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Welcome to Klarna’s Shopping Pulse: Switzerland

Almost 2 years into the pandemic, digital transformation has accelerated, and shoppers have turned online more than ever before. Many retailers have pivoted to evolve their online presence to meet new shopper expectations online. But does this mean physical stores are irrelevant? Not at all. Our research shows physical stores still play an essential role for shoppers. That said, many people anticipate they will shop online even more often in the future.

In this report, you’ll find a pulse check on shopping habits worldwide — and more specifically, in Switzerland.

Happy exploring!

Methodology.

Insights from Klarna’s consumer research, conducted in collaboration with research agency Dynata to a representative sample of 1,035 consumers from Switzerland aged 18-65+ in May 2022.

The data from that survey has been compared with the data from Klarna’s Pulse reports, which are conducted in cooperation with Nepa across 11 countries (the US, UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, and Finland). The research is conducted quarterly and always includes a minimum of 1,000 respondents in each country. In total, 11,740 consumers participated during Q1 2022 (January-March). The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users, and have been selected by research agency Nepa.

12 countries

12,775 consumers, out of which 1,035 from Switzerland.

147m consumers

400,000 retailers

Online shopping data.
Insights from Klarna’s shopping data. Klarna serves more than 147 million consumers and 400,000 retailers.

Digital transformation in retail.

Online shopping has accelerated amid the pandemic. And there are no signs of the digital transformation slowing down. Shoppers’ preferences for online shopping continue to increase despite restrictions lifting in physical stores worldwide.

Online shopping is on the rise.

Shoppers globally are growing increasingly fond of online shopping. Not surprisingly, many retailers have stepped up their digital offerings during the pandemic. Younger generations prefer the online shopping experience while their older peers are trending in the same direction as they grow increasingly tech-savvy.

In-store

is preferred by the average shopper in Switzerland, and only Austrians favor the in-store shopping experience to a higher extent. This is in stark contrast to Germans, who are on the verge of preferring online stores.

Gen Z & Millennials

are equally favoring online shopping as much as physical stores in Switzerland.

Physical stores are still the norm for shoppers.

Consumers are still shopping in physical stores more frequently than they are shopping online. Preference for online shopping is the highest in the UK, US and Australia.

The charts below show the percentage of shoppers in each market who have shopped online and in physical stores respectively at least once a week.

23%

of shoppers from Switzerland shop online at least once a week, which is far lower than in any neighbouring country – only Finland (23%) and Norway (21%) have as few weekly online shoppers.

Some categories appear more available online than others.

While some retail categories are shopped more often online, physical stores still see certain product types are bought more often in person. The biggest differences are found across some of the most commonly bought categories, indicating an opportunity for disruption, as online shopping’s main drivers are convenience and the ability to save time.

The charts below show the average percentage of shoppers in each market who have shopped the category online and in physical stores respectively.

Clothing & Shoes, Electronics and Entertainment

are shopped more often online than in physical stores, while Jewelry & Accessories are shopped about as often online as in physical stores in Switzerland.

Traditional offline categories ripe for disruption.

Online shopping means people can access offers from all over the world, regardless of whether they are in a major city or the countryside. Still, some products appear more available than others.

The chart illustrates consumers’ mindset with regards to the extent they prefer to shop online and in physical stores.

Erotic materials/Toys and Entertainment

are the categories most prefer to shop online.

Groceries and Pharmaceutical products

are the categories most preferred to shop in physical stores.

Attitudes towards online and physical stores.

Shoppers’ choice heavily depends on whether they are looking to save time and money—or whether they are looking for better social interaction and customer service.

Saving time and comparing prices remain the 2 main perceived benefits of online shopping for shoppers in Switzerland, while more shoppers believe that social interaction and customer service are better at physical stores. The benefits attributed to physical stores are fewer, but have a higher impact for the final verdict in regards to the best overall shopping experience.

65%

of shoppers in New Zealand consider physical stores the better overall shopping experience.

Younger generations

believe they get better inspiration online. The driving forces could be found later in this report, considering their overrepresentation in attending live shopping events online and consuming shoppable social media content.

Technology investments are a must.

Today’s shoppers are looking for innovative solutions that give them a better shopping experience. These are the main focus areas for online and physical stores according to shoppers themselves.

Frictionless payments

is the most wanted improvement in Switzerland, followed by personalized product recommendations and virtual/augmented reality (VR/AR).

Virtual and augmented reality (VR/AR)

is currently twice as anticipated for online shopping in the wider population—but Gen Z’ers from Switzerland stand out by expecting investments to almost the same extent in physical stores.

Social shopping on the rise.

Social media and online live shopping events drive increased engagement, discovery, and more informed purchasing decisions—particularly among younger generations.

Digitalization of shopping.

The path to shopping begins in similar patterns according to countries and generations, with search engines (e.g., Google) being the channel of choice for product search. Consumers tend to visit online stores a second time to research their products.

Followers become buyers.

