Gen Z vs. overall shoppers discovering and buying on social media 2023
One-third of all shoppers found a new product or brand through social media in the six months leading up to the 2023 survey, nearly half the rate observed among Gen Z consumers, which stood at 60 percent. Likewise, the proportion of Gen Z consumers who discovered a product or brand through a social media influencer, as well as those who made a purchase, was nearly double that of the overall consumer base.
