Gen Z prefers to spend its time on TikTok, but its money on Instagram

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Key stat: In the US, 71% of Gen Z adults say they are likely to make a purchase directly via Instagram, according to Jungle Scout. Just 40% of adults overall say the same, with the caveat that older generations are less likely to buy from social networks in general.

Beyond the chart:

  • Despite these findings, Meta is moving away from social commerce, investing instead in its ad business on Reels to boost revenues.
  • But TikTok is all in, with plans to quadruple its global ecommerce sales to $20 billion per year via TikTok Shop.
  • Adults below the age of 25 will spend an average of 20 more minutes per day with TikTok than with Instagram, for a total of 58 minutes daily this year, according to our forecast.

Use this chart:

  • Allocate social media ad spend.
  • Strategize how to reach Gen Z.
  • Evaluate retail partnerships with social networks.

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Methodology: Data is from the March 2023 Jungle Scout "Consumer Trends Report: Q1 2023." 1,000+ US adults ages 18+ were surveyed online during February 8-9, 2023. Respondents represented 48 US states, all genders, and ages, as well as all employment types and varying income levels.

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