Gen Z prefers people over marketers for product information

Older generations rely more heavily on family, friends, and TV ads to learn about new products. Personal recommendations are the most powerful purchase drivers for Gen Z as well, but social media—which includes ads, videos, and online influencers—is increasingly important to product discovery.

  • Gen Z taps a wider array of online and offline sources—including ratings and reviews, social media, online influencers, and in-person experiences.
  • Gen Z makes little distinction between online, mobile, and offline sources and zigzags effortlessly among them to find information.
  • In June 2021, half of US Gen Z internet users agreed that social networks were important information sources for shopping decisions.


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