Sample characteristics
| Variable | TOTAL(%) | Online clothing shoppers(%) | Social media users(%) |
|---|---|---|---|
| Gender (female) | 66.5 | 69.7 | 64.0 |
| Age | |||
| Under 25 years old | 30.7 | 36.4 | 34.9 |
| Between 25 and 45 years old | 41.0 | 47.7 | 44.8 |
| Older than 45 years old | 28.3 | 15.9 | 20.3 |
| Occupation | |||
| Student | 26.4 | 32.6 | 30.8 |
| Worker | 56.6 | 56.8 | 56.4 |
| Other | 17.0 | 10.6 | 12.8 |
| Clothing shopping frequency (at least monthly) | 45.4 | 55.3 | 47.7 |
| Internet use experience (more than 5 years) | 94.4 | 98.5 | 99.4 |
| Social networks use experience (more than 5 years) | 81.1 | 87.9 | 90.7 |
| Online shopping experience (past 12 months) | 67.9 | 93.2 | 78.5 |
| TOTAL | 212 | 132 | 172 |
| Variable | TOTAL(%) | Online clothing shoppers(%) | Social media users(%) |
|---|---|---|---|
| Gender (female) | 66.5 | 69.7 | 64.0 |
| Under 25 years old | 30.7 | 36.4 | 34.9 |
| Between 25 and 45 years old | 41.0 | 47.7 | 44.8 |
| Older than 45 years old | 28.3 | 15.9 | 20.3 |
| Student | 26.4 | 32.6 | 30.8 |
| Worker | 56.6 | 56.8 | 56.4 |
| Other | 17.0 | 10.6 | 12.8 |
| Clothing shopping frequency (at least monthly) | 45.4 | 55.3 | 47.7 |
| Internet use experience (more than 5 years) | 94.4 | 98.5 | 99.4 |
| Social networks use experience (more than 5 years) | 81.1 | 87.9 | 90.7 |
| Online shopping experience (past 12 months) | 67.9 | 93.2 | 78.5 |
| TOTAL | |||
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