eCommerceDB and Statista conducted a survey in Germany to understand online shoppers’ preferences for the Buy Now, Pay Later (BNPL) services. The results of the survey provide valuable insights into how consumers perceive and use this payment method. Let's dive in and examine the results of the survey to determine the user base of BNPL services in Germany.
Survey results indicate that 39% of online shoppers in Germany have used BNPL in the past 12 months. In terms of age, the younger the users, the more likely they are to use the service. The data shows that 59% of respondents under the age of 24 have used BNPL, while this figure drops to 10% for online shoppers aged 64 and over.
In addition to age, looking at gender distribution in this context is just as insightful. Although the difference in usage rates between men and women is not too great, the results suggest that women are slightly more likely to use the service (41%, compared to 37% for men). On the other hand, it is worth noting that male BNPL users tend to use the services more often than female users. While a higher share of male users opts for using BNPL services several times or once a week, female users were found to be more likely to utilize the services three times a month or several times a year.
Income level was also considered in terms of its impact on BNPL usage. Although there is no clear correlation between household income and BNPL usage, findings suggest that online shoppers from households with an annual disposable net income of less than €15,000 are slightly less likely to use such a service – in relation to other income brackets. On the flip side, those with an income of €30,000 to €40,000 are the most likely to use BNPL.
To conclude, the findings indicate that the service is most popular among younger online shoppers and that women are slightly more likely to use it, while men use it more frequently. Besides other demographics, household income also plays a role in BNPL usage. As the market for BNPL services continues to grow, understanding the demographics and characteristics of BNPL users is critical for providers to meet their customers' needs and expectations, since these insights can help providers tailor their services to the specific needs of their users and further expand their reach.