The figures are per week. 14 works out to twice a day, which doesn't seem to outrageous if you're sweaty and exercise daily. The median is 7, which also makes sense because it works out to one application for every day of the week. The 4 participants that don't use any deodorant might be asian[1] or aren't sweaty/active enough to warrant it.

[1] https://www.nytimes.com/2018/02/02/business/china-consumers-...