American Generation Z relies on social media to discover products, with TikTok and Instagram becoming the main channels

It is learned that on February 27, according to foreign media reports, according to the latest report released by Grin, American Generation Z consumers are more inclined to use social media platforms rather than traditional search engines when discovering products.

Data shows that Instagram and TikTok have become the most commonly used product discovery channels for Generation Z, accounting for 30.4% and 23.2% respectively, significantly higher than Google's 18.8%. In addition, YouTube is also a common choice for respondents, accounting for 14.5%. The report pointed out that Generation Z prefers to discover products on Instagram and TikTok because the short video content on these platforms is "easy to digest" and is both "organic" and "intentional", which is in line with their consumption habits.

In contrast, older generations of consumers are more dependent on Google searches. Data shows that millennials (42.4%), Generation X (41.1%) and baby boomers (55.9%) are more inclined to use search engines to discover products, far higher than social media platforms. Despite this, a considerable number of millennials (17.2%) still discover products through Instagram and 11.1% through TikTok. In addition, YouTube is also generally popular among all generations, with Generation X having the highest usage rate at 29.5%, baby boomers at 25.2%, and millennials at 21.2%.

Although Gen Z discovers products more frequently through social media, they do not make purchases through these platforms as frequently as Millennials. 42% of Millennials say they buy products through social platforms at least once a week, compared to 38% of Gen Z. In addition, 35% of Millennials buy products through social media at least once a month, compared to only 31% of Gen Z. This difference may be related to the different preferences of the two generations in terms of shopping habits and consumption patterns.

Grin's report also reveals the sources of trust that Generation Z has when choosing product recommendations. 60% of Generation Z said they trust recommendations from influencers more than from friends or family. In contrast, friends or family still play an important role among Millennials and Generation X, with 53% and 47% of respondents, respectively, trusting recommendations from people around them more. Millennials show a certain split, with 51% tending to trust recommendations from influencers, while 49% prefer friends or family.

In terms of factors for trusting influencers, Generation Z values ​​similarity to influencers’ lifestyles the most (45.6%), followed by influencers’ expertise in a certain market segment or industry (42.7%). It is worth noting that appearance similarity is also an important factor for Generation Z to choose to trust influencers, accounting for 30.7%. However, the number of fans is not a decisive factor for Generation Z to choose influencers, as only 19.8% of respondents believe that the number of fans has an important impact on the credibility of influencers.

Author ✎ Rayna/

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