13,510 consumers participated in the survey in the following countries: the U.S., UK, Ireland, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, Denmark, and Finland.
The sample sizes are nationally representative, including both Klarna users and non-Klarna users.
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Share of shoppers buying leisure, sport & hobby products online 2022, by generation
According to a survey during the third quarter of 2022, Gen Z made up the largest share of consumers globally who shopped for leisure, sports, and hobby-related products online (** percent). Millennial consumers followed, with ** percent buying these types of items on the web.
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Klarna. (October 1, 2022). Share of global consumers purchasing leisure, sport & hobby products online in 3rd quarter 2022, by generation [Graph]. In ÀÖ²¥´«Ã½app×îа汾. Retrieved August 12, 2026, from /statistics/1361691/leisure-sport-shobby-online-shoppers-by-generation/
Klarna. "Share of global consumers purchasing leisure, sport & hobby products online in 3rd quarter 2022, by generation." Chart. October 1, 2022. ÀÖ²¥´«Ã½app×îа汾. Accessed August 12, 2026. /statistics/1361691/leisure-sport-shobby-online-shoppers-by-generation/
Klarna. (2022). Share of global consumers purchasing leisure, sport & hobby products online in 3rd quarter 2022, by generation. ÀÖ²¥´«Ã½app×îа汾. ÀÖ²¥´«Ã½app×îа汾 Inc.. Accessed: August 12, 2026. /statistics/1361691/leisure-sport-shobby-online-shoppers-by-generation/
Klarna. "Share of Global Consumers Purchasing Leisure, Sport & Hobby Products Online in 3rd Quarter 2022, by Generation." ÀÖ²¥´«Ã½app×îа汾, ÀÖ²¥´«Ã½app×îа汾 Inc., 1 Oct 2022, /statistics/1361691/leisure-sport-shobby-online-shoppers-by-generation/
Klarna, Share of global consumers purchasing leisure, sport & hobby products online in 3rd quarter 2022, by generation ÀÖ²¥´«Ã½app×îа汾, /statistics/1361691/leisure-sport-shobby-online-shoppers-by-generation/ (last visited August 12, 2026)
Share of global consumers purchasing leisure, sport & hobby products online in 3rd quarter 2022, by generation [Graph], Klarna, October 1, 2022. [Online]. Available: /statistics/1361691/leisure-sport-shobby-online-shoppers-by-generation/