Gen Zers are more calculated in their purchase decisions and are less likely to make impulse purchases compared with older generations. Social media is just one tool they use to evaluate products.
Social is powerful, but it’s just the tip of the iceberg. Although Gen Zers are more likely to use social media for shopping discovery, they are generally in line with older generations when it comes to evaluating brands and products. Search engines are the most common consideration-stage tools for Gen Zers—and shoppers of all ages—regardless of where they first discovered new brands and products.
Gen Zers are more likely to use social media to research brands and products they discover in-store, but it’s just one of several actions they are likely to take. Gen Zers are more likely to leverage resources—including search engines, family and friends, and brand websites—in the consideration stage compared with older generations. They are also less likely to make impulse purchases of items they discover in-store.