A significant shift in shopping behavior has emerged, particularly among Gen Z consumers, who increasingly turn to social media for product discovery and purchases. This trend highlights the growing influence of platforms like TikTok and Instagram, which have become essential tools for brands aiming to connect with younger shoppers.
RB Insights
- Social Media Dominance: 60% of Gen Z shoppers discovered new products on social media, compared to 33% of all shoppers.
- Influencer Impact: 45% of Gen Z learned about products from social media influencers, nearly double the overall shopper rate of 21%.
- Purchase Behavior: 32% of Gen Z made purchases based on social media discoveries, compared to 15% of total shoppers.
Statista: 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 and those who made a purchase was nearly double that of the overall consumer base.
The Shift Towards Social Media
Recent studies indicate that social media has overtaken traditional channels like search engines and TV ads for brand discovery. According to a report, 38% of shoppers found brands through social media, surpassing the 37% who used search engines and 35% who relied on TV advertisements.
This trend is particularly pronounced among Gen Z, with 85% of this demographic stating that social media influences their purchasing decisions. TikTok and Instagram are the leading platforms, with 45% of Gen Z citing them as the most impactful.
The Role of Influencers
Influencers play a crucial role in shaping Gen Z's shopping habits. The number of young consumers using social media to find products has surged, with many turning to influencers for recommendations. Notably, 20% of women aged 18-24 reported purchasing skincare products directly due to influencer endorsements.
However, trust remains a significant factor. While influencer recommendations can sway decisions, 43% of consumers prioritize discounts over influencer clout, indicating that authenticity and value are paramount in this demographic's purchasing process.
Social Commerce Growth
The social commerce market is projected to reach $1.2 trillion globally by 2025, driven primarily by Gen Z and Millennial users. This growth reflects a shift in how consumers engage with brands, as social media platforms increasingly facilitate the entire shopping experience—from discovery to checkout.
A recent study found that 64% of social media users made a purchase through social commerce in the past year, highlighting the potential for brands to leverage these platforms effectively.
Conclusion
As Gen Z continues to dominate the consumer landscape, brands must adapt their marketing strategies to align with the preferences of this influential group. Emphasizing social media engagement, influencer partnerships, and authentic communication will be key to capturing the attention and loyalty of younger shoppers.
