Over half of Gen Z (53%) and Millennials (56%) have made a purchase via a social media platform in the past three months.
Social Media Shopping Adoption Lead by Younger Generations
Social media shopping is on the rise, especially among younger generations. More than half of Gen Z (53%) and Millennials (56%) reported making a purchase via a social platform in the past three months. By contrast, just under half (46%) of Gen X and just under two-fifths (39%) of Boomers reported the same behavior. This shift underscores a growing generational divide in how consumers engage with digital retail channels, with younger demographics embracing new commerce experiences native to social platforms.
What Consumers Expect from Brand Videos on Social Media
As social platforms become shopping hubs, expectations for brand content are evolving. Across generations, being informative is the top quality of a good brand video, though preferences vary: 84% of Boomers, 74% of Gen X, 63% of Millennials, and 56% of Gen Z prioritize this trait. Younger generations are also more drawn to interactive content, with nearly half (46%) of Gen Z and one-third (33%) of Millennials valuing interactive videos, compared to only 15% of Boomers.
Why Consumers Follow Brands Online
Understanding why users follow brands provides key insights into the social media shopping journey. Promotions and discounts are the top motivator for every generation, cited by 80% of Boomers, 65% of Gen X, 64% of Gen Z, and 55% of Millennials. However, Gen Z also follows for entertainment value, with more than two-thirds (69%) listing it as a reason, compared to 57% of Millennials and just 37% of Boomers. These generational preferences suggest that engagement strategies must balance value with entertainment to appeal across age groups.
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Research publisher
Emplifi is a leading customer engagement platform, empowering brands to deliver meaningful, connected experiences across digital channels. Recognized as a Leader by renowned analysts and celebrated as a customer favorite, Emplifi provides innovative, data-driven insights and AI-powered tools to help brands optimize social media performance, elevate their influencer marketing strategies, and deliver impactful customer engagement across marketing, commerce, and care.
Methodology
Nature of survey: This was a 15-minute online survey offered in English only. Sample size: The sample was 965 U.S.-based consumers (229 in Generation Z, 242 Millennials, 241 in Generation X, and 213 Baby Boomers). When: Data collected Nov.14-26, 2024. Qualifications: To qualify, respondents had to: – Use at least two of the following at least twice a week: Facebook, Instagram, TikTok, or X.- Have interacted with a brand on social media in the past 90 days.
