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EMARKETER

Gen Z’s Path to Purchase

Our Exclusive Survey Explores How Social Media Influences the Customer Journey

Report by Blake Droesch  |  Nov 20, 2023
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Report
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Executive Summary
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Table of Contents
Executive Summary
Product discovery: The role of social at the top of the customer journey
Consideration: How Gen Z evaluates new brands and products
Conversion: How Gen Z ultimately purchases new brands and products
Methodology
Media Gallery
About This Report
How does social media influence Gen Z’s customer journey?
Topics
Generation Z
Consumer Behavior
US
Table of Contents
Executive Summary
Product discovery: The role of social at the top of the customer journey
Consideration: How Gen Z evaluates new brands and products
Conversion: How Gen Z ultimately purchases new brands and products
Methodology
Media Gallery

Social media plays an important role in Gen Z’s path to purchase, but it’s still just one piece of the puzzle.

Key Question: How does social media influence Gen Z’s path to purchase?

Brand Sites and Social Media Are the Top Online Discovery Channels for Gen Z Clothing Buyers
E-Mail ChartDownload

KEY STAT: In the past six months, 39% of Gen Z clothing buyers have discovered a new apparel brand or product on social media—more than 10 percentage points higher than clothing shoppers of all ages.

Here’s what’s in the full report

3files

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8charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Product discovery: The role of social at the top of the customer journey
  1. Consideration: How Gen Z evaluates new brands and products
  2. Conversion: How Gen Z ultimately purchases new brands and products
  1. Methodology
  2. Media Gallery

Charts in This Report

Brand Sites and Social Media Are the Top Online Discovery Channels for Gen Z Clothing BuyersGen Z Beauty Shoppers Are Far More Likely to Discover New Brands/Products on Social Media
Gen Z Health and Personal Care Shoppers Are More Likely to Discover on Social Media and Brand SitesGen Z Is More Likely to Embrace TikTok and Eschew Facebook for Brand and Product Discovery
Gen Zers Typically Discover Brands/Products on Social Media Through Videos and Influencer ContentShoppers of All Ages Turn to Search Engines After Discovering New Brands and Products on Social Media
Gen Z Is Far Less Likely to Buy Brands/Products Immediately After Discovering Them In-StoreGen Z Is Still More Likely to Buy New Items In-Store for Beauty and Health and Personal Care Products

authors

Blake Droesch

Contributors

Sky Canaves
Senior Analyst, Retail & Ecommerce
Suzy Davidkhanian
Na Li
Director, Primary Research
Amy Rotondo
Director, US Research
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