The last five years has seen more than eight in ten using the internet to shop. Over the entire population, this corresponds to three out of four Swedes. This is a very high figure compared to other countries in Europe and the world. Sweden is the highest in Europe along with the United Kingdom, Denmark and Norway, but a little behind shopping online in the U.S. This applies if one counts those who shop via the internet per year. If one counts those who shop weekly or monthly, Sweden falls further down.
An important reason why so many shop over the internet is that the confidence in the payment system has become increasingly high. In the year 2000, 72 percent were nervous about credit card fraud. The numbers sank to 42 percent in 2007 and last year the numbers were down to 19 percent. The selection has also become larger and delivery times faster.
Viewed over a longer period of time, there have been major changes but the trend has leveled out and the number of those who shop online have, in the last year, stayed around the same level. This applies to both the number of those shopping online often as well as those who do it only sporadically. Here we can distinguish between mail order – where information, orders and purchases made via the net of goods that are then delivered as a package – and the buying of digital content that one can download home to one’s own computer or via “streaming” services. When it comes to digital content, there have been major changes over the past few years. More on this at the end of the chapter.
Already four years ago, most people took advantage of the internet for the payment of bills, but gradually even more have started using these services. 90 percent of internet users log in to their internet bank at least once a month compared to 84 percent in 2011. 85 percent pay bills compared to 78 percent in 2011. Blocket has retained its popularity and there are just as many today as four years ago who use the internet to compare prices and buy/book tickets.
On the average, men shop online more often than women. This applies to both buying and selling, comparing prices, stocks and logging in to an internet bank. However, there are few differences when it comes to paying bills and buying/booking tickets.