Jam is more syrupy than jelly. At IHOP they have jam, like blueberry and strawberry, it's the same consistency as syrup. I'm not sure if the OP meant this kind of jam, or the more viscous variety used for toast, donuts, etc.
In scandinavia NOBODY puts Syrup on pancakes or waffles. Jam is usually always used.
I think syrup is primarily a North American thing with Canada basically having a stranglehold on maple syrup market (REAL maple syrup from trees at least).