On average, 26% of shoppers have purchased a product after seeing it on social media. And about half of them did it directly from the platform.

Social channels to shopping discovery.

After discovering it on social media, purchasing a product is becoming common in all consumer groups—and especially among younger generations.

Brands

Brands have the most impact on shopping discovery in Switzerland followed by retailers.

Influencers

The younger you are, the more likely you are to follow influencers to a higher extent than retailers. The opposite is true for retailers.

Social media climbers.

Social media has made it easier than ever to discover new trends and items. Shoppers find both inspiration—and shopping opportunities.

Youtube, Facebook and Snapchat

are the main social media platform used to purchase a product in Switzerland.

Instagram

is used by female audiences to a much higher extent than male audiences.

Taking the shopping experience to the next level.

Shoppers are looking for innovative online shopping experiences, and are keen to engage with new types of experiences such as livestream shopping.

6%

very few Swiss shoppers have participated in livestream shopping events. Another 30% have heard about it, but not tried it yet.

19%

of Gen Z’ers have tried it so far, and the majority recognize the emerging trend.

Benefits of livestream shopping.

The modern online version of teleshopping invites shoppers to engage with their favorite influencers to get inspiration and get access to exclusive discounts.

Recommendations

exclusive discounts and learning more about sustainability and environmental impact of the products are the main perceived benefits of live shopping events in Switzerland.

Mobile shopping online and in-store.

As smartphones and tablets continue to take screen time from computers, mobile devices are expected to play a central role in the continued digitalization of retail.

Mobile shopping on the rise.

Many shoppers have changed their purchasing habits as a result of the pandemic, with more now turning to their mobile devices to carry out their shopping needs. Although much of the growth in mobile shopping compared to two years ago is Gen Z and Millennial-driven, this trend is reflective across demographics. And many believe they will use their mobile phones for shopping to a further extent in the future.

62%

of shoppers in Switzerland have used their mobile phone to shop online.

42%

shop with it more often compared to 2 years ago.

43%

believe they will use it even more often in the near future, which is more than in most other countries.

More informed mobile shoppers.

While the digitalization of retail has given additional power to the consumer—including more choice and information—it has also made the decision-making process more complex. Drawing price comparisons and searching for deals and promotions are the most common activities people do when shopping online, followed closely by the ability to manage bought and returned items through delivery tracking.

92%

of shoppers in Switzerland compare prices and look for deals and promotions online.

85%

keep track of their deliveries and returns, and the majority use various apps to do so.

Virtual cards on the rise.

Virtual cards, also known as electronic cards, can be used when making online purchases and act as digital replacements to regular physical cards. A virtual card number is unique and temporary, and is generated for each usage to increase safety for both the card holder and the issuer.

The vast majority (84%) of those that have tried it say they would rather make all future online purchases with virtual cards instead of physical cards.

17%

have used a virtual card, and 36% have heard about it.

84%

of those that have used one say they would rather make all future online purchases with virtual cards instead of physical cards.

The modern shopping experience begins online, and leaves a digital footprint in-store.

Online research, also called “webrooming,” plays an important role throughout the in-store shopping journey. The majority of modern day trips to the mall start online.

Smartphones have become ubiquitous for shoppers while they’re in a store. Similar to online, in-store shoppers are also making comparisons for competitive prices and offers, and checking product reviews and testimonials to make sure they’ve found the right product.

In Switzerland, no less than 74% of shoppers start their in-store shopping journey by doing research online – and 60% continue to use their smartphones in-store for additional research before they make a purchase decision.

Evolving in-store payment preferences.

Our increasingly digitized society also means preferences for payments in physical stores are evolving. In fact, only 3 out of the 12 countries covered in this report have a population preferring cash.

Innovation introduces new habits.

Gen Z’ers preference for digital devices like smartphones and smartwatches means neither hard cash or physical cards have a natural place in their pockets anymore. And with smartwatches on the rise, and biometrics on the horizon, much is likely to change in this space in the near future.

Mobile phones

are preferred over cash before the age of 41, and he most distinct generational differentiation is between physical cards and digital devices like smartphones and smartwatches.

10x

Gen Z’ers are ten times more likely to prefer payment with digital devices, such as mobile phones and smartphones, compared to Baby Boomers, and are less than half as likely to prefer to pay with cash.

Contrasting payment preferences across countries.

The difference in payment preferences gets even clearer when the countries are placed next to each other in the index.

Cash and plastic cards

are popular payment methods in Switzerland, and the country is above average in preference for these forms of physical payments.

Emerging technology

like smart watches and biometrics does not resonate with the Swiss, and the country has the lowest preference in an international comparison.

Cash in pocket.

How thick a shoppers’ wallet is varies across countries. The US stands out as the country with the highest amount of cash in shoppers’ wallets as opposed to Nordic countries such as Sweden and Norway.

€96

is the average amount of cash found in the wallets of Swiss shoppers. This puts Switzerland in the top 3 together with US and Austria, and the average Swiss wallet contains almost twice as much money as an average Swedish wallet.

