaid card/-account (6 %). Prepaid card/-account ( %). Prepaid card/-account (%).PayPal ( %) Masked numbers: Base too low 8

83 Music/film - download itunes most used store; 7 out of 1 purchases are made by people below years No. of purchases February : Buyers in subgroups (share of purchases in category): Avg. price February: 1 /NOK 7 Turnover February: 1 97 /NOK 1 6 Satisfaction February: 9 Below years 6 Only available online Lower price Reasons to shop years -9 years 9 Easy to compare products and prices Home delivery 1 Most used online stores (share of purchases in category): Irrespective of opening hours 8 Time saving Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range itunes Spotify Better opportunity to return the goods 79 Easier reason 1 8

84 Digital subscription services Turnover highest in Norway, lowest in Finland Norway Sweden Finland Denmark No. of purchases February : Avg. price February: Turnover February: Satisfaction February: Top reasons to shop online Top payment methods 1. Card (7 %) 1. Card (1 %) 1. Card (7 %) 1. Card (61 %). Invoice (1 %). E-payment ( %). E-payment (1 %). edankort (1 %). E-payment ( %). PayPal (9 %). Invoice (1 %). PayPal (9 %). Prepaid card/-account ( %). (8 %). PayPal (11 %). Phone/broadband bill (9 %). Phone/broadband bill ( %). Invoice ( 6 %). Phone/broadband bill (7 %). (6 %) Masked numbers: Base too low 8

85 Mobile phone Higher average price causes higher turnover in Norway than Sweden, despite fewer purchases Norway Sweden Finland Denmark No. of purchases February : Avg. price February: Turnover February: Satisfaction February: Top reasons to shop online 1. Lower price 1. Lower price Opening hours. Home delivery... Easy to compare. Time saving... Time saving. Opening hours... Easier. Easy to compare.. Top payment methods 1. Card ( %) 1. Card ( %) 1. Phone/broadband bill ( %) 1. Card ( %). Collect on delivery (16 %). E-payment (1 %). Card ( %). E-payment (1 %). Invoice (1 %). Collect on delivery (8 %). E-payment (1 %). (9 %). Advance payment (8 %). Invoice (8 %). PayPal (7 %). Phone/broadband bill (6 %). PayPal ( %). PayPal ( %). ( %). PayPal ( %) Masked numbers: Base too low 8

86 Mobile phone 7 out of 1 purchases are made by people below years; lower price most important reason to shop online No. of purchases February : Buyers in subgroups (share of purchases in category): Avg. price February: /NOK 89 7 Turnover February: 8 71 /NOK Satisfaction February: 88 Below years 9 Only available online Lower price Reasons to shop years -9 years Easy to compare products and prices Home delivery 7 Most used online stores (share of purchases in category): Irrespective of opening hours 1 Time saving 7 Lower shipping costs Safer/more secure to pay 9 1 apple.no komplett.no Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier telenor.no netonnet.no elkjop.no mpx.no reason 86

87 Mobile phone Higher share of purchases conducted by people in the older age groups than in Norway No. of purchases February : 7 79 Buyers in subgroups (share of purchases in category): Avg. price February: 167 /SEK Turnover February: 67 1 /SEK Satisfaction February: 88 Below years 8 Only available online Lower price Reasons to shop years -9 years 11 7 Easy to compare products and prices Home delivery 1 Most used online stores (share of purchases in category): Irrespective of opening hours 7 Time saving Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier reason apple.se elgiganten.se telia.se netonnet.se ebay.com telenor.se tradera.se 87

88 Electrical items/goods Lower price the most important reason to shop online in all countries; largest online market in Sweden Norway Sweden Finland Denmark No. of purchases February : Avg. price February: Turnover February: Satisfaction February: Top reasons to shop online 1. Lower price 1. Lower price 1. Lower price 1. Lower price. Easy to compare. Opening hours. Opening hours. Home delivery. Opening hours. Easy to compare. Easy to compare. Easy to compare. Only available online. Time saving. Easier. Opening hours. Time saving. Larger product range. Home delivery. Time saving Top payment methods 1. Card (8 %) 1. Card (9 %) 1. E-payment (6 %) 1. Card (66 %). PayPal (16 %). Invoice (17 %). PayPal ( %). PayPal (1 %). Advance payment (7 %). E-payment (1 %). Invoice (19 %). (11 %). Invoice (7 %). PayPal (9 %). Card (1 %). edankort (8 %). Collect on delivery ( %). Collect on delivery (7 %). Advance payment ( %). Invoice ( %) 88

