Drivers of participation in online video shopping events U.S. 2022, by income

The ability to 'buy now, pay later' (BNPL) is the most important feature in determining participation in online video shopping events across U.S. consumers of all income brackets. This trend is least pronounced among those earning between 50,000 and 74,999 U.S. dollars per year, though BNPL is still the most important factor by a significant margin amongst this group (45 percent of respondents). Notably, the degree to which consumers actually need or want the products being offered in these events is not particularly significant in determining participation. This is true across all income ranges but it is more evident among those with annual incomes below 24,999 dollars (five percent) and those with annual incomes above 125,000 dollars (four percent).