How social media influences the purchasing decisions of Generation Z - crucial for brand strategies

If you want to understand a teenager, take a look at their social media usage. A recent report from the International Council of Shopping Centers (ICSC) reveals that 85% of Gen Z respondents indicate that social media influences their purchasing decisions. This is a significant finding for companies targeting this group.

This means that brands leveraging social media to reach Gen Z are on the right track. Not only does social media affect the purchasing choices of 85% of the men and 86% of the women in this generation, but the research also shows that TikTok and Instagram are the most influential platforms, followed by YouTube, Facebook, Snapchat, Twitter, and even Reddit.

A substantial portion of Gen Z respondents primarily shops at discount or off-price stores and specialty shops. Additionally, the financial situation of Gen Z is a point of concern. The study indicates that a large segment of older Gen Z consumers is worried about the economy.

The report also provides insights into the elements

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