Social media accounts users followed and purchased from 2023, by generation
According to a global survey conducted in 2023, roughly two-thirds of Millennials followed and purchased goods from the social media accounts of brands. Overall, about half of Gen Z users followed and purchased from influencers, whilst just 11 percent of Baby boomers did. Additionally, six out of ten respondents belonging to the Gen X age group followed and purchased from the social media accounts of retailers.
