Digital Consumer Trends 2022

The Scandinavian 'cut'

Introduction

Welcome to the Scandinavian ’cut’ of Deloitte’s 2022 Digital Consumer Trends, an annual survey of 4,000 consumers in Sweden, Norway and Denmark as part of a more extensive global survey.

Deloitte has been sharing these insights for 12 years to understand the needs of today’s customers and provide unique insights into digital consumer behaviour. Every year, the report dives into different topics that unveil the most important consumer trends in today’s digital world.

This year, the Scandinavian ‘cut’ dives into streaming, purchasing habits, gaming, data privacy and smartphone usage.

Happy reading!

Themes

The appetite in Scandinavia for on-screen entertainment is almost insatiable, even after lockdown

81 per cent of Scandinavians now have access to at least one subscription video-on-demand service compared to 68 per cent in 2021. Even the numbers watching traditional TV are on the rise.

Few smartphones are bought second-hand, but the market could pick up speed

Most smartphones still end their lives in the drawer of a Scandinavian home. However, new buying patterns could change that.

No such thing as a typical gamer

Two out of three people in Scandinavia play digital games, typically on their smartphones. Gaming has become an integral part of our lives, and there is no longer such a thing as a typical gamer.

Scandinavian consumers care about privacy. Well, sort of…

The digital universe is considered either secure or simply secure enough so that there is no need to worry about privacy. Scandinavian consumers have yet to see a major security breach that could expose the real vulnerability of data.

Smartphone usage is still rising in Scandinavia

Just when you thought devices could not take up more of people’s lives, usage in the Nordics continues to rise. 58 per cent of Scandinavians now admit that they spend too much time on their smartphone.

Download the Scandinavian highlights

Download the Scandinavian highlights

Contacts

Jonas Malmlund

Partner, Head of Technology, Media & Telecommunications in Deloitte Sweden and in the Nordics, Deloitte Sweden

Frederik Behnk

Head of Technology, Media & Telecommunications in Deloitte Denmark

Joachim Gullaksen

Head of Technology, Media & Telecommunications in Deloitte Norway

About this research

The Scandinavian data ’cut’ is part of Deloitte’s Global Digital Consumer Trends survey, a multi-country survey of digital service users worldwide. The 2022 global study comprises 36,150 respondents across 21 countries and four continents.

Data cited in this report are based on a nationally representative sample of consumers aged 18-75 in Sweden (2,000), Norway (1,000), and Denmark (1,000). The sample follows a country-specific quota on age, gender, region, and working status. The survey took place during July 2022 and was carried out online by Ipsos MORI, an independent research firm, using a question set provided by Deloitte.