For many Gen Zers, product and brand discovery happens on social media

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Key stat: While in-store is the No. 1 way Gen Z discovers clothing, 39.0% of US Gen Z clothing buyers have used social media to discover new apparel brands or products over the last six months, according to our September 2023 survey. This marks a departure from other generations: Just 28.2% of US clothing shoppers of all ages have used social media the same way.

Beyond the chart:

  • Nearly three-quarters (73.0%) of Gen Zers who discover new brands or products on social media use TikTok to do so, compared with the 69.7% who use Instagram, per our survey.
  • Engaging with videos and creator/influencer content are the most common product discovery methods among Gen Z shoppers on social media.
  • Discovery doesn’t necessarily equal conversion, however, as Gen Zers are more careful with their purchase decisions and are less likely to buy impulsively compared with older generations.

Use this chart:

  • Strategize ways to advertise to Gen Z.
  • Justify investments in online channels.

More like this:


"Behind the Numbers" Podcast