The higher educated Chinese are the least likely to be attracted by incentivized sharing. Nearly 90% of users with middle school or lower education spent less than 40% of the monthly expenditure online. Over 50% of the 40 to 49-year-olds choose to buy home appliances and digital equipment online.
A comparison of online shopping behavior
Taobao, Tmall, and JD have the broadest user reach than other e-commerce platforms in China. Nevertheless, Pinduoduo is the only platform with more low education background users. Both Amazon and Dangdang are much less popular among users with middle school education or lower.
The daily active users of Pinduoduo and Qutoutiao increased by 97% and 137%, respectively, in roughly a year.
Under the prevalent incentivized sharing model, users are...
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