PUBLISHED DATE: 2025-08-14 23:17:06

Banking, E-Commerce, and Telehealth Trends in Denmark and Sweden

Banking Trends

A majority of people in Denmark (67%) and Sweden (63%) are not considering changing banks within the next year.

Are you considering changing banks or financial institutions in the next year?

When looking for information about banking or other financial services, people in Denmark and Sweden find information provided by banks to be most helpful. Sixty-four percent of respondents in Denmark found information from financial institutions to be helpful or very useful.

Helpfulness of Information Sources for Banking and Financial Services

Consumers in Denmark and Sweden generally find information provided by banks and family or friends to be the most helpful, while information provided by social media is the least helpful.

Satisfaction with Digital Banking Channels

Consumers in Denmark are most satisfied with their bank’s website, and least satisfied with chatbots, social media, and video calls.

Preferred Channels for Banking Interaction

Globally, 77% of respondents, 70% in Denmark, and 62% in Sweden say they most frequently interact with their bank online.

Digitally-Only Bank Accounts

Around half of people in Denmark (48%) and Sweden (44%) currently have a bank account with a digitally-only bank, compared to a global average of 56%.

Globally, people are drawn to opening accounts with digitally-only banks because of improved interest rates, convenience, streamlined account opening, and efficient customer service. The most common reasons, in order, are:

For those who do not have an account with a digitally-only bank, the most common reasons are:

To improve the digital banking experience, people want more services, products, and features to be available online, including personal financial management tools, customer service, and tools such as cryptocurrency tied to their financial website. The most requested features are:

E-Commerce Trends in Denmark and Sweden

Shoppers plan to keep e-commerce a significant part of their lives, with a majority saying they plan to shop online at the same amount or more frequently in the future (Denmark: 87%, Sweden: 90%).

In the future, do you think you will shop online more, less or about the same amount as you do right now?

In the first half of 2021, 47% of people in Denmark and 49% in Sweden shopped online in the past six months, which is similar to global averages.

Online Shopping Channels Used in the Past Six Months

The most common channels, in order, are:

For each channel, the percentages are similar for Sweden, Denmark, and the global average.

Devices Used for Online Shopping

In the Nordics, consumers are most likely to use desktop/laptop computers for online shopping, while globally, smartphones are the most used device.

Drivers of Brand Choice in Online Shopping

Consumers prefer to shop with brands that make purchasing quick and easy. The primary drivers of brand choice are:

Sixty percent of shoppers say they prefer fast shipping. Offering free returns is also important. Other key factors include the ability to buy directly from the brand and a mobile app or website that is easy to use.

Consumer Confidence and Satisfaction with Online Shopping

Agreement with Online Shopping Statements

More than half of consumers say they have abandoned a cart in the past six months due to a lack of trust, with 60% saying they do not proceed with a purchase if they are not confident in the brand’s ability to protect their data.

Engagement and Trust in Online Retail

Desired Features from Online Retailers

To improve the shopping experience, consumers would like to see more cashback and payment rewards, personal financial management tools, online customer service, and additional delivery options. The most requested features are:

Telehealth Usage in Denmark and Sweden

Twenty-nine percent of respondents in Sweden and 22 percent in Denmark say they have used telehealth services, compared to a global average of 27%.

Have you ever seen a health care provider using telehealth?

In the fall of 2021, 70% of people in Denmark and 65% in Sweden say they saw their health care provider, which matches the global average (70%).

In the past six months, have you had a visit with a doctor or other health care provider?

In Sweden, 14% of people say they used telehealth services during the pandemic, compared to 9% in Denmark. A majority of people in Denmark and Sweden say they did not use telehealth services during this time.

Where did you see your health care provider?

Reasons for Delaying Health Care Visits

Concerns over exposure to COVID-19 and inability to get an appointment are the top reasons for delaying health care visits. Other reasons include lack of time (21%), cost (20%), and lack of specialist availability (19%).

Future Use of Telehealth

A majority of people in Denmark (85%) and Sweden (80%) expect to use telehealth services about the same or more after the pandemic subsides.

After the COVID-19 pandemic has subsided, do you think you will use telehealth services more or less in the future?

Gender and Age Differences in Future Telehealth Use

By Age Group (Denmark):

By Age Group (Sweden):

Desired Improvements in Telehealth

To improve the telehealth experience, patients in Denmark and Sweden want providers to offer more services online, including prescription refills, test results, and follow-up appointments. They also want better communication and more information about telehealth options. The most requested services are:

Summary of Key Insights