Klarna Investor Presentation Deck
F-4
re
23
All kinds of people are using Klarna.
In our most mature markets, our users account for up to ~80% of the total adult population.
Therefore there's no typical Klarna consumer. They are:
From all
income levels
Klarna consumers
earn according to
average income
level distributions
Students
Using Klarna for
different goods and
services
From paying for gym
class to train tickets,
Klarna is used across
15+ different
verticals
Both men and
women
40%
of users are men
Age: 24, Gen Z
Reason for using Klarna: A master's student who is
an active environmental sustainability advocate.
Uses the Klarna app when shopping to access a
variety of sustainable brands and retailers.
Favorite feature: CO2 tracker and circular shopping
feature in the Klarna app.
Responsible
credit users
$70
is the average outstanding
credit balance per
consumer,
VS
$2,200
for credit card users
From all educational
backgrounds
9%
32%
Other
31%
27%
University
Post-secondary education
Secondary education
Retirees
Age: 72, Baby Boomer
Reason for using Klarna: Doesn't feel fully confident
when shopping online. As a result, appreciates the
sense of security when using Klarna and not having to
provide card details to merchants.
Favorite feature: uyer protection.
Living in
all areas
44%
28%
28%
City
Rural
Suburb
In all stages
of life
38%
7%
27%
18%
10%
Single without children
Single with children
Partner without children
Partner with children
Other
Professionals
Age: 40, Millennial
Reason for using Klarna: Cash conscious, and likes
to be in control of spending and finances. Tends to
travel a lot for work and appreciates the fair terms
Klarna offers when spending abroad.
Favorite feature: Banking services and zero foreign
foreig
exchange fees on purchases abroad.View entire presentation