Gen Z Path to Purchase 2024

Breaking Down the Nuances of How Gen Z Shops

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About This Report
Gen Z’s complicated path to purchase leans heavily on digital platforms and channels. But offline resources still play a key role.

Gen Z’s path to purchase is far more complex compared with older generations. Contrary to popular belief, Gen Z shoppers are still heavily influenced by in-person shopping and word-of-mouth recommendations from family and friends. But these traditional shopping practices exist alongside digital activities at every step of the way.

This deck will:

  • Provide analysis of the key platforms and channels driving Gen Z’s brand and product awareness.
  • Gauge the impact of social media platforms and activities on Gen Z’s shopping journey.
  • Examine how traditional shopping behavior compares with the growing influence of digital.

Here’s what’s in the full report

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Exportable files for easy reading, analysis and sharing.

authors

Blake Droesch

Contributors

Rahul Chadha
Suzy Davidkhanian
VP, Content
Vladimir de Leon
Chart Editor
Donte Gibson
Senior Chart Editor
Kyndall Krist
Senior Copy Editor
Na Li
Director, Primary Research
Sarah Marzano
Principal Analyst, Retail Media
Emma Noyes
Graphic Designer, Data Visualization
Jennifer Pearson
VP, Research
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor

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