A new GoDaddy survey reveals significant differences in how Gen Z and Millennial consumers approach social media shopping and trust online recommendations.
The study, conducted in September with 1,000 U.S. consumers, highlights a shift away from traditional word-of-mouth marketing, particularly among younger shoppers.
The data shows that 41% of Gen Z consumers trust products or services posted by influencers more than ads from businesses. In contrast, 46% of Millennials place greater trust in business ads.
When it comes to purchasing likelihood based on social media posts, Gen Z respondents rank influencer posts highest at 57%, followed by posts from followed businesses at 54%, ads in their feed at 49%, and friends’ posts at 40%. Millennials show a different preference order, with posts from followed businesses leading at 57%, followed by ads (51%), friends’ posts (48%), and influencer posts (44%).
Both generations demonstrate a strong reliance on social media for product discovery. The survey finds that 55% of Gen Z and 47% of Millennial consumers regularly use social media to find new products every or nearly every time they shop.
The effectiveness of social media advertising is apparent across both groups. More than half of Gen Z (53%) and Millennial (57%) customers report taking action on an ad at least weekly. Additionally, nearly 3 in 10 consumers from both generations find social media ads helpful for learning about new products or businesses.
“Knowing that Gen Z consumers trust social media ads more than recommendations from friends is a game-changer if this is your target audience,” said Alycia Leno, Director of Marketing at GoDaddy, in a press release.
According to LTK’s recent report, 73% of Gen Z consumers purchase based on creator recommendations, compared to 66% of Millennials and 59% of the general population.
An EMarketer study revealed that 42% of Gen Z shoppers will likely purchase holiday gifts directly through social media platforms. This contrasts sharply with other age groups, with only 26% of millennials, 15% of Gen Xers, and 6% of baby boomers expressing similar intentions.
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A new GoDaddy survey reveals significant differences in how Gen Z and Millennial consumers approach social media shopping and trust online recommendations.
The study, conducted in September with 1,000 U.S. consumers, highlights a shift away from traditional word-of-mouth marketing, particularly among younger shoppers.
The data shows that 41% of Gen Z consumers trust products or services posted by influencers more than ads from businesses. In contrast, 46% of Millennials place greater trust in business ads.
When it comes to purchasing likelihood based on social media posts, Gen Z respondents rank influencer posts highest at 57%, followed by posts from followed businesses at 54%, ads in their feed at 49%, and friends’ posts at 40%. Millennials show a different preference order, with posts from followed businesses leading at 57%, followed by ads (51%), friends’ posts (48%), and influencer posts (44%).
Both generations demonstrate a strong reliance on social media for product discovery. The survey finds that 55% of Gen Z and 47% of Millennial consumers regularly use social media to find new products every or nearly every time they shop.
The effectiveness of social media advertising is apparent across both groups. More than half of Gen Z (53%) and Millennial (57%) customers report taking action on an ad at least weekly. Additionally, nearly 3 in 10 consumers from both generations find social media ads helpful for learning about new products or businesses.
“Knowing that Gen Z consumers trust social media ads more than recommendations from friends is a game-changer if this is your target audience,” said Alycia Leno, Director of Marketing at GoDaddy, in a press release.
According to LTK’s recent report, 73% of Gen Z consumers purchase based on creator recommendations, compared to 66% of Millennials and 59% of the general population.
An EMarketer study revealed that 42% of Gen Z shoppers will likely purchase holiday gifts directly through social media platforms. This contrasts sharply with other age groups, with only 26% of millennials, 15% of Gen Xers, and 6% of baby boomers expressing similar intentions.