Cash withdrawals.

Until alternative payment methods become universal, cash will still be relevant. And there will be a need to access funds before payment can be made.

2,6

of cash withdrawals per month is the average in Switzerland. Millennials (3,8) withdraw money the most often, and men (3) do it more often than women (2,3).

A year from now.

Over the past 2 decades, online shopping has pivoted from something for early adopters and enthusiasts into the preferred way to shop for people all over the world. Technological innovation will continue to marvel and excite, retailers will continue to improve their digital offering, and the digitalization of retail will continue to shape the future of shopping.

Predictions for the future.

There’s still a general belief that the majority of shopping will be done in physical stores in a year’s time—but preferences are quickly shifting.

This chart illustrates the share of shoppers believing they will make the majority of their shopping online or in physical stores respectively.

28%

of shoppers in Switzerland believe they would shop mostly online a year from now.

1 in 2

Gen Zers (46%) believe the same, standing out as the generation thinking they would shop mostly online in the future.

And that’s that.

Thirsty for more knowledge?

Make sure to check out the other reports available at Klarna Insights.

Welcome to Klarna’s Shopping Pulse: New Zealand

Almost 2 years into the pandemic, digital transformation has accelerated, and shoppers have turned online more than ever before. Many retailers have pivoted to evolve their online presence to meet new shopper expectations online. But does this mean physical stores are irrelevant? Not at all. Our research shows physical stores still play an essential role for shoppers. That said, many people anticipate they will shop online even more often in the future.

In this report, you’ll find a pulse check on shopping habits worldwide — and more specifically, in New Zealand.

Happy exploring!

Methodology.

Insights from Klarna’s consumer research, conducted in collaboration with research agency Dynata to a representative sample of 1,085 consumers from New Zealand aged 18-65+ in May 2022.

The data from that survey has been compared with the data from Klarna’s Pulse reports, which are conducted in cooperation with Nepa across 11 countries (the US, UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, and Finland). The research is conducted quarterly and always includes a minimum of 1,000 respondents in each country. In total, 11,740 consumers participated during Q1 2022 (January-March). The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users, and have been selected by research agency Nepa.

12 countries

12,825 consumers, out of which 1,085 from New Zealand.

147m consumers

400,000 retailers

Online shopping data.
Insights from Klarna’s shopping data. Klarna serves more than 147 million consumers and 400,000 retailers.

Digital transformation in retail.

Online shopping has accelerated amid the pandemic. And there are no signs of the digital transformation slowing down. Shoppers’ preferences for online shopping continue to increase despite restrictions lifting in physical stores worldwide.

Online shopping is on the rise.

Shoppers globally are growing increasingly fond of online shopping. Not surprisingly, many retailers have stepped up their digital offerings during the pandemic. Younger generations prefer the online shopping experience while their older peers are trending in the same direction as they grow increasingly tech-savvy.

In-store

is preferred by the average shopper in New Zealand, and only Australians and Austrians favor the in-store shopping experience to a higher extent.

Gen Z & Millennials

favor online shopping over physical stores in New Zealand.

Physical stores are still the norm for shoppers.

Consumers are still shopping in physical stores more frequently than they are shopping online. Preference for online shopping is the highest in the UK, US and Australia.

The charts below show the percentage of shoppers in each market who have shopped online and in physical stores respectively at least once a week.

32%

of shoppers from New Zealand shop online at least once a week – which is on par with the global average.

65%

of Gen Zers in New Zealand shop online at least once a week.

Some categories appear more available online than others.

While some retail categories are shopped more often online, physical stores still see certain product types are bought more often in person. The biggest differences are found across some of the most commonly bought categories, indicating an opportunity for disruption, as online shopping’s main drivers are convenience and the ability to save time.

The charts below show the average percentage of shoppers in each market who have shopped the category online and in physical stores respectively.

Entertainment

is the only product category in New Zealand shopped more often online than in physical stores.

Clothing & Shoes

are shopped about as often online as in physical stores in most countries, but not in New Zealand. This is one of the most frequently bought categories, and younger generations are more likely to have shopped this category more often in physical stores than in online stores unlike most other countries.

Traditional offline categories ripe for disruption.

Online shopping means people can access offers from all over the world, regardless of whether they are in a major city or the countryside. Still, some products appear more available than others.

The chart illustrates consumers’ mindset with regards to the extent they prefer to shop online and in physical stores.

Entertainment and Erotic materials/toys

are the categories most preferred to shop online.

Groceries and Home & Garden

are the categories most preferred to shop in physical stores.

Attitudes towards online and physical stores.

Shoppers’ choice heavily depends on whether they are looking to save time and money—or whether they are looking for better social interaction and customer service.

65%

of shoppers in New Zealand consider physical stores the better overall shopping experience.

Gen Z

disagree with older generations, as 57% say that online stores provide the best overall shopping experience. The main benefits of online shopping according to the youngest is the inspiration (63%) and wider assortment of products (63%).

Technology investments are a must.

