Digital Consumer Trends 2022

The Scandinavian 'cut'


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!



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.