Research by influencer marketing firm GRIN reveals that Gen Z shoppers are increasingly turning to social media platforms like Instagram and TikTok for product discovery rather than traditional online search engines like Google.
Gen Z shoppers are turning to social media platforms, with 30.4 percent using Instagram and 23.2 percent using TikTok. Only 18.8 percent rely on Google, while 42.45 percent of Millennials and 55.9 percent of Boomers still favor the search engine.
The findings, based on a survey of over 1,000 U.S. consumers, underscore social media’s growing influence on younger shoppers, who prioritize visually driven platforms for their buying decisions.
A separate study by another marketing firm, this time involving over 2,000 UK consumers, reveals Gen Z and Millennials are also shaping the luxury market, with Gen Z buying an average of 16 luxury items annually. These generations demand not only premium products but also sustainability, quality, and secure payments.
Security is a key concern, with 62 percent of Gen Z and 68 percent of Millennials prioritizing smooth payment processes. Over half of both groups hesitate on high-value purchases due to security issues, prompting 68 percent of luxury retailers to upgrade their payment systems.
Additionally, sustainability and brand reputation are crucial, with 73 percent of Millennials and 64 percent of Gen Z preferring long-lasting, quality items, and 75 percent of Millennials and 76 percent of Gen Z willing to pay more for brands with strong reputations.