Social media accounts Gen Z users followed and purchased from 2023, by country
In the first quarter of 2023, Australia and Portugal had the highest share of Gen Z consumers who followed and purchased from brands on social media accounts, each at 71 percent. Among the countries listed, Portugal ranked second in shoppers aged 18 to 26 who followed and bought from retailers' social media accounts, just behind New Zealand. Additionally, Austria (66 percent) and the Netherlands (58 percent) had the highest percentage of Gen Zers who followed and purchased from influencers.
