China: usage of a brand's official app by consumer age 2023

According to a survey conducted by Rakuten Insight in China in November 2023, around 86 percent of respondents aged between 35 and 44 years said that they use an official app of a store or a brand. In comparison, only 56 percent of those above 54 years confirmed the same.

Share of consumers using a brand or store's official app in China as of November 2023, by age group

Characteristic	Yes, I do	No, but I use online websites to buy from that store or a brand	No, I do not
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Release date

December 2023

More information

Region

China

Survey time period

November 9 to 30, 2023

Number of respondents

6,455 respondents

Age group

16 years and older

Method of interview

Online survey

Supplementary notes

Survey question:
"Do you use an official app for a store or a brand?"

Among a total of 6,455 respondents, 1,155 were between 16 and 24 years old, 3,261 were between 25 and 34 years old, 1,610 were between 35 and 44 years old, 336 were between 45 and 54 years old, and 93 were above 54 years old.

Percentages may not total 100 due to rounding.

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