89 Electrical items/goods Electrical items/goods can be characterized as a male domain. Many actors in the market No. of purchases February : 9 66 Buyers in subgroups (share of purchases in category): Avg. price February: 181 /NOK Turnover February: /NOK 87 8 Satisfaction February: 86 Below years 17 Reasons to shop - years -9 years 1 Only available online Lower price 7 16 Easy to compare products and prices Home delivery Irrespective of opening hours Time saving Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier reason Most used online stores (share of purchases in category): komplett.no ebay.com cdon.com netthandelen.no netonnet.no dealextreme.com elkjop.no apple.com finn.no flust.no mpx.no amazon.co.uk dustin.no 89

90 Electrical items/goods Average price of electrical items higher in Sweden than in other countries No. of purchases February : 6 Buyers in subgroups (share of purchases in category): Avg. price February: /SEK Turnover February: /SEK Satisfaction February: 88 Below years 1 Reasons to shop - years -9 years 1 Only available online Lower price 79 1 Easy to compare products and prices Home delivery 1 6 Most used online stores (share of purchases in category): Irrespective of opening hours 7 netonet.se Time saving 9 thomann.de Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods cdon.com komplett.se webhallen.com dealextreme.com ebay.com Easier apple.se reason 9

91 Electrical items/goods Finnish online market smallest in the Nordic countries; verkkokauppa.com most used store No. of purchases February : 977 Buyers in subgroups (share of purchases in category): Avg. price February: Turnover February: Satisfaction February: 8 Below years Only available online Lower price Reasons to shop - years -9 years 17 1 Easy to compare products and prices Home delivery 1 Most used online stores (share of purchases in category): Irrespective of opening hours verkkokauppa.com Time saving Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier dealextreme.com cdon.com hobbyhall.fi netanttila.fi ebay.com konebox.fi reason 8 91

92 Electrical items/goods Possibility of home delivery more important in Denmark than in the other Nordic countries No. of purchases February : 187 Buyers in subgroups (share of purchases in category): Avg. price February: 186 /DKK Turnover February: /DKK Satisfaction February: 8 Below years 6 Only available online Lower price Reasons to shop years -9 years Easy to compare products and prices Home delivery Most used online stores (share of purchases in category): Irrespective of opening hours 9 Time saving 8 Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods ebay.com elgiganten.dk amazon.co.uk Easier reason 9

93 Computer hardware Amount of purchases is highest in Sweden, but turnover is higher in Norway Norway Sweden Finland Denmark No. of purchases February : Avg. price February: Turnover February: Satisfaction February: Top reasons to shop online 1. Lower price 1. Lower price 1. Lower price 1. Lower price. Easy to compare. Time saving. Easy to compare. Home delivery. Time saving. Easy to compare. Easier. Easy to compare. Opening hours. Opening hours. Opening hours. Time saving. Larger product range. Home delivery. Larger product range. Opening hours Top payment methods 1. Card (9 %) 1. Card (6 %) 1. E-payment (9 %) 1. Card (7 %). PayPal (1 %). Invoice (7 %). Invoice ( %). PayPal (1 %). Invoice (11 %). E-payment ( %). Card (19 %). edankort (9 %). E-payment (8 %). PayPal ( %). PayPal (8 %). E-payment ( %). Advance payment ( %). Collect on delivery ( %). Collect on delivery (7 %). Invoice ( %) 9

