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FOOD & BEVERAGE | Staff Reporter, Singapore

7 out of 10 local live stream purchases are food-related

People have been purchasing food items online including bubble tea, seafood, and other meats.

The top three product categories that people in Singapore are buying online are food, make-up and technology gadgets at 70%, 20% and 10% respectively, according to findings commissioned by live stream focused shopping platform Shopavision.

Some of the food items that people have been purchasing online include bubble tea, seafood and other meats. In the category of make-up, lipsticks are one of the most preferred items. Meanwhile, people typically spend on earphones and power banks for the electronic gadgets category.

Respondents also indicated that they enjoy live streaming because they like to receive up-to-date information from sellers, feel connected to the world, and feel excited about live streaming. 74% of millennials also say they find live streaming videos helpful when it comes to comparing products before they make a purchase.

People in Singapore who purchase items from live streaming are 51.3% female and 48.7% male. In terms of live stream purchases among the different age groups, 55.4% of people aged 18 -24; 36.8% aged 25-34 and 6.4% aged 35-44 purchase products via live streaming.

Despite this, Singapore is said to be slower in the adoption of live streaming as compared to countries such as China and America with only 15% of people in Singapore consume live streaming content as compared to 90% of people in China and 38% in America.

Meanwhile, the top three most popular live streaming platforms include Twitch, a live streaming app for gamers, V Live, an app that facilitates live chat between Korean celebrities and fans, as well as Youtube Live.

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