Younger consumers are shopping via the Temu app.

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).