4Q23 US Livestreaming Tracker: Trust and Quality Drive Purchase Decisions in Live-Video Commerce

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 4Q23 survey, conducted in October 2023, which asked consumers about their engagement with “shoppable livestreams” (live, online videos focused on promoting and selling products) in the past three months.

We will discontinue this series in 2024. Subscribers can keep updated with our coverage of livestreaming e-commerce here, and explore exclusive consumer survey insights here.

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

• Use of livestream shopping—participation rates, reasons for cart abandonment, 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
• 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, Costco, Dollar General, Facebook, Home Depot, IKEA, Instagram, Kohl’s, Sam’s Club, Sephora, Target, TikTok, Ulta Beauty, Walmart, YouTube

Other relevant research:

• All Coresight Research coverage of livestreaming e-commerce
• The Coresight Research US Consumer Survey Insights series presents weekly proprietary survey findings, providing a detailed update on US consumers’ behaviors and expectations. The Coresight Research US Consumer Survey Databank provides additional insight into US consumer behaviors from our weekly surveys.