94 Computer hardware Lower price the most important reason; komplett.no the most used store No. of purchases February : 7 Buyers in subgroups (share of purchases in category): Avg. price February: 6 /NOK Turnover February: /NOK Satisfaction February: 8 Below years 1 6 Only available online Lower price Reasons to shop 7 - years -9 years Easy to compare products and prices Home delivery 6 Most used online stores (share of purchases in category): Irrespective of opening hours 1 komplett.no Time saving inkclub.com Lower shipping costs 1 ebay.com Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier dealextreme.com dustinhome.no netonet.no mpx.no apple.no reason 9

95 Computer hardware Sweden has the largest turnover in the category among the Nordic countries No. of purchases February : 67 Buyers in subgroups (share of purchases in category): Avg. price February: 118 /SEK 1 7 Turnover February: /SEK Satisfaction February: 88 Below years 6 Only available online Lower price Reasons to shop years -9 years 11 1 Easy to compare products and prices Home delivery 7 Most used online stores (share of purchases in category): Irrespective of opening hours 9 inkclub.com Time saving Lower shipping costs Safer/more secure to pay 1 dustinhome.se cdon.com Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier webhallen.com nordicink.se netonet.se komplett.se reason 9

96 Computer hardware Lower price most important reason, 1 out of purchases conducted at verkkokauppa.com No. of purchases February : Buyers in subgroups (share of purchases in category): Avg. price February: Turnover February: Satisfaction February: 86 Below years 1 Only available online Lower price Reasons to shop 1 - years -9 years Easy to compare products and prices Home delivery 18 Most used online stores (share of purchases in category): Irrespective of opening hours 7 verkkokauppa.com Time saving 9 cdon.com Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier ebay.com konebox.fi inkclub.com netanttila.fi dealextreme.com hobbyhall.fi reason 96

97 Computer hardware Fewer purchases and lower average price than in the other Nordic countries No. of purchases February : Buyers in subgroups (share of purchases in category): Avg. price February: 1 /DKK Turnover February: /DKK Satisfaction February: 8 Below years 8 Only available online Lower price Reasons to shop years -9 years 1 8 Easy to compare products and prices Home delivery 61 6 Most used online stores (share of purchases in category): Irrespective of opening hours 9 Time saving 61 Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods komplett.dk inkclub.com ebay.com elgiganten.dk cdon.com Easier reason 97

98 Computer software physically delivered The most populous Swedish market is the largest in this category Norway Sweden Finland Denmark No. of purchases February : Avg. price February: 61 6 Turnover February: Satisfaction February: Top reasons to shop online Top payment methods 1. Card (6 %) 1. Card ( %) 1. Card ( 9 %) 1. Card (8 %). PayPal ( %). Invoice ( %). PayPal (8 %). E-payment (6 %). Invoice (1 %). E-payment (9 %). Invoice (1 %). ( %). E-payment (1 %). Advance payment (6 %). E-payment (8 %). Invoice ( %). Collect on delivery (1%). Prepaid card/-account ( %) Masked numbers: Base too low 98

99 Computer software download Most purchases in Denmark, but higher average price in Norway Norway Sweden Finland Denmark No. of purchases February : Avg. price February: 7 8 Turnover February: Satisfaction February: Top reasons to shop online 1. Only available online Easier.... Time saving.... Opening hours.... Lower price... Top payment methods 1. Card (81 %) 1. Card (6 %) 1. Card (6 %) 1. Card (68 %). E-payment (7 %). E-payment ( %). Inoice (1 %). PayPal (16 %). Advance payment ( %). PayPal (16 %). E-payment (11 %). E-payment (11 %). Prepaid card/-account ( %). Invoice ( %). PayPal (11 %). Phone/broadband bill ( %). PayPal ( %). edankort ( %) Masked numbers: Base too low 99

100 Computer software download Men account for 9 % of software downloads No. of purchases February : 1 7 Buyers in subgroups (share of purchases in category): Avg. price February: /NOK 8 9 Turnover February: /NOK Satisfaction February: 8 Below years 1 Only available online Lower price Reasons to shop years -9 years Easy to compare products and prices Home delivery 1 18 Most used online stores (share of purchases in category): Irrespective of opening hours 8 Time saving 1 Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods apple.no store.steampowered.com norton.com Easier reason 6 1