Today’s shoppers are looking for innovative solutions that give them a better shopping experience. These are the main focus areas for online and physical stores according to shoppers themselves.

Frictionless payments

Frictionless payments is the most wanted improvement in New Zealand. Personalized product recommendations come next on the wishlist, followed by personalized service and a seamless omnichannel experience.

Virtual and augmented reality (VR/AR)

is currently twice as anticipated for online shopping in the wider population—but Gen Z’ers from New Zealand stand out by expecting investments to the same extent in physical stores.

Social shopping on the rise.

Social media and online live shopping events drive increased engagement, discovery, and more informed purchasing decisions—particularly among younger generations.

Digitalization of shopping.

The path to shopping begins in similar patterns according to countries and generations, with search engines (e.g., Google) being the channel of choice for product search. Consumers tend to visit online stores a second time to research their products.

Followers become buyers.

On average, 29% of shoppers have purchased a product after seeing it on social media. And about half of them did it directly from the platform.

Social channels to shopping discovery.

After discovering it on social media, purchasing a product is becoming common in all consumer groups—and especially among younger generations.

Brands

have the highest impact for shopping discovery in New Zealand, followed by retailers in second position.

Influencers

the younger you are, the more likely you are to follow influencers to a higher extent than retailers. The opposite is true for retailers.

Social media climbers.

Social media has made it easier than ever to discover new trends and items. Shoppers find both inspiration—and shopping opportunities.

Facebook, Youtube and Instagram

are the most popular social media platforms for shoppers in New Zealand.

Gen Z

Instagram and TikTok are the most popular platforms for Gen Zers. Youtube has the most impact with Baby Boomers.

Taking the shopping experience to the next level.

Shoppers are looking for innovative online shopping experiences, and are keen to engage with new types of experiences such as livestream shopping.

2x

Shoppers from the US and New Zealand participate the most in livestream shopping events. It’s about twice as common that they have attended an event compared to the global average.

64%

of Gen Z’ers and 24% of Millennials in New Zealand have participated in a live shopping event.

Benefits of livestream shopping.

The modern online version of teleshopping invites shoppers to engage with their favorite influencers to get inspiration and get access to exclusive discounts.

Real-time engagement

recommendations and enabling consumers to make more informed purchase decisions are the main perceived benefits of live shopping events in New Zealand.

Mobile shopping online and in-store.

As smartphones and tablets continue to take screen time from computers, mobile devices are expected to play a central role in the continued digitalization of retail.

Mobile shopping on the rise.

Many shoppers have changed their purchasing habits as a result of the pandemic, with more now turning to their mobile devices to carry out their shopping needs. Although much of the growth in mobile shopping compared to two years ago is Gen Z and Millennial-driven, this trend is reflective across demographics. And many believe they will use their mobile phones for shopping to a further extent in the future.

65%

of shoppers in New Zealand have used their mobile phone to shop online.

61%

shop with it more often compared to 2 years ago.

60%

think they will use it even more often in the near future, which is more than in most other countries.

More informed mobile shoppers.

While the digitalization of retail has given additional power to the consumer—including more choice and information—it has also made the decision-making process more complex. Drawing price comparisons and searching for deals and promotions are the most common activities people do when shopping online, followed closely by the ability to manage bought and returned items through delivery tracking.

91%

of shoppers in New Zealand compare prices and look for deals and promotions online.

89%

keep track of their deliveries and returns, and the majority use various apps to do so.

Virtual cards on the rise.

Virtual cards, also known as electronic cards, can be used when making online purchases and act as digital replacements to regular physical cards. A virtual card number is unique and temporary, and is generated for each usage to increase safety for both the card holder and the issuer.

The vast majority (91%) of those that have tried it say they would rather make all future online purchases with virtual cards instead of physical cards.

29%

have used a virtual card, and 26% have heard about it.

91%

of those that have used one say they would rather make all future online purchases with virtual cards instead of physical cards.

The modern shopping experience begins online, and leaves a digital footprint in-store.

Online research, also called “webrooming,” plays an important role throughout the in-store shopping journey. The majority of modern day trips to the mall start online.

Smartphones have become ubiquitous for shoppers while they’re in a store. Similar to online, in-store shoppers are also making comparisons for competitive prices and offers, and checking product reviews and testimonials to make sure they’ve found the right product.

In New Zealand, no less than 86% of shoppers start their in-store shopping journey by doing research online – and 69% continue to use their smartphones in-store for additional research before they make a purchase decision.

Evolving in-store payment preferences.

Our increasingly digitized society also means preferences for payments in physical stores are evolving. In fact, only 3 out of the 12 countries covered in this report have a population preferring cash.

Innovation introduces new habits.

Gen Z’ers preference for digital devices like smartphones and smartwatches means neither hard cash or physical cards have a natural place in their pockets anymore. And with smartwatches on the rise, and biometrics on the horizon, much is likely to change in this space in the near future.

Cash

preference is exactly the same (22%) for Millennials, Gen X’ers and Baby Boomers.

