Shulou(Shulou.com)11/24 Report--

CTOnews.com Sept. 26, with the continuous growth of live e-commerce, live shopping has become one of the main ways of mass online shopping.

According to time Weekly, in August 2023, Consumer report conducted a survey on consumers' satisfaction with live shopping in the form of questionnaires to learn more about what problems consumers encountered in live shopping.

Survey data show that a total of 1271 people completed the questionnaire. Among them, 52.6% of the respondents were female and 47.4% were male. From the perspective of urban layout, the respondents were mainly first-and second-tier cities, followed by third-tier cities. Judging from the age division of the interviewees, the post-2000 and post-90s became the main force of live broadcast consumption, accounting for 41.9% and 36.3%, respectively.

The survey data show that 90% (91%) of the respondents have had the experience of live shopping. At present, among the consumers of live shopping, women account for 53.5%, men account for 46.5%, and the proportion of men and women is equal.

According to the questionnaire, nearly 80% (77.6%) of the respondents said they often watch live broadcasts through Douyin, followed by Taobao (68%), Kuaishou (49.4%), pinduoduo (41.1%) and JD.com (32.8%).

Why is live shopping so popular with consumers? Survey data show that price discounts (63.1%), time-limited discounts (58.4%), and products that like to be displayed (51.6%) are the main reasons why they choose to place orders in the studio.

The data also showed that the most purchases through live streaming were household department stores (53.4%), followed by clothing and footwear (52.8%), makeup and skin care (50.8%), toiletries (42.4%), jewelry / accessories (37.0%), and food / fresh (35.8%).

In addition, the respondents' highest satisfaction was the price of the goods, which was 8.1, and the lowest satisfaction was the trust in the anchors, which was 7.8. Overall, the respondents' satisfaction score for all aspects of live shopping is basically below 8, and there is still a lot of room for improvement. More than half (53.5%) of the respondents said they had encountered product quality problems in live shopping. Another 30% of the respondents encountered the problems of authenticity of brand goods, unreliable products recommended by anchors, and untruthful delivery of gifts promised by anchors.

It is worth mentioning that among the respondents who participated in the questionnaire, only 10% (11.1%) had no problems in live shopping.

CTOnews.com noted that on August 2, the China Consumer Association released an analysis of complaints accepted by the National Consumer Association in the first half of 2023. In the first half of this year, the National Consumer Association organized to accept hot issues of consumer complaints mainly related to live broadcast platforms, tourism travel, performance ticketing, education and training, food safety and other industries and fields. Among them, there are many complaints from live video platforms, such as "low-price drainage" for short videos, jewelry scams for selling jewelry in broadcast rooms, or random fabrication and exaggeration of the original price of goods, and so on.

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