“If you’re a marketer looking to reach Gen Z, you need to be everywhere,” our analyst Blake Droesch said. Although Gen Z is known to spend a significant amount of time on social media, tapped into newer buying behavior such as social commerce, they also rely on physical stores. Here are three ways Gen Z’s path to purchase stands out.

Physical retail is the leading channel for product discovery, while digital channels complement it by influencing decisions after discovery. To convert shoppers, prices must be competitive, but reviews also heavily influence purchases, especially in apparel and shoes.

“In the digital era, each step along the path to purchase has become significantly more complex,” our analyst Blake Droesch said on a recent EMARKETER webinar. “The store remains a vital centerpiece, but the number of digital channels that consumers are using to discover and evaluate brands continues to grow at a rapid pace.” Brands and retailers need to stay on top of evolving purchasing behavior to meet their customers where they are. Here are three trends and opportunities that can help.

TikTok proves social search is here to stay: Its new image search function capitalizes on a shift from traditional discovery methods.

Gen Z spends significantly on beauty products online while favoring in-store shopping for apparel. For groceries, this tech-savvy generation relies heavily on search engines and social media to discover new products. Additionally, the trend toward low- and no-alcohol beverages is gaining momentum, as many Gen Zers embrace initiatives like Dry January.

Gen Zers and young millennials are the most likely to splurge on beauty in 2024—but their path to purchase is anything but straightforward.

WBD, Fox, Disney team up to shake up sports streaming: The companies will launch a Hulu-like streaming venture with access to each network’s linear sports content.

Our primary research on US online beauty buyers shares insights into how consumers discover and purchase new beauty brands and products across channels.

For some, shopping online is functional, enabling consumers to get what they want quickly, without straying from their budget or list. By creating a more engaging ecommerce experience, retailers can make shopping online fun, enticing consumers to browse and buy like they might in-store—and perhaps, increasing their basket.

Our primary research on US online beauty buyers shares insights into the evolution of consumer habits and preferences in one of retail’s most resilient categories.

From Goop and the New York Times to TikTok creators, everyone is putting out a gift guide this year, trying to get a piece of this year’s holiday sales pie, which we forecast to reach $1.31 trillion in the US.

Gen Zers are more calculated in their purchase decisions and are less likely to make impulse purchases compared with older generations. Social media is just one tool they use to evaluate products.

On today's podcast episode, we discuss what a completely Walt Disney Co.-owned Hulu will look like, if the entertainment giant has a Marvel problem, and whether Disney+ can ever rival Netflix for the subscriber crown. "In Other News," we talk about why Roku's revenues and streaming hours are doing particularly well and why Warner Bros. Discovery's ad revenues and subscriber growth are not. Tune in to the discussion with our vice president of content Paul Verna.

How does social media influence Gen Z’s customer journey?

How do consumers discover, evaluate, and purchase new brands and products?