101 Sports equipment Number of purchases largest and about the same in Norway and Sweden Norway Sweden Finland Denmark No. of purchases February : Avg. price February: Turnover February: Satisfaction February: Top reasons to shop online 1. Lower price 1. Lower price 1. Easier 1.. Larger product range. Larger product range. Opening hours.. Time saving. Opening hours. Lower price.. Only available online. Time saving. Only available online.. Easy to compare. Only available online. Time saving. Top payment methods 1. Card ( %) 1. Card ( %) 1. E-payment ( %) 1. Card (7 %). Invoice (1 %). E-payment ( %). Card ( %). E-payment (1 %). Collect on delivery (9%). Invoice ( %). Collect on delivery (1 %). PayPal (9 %). E-payment (9 %). (11 %). Invoice (9 %). Advance payment (6 %). Advance payment (8 %). Collect on delivery (8 %). PayPal ( %) Masked numbers: Base too low 11

102 Sports equipment Lower price the most important reason to shop; a few medium size and many small stores No. of purchases February : Buyers in subgroups (share of purchases in category): Avg. price February: 169 /NOK Turnover February: 1 /NOK 899 Satisfaction February: 88 Below years 6 Only available online Lower price Reasons to shop 6 - years -9 years 8 6 Easy to compare products and prices Home delivery 9 18 Most used online stores (share of purchases in category): Irrespective of opening hours 16 Time saving 6 Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods xxl.no dealextreme.com ellos.no netthandelen.no Easier 16 reason 9 1

103 Sports equipment As in Norway and Finland, about out of purchases are made by men No. of purchases February : Buyers in subgroups (share of purchases in category): Avg. price February: 78 /SEK Turnover February: /SEK Satisfaction February: 89 Below years Only available online Lower price Reasons to shop years -9 years 8 7 Easy to compare products and prices Home delivery Most used online stores (share of purchases in category): Irrespective of opening hours 7 Time saving Lower shipping costs Safer/more secure to pay 1 7 ebay.com Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods 8 8 tradera.se aliexpress.com ellos.se Easier reason 1

104 Sports equipment Lower price less important reason for buying sports equipment online in Finland No. of purchases February : 1 97 Buyers in subgroups (share of purchases in category): Avg. price February: Turnover February: Satisfaction February: 86 Below years 16 Only available online Lower price Reasons to shop - years -9 years 1 6 Easy to compare products and prices Home delivery 9 16 Most used online stores (share of purchases in category): Irrespective of opening hours 9 Time saving 9 Lower shipping costs Safer/more secure to pay 1 Several optional means of payment Recommended by friends/family Larger product range netanttila.fi Better opportunity to return the goods Easier 9 88 reason 1

105 Clothes and shoes Fewest purchases but highest average price in Norway; highest turnover in Sweden Norway Sweden Finland Denmark No. of purchases February : Avg. price February: Turnover February: Satisfaction February: Top reasons to shop online 1. Opening hours 1. Lower price 1. Opening hours 1. Lower price. Lower price. Opening hours. Easier. Opening hours. Only available online. Time saving. Lower price. Time saving. Time saving. Only available online. Time saving. Home delivery. Larger product range. Home delivery. Only available online. Larger product range Top payment methods 1. Card (8 %) 1. Invoice ( %) 1. Invoice (6 %) 1. Card (71 %). Invoice ( %). Card ( %). E-payment ( %). Invoice (11 %). PayPal (1 %). E-payment (1 %). Card (1 %). E-payment (8 %). Collect on delivery (7 %). PayPal (1 %). Collect on delivery ( %). PayPal ( %). E-payment ( %). Advance Payment ( %). PayPal ( %). Advance payment ( %) 1

106 Clothes and shoes Most important reason is to be able shop irrespective of opening hours No. of purchases February : 1 78 Buyers in subgroups (share of purchases in category): Avg. price February: 11 /NOK 76 8 Turnover February: /NOK Satisfaction February: 8 Below years 7 Only available online Lower price Reasons to shop years -9 years Easy to compare products and prices Home delivery 1 6 Most used online stores (share of purchases in category): Irrespective of opening hours Time saving 7 Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier hm.com ellos.no nelly.com ebay.com brandos.no reason 8 16

