50pc of Millennial and Generation Z Shoppers Use Social Media While They Shop: Report

November 22, 2016

Social Media Use While Shopping IncreasesWithin a precarious marketing landscape still looking to firmly define the wants of millennials and their younger cohort, Generation Z, a new report confirms the power of social media as a starting and ending point for brands.

The report touches on the social behavior of Generation Z towards driving transactions, a dynamic already being taken advantage of in its most infantile stage by marketers looking to establish lines of communication to young consumers without many of the critical faculties to resist such courtship. In addition to reporting 50 percent of millennial and Generation Z shoppers surveyed use social media while they shop, the survey also logged social media habits: Facebook occupies 61 percent of social media time, followed by YouTube at 38 percent and Instagram at 24 percent.

“Social media acts as an influencer or driver to go into the store,”said Farla Efros, president of HRC Retail Advisory. “It also acts as an acceptance device.

“Prior to Generation Z making the purchase, they are looking for social acceptance from their peers.”

 

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