Mobile phones

are preferred over cash before the age of 41, and he most distinct generational differentiation is between physical cards and digital devices like smartphones and smartwatches.

A year from now.

Over the past 2 decades, online shopping has pivoted from something for early adopters and enthusiasts into the preferred way to shop for people all over the world. Technological innovation will continue to marvel and excite, retailers will continue to improve their digital offering, and the digitalization of retail will continue to shape the future of shopping.

Predictions for the future.

There’s still a general belief that the majority of shopping will be done in physical stores in a year’s time—but preferences are quickly shifting.

This chart illustrates the share of shoppers believing they will make the majority of their shopping online or in physical stores respectively.

40%

40% of shoppers in New Zealand believe they would shop mostly online a year from now.

70%

Gen Zers believe the same, standing out as the generation thinking they would shop mostly online in the future.

And that’s that.

Thirsty for more knowledge?

Make sure to check out the other reports available at Klarna Insights.

Dream Deals.

Dreams take many forms. There are the ones when people shut their eyes and nod off to sleep—whether for a brief snooze or a restful evening—and there’s the more aspirational sort. Some dreams see a person take flight and soar high above the earth, and some involve purchasing or acquiring a desired object. 

While Klarna hasn’t yet figured out how to make that dream of you shooting laser beams from your eyes a reality (don’t worry, we’ll get engineers on it!), we are laser-focused on helping shoppers score the dream item they’ve always wanted. 

After all, one in two shoppers has an item they consider their “dream purchase,” which is why Klarna has announced the launch of Dream Deal Days, a three-day event offering consumers exclusive deals and exciting product drops with some of the world’s biggest retail brands. 

To better understand what shoppers dream about (from the literal to the figurative), we’ve created the Dream Deals Report, exploring shoppers’ dreaming habits and patterns, and their dream purchases and shopping desires.

Methodology.

Klarna research occurred in May 2022, in cooperation with Dynata and across 19 countries (US, Canada, UK, Ireland, Australia, New Zealand, Germany, Austria, Poland, Netherlands, Belgium, France, Sweden, Norway, Finland, Denmark, Italy, Spain, and Portugal). The survey includes a minimum of 1,000 respondents in each country. In total, 20,413 consumers ages 18 to 75 participated.

19 countries

20,413 consumers

Dreams.

First, the literal. With nearly 8 billion people in the world, there is a whole universe of imagination created by our subconscious every day.

This chapter explores people’s actual dreaming habits and patterns, looking at how often people dream, the types of dreams, and the most common themes globally and nationally.

The dreamiest nation is…

Quantifying the number of dreams every day is a herculean task, but when asked how frequently a person can recall their sleeping dreams, the global average comes to 119 days in a year. For those moments during the day when people drift off for a bit, the average number of days with daydreams is 107, making the combined number of total dreams for the average person around 226 per year.

While nighttime dreaming is consistent worldwide, there is a much more diverse frequency for daydreaming connected to the region where a person lives.

For example, people in Ireland are most likely to daydream (145 per year), while those in Poland are significantly more unlikely to do so (43 per year). The difference between the Nordic countries of Sweden (132), Finland (128), and Norway (124), though, is much less pronounced, with a difference of only 8 separating them. And while thousands of kilometers divide the nations, there’s no separation between the people of Australia and New Zealand when it comes to daydreaming.

  • Canadians have the most dreams at night (143) on average, while the US has the most daydreams (141) per year.

  • The Irish have the highest number of dreams (272) per year, counting both night and day.

  • Men and women average the same amount of dreams at night per year (119), while women daydream 13% more over a year.

Daydream believers.

The US has the most average daydreams per year (141), while Ireland is the country with the most daydreams compared to night dreams (+19 more daydreams), and Poland and France are on the opposite side (+63 more night dreams).

Day dreamers

US, UK, Ireland, Australia, New Zealand, Sweden, Finland

Night dreamers

Canada, Germany, Austria, Poland, Netherlands, Belgium, France, Norway, Denmark, Italy, Spain, Portugal

The dreams of youth.

The younger you are, the more likely you will have healing dreams or ones where you dream something that later actually happens, while lucid and recurring dreams seem consistent across generations. On a global average, Gen Z’ers are more than twice as likely to have healing (+145%) and prophetic (+123%) dreams than Baby Boomers.

Highest share of

Healing dreams: US, Canada (24%)

Prophetic dreams: US, Canada, Poland (32%)

Lucid dreams: Spain, Portugal (50%)

Recurring dreams: Sweden, the Netherlands (53%)

Keeping the dream alive.

While everyone has dreams, not every dream gets remembered. About every fourth person occasionally writes down their dreams, but only a few keep a regular dream diary.

The eagerness to recall dreams seems to be a generational preference, as Gen Z’ers (45%) and Millennials (37%) are far more likely to write down their dreams as compared to Gen X’ers (17%) and Baby Boomers (7%).

Most people (60%) say they have researched what their dreams mean, and 1 in 4 Gen Z’ers (24%) do it often.

