Influencers and bloggers play an outsized role for this generation: 35% of Gen Z say they discover products this way, nearly double the 19% of older adults. By contrast, traditional advertising channels such as television (13% vs. 33%), print ads (7% vs. 14%), and out-of-home advertising (2% vs. 7%) are far less effective with them as far as product discovery is concerned.
Social media leads the research process
When it comes to evaluating a product or brand, Gen Z turns most often to social media. About 64% of Gen Z shoppers say they use social platforms to research brands and services, making it their top research tool by a clear margin. This figure stands significantly higher than the 44% of older consumers who do the same.
Gen Z also stands out in their greater use of online forums. One-third (33%) of Gen Z consumers report turning to forums to learn more about brands, while just 21% of older consumers say the same. This points to a generational preference for unfiltered, community-driven content.