107 Clothes and shoes As in both Norway and Denmark, hm.com is the single most used store No. of purchases February : 1 17 Buyers in subgroups (share of purchases in category): Avg. price February: 69 /SEK 61 Turnover February: /SEK Satisfaction February: 8 Below years 77 Only available online Lower price Reasons to shop - years -9 years 1 1 Easy to compare products and prices Home delivery 1 Most used online stores (share of purchases in category): Irrespective of opening hours 8 Time saving 6 Lower shipping costs Safer/more secure to pay 1 1 hm.com ellos.se Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier tradera.se ebay.com nelly.com laredoute.se reason 7 17

108 Clothes and shoes As in the other Nordic countries, around out of purchases are made by women No. of purchases February : 97 9 Buyers in subgroups (share of purchases in category): Avg. price February: 7 Turnover February: Satisfaction February: 78 Below years 76 Only available online Lower price Reasons to shop 1 - years -9 years 1 Easy to compare products and prices Home delivery 11 9 Most used online stores (share of purchases in category): Irrespective of opening hours Time saving Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier ellos.fi hm.com huuto.net varusteleka.fi netanttila.fi reason 6 18

109 Clothes and shoes Lower price most important reason to shop online No. of purchases February : 98 Buyers in subgroups (share of purchases in category): Avg. price February: 8 /DKK Turnover February: /DKK Satisfaction February: 7 Below years 6 71 Only available online Lower price Reasons to shop - years -9 years 1 8 Easy to compare products and prices Home delivery 16 Most used online stores (share of purchases in category): Irrespective of opening hours Time saving Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods hm.com ellos.dk smartguy.dk smartkids.dk Easier reason 1 19

110 Personal care products Average price in the category is about the same across countries Norway Sweden Finland Denmark No. of purchases February : Avg. price February: Turnover February: Satisfaction February: Top reasons to shop online 1. Lower price 1. Lower price 1. Lower price 1. Lower price. Home delivery. Time saving. Opening hours. Home delivery. Only available online. Opening hours. Only available online. Time saving. Time saving. Home delivery. Time saving. Only available online. Easy to compare. Larger product range. Easy to compare. Opening hours Top payment methods 1. Card (67 %) 1. Card (9 %) 1. E-payment (8 %) 1. Card (8 %). PayPal (1 %). Invoice (1 %). Inoice (7 %). PayPal ( %). Invoice (9 %). E-payment ( %). Card (8 %). edankort ( %). E-payment (7 %). PayPal (16 %). Advance payment (6 %). E-payment ( %). Advance payment (1 %). Advance payment (1 %). PayPal ( %). ( %) 11

111 Personal care products 9 out of 1 purchases are made by women; among largest stores out of 6 are foreign No. of purchases February : 9 1 Buyers in subgroups (share of purchases in category): Avg. price February: /NOK 1 9 Turnover February: /NOK Satisfaction February: 9 Below years 91 Only available online Lower price Reasons to shop 66 - years -9 years 1 9 Easy to compare products and prices Home delivery Most used online stores (share of purchases in category): Irrespective of opening hours Time saving 9 Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier feeluniqe.com blivakker.no ebay.com strawberrynet.com yves-rocher.no lookfantastic.com reason 111

112 Personal care products High satisfaction among the Swedish buyers of personal care products No. of purchases February : 16 6 Buyers in subgroups (share of purchases in category): Avg. price February: /SEK 6 Turnover February: /SEK Satisfaction February: 9 Below years 1 78 Only available online Lower price Reasons to shop years -9 years Easy to compare products and prices Home delivery 7 Most used online stores (share of purchases in category): Irrespective of opening hours Time saving 1 Lower shipping costs Safer/more secure to pay 16 tradera.se ebay.com Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier shoppingnet.se dermoshop.se lensway.se yves-rocher.se reason 7 11

