Here's who shops at Temu - and how much they spend
New data provides some interesting demographic details about customers of Chinese shopping app Temu.
According to analysis of purchase data and a survey of verified buyers from Numerator, on average, Temu shoppers spend $247 annually at the retailer, making an average of six purchases. Seven-in-10 Temu shoppers are repeat buyers.
Looking at generational trends, Numerator data reveals that Temu shoppers are 22% more likely to be millennials and 18% more likely to be Gen X as compared to the average consumer. This stronger popularity among younger shoppers is correlated by recent data from e-commerce marketing company Omnisend which shows 41% of Gen Z consumers make at least one purchase there on a monthly basis.
In addition, Temu shoppers are also 26% more likely to be LGBTQ-plus, 15% more likely to be Black, 13% more likely to be Asian, and 10% more likely to live in rural areas than consumers overall.
Examining social media habits of Temu shoppers, Numerator finds that almost half (48%) of Temu customers say they learn about products, services and brands via social media. Close to four-in-10 (37%) Temu shoppers use TikTok (40% more likely than all consumers) and 30% use Snapchat (31% more likely than all consumers).
Other findings
- Temu shoppers are less likely to say that they are actively managing their health or are committed to organics.
- Temu customers are 19% more likely than consumers overall to be impulse buyers.
Temu outpaces Amazon in key metric
Recent data from Statista and AppMagic shows that the Temu shopping app is undergoing rapid growth, hitting 337 million downloads in 2023, or nearly 80% more than the Amazon app. In addition, the data indicates Temu was downloaded almost 55 million times worldwide in August, or 42% more than in the same month in 2023.
[READ MORE: Study: Temu eclipses Amazon in monthly downloads]
Statista and AppMagic statistics also show U.S. consumers use Temu five-times more than European consumers, with countries like the U.K., Germany, France and Spain accounting for only about 5% of total downloads each.
