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Over half of internet users in Sweden ages 18 to 79 who plan to purchase Christmas gifts said they plan to use a mobile phone while Christmas shopping in stores in order to find and compare product prices. The survey, conducted by PostNord in October 2016, also revealed that over one-third of respondents would use their mobile phone to get product information.
Beyond pricing and product information, the survey found a significant number of shoppers would use their phone for a wide variety of tasks in the store. About one third of those surveyed said they would use their mobile phone in-store to check the availability of a product in that location. More than a quarter expected to make a digital purchase in store.
Meanwhile, nearly 30% said they plan to use their mobile to purchase digitally while shopping in-store, suggesting that many internet users in Sweden will be “showrooming” this season, or examining a product in store before making an online purchase from another source.
A quarter of digital buyers in Sweden asked by PostNord in the same survey said their primary reasoning for purchasing Christmas gifts digitally was that it was easier and more comfortable.
In fact, just 14% named their primary motivation as saving money, less than reasons like avoiding crowds and in-store rushes as well as digital options offering larger selections.
For many shoppers in Sweden, it seems that the primary motivation for digital shopping around Christmas is simply a reduction in hassle.
A November 2016 forecast from eMarketer estimates a total of 5.7 million digital buyers in Sweden in 2016, a figure that is expected to rise to 6.0 million by 2020.
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