Would you like cheese on that?

More than a third of people (37%) say they’d actively choose to eat or drink something that would help them remember their dreams better. That’s especially great news for dairy manufacturers, as research shows cheese may help with dream recall. Thanks to their cheese consumption, Canadians (37%) are the most likely to have already remembered a dream. Italians are very willing to try this (53%), making them more than twice as willing as the Danish (25%) to do so and significantly outpacing their American (24%) and European (19%) counterparts.

Dreams of adventure.

As for the most common types of dreams, people often experience exploring nature and seeing distant places, more so than imagining themselves as an athlete, musician, or artist. If you’re experiencing an even more far-out dream, you’re in good company, 1 in 5 people has dreamed about going to outer space.

Distant new places.

  • Women dream more often about exploring nature and seeing distant places on Earth. In contrast, men more often dream about going to outer space. However, the differences are more significant across generations than between genders.

  • 30% of Gen Z’ers have dreamt about being social media influencers. That’s least prevalent in Austria (21%) and most common in New Zealand (40%).

Dreamed I was someone new.

Reflecting their values and interests, Gen Z’ers and Millennials are more likely to dream about quitting their jobs to pursue passions or turn hobbies into careers, or dream about innovating something impactful or innovative for the greater good.

Meanwhile, for people over the age of 40 there seems to be a drastic decrease in dreams overall.

The only consistent dream among all generations is around travel or going on vacation.

Balancing good and villainy.

Dreams where a person becomes a superhero, are more common than dreaming about being the villain in all countries, but there are wide variations in how frequent it is across borders. Spanish people are ten times more likely to dream about being a superhero than a villain, whereas in Finland and Poland, they dream about being a villain almost as often as being the hero.

In a similar comparison, it seems that there is a clear divide between countries when it comes to whether it’s more common to dream about becoming a real person or a fictional character.

The ideal dream purchase.

Having explored what people dream about while asleep, in this section, we explore what shoppers across the world consider to be a “dream purchase.” For many shoppers, there is one (or many!) items out there they have been pining over or admiring from a distance. Some items are more obtainable, others are more aspirational. Either way, we checked in with shoppers on how long they’d wait to make a purchase, how much they’re willing to spend, and more.

What triggers a dream purchase?

In some countries, as many as two-thirds of people have an ideal dream purchase they are looking to purchase. And about half say there is a specific event that would trigger a dream purchase. What that occasion is, varies across countries and generations, but the most common reason seems to be moving to a new residence.

Baby Boomers (20%) are four times more likely to consider retirement a motivator for a dream purchase compared to younger age groups (5%) for whom retirement feels much farther away. On the contrary, at the starting point of working life, Gen Z’ers (20%) are ten times more likely to consider graduation a motivating factor compared to Baby Boomers (2%).

Dreaming for someone else.

Shoppers aren’t only thinking of themselves, approximately half also have a “dream purchase” for someone else. Most often, that someone is a family member or significant other—this is consistent across age groups. However, the younger you are, the more likely you are to be planning to surprise a friend over a family member with their ideal dream purchase.

Defining a dream purchase.

The idea behind dream purchases is something that solves a particular need or opens up new life opportunities, and is consistent across generations. However, younger generations are more likely to consider dream purchases as something to support their hobbies, or that has emotional value.

Open up new life opportunities or solve a particular need?

  • Americans and Australians are more likely to consider a dream purchase to open up new life opportunities. At the same time, Canadians and Europeans are more likely to want something to solve a particular need.

The price is right? Or the time?

More than one-third (37%) insist it’s impossible to put a price tag on what should be considered an ideal dream purchase, and most shoppers (55%) say there is no specific timeframe one has to wait for an item to become a dream purchase.

And the older (and more experienced?) a person is, the more likely they are to believe a dream purchase doesn’t have to come with a specific price tag or that they have to wait to make their dreams come true. However, among those who would put a price tag on a purchase, only 15% say it has to cost more than $5,000.

And for those saying one needs to wait a specific time before an item becomes a dream purchase, it appears people are eager to make their dreams come true, considering purchasing the item in roughly 95 days, or three months, on a global average.

Reasons for a dream deferred.

The top hindrance preventing a dream purchase is cost (62%). Overall, the average time people are willing to wait for a discount for their dream purchase is 134 days, or about 4-5 months. At the same time, 26% of people are willing to wait however long they have to, while 13% say they won’t wait for a discount at all.

Gender, more than age, seems to have a bigger impact when it comes to being patient for a good deal. Women (29%) are more willing to wait as long as it takes compared to men (22%), while Baby Boomers are both twice as likely to wait as long as it takes (36%) and not wait at all (19%) compared to Gen Z’ers (16% and 7%).

The objects of dreams.

One common experience we’ve seen across demographics and borders is people dreaming about something they do not yet own or possess—call it the “Rosebud effect,” in honor of Citizen Kane. Moving from the ethereal to the (potentially) more tangible, for many people, there are also items they don’t yet possess but are considered “dream purchase.”

