THE ANALYSIS OF THE FACTORS DETERMINING DIGITAL INVESTMENT OF INDIVIDUALS IN THE BALTIC AND NORDIC COUNTRIES

Digital investment is becoming more and more popular and accessible not only to legal entities, but also to individuals. The article examines the factors that determine successful digital investment – financial literacy and digital literacy. Research aim – to analyse the factors determining the digital investment of individuals in the Baltic and Nordic countries. Two countries from each region have been selected for the analysis: Latvia and Lithuania from the Baltic countries, and Finland and Sweden from the Nordic countries. Research methods: the analysis of the scientific literature; the analysis of statistical data; systematisation and generalisation. 
It has been identified that, during the analysed period, the household investment rate varied unevenly, but in Sweden it stood out the most significantly – it was about twice as high as in Finland and in the Baltic countries. The lowest household investment rate was in Latvia. It has been observed that the share of individuals with basic digital skills was significantly higher in the Nordic countries than in the Baltic countries. Although Finland's real GDP (gross domestic product) per capita was significantly higher than in the Baltic countries, the analysis revealed that the dynamics of household investment rates was not as high as in Sweden, only slightly higher than in the Baltic countries. Arguably, Sweden had the highest digital investment opportunities in terms of household investment rates and the share of individuals with basic digital skills.