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Key stat: In the US, 71% of Gen Z adults say they are likely to make a purchase directly via Instagram, according to Jungle Scout. Just 40% of adults overall say the same, with the caveat that older generations are less likely to buy from social networks in general.

Beyond the chart:

• Despite these findings, Meta is moving away from social commerce, investing instead in its ad business on Reels to boost revenues.
• But TikTok is all in, with plans to quadruple its global ecommerce sales to $20 billion per year via TikTok Shop.
• Adults below the age of 25 will spend an average of 20 more minutes per day with TikTok than with Instagram, for a total of 58 minutes daily this year, according to our forecast.

Use this chart:

• Allocate social media ad spend.
• Strategize how to reach Gen Z.
• Evaluate retail partnerships with social networks.

More like this:

• What marketers should know about why Gen Z shops
• Meta amplifies Reels with new advertising features
• Can TikTok Shop crack the US ecommerce market?
• TikTok Commerce 2023 (Insider Intelligence subscription required)

More Chart of the Day:

• 6/26 - The CTVerse
• 6/23 - Amazon on display
• 6/22 - Game of phones
• 6/21 - Eat your green
• 6/20 - Digital drinking game

Methodology: Data is from the March 2023 Jungle Scout "Consumer Trends Report: Q1 2023." 1,000+ US adults ages 18+ were surveyed online during February 8-9, 2023. Respondents represented 48 US states, all genders, and ages, as well as all employment types and varying income levels.