Analysis of American Generation Z’s consumer behavior! More than 40% of them will buy products through social media channels!

Strategic marketing consulting firm Sooth recently conducted a study on the consumer behavior of Generation Z shoppers in the United States and released some relevant statistics. These data were obtained by applying artificial intelligence-driven psychological models to data from surveys, social conversations and media usage of more than 200 million people.

Here are Sooth's findings in several key areas:

Social Media

Gen Z consumers are frequently active on various social media platforms, with more than 40% having at least seven accounts. About a quarter of avid social media users have 11 accounts or more.

Research from Sooth found that Gen Z consumers primarily use TikTok and Snapchat, with their top ten favorite social media activities taking place on these two platforms.

In fact, TikTok is the primary source of information for more than a quarter of Gen Z consumers. Additionally, nearly half (46%) of Gen Z consumers are more likely to purchase brand products through social media channels.

Online shopping habits

Today, 43% of Gen Z consumers conduct product searches on TikTok, a higher percentage than on Google. Despite inflation, 32% of Gen Z shop online at least once a day. This is higher than Millennials (25%), Gen X (15%), and Baby Boomers (7%).

Relationships

According to Sooth’s analysis, only 27% of Gen Z consumers say they are “in a relationship”; Gen Z are 73% less likely than other generations to attend parties regularly, and they are much less likely to spend time socializing at bars.

Additionally, Sooth data shows that Gen Z consumers are 43% less likely to agree with other people’s opinions than older generations. They are also highly skeptical of online reviews, making them 19-31% less likely than other consumers to research products, services, travel or financial decisions online.

Gamification

Gen Z consumers are three times more likely to be video game players and are 55% more likely to choose a brand than older generations.

Editor ✎ Nicole/

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