May 3rd, 2024, Lesley Simeon
Chinese-owned ecommerce site Temu first launched in the UK in April 2023. In about a year, the UK is one of Temu’s biggest markets globally. With ultra-low prices, a vast variety of products (a bit too vast perhaps?) and budget-saving deals, the online retailer has carved a space for itself in Great Britain. In this piece, we’re leaning into YouGov data to see exactly how aware Britons are of Temu.
Awareness of Temu among Britons
Most Britons have heard of Temu, and social media appears to be the driving factor.
Data from YouGov Self-serve - a highly targeted, fully self-service fast survey-building tool, reveals that a majority (85%) of Britons have heard of Temu. Further, women are more likely than men (89% vs. 80%) to say they have heard of the ecommerce platform.
Social media is the leading factor driving awareness, our data shows. Nearly two in five Britons (38%) who are aware of the retail website say they have heard of the brand through social media, followed by advertising (30%).
Men are more likely than women (32% vs. 27%) to have heard of brand via advertising, while social media is more likely to have driven greater awareness for the brand among women than men (42% vs. 33%) in Britain.
Nearly eight in ten shoppers in Britain (78%) who are aware of the online retailer say they have seen an advertisement/promotion for Temu in the past three months.
There are few age-related differences in how people are hearing about the ecommerce platform. Millennials are most likely across generations to say they have heard of Temu from friends and family (23%). Gen X leads (44%) in saying they heard of the retailer through social media.
While most Britons have heard of Temu, a majority of them haven’t purchased from the site.
YouGov Self-serve data shows that 78% of Britons have not shopped from Temu in the past six months. Notably, the youngest group of consumers we survey (18-to-29-year-olds) are most likely (87%) to say they haven’t shopped from the site in the last six months.
On the other hand, while less than a quarter of all Britons (22%) have bought from Temu in the past six months, nearly three in ten 30-to-50-year-olds (28%) say the same - the most likely across age cohorts.
Zeroing in on Brits who’ve purchased from Temu - are they likely to buy from the brand again? Nearly three fourths of them (72%) say they are, a quarter of them (25%) say they’re not.
Leading the charge on this are shoppers aged between 30 and 50 years with 75% of them saying they are most likely to buy from the site again.
A majority of Britons - across genders and age groups, are aware of Temu. That’s half the battle won. The bottleneck Temu will now need to work on? Nudging consumers to actually purchase from the retailer.
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Methodology:
YouGov polled 700 GB adults online on April 12, 2024. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, race, political affiliation, education level and region. Learn more about YouGov Surveys: Self-serve.
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