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I would think so, although I am not in that age group so it's just my observation. Take Douyin as an example, it has a few hundred million users, 40% to 50% of them are under age 24 and live in smaller cities or rural areas, according to various reports. Growing up with mobile internet, for them shopping on the phone while hanging around in social networks is very natural, it's personal, it's fun. That's why most sellers have already set up account in Wechat/Weibo (and recently Douyin), not to publish product listing bluntly, but to post soft articles, funny videos, a lot of them even live stream their daily activities, to try to build up followers. I think with the mature infrastruture already in place(delivery, payment, messaging such like video chatting with the sellers, etc.), young people in rural areas care less about how big the online store is, but more about quality and fun. Plus, browsing product and talking to many shop owners on the phone are super easy while lying on the couch, something hard to do in the PC era, so it's easy to search good deals all over the places, no need to buy all items from one big store. Also thanks to mobile phone, young people in rural areas have pretty good access to product information compared to their peers in the big cities. What they lack mostly are good education and job opportunities. |