1Q23 US Livestreaming Tracker: Consumers Seek Real-Time Engagement in the Shopping Journey

What's Inside

The Coresight Research US Livestreaming Tracker is a quarterly series that provides updates on trends in the live-video e-commerce space. We analyze findings from proprietary US consumer surveys on the role of livestreaming in the shopping journey.

In this report, we present data from our latest survey, conducted in December 2022, which asked consumers about their engagement with “shoppable livestreams” (live, online videos focused on promoting and selling products) in the past three months.

Data in this report, based on proprietary survey findings, include:

• Use of livestream shopping—frequency of watching shoppable livestreams and reasons for watching
• Livestream shopping platforms—platforms used to watch shoppable livestreams (and breakdowns by age groups and platform type) and product categories that viewers have watched vs. purchased via livestreaming
• Purchasing process—average spending via livestreaming across selected product categories (and breakdown by income) and reasons for cart abandonment
• Livestreaming content—formats that viewers prefer to watch, degree of influence of livestream technology and host characteristics on purchase decisions, and future expectations for content

Companies mentioned in this report include: Best Buy, Bloomingdale’s, Costco, Dollar General, Facebook, Home Depot, IKEA, Instagram, Kohl’s, Sam’s Club, Sephora, Snapchat, Target, Twitch, Ulta Beauty, YouTube

Other relevant research:

• The previous report in this series—4Q22 US Livestreaming Tracker
• All Coresight Research coverage of livestreaming e-commerce