According to a survey conducted by Rakuten Insight in May 2024 in China, around 78 percent of respondents aged 55 or more reported having purchasing experience on social media platforms with shoppable features, such as Xiaohongshu and Douyin. This indicated a strong appeal of the online shopping capabilities offered by these platforms.
September 2024
China
May 9 to 31, 2024
4,279 respondents
16 years and older
up to 3 answers allowed
Online survey
This question was phrased by the source as follows: "Which of the following types of live shopping platforms have you purchased items from? Choose up to three most relevant answers."
Among a total of 4,279 survey respondents, 2,641 were women and 1,638 were men. Furthermore, 674 respondents were between 16 and 24 years old, 2,070 were between 25 and 34 years old, 1,236 were between 35 and 44 years old, 221 were between 45 and 54 years old, and 78 were 55 years old or older.
* For commercial use only
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.
Global overview
Social media usage
Social commerce usage
Social buyer behavior
Trend: live commerce
* For commercial use only
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.
