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Regardless of gender or age, nearly everyone who is an internet user in the Nordic countries is also a digital buyer. While women were slightly more likely to buy online than men, and those ages 15 to 45 slightly more likely than those 46 and up, participation, no matter what demographic, was a given.
Over 90% of women internet users in Denmark, Finland, Norway and Sweden bought digitally in Q2 2016, according to AudienceProject; 87% of men did the same. When it came to age, those ages 26 to 35 saw the highest number of internet users who were also digital buyers, at nearly 100%.
While over 90% of all internet users ages 15 to 55 also bought online, it was slightly less common for those 56 and over: about 80%.
And when it comes to making digital purchases, the overwhelming majority of internet users in the Nordic countries did so via a computer.
Over 90% of those surveyed ages 15 and up said they used a computer to make a digital purchase in Q2 2016. Compare that to tablets and mobile phones—30% and 25%, respectively—and it’s clear that not only does nearly every internet user in the Nordic region buy online, but they also largely turn to computers to do so.
A September 2016 report from PostNord found that, in spring 2016, there were a total of nearly 18 million digital buyers in the region, which made up 93% of internet users, as well as 89% of the total population, a figure matched in Europe only by the Netherlands.
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