Beyond Advertising How Douyin Turns Stories into Sales
Live commerce used to be one of the easiest ways to sell on Douyin. Now, its grip is starting to weaken. Average viewing time for livestream shopping sessions
Analysis of Chinese e-sports user attributes Gender and Age Distribution of Chinese Esports Users.
Young demographics form the main force of esports users.
According to research data on esports users, nearly 70% of esports users in China are male. Users aged 25 and below account for 44.7% of the total, and those aged 30 and below make up 78.7%. Youthfulness stands out as one of the primary characteristics of esports users.
Esports users have a relatively good income level and purchasing power.
According to research data on Chinese esports users (excluding students, unemployed individuals, and retirees), in 2023, the highest proportion of individuals’ monthly income falls within the range of 6001-8000 yuan, reaching 31.9%. As for monthly personal spending, the majority is concentrated in the ranges of 2001-3000 yuan and 3001-5000 yuan, accounting for 26.9% and 26.5%, respectively.
Esports meet the diverse demands of users, resulting in relatively high user loyalty.
For esports users, esports is not only a way of leisure and entertainment but also a means of socializing. 62.2% of users enjoy esports because it provides a ‘common topic to play with friends.’ Meanwhile, users have shown a high level of loyalty to esports, with the highest proportion (35.2%) of users having followed esports for a duration of 3-5 years, and nearly 40% of users having followed esports for over 5 years.
The Hangzhou Asian Games, marking the debut of esports as an official event, is expected to generate excitement among esports users, with nearly 60% expressing interest in watching the events. Users believe the inclusion of esports will positively impact the esports industry in China, according to research data.
Mobile esports events, particularly professional leagues, are increasingly popular among esports users due to their convenience and social aspects. With 66.3% watching mobile esports-related events, gaming companies’ tournaments are highly appreciated for their
professionalism and excitement.
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