According to a survey conducted by Rakuten Insight in May 2024 in China, respondents aged between 25 and 44 years old demonstrated a greater interest in purchasing through live commerce. Notably, 56 percent of respondents in this age group reported making more than six purchases in the past 12 months.
September 2024
China
May 9 to 31, 2024
4,679 respondents
16 years and older
Online survey
Percentages may not total 100 due to rounding.
This question was phrased by the source as follows: "How often have you purchased something through live commerce (e.g. livestream or live demo via video sessions)? "
Among a total of 4,679 survey respondents, 2,806 were women and 1,873 were men. Furthermore, 752 respondents were between 16 and 24 years old, 2,211 were between 25 and 34 years old, 1,327 were between 35 and 44 years old, 287 were between 45 and 54 years old, and 102 were 55 years old or older.
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Global overview
Social media usage
Social commerce usage
Social buyer behavior
Trend: live commerce
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Basic Account
Starter Account
The statistic on this page is a Premium Statistic and is included in this account.
Professional Account
1 All prices do not include sales tax. The account requires an annual contract and will renew after one year to the regular list price.