113 Personal care products Lower price and opening hours most important reasons in Finland No. of purchases February : Buyers in subgroups (share of purchases in category): Avg. price February: 1 Turnover February: 8 11 Satisfaction February: 8 Below years 7 88 Only available online Lower price Reasons to shop - years -9 years 7 Easy to compare products and prices Home delivery 9 Most used online stores (share of purchases in category): Irrespective of opening hours Time saving 9 Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier dermoshop.fi hairstore.fi yves-rocher.fi oriflame.fi lenson.fi ebay.com reason 1 11

114 Personal care products Denmark the country with highest share of purchases conducted by men in this category No. of purchases February : Buyers in subgroups (share of purchases in category): Avg. price February: /DKK 9 Turnover February: /DKK Satisfaction February: 7 Below years 7 Only available online Lower price Reasons to shop years -9 years 18 Easy to compare products and prices Home delivery 1 9 Most used online stores (share of purchases in category): Irrespective of opening hours Time saving 7 Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier denpersonligegave.dk lookfantastic.com ebay.com yves-rocher.dk oriflame.dk reason 1 11

115 Holidays/leisure travel Highest amount of purchases and turnover in Norway, higher average price in Sweden and Denmark Norway Sweden Finland Denmark No. of purchases February : Avg. price February: Turnover February: Satisfaction February: Top reasons to shop online 1. Easier 1. Lower price 1. Easy to compare 1. Opening hours. Easy to compare. Time saving. Opening hours. Lower price. Time saving. Easy to compare. Easier. Easy to compare. Lower price. Opening hours. Lower price. Easier. Opening hours. Easier. Only available online. Time saving Top payment methods 1. Card (87 %) 1. Card (7 %) 1. Card ( %) 1. Card (76 %). E-payment (8%). E-payment (1 %). E-payment (1 %). E-payment (9 %). Invoice ( %). Invoice ( %). Invoice ( %). ( %). Prepaid card/-account (1 %). ( %). PayPal ( %). Invoice ( %). (1 %). PayPal (1 %). Advance payment (1 %). edankort ( %) 11

116 Holidays/leisure travel out of purchases are made by people years or above; norwegian.no is the most used store No. of purchases February : 61 7 Buyers in subgroups (share of purchases in category): Avg. price February: 8 /NOK 7 8 Turnover February: 7 8 /NOK Satisfaction February: 8 Below years 1 Only available online Lower price Reasons to shop 16 - years -9 years Easy to compare products and prices Home delivery 1 1 Most used online stores (share of purchases in category): Irrespective of opening hours 1 Time saving 7 Lower shipping costs Safer/more secure to pay norwegian.no sas.no Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier hotels.com ving.no ryanair.com startour.no reason 116

117 Holidays/leisure travel High share of purchases are made by people 6 years or above No. of purchases February : 9 7 Buyers in subgroups (share of purchases in category): Avg. price February: 69 /SEK Turnover February: 76 /SEK 7 71 Satisfaction February: 88 Below years 18 Only available online Lower price Reasons to shop years -9 years 6 Easy to compare products and prices Home delivery 7 Most used online stores (share of purchases in category): Irrespective of opening hours 6 Time saving Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier reason sas.se ryanair.com ving.se apollo.se norwegian.se agoda.com hotels.com 117

118 Holidays/leisure travel Ability to compare travels and prices most important reason to buy online No. of purchases February : 7 9 Buyers in subgroups (share of purchases in category): Avg. price February: 9 7 Turnover February: Satisfaction February: 78 Below years Only available online Lower price Reasons to shop 7 - years -9 years 6 Easy to compare products and prices Home delivery Most used online stores (share of purchases in category): Irrespective of opening hours 9 Time saving norwegian.com Lower shipping costs Safer/more secure to pay tallinksilja.com supersaver.fi Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier reason finnair.fi vikingline.fi hotels.com booking.com ryanair.com 118

