60% of Gen Z shoppers found a new product or brand through social media

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…