What Sources Encourage US Internet Users to Try New Brands? (% of respondents, Nov 2018)
Over half of US Gen Z and Millennials list recommendations from friends as encouragement to try a new brand, while a brands social presence and advertising follow. Only about a quarter name celebrity use of the brand as a medium that encourages them to try.
Data was provided to eMarketer by Atlantic Re:think.
Data is from the February 2019 Atlantic Re:think report titled "Gen Z Doesn't Love You...Yet" conducted by comScore. 1,000 US adults ages 18-24 and 1,059 adults ages 25-39 were surveyed online during November 5-15, 2018. Atlantic Re:think is the creative marketing group for The Atlantic.