Social media plays an important role in Gen Z’s path to purchase, but it’s still just one piece of the puzzle.
Key Question: How does social media influence Gen Z’s path to purchase?
KEY STAT: In the past six months, 39% of Gen Z clothing buyers have discovered a new apparel brand or product on social media—more than 10 percentage points higher than clothing shoppers of all ages.
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Table of Contents
Executive Summary
Product discovery: The role of social at the top of the customer journey
Consideration: How Gen Z evaluates new brands and products
Conversion: How Gen Z ultimately purchases new brands and products
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