Sample profile
| Gender | % | Age | % |
|---|---|---|---|
| Male | 60.5 | 18–24 years | 38.6 |
| Female | 39.5 | 25–35 years | 51.1 |
| 36–50 years | 9.7 | ||
| >51years | 0.6 | ||
| Education level | % | Job | % |
| Junior high school certificate | 0.6 | Unemployed | 2.6 |
| High school | 9.7 | Part-time worker | 2.6 |
| Bachelor's degree certificate | 71.1 | Student | 18.3 |
| Master's degree | 9.9 | Full-time worker | 76.3 |
| Postgraduate | 8.7 | Pensioner | 0.1 |
| Housekeeper | 0.1 | ||
| Origin | % | Family | % |
| 1st tier city | 52.7 | Single | 2.7 |
| 2nd tier city | 27.4 | Couple | 7.8 |
| 3rd tier city | 10.9 | 3 members | 43.3 |
| 4th tier city | 4.7 | 4 members | 30.8 |
| Rural area | 4.2 | 5 or more members | 15.4 |
| Main online store | % | ||
| Taobao | 63.2 | ||
| T-mall | 14.7 | ||
| JD.com | 12.1 | ||
| Amazon | 3.1 | ||
| Vipshop | 1.2 | ||
| Dang Dang | 1.2 | ||
| Alibaba | 1.0 | ||
| Others | 3.5 |
| Gender | % | Age | % |
|---|---|---|---|
| Male | 60.5 | 18–24 years | 38.6 |
| Female | 39.5 | 25–35 years | 51.1 |
| 36–50 years | 9.7 | ||
| >51years | 0.6 | ||
| Education level | % | Job | % |
| Junior high school certificate | 0.6 | Unemployed | 2.6 |
| High school | 9.7 | Part-time worker | 2.6 |
| Bachelor's degree certificate | 71.1 | Student | 18.3 |
| Master's degree | 9.9 | Full-time worker | 76.3 |
| Postgraduate | 8.7 | Pensioner | 0.1 |
| Housekeeper | 0.1 | ||
| Origin | % | Family | % |
| 1st tier city | 52.7 | Single | 2.7 |
| 2nd tier city | 27.4 | Couple | 7.8 |
| 3rd tier city | 10.9 | 3 members | 43.3 |
| 4th tier city | 4.7 | 4 members | 30.8 |
| Rural area | 4.2 | 5 or more members | 15.4 |
| Main online store | % | ||
| Taobao | 63.2 | ||
| T-mall | 14.7 | ||
| JD.com | 12.1 | ||
| Amazon | 3.1 | ||
| Vipshop | 1.2 | ||
| Dang Dang | 1.2 | ||
| Alibaba | 1.0 | ||
| Others | 3.5 |
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