Retail marketers continue to focus their energies on Gen Z and Millennial consumers, and survey results from ViSenze indicate that doing so should include a healthy level of importance attached to social media. That’s because about 6 in 10 Gen Z shoppers (ages 18-23) surveyed said they often discover products through social media platforms.
As a result, social media platforms emerged as a source of product awareness for more Gen Z respondents than did retailer websites (51%) and third-party e-commerce sites such as Amazon (44%).
This isn’t the first study to find social media to be a crucial awareness vehicle for Gen Z. A couple of years ago, research from Bluecore revealed that 85% of Gen Z consumers used social media to learn about new products. Read the rest at Marketing Charts.