Social media drives Gen Z shopping behavior

Insights on how the digitally native consumers use social media to shop

Generation Z is the first generation that has completely grown up with technology. The digital natives are made up of young adults born since 1995, putting the oldest in the age group in their early 20s and the youngest in middle and high school.

Looking to social media for inspiration, 50 percent of college students have made a purchase through Instagram. This week on the Retail Gets Real podcast, Katherine Cullen, senior director of industry and consumer insights at NRF, looks at how the social media habits of Gen Z influence their purchase behavior.

Gen Z Insights

Learn more about Generation Z's consumer trends here.

A recent study on the digital habits of college students from Barnes & Noble College found that 90 percent of college students are on Instagram, 80 percent are on Snapchat and half of those surveyed are on TikTok.

“They are active on multiple channels,” Cullen says. “That is something important [for brands] to remember, because if you are looking to connect with this generation, there are a number of touchpoints and places you have to be in order to be relevant to them.”

Listen to the full episode to learn about how this generation has purchasing power and how retailers can best interact and stay relevant with Gen Z.

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