J. G. Navarro
Research expert covering advertising and marketing with a focus on South America
Get in touch with us nowMain purchase recommendation sources in the U.S. 2022, by generation
According to a survey conducted among consumers in the United States in August 2022, 71 percent of respondents said they had purchased products or services based on recommendations from family, while 66 percent said they did so based on suggestions from close friends. Gen X respondents were those most inclined towards following the recommendations of family and friends. In contrast, Gen Z and Millennial respondents were more likely to adhere to the endorsements of companies or brands on social media.
