Digital Consumer Trends 2021

The Scandinavian 'cut'


Welcome to the Scandinavian ’cut’ of Deloitte’s 2021 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 11 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 habits, data privacy, attitudes to 5G, new tech gadgets and changing ways of getting news. It also includes four spotlights on industry-specific digital trends in Retail, Telecom, the Public Sector and Financial Services.

We hope that you find the insights interesting.


Industry spotlights

Download the full report

Fill in your details below to receive the full report by e-mail


Jonas Malmlund

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

Frederik Behnk

Head of Technology, Media & Telecommunications in Denmark

Joachim Gullaksen

Head of Technology, Media & Telecommunications in 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 2021 global study comprises 33,150 respondents across 20 countries and five 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 August 2021 and was carried out online by Ipsos MORI, an independent research firm, using a question set provided by Deloitte.