2024-10-08 05:35:47
Live shopping has arrived in the mainstream of society! From Gen Z to Boomers, from TikTok to retailer websites: According to the Simon-Kucher Live Shopping Study, the event format now extends across all age groups and channels. Because the baby boomers are now also getting involved. And men use online events just as often as women. However, there are differences in product categories and the reasons for using live shopping.
- Almost no age- or gender-related differences in participation frequency
- 50% of live shopping participants have already taken part in live shopping events several times
- 11% of people over 55 have taken part in more than six live shopping events
- Social media (56%) is the most popular live shopping platform, ahead of websites (35%) and streaming channels (8%)
- Live shopping on social media: TikTok (49%) and Instagram (48%) well ahead of YouTube (33%)
- Electronics (33%) and fashion (32%) are the most popular products, ahead of household items (14%) and cosmetics (11%).
- Women primarily focus on fashion (40%) + cosmetics (21%), men on electronics (51%) + fashion (27%).
Anyone who only thinks about women and Gen Z when it comes to live shopping is neglecting a significant part of the target group. The current Simon-Kucher live shopping study shows that baby boomers and men are just as receptive to the online format.
Live shopping has arrived in the mainstream of society
“Hardly anyone had baby boomers on their radar as a target group for live shopping,” says Nina Scharwenka, partner at Simon-Kucher. “But they are here. Live shopping has arrived in the middle of society!” This also shows the frequency of use. According to the study, half of the live shopping participants have already taken part in live shopping events several times. Those over 55 are also committed repeat offenders here. 11 percent of them have already taken part in more than six events.
Alone on the website or as a group on TikTok?
Social media (56 percent) is considered the most popular live shopping platform, ahead of retailer websites (35 percent) and streaming channels (8 percent). “All age groups are involved, but we see differences in usage preferences,” explains Scharwenka. Younger people rely on social media for live shopping, while older people rely on websites and streaming channels. 73 percent take part in live shopping events alone, while younger people tend to see the events as a social event. TikTok (49%) and Instagram (48%) are particularly popular networks, but YouTube (33%) is also present.
Electronics and fashion are particularly in demand
What ends up in the digital shopping cart? This is mainly electronics (33%) and fashion (32%). But household items (14%) and cosmetics (11%) are also in demand. Women primarily focus on fashion (40%) and cosmetics (21%), while men increasingly focus on electronics (51%) and fashion (27%).
Women hope for discounts, men hope for explanations
“Whether women or men – live shopping is incredibly popular,” emphasizes Frederike von Wissel, Senior Director at Simon-Kucher. What is particularly exciting here is the difference in motivation. “Women rely on live shopping events to receive discounts, while men particularly appreciate the format for products that require explanation, such as complex technical devices,” explains von Wissel.
“The fact that I have to rely exclusively on Gen Z for live shopping is simply wrong”
The conclusion of the study? “Live shopping is more than just a new channel,” emphasizes von Wissel. “It’s a new way to spend your free time. The shopping street is coming home!” Companies should take a closer look at the format. “Brands have to analyze carefully who can be part of their target group. The fact that I have to rely solely on Gen Z when it comes to live shopping is simply wrong,” says Scharwenka. Marketing mix strategies must therefore be put to the test.”
*About the study: The Simon-Kucher Live Shopping Study 2024 was conducted by Simon-Kucher via crowdsourcing in September 2024. 1,011 consumers in Germany were surveyed about shopping behavior, platforms, motivations and product categories.
In-depth information and infographics in print quality (for media and partner companies only) are available upon request.
About Simon Kucher
Simon-Kucher is a global management consultancy with more than 2,000 employees in over 30 countries. Our focus: “Unlocking Better Growth”. We help our customers grow “better” by optimizing every aspect of their business strategy, from products and pricing to innovation, digitalization, marketing and sales. With around 40 years of experience in monetization and pricing, we are considered a global leader in pricing consulting and business growth. simon-kucher.com
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