Klarna Growth and Market Expansion
F-4
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
Using Klarna for
different goods and
services
Both men and
women
Responsible
credit users
From all educational
backgrounds
Living in
all areas
In all stages
of life
Klarna consumers
earn according to
average income
level distributions
7%
9%
From paying for gym
class to train tickets,
Klarna is used across
40%
$70
27%
28%
31%
44%
of users are men
is the average outstanding
32%
38%
15+
credit balance per
10%
different
consumer,
27%
28%
18%
verticals
VS
$2,200
for credit card users
Other
University
City
Single without children
Post-secondary education
Secondary education
Rural
Suburb
Single with children
Other
Partner without children
Partner with children
Students
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.
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: Buyer protection.
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
exchange fees on purchases abroad.
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