Dreams about missing items.

It’s widespread to dream about participating in an activity requiring an object you don’t have (imagine skiing without the skis). Another common theme involves owning an item you don’t actually possess when you wake up (like a magic wand that turns random objects into pastries). About half (43%) of people can recall dreams with these ideas. In these dreams, people are most commonly participating in sports or exercise without the proper equipment, or owning unique fashion items. One noted difference, men regularly imagine owning high-end electronics only to wake up and realize it was just a dream.

Lemme upgrade ya.

Half (49%) of shoppers worldwide are currently looking to level up or improve something important to them. Among the genders, men are more likely to be waiting to make purchases for Electronics, Entertainment, and Leisure, and Sports & Hobby, while women favor Clothing & Shoes, Jewelry & Accessories, Beauty, and Home & Garden to a greater extent.

The most popular products to dream about are electronics, but comparing all age groups to each other, the priorities more clearly shifts:

  • Gen Z: Beauty, and Jewelry & Accessories.
  • Millennials: Children’s Products, and Beauty.
  • Gen X: Leisure, Sports & Hobby, and Home & Garden.
  • Baby Boomers: Baby Boomers: Home & Garden, and Leisure, Sports & Hobby.

Kicking up the look.

Among those looking for fashion items, shoes are the top item to level up or replace for both women (49%) and men (50%). Apart from footwear, men want new jeans and jackets, while women prefer dresses and jewelry.

Top of the fashion carts.

  • US shoppers are looking for accessories like hats, gloves, and belts (31%) and jewelry (49%) to a greater extent than in any other country, while in Spain (40%) of people are most eager to level up their swimwear.

  • The greatest differential in priority comes around the desire to buy a new bag with New Zealand (37%) and Germany (7%) in stark contrast.

Leveling up their favorite things.

Hobbies are one of the areas where people are actively looking to upgrade or replace their current items. Overall, about 24% of people on average are looking to do so, with some activities (like making music or learning a new instrument) seeming to attract more dream purchases than others.

Gamers want to level up.

  • More than one-third of people playing computer/video games (35%), and those who make music or are currently learning a new instrument (34%), would like to improve an item they use for that activity.

  • The activities people feel less inclined to level up or replace an item are dancing, yoga, and pilates.

Dreams and DIY activities.

More than one-fourth (26%) say DIY activities like painting, sculpturing, knitting, and crocheting are among the things they like to do the most.

The most popular DIY activity for all generations is painting, except for Baby Boomers who prefer knitting. However, comparing the preferences of all age groups to each other, the preferred activities become more diverse—and so do the things they would like to try the most.

The DIY activities that each generation currently do, and would like to try, the most compared to other generations.

Age groupCurrent favoriteWould like to try the most
Gen ZSculpturingKnitting
MillennialsCalligraphyKnitting
Gen XCandle & Soap makingJewellery
Baby BoomersKnittingPainting

And that’s that.

Thirsty for more knowledge?

Make sure to check out the other reports available at Klarna Insights.

Shopping pulse: Mexico!

This report explores the evolving shopping habits in Mexico.

This insights report provides an overview on how Mexicans go about their shopping, and compares their habits to 11 other markets (the US, UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, and Finland).

Shopping habits and behaviors are changing, and the most significant shift is around digital. Mexicans anticipate rapid digital transformation, notably with evolving digital payment preferences.

Happy exploring!

Methodology.

Klarna’s Survey was sent out online in collaboration with research agency Dynata to a representative sample of 1,003 Mexican consumers aged 18-65+ in February 2022.

The Mexican data has been compared to the countries included in Klarna’s recurring Shopping Pulse, which includes 19,000 respondents across 11 countries (the US, UK, Australia, Belgium, France, Austria, Germany, the Netherlands, Sweden, Norway, and Finland).

1,003 Mexican respondents

in comparison with 19,000 respondents, across 11 countries

Mexicans are anticipating rapid digital transformation.

Online shopping has accelerated amid the pandemic. And there are no signs of the digital transformation slowing down. Shoppers’ preferences towards online shopping continue to rise even as restrictions in physical stores worldwide are easing.

A year from now.

Over the past two decades, online shopping has pivoted from something for early adopters and enthusiasts into the preferred way to shop for people worldwide. Technological innovation will continue to marvel and excite, retailers will continue to improve their digital offerings, and the digitalization of retail will continue to shape the future of shopping.

56%

of Mexican shoppers believe they would shop most often online a year from now, showing an increasing preference for online shopping.

62%

Millennials believe the same, standing out as the generation thinking they would shop mostly online in the future.

Physical stores are still the norm for shoppers.

Mexican shoppers may have high expectations of shopping more frequently online in the near future, but the current online shopping frequency is on par with the global average of countries.

1 in 3

Mexican shoppers shop online at least once a week – which is slightly above the global average.

10pt

difference compared to the US.

Some categories appear more available online than others.

