We previously examined incidence rates, daily engagement rates, and average monthly minutes of use for three top bargain shopping apps currently available in the Google Play store. We saw that Wish held a strong lead over the other apps in terms of incidence, but was on par with AliExpress for daily engagement and monthly minutes of use.

Today’s analysis features each app’s incidence rate in 2017 broken down by age group and ethnicity.

The data shows that the breakdown by age group for AliExpress and Wish are practically reversed. This may suggest that AliExpress primarily pulls in a younger audience, while Wish appeals to older users. Hollar similarly seems to appeal to an older crowd.

Examining the breakdown by ethnicity, AliExpress holds fairly similar levels of incidence between the four measured ethnicity groups. Wish and Hollar have more diverse levels of incidence. Black or African American and White panel members respectively report the highest levels of incidence for both apps. Asian incidence rates for Wish and Hollar are contrarily quite low compared to the other ethnic groups.