• Temu was the most downloaded app by Gen Z in the United States during the first 10 months of 2024.
• Users aged 18 to 24 downloaded the app nearly 42 million times between January and October.
• Low prices, convenience and gamification of shopping are among its selling points.

American Gen Z is really here for Temu.

The Chinese online marketplace was the most downloaded app by Gen Z in the first 10 months of the year. It has been downloaded almost 42 million times by this group.

This is according to app analytics company Appfigures, which extracted data from iOS and Android users aged 18 to 24. Some Gen Zers are under 18, but Appfigures excluded them from their findings, citing privacy concerns for underage users.

The data represented in the Appfigures results shows the number of downloads made by this demographic between January 1 and October 31 and represents US data only.

The report reveals that TikTok comes in second for total downloads during this period, with 33 million downloads. Meta’s Threads app has been downloaded 32 million times.

Temuwhich is owned by Chinese company PDD Holdings, sells everything from home goods to motorcycle accessories, all at low prices. The app is characterized by massive discounts, with vouchers appearing while browsing.

Sory Park, project manager at Daxue Consulting, a China-focused market research firm, said Temu effectively gamified countdowns and rewards.

“It has also added gamified elements, including countdowns and rewards, to its shopping experience, which increases user engagement and encourages them to ‘buy now or never,'” Park told Business Insider.

Affordable, accessible, personalized

Temu is growing rapidly and its popularity extends well beyond Gen Z.

PDD Holdings reported revenue of $13.4 billion for the quarter ended June 30. This represents an increase of 86% compared to the same period last year. In February, he spent millions of dollars on Super Bowl ads to conquer the American market.

However, Amazon – which has been downloaded 15 million times this year by Gen Z in the US, according to Appfigures – still has a stranglehold on the online shopping market.

Amazon made $61.4 billion in online sales in the three months ending September 30, a 7% increase from the same period last year.

On November 13, Amazon launched its rival Temu discount store, Amazon Haul, in which all products are sold at $20 or less.

Jim Whaley, CEO of New York-based market research firm OvationMR, said Temu is popular with Gen Z because it offers an affordable, accessible and personalized shopping experience.

“Generation Z values ​​a highly curated shopping experience that offers both variety and convenience at accessible prices,” Whaley said.

Gloria Gan, a lifestyle analyst at UK-based market research firm Mintel, said Temu was making inroads with Gen Z because of “his tech savvy and spending habits.” ‘frequent online shopping’.

Gan said that while Amazon has a dominant position in the market, Temu is also a force to be reckoned with, thanks to its efficient online service and value-for-money offerings.

In response to BI’s query, a Temu spokesperson told BI that the company “has strived to make a positive impact on people’s daily lives by offering a wide selection of quality products at affordable prices. affordable”.

Amazon did not respond to a request for comment.