While some retail categories are shopped more often online, physical stores still see certain product types bought more often in-person. And the biggest differences are found across some of the most commonly-bought categories—indicating an opportunity for disruption—as online shopping’s main drivers are convenience and the ability to save time.

The charts below show the average percentage of shoppers in each market who have shopped the category online and in physical stores respectively.

Entertainment and Electronics

Are the only product categories that are more often shopped online than in physical stores in Mexico.

Clothing & Shoes

the biggest online shopping category, is more often bought in physical stores (49%) than online (42%). However, Millennials are about as likely to shop both online (47%) as in physical stores (47%).

Main advantages with online shopping.

The convenience of shopping from the comfort of their own homes while saving time and money are considered the main advantages by online shoppers in in Mexico.

Gen Z’ers

consider more personalized offers and the ability to create digital wishlists as main advantages to a higher extent compared to older generations.

Millennials

consider the time saving, availability of different payment options and avoiding pushy sales from in-store employees as main advantages to a higher extent compared to other generations.

Convenience is key.

Home delivery is the preferred delivery method for the vast majority, and “Click and collect” options comes in at a distant second place.

Home delivery

is by far the most popular delivery method, and there seems to be few alternatives

High adoption of mobile shopping.

When shopping online, the majority of Mexican shoppers prefer using mobiles. Mobile devices are expected to play a central role in the continued digitalization of retail.

High adoption of mobile shopping.

Mobile shopping has risen with the evolution of smartphones, and Mexico ranks first among the top countries that have seen the most rapid shift. Gen Z’ers and Millennials are the main drivers for this shift, but the older generations are not far behind. 

8 in 10

Mexican shoppers shop more often on their mobile phone vs 2 years ago (before the pandemic).

71%

Baby Boomers in Mexico – more than their generational counterparts in all other countries – have done the same

Mobile phones are preferred by the majority.

The majority of Mexican consumers prefer mobile devices over computers when they are shopping online. Ranked 1rst of 12 countries, Mexico stands out as the country leaning the most towards this preference for mobile devices.

71%

of Millennials prefer to use their mobile phones — the highest out of all generations in Mexico.

1 out of 12

Mexico ranks as the country with the highest mobile preference.

Overview of mobile shopping-related activities.

More informed mobile shoppers.

While retail’s digitalization has given additional power to the consumer—including more choice and information—it has also made the decision-making process more complex. Price comparisons, and actively looking for deals and promotions, are the most common activities. The ability to keep track of shopping deliveries and returns is also one of their top considerations when shopping online.

The chart illustrates the main activities of consumers when shopping with their mobile phone.

Over 9 in 10

compare prices and look for deals and price promotions online.

First out of 12

The Mexicans are the most meticulous when it comes to comparing prices.

Current online shopping hurdles.

Mexicans intend to shop more online a year from now, but the current shopping experience is still too complex and inconvenient.

Major drawbacks of online shopping.

Although online shopping is known to have many advantages such as lower price, gaining time or doing it from home, a majority of consumers are finding disadvantages in doing so.

The inability to see and try the product, shipping costs and uncertain or long delivery times
are currently considered the top disadvantages of online shopping

58%

of Baby Boomers are considering the inability to see and try the product as the main online shopping disadvantage.

Lengthy refund processes.

The majority of online shoppers experience a similar hiccup in their experience, waiting several days for their refund after they’ve returned their items.

More than 7 days.

Portuguese shoppers wait from 3 to more than 7 days to get their money back after returning an online purchase.

An inconvenient returns process.

The majority of consumers in Mexico find the returns process sub-optimal and believe that retailers need to improve in this are.

79%

of Mexican shoppers currently think that retailers should improve their returns processes.

84%

 of Baby Boomers say the same, while 67% of Gen Z’ers seem to find returns a hurdle.

Evolving digital payment preferences.

Shoppers have a strong desire to shop more online but are held back by what they believe to be a cumbersome experience. Consumers are looking for better ways to pay and want retailers to invest in new technology to make the shopping experience better.

Online payments.

In addition to logistics and returns, payments are also perceived as major pain points: half of Mexican shoppers (75%) are looking for easier ways to pay online, and 4 in 5 (80%) would be encouraged to buy more online if a wider choice of payment options was available.

80%

are concerned about the security of their payment information when shopping online

Try before you buy.

Today, customers expect a variety in payment methods. People would prefer to use the payment methods of their choosing which enable them to try goods out before paying.

84%

of shoppers in Mexico would be more positive towards buying from an online store that enabled them to get goods delivered before paying.

Buy now, Pay Later.

There is a very positive sentiment for services enabling shoppers to receive goods before they pay among Mexican online shoppers.

85%

would like to try a Buy Now, Pay Later service – only 2% wouldn’t

87%

say flexible payments would help them shop with peace of mind.

That’s it for this time!

The insights in Klarna’s Money Management Pulse is updated on a quarterly basis, so stay tuned for future updates.

Thirsty for more knowledge?

Make sure to check out the other reports that are available at Klarna Insights!