Digital Consumer Trends 2023

The Scandinavian 'cut'

Introduction

Welcome to the Scandinavian ‘cut’ of Deloitte’s 2023 Digital Consumer Trends, our report that provides the latest insights into consumer preferences and habits regarding digital products and services. This year, the Scandinavian ‘cut’ dives into streaming, Generative AI, device usage, social media and news consumption. The report has four chapters.

Themes

Streaming providers have moved from challengers to challenged

In 2023, fewer Scandinavians have access to a streaming service, although those with access consume more. With rising production costs, high levels of churn, and more people sharing subscriptions, streaming platforms are in a difficult battle to keep paying customers engaged.

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Generative AI is all the rage

Generative AI (Gen AI) is dominating public interest within the broader field of artificial intelligence. Within a year of the launch of ChatGPT, 31 per cent of Scandinavian consumers have used a Gen AI tool, and many have already become regular users. But there are some concerns.

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Smartphone overuse remains high in Scandinavia

The overuse of smartphones has already become part of the political debate about mental well-being. But will devoted Scandinavians be able to change their habits? Our 2023 Digital Consumer Survey suggests: No.

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Scandinavians are sticking with trustworthy news sources

Although a diverse news landscape encompasses all kinds of content and perspectives, Scandinavian consumers of news still focus on familiar sources that provide them with what they know and trust.

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Scandinavian highlights

Download the Scandinavian highlights

Contacts

Jonas Malmlund

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

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 ’cut’ of Deloitte’s 2023 Digital Consumer Trends is an annual survey of 4,200 consumers in Sweden, Norway and Denmark as part of a more extensive global survey. The 2023 global study comprises 27,150 respondents across 17 countries and three continents.

Deloitte has been sharing these insights for 13 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 prominent consumer trends in today’s digital world.

Data cited in this report are based on a nationally representative sample of consumers aged 16-75 in Sweden (2,100), Norway (1,050), and Denmark (1,050). The sample follows a country-specific quota on age, gender, region and working status. The survey took place during July 2023 and was carried out online by Ipsos MORI, an independent research firm, using a question set provided by Deloitte.