According to a survey conducted by Rakuten Insight in May 2024 in China, female respondents demonstrated higher engagement in live commerce, with 59 percent reporting that they made more than six purchases in the past 12 months. In comparison, only 39 percent of male respondents reported similar buying behavior.
Frequency of purchasing through live commerce in China as of May 2024, by consumer gender
Characteristic
More than 6 times in the last 12 months
Between 3-6 times in the last 12 months
Between 1-3 times in the last 12 months
I watch livestream shopping events but do not shop
I neither watch nor shop through livestream shopping events
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Frequency of purchasing through live commerce in China as of May 2024, by consumer gender
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Missing percentage points to 100 percent are probably 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.
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Rakuten Insight. (September 3, 2024). Frequency of purchasing through live commerce in China as of May 2024, by consumer gender [Graph]. In Statista. Retrieved April 09, 2025, from https://www.statista.com/statistics/1495868/china-purchase-frequency-in-live-commerce-by-gender/
Rakuten Insight. "Frequency of purchasing through live commerce in China as of May 2024, by consumer gender." Chart. September 3, 2024. Statista. Accessed April 09, 2025. https://www.statista.com/statistics/1495868/china-purchase-frequency-in-live-commerce-by-gender/
Rakuten Insight. (2024). Frequency of purchasing through live commerce in China as of May 2024, by consumer gender. Statista. Statista Inc.. Accessed: April 09, 2025. https://www.statista.com/statistics/1495868/china-purchase-frequency-in-live-commerce-by-gender/
Rakuten Insight. "Frequency of Purchasing through Live Commerce in China as of May 2024, by Consumer Gender." Statista, Statista Inc., 3 Sep 2024, https://www.statista.com/statistics/1495868/china-purchase-frequency-in-live-commerce-by-gender/
Rakuten Insight, Frequency of purchasing through live commerce in China as of May 2024, by consumer gender Statista, https://www.statista.com/statistics/1495868/china-purchase-frequency-in-live-commerce-by-gender/ (last visited April 09, 2025)
Frequency of purchasing through live commerce in China as of May 2024, by consumer gender [Graph], Rakuten Insight, September 3, 2024. [Online]. Available: https://www.statista.com/statistics/1495868/china-purchase-frequency-in-live-commerce-by-gender/
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