Chart of the Day: Gen Zers discover socially

For many Gen Zers, product and brand discovery happens on social media [Insider Intelligence]( [Chart of the Day]([Chart of the Day]( Charts. News. Analysis DECEMBER 11, 2023 [For many Gen Zers, product and brand discovery happens on social media]( [For many Gen Zers, product and brand discovery happens on social media]( 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: - [How to reach Gen Z in 2024, according to new data]( - [What the past few months of TikTok trends teach us about marketing to Gen Z]( - [3 ways brands can adapt to Gen Z’s evolving shopping habits]( - [Gen Z’s Path to Purchase]( (Insider Intelligence subscription required) More Chart of the Day: - 12/8 - [Holiday highlights]( - 12/7 - [Programmatic splits]( - 12/6 - [In-store discovery drives purchases]( - 12/5 -[ Field of streams]( - 12/4 - [Holiday spending breakdown]( Was this email forwarded to you? Sign up [here](. Insider Intelligence has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more, that our clients utilize to add credibility to their strategy presentations and demand generation messaging. See more [charts](. Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2023 Insider Intelligence, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](