119 Holidays/leisure travel A considerable share of the purchases are made by people above years No. of purchases February : 7 Buyers in subgroups (share of purchases in category): Avg. price February: 67 /DKK 1 6 Turnover February: /DKK Satisfaction February: 69 Below years 1 Only available online Lower price Reasons to shop years -9 years Easy to compare products and prices Home delivery 7 8 Most used online stores (share of purchases in category): Irrespective of opening hours Time saving Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods ryanair.com hotels.com booking.com dfdsseaways.dk Easier reason 119

120 Business travel Average price highest in Denmark; number of purchases largest in Norway Norway Sweden Finland Denmark No. of purchases February : Avg. price February: Turnover February: Satisfaction February: Top reasons to shop online 1. Opening hours Time saving.... Easier.... Lower price.... Only available online... Top payment methods 1. Card (9 %) 1. Card (7 %) 1. Card (6 %) 1. Card (8 %). Invoice ( %). E-payment (19 %). Invoice ( %). ( %). Invoice (8 %). E-payment (19 %). E-payment ( %). (8 %). Advance payment (6 %) Masked numbers: Base too low 1

121 Business travel Above half of the business travelers are between and 6 years; norwegian.no most used store No. of purchases February : Buyers in subgroups (share of purchases in category): Avg. price February: 6 /NOK 1 Turnover February: /NOK Satisfaction February: 91 Below years 11 6 Only available online Lower price Reasons to shop years -9 years 9 Easy to compare products and prices Home delivery Most used online stores (share of purchases in category): Irrespective of opening hours 8 Time saving 6 Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier norwegian.no sas.no berg-hansen.no wideroe.no finn.no hotels.com reason 11

122 Tickets: Bus, train, ferry, ski pass etc. Online market for transportation tickets is largest in Sweden Norway Sweden Finland Denmark No. of purchases February : Avg. price February: Turnover February: Satisfaction February: Top reasons to shop online 1. Easier 1. Time saving 1. Opening hours 1. Time saving. Time saving. Easier. Time saving. Easier. Opening hours. Opening hours. Easier. Opening hours. Lower price. Lower price. Lower price. Lower price. Easy to compare. Easy to compare. Easy to compare. Only available online Top payment methods 1. Card (8 %) 1. Card (1 %) 1. E-payment (81 %) 1. Card (9 %). E-payment (11 %). E-payment ( %). Card (18 %). edankort ( %). Invoice ( %). Invoice ( %). (1 %). E-payment ( %). (1 %) 1

123 Tickets: Bus, train, ferry, ski pass etc. No gender differences; time saving and convenience most important reasons No. of purchases February : 6 6 Buyers in subgroups (share of purchases in category): Avg. price February: 11 /NOK Turnover February: 6 76 /NOK Satisfaction February: 8 Below years 8 1 Only available online Lower price Reasons to shop years -9 years Easy to compare products and prices Home delivery Most used online stores (share of purchases in category): Irrespective of opening hours 1 Time saving 7 Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods Easier nsb.no sas.no norwegian.no colorline.no reason 1

124 Tickets: Bus, train, ferry, ski pass etc. Train tickets account for above half of the purchases in Sweden No. of purchases February : Buyers in subgroups (share of purchases in category): Avg. price February: 78 /SEK 69 7 Turnover February: /SEK 1 79 Satisfaction February: 8 Below years 7 6 Only available online Lower price Reasons to shop years -9 years 18 Easy to compare products and prices Home delivery Most used online stores (share of purchases in category): Irrespective of opening hours 7 Time saving Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods 7 sj.se sas.se norwegian.se skistar.com Easier reason 1

125 Tickets: Bus, train, ferry, ski pass etc. out of purchases are made at vr.fi; no gender differences No. of purchases February : 11 Buyers in subgroups (share of purchases in category): Avg. price February: 9 9 Turnover February: 1 6 Satisfaction February: 7 Below years 1 Only available online Lower price Easy to compare products and prices Home delivery Reasons to shop years -9 years 11 Most used online stores (share of purchases in category): Irrespective of opening hours Time saving Lower shipping costs Safer/more secure to pay Several optional means of payment Recommended by friends/family Larger product range Better opportunity to return the goods vr.fi vikingline.fi tallinksilja.com Easier reason 1 1 1

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