The number of mobile e-commerce users in China totaled 473 million in 2017, an increase of 13.2%. It is expected to reach 512 million by the end of 2018. Tencent social ads were the top choice for 64.8% of e-commerce apps advertising, Toutiao 29.5%, and Zhihu 19.3%.
Mobile e-commerce users are getting younger with 43.3% being younger than 24 years old. Post-95s and post-00s are becoming the main user base of mobile e-commerce, especially for Taobao, 73.4% of its users are under 30 years-old.
E-commerce and short video users share some common traits. For example, users aged from 25 to 35 years are the majority. Moreover, as most short video users like taking photos, Haitao (buy overseas products), and traveling, etc., shopping on e-commerce platforms are widely accepted and highly trusted among them.
As monitored between January 1st and June 17, 88 e-commerce apps placed ads through the iOS client, accounting for 14.3% of all apps that delivered ads during t...
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