Smartson Consumer Report 2020 - The Result

Digital purchase journeys, consumer behaviour, the impact of recommendations on our purchase decision - these questions keeps our days busy. We know recommendations are important to support each other and to share knowledge. But how often do we actually recommend products? More than 8,000 consumers from the Nordics have responded to our survey to help us figure out this question, and of course much more.

Get the report to your email by filling out the form below.

Head topics

How often do we recommend products?
Who is the most reliable source for a recommendation?
What do we really think about doing research before buying a product?
How are video reviews used by consumers?

The respondents were invited to take part in the survey by email and social media, and we appreciate every single one of the 8,339 consumers who are the foundation for this.

Respondents in numbers

Are in the age bracket 18-75, half of which are 36-55
Lives in Sweden, Norway, Finland or Denmark
80% live in Sweden
54% live in a large or medium sized city
67% are women
95% know about Smartson

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If you are discussing consumer behavior, recommendations or research, please let us know at We would love to join!