More than 70 percent of Sweden's shoppers buy clothes and shoes for everyday use in a sporting goods store, and most of them are women, according to a survey of 300 people conducted by Bonial. Another notable result of the study is that over 80 percent of the respondents preferred to buy these items in a physical store rather than online. This trend was particularly evident among consumers aged 36 to 55. Bonial is a web and mobile platform that categorizes and locates offers from local shops that users can then share with other customers. The company has 25 million users in 11 countries.