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See All Topics →Latest Articles
Explore our Research →The big answers: EMARKETER Daily quiz
Article |
 Aug 1, 2025
Revolut could soon become a full-service US bank
Article |
 Aug 1, 2025
Nano-influencers earn impressive impression, engagement rates
Article |
 Aug 1, 2025
JPMorgan-Coinbase partnership could change customers’ relationship with crypto
Article |
 Aug 1, 2025
Trump intensifies threats against pharma if drugmakers don’t lower US prices
Article |
 Aug 1, 2025
AI streamlines health report filings in Merck, McKinsey collab
Article |
 Aug 1, 2025
United tries time-sensitive travel promotions to boost cardholder bookings
Article |
 Aug 1, 2025
Klarna mulls possible September IPO
Article |
 Aug 1, 2025
Competitive conquesting gains ground among RMNs
Article |
 Jul 31, 2025
Parents prioritize value, convenience during back-to-school shopping
Article |
 Jul 31, 2025
About
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →Social Buyers, by Generation
Source: EMARKETER Forecast, October 2024 - November 2024Â
Note:Â social network users who have made at least one purchase via any social channel, such as (Facebook, Instagram, Pinterest, Line, WeChat, VK, and others), including links and transactions on the platform itself, during the calendar year, including online, mobile and tablet purchases; excludes YouTube and Twitch; Gen Z are individuals born between 1997 and 2012; Gen X are individuals born between 1965 and 1980; Millennials are individuals born between 1981 and 1996; Baby boomers are individuals born between 1946 and 1964
Additional Note:Â Social networks are sites where the primary activities involve creating a profile and interacting with a network of contacts by sharing status updates, comments, photos or other content.
Methodology:Â Estimates are based on the analysis of survey and traffic data from other research firms, historical consumer adoption trends, company releases and demographic adoption trends.