Older generations rely more heavily on family, friends, and TV ads to learn about new products. Personal recommendations are the most powerful purchase drivers for Gen Z as well, but social media—which includes ads, videos, and online influencers—is increasingly important to product discovery, according to eMarketer.
Gen Z taps a wider array of online and offline sources—including ratings and reviews, social media, online influencers, and in-person experiences.
Gen Z makes little distinction between online, mobile, and offline sources and zigzags effortlessly among them to find information.
In June 2021, half of US Gen Z internet users agreed that social networks were important information sources for shopping decisions.
US Internet Users Who Agree Social Media Networks Are Important Information Sources for Shopping Decisions, by Generation, June 2021 (% of respondents in each group)
In another June 2021 survey, 65% of Gen Z adult respondents said friend and family recommendations were the two most trusted sources for product recommendations.
No comments:
Post a Comment