| Variable | Category | Number of responses | Percentage |
| Purchase frequency | 1 | 48 | 25.1% |
| 2 - 3 | 82 | 42.9% | |
| 4 - 5 | 36 | 18.8% | |
| More than 5 | 25 | 13.1% | |
| Age | 20 and less | 12 | 6.3% |
| 21 - 25 | 91 | 47.6% | |
| 26 - 30 | 75 | 39.3% | |
| More than 30 | 13 | 6.8% | |
| Gender | Male | 57 | 29.8% |
| Female | 134 | 70.2% | |
| Educational background | High school and below | 10 | 5.2% |
| Junior college | 32 | 16.8% | |
| Undergraduate | 93 | 48.7% | |
| Master’s and higher | 56 | 29.3% | |
| Vocation | Work in government agencies or public institutions | 32 | 16.8% |
| Work in enterprises | 55 | 28.8% | |
| Proprietorship | 11 | 5.8% | |
| Student | 64 | 33.5% | |
| Freelance | 16 | 8.4% | |
| Other | 13 | 6.8% | |
| Monthly income | CNY 1000 and less | 50 | 26.2% |
| CNY 1001 - 3000 | 57 | 29.8% | |
| CNY 3001 - 6000 | 51 | 26.7% | |
| More than CNY 6000 | 33 | 17.3% |