The rise of social commerce shows no signs of slowing down, with EMARKETER projecting nearly doubled online shopper spend by 2027. This boom is mainly driven by a younger population – Gen Z and Millennials, who admit to buying at least one item off of social media in the past three months.
Emplifi’s latest report, Marketing Across Generations: How Gen Z, Millennials, Gen X, and Baby Boomers Engage with Brands Differently, based on a survey of nearly 1,000 U.S. consumers, unveils stark differences in how each generation interacts with brands, particularly on social platforms.
Key data shows that 53% of Gen Z and 56% of Millennials have made a purchase through social media in the past three months, figures that put them far ahead of Gen X (39%) and Baby Boomers (29%). This shows the increasing influence of younger generations on the social commerce market.
What’s driving these purchases?
Visual appeal and humour are strong drivers of purchases by younger consumers. For Gen Z, 42% say the visual aesthetics of a post are a key factor in their purchasing decisions, and 31% are drawn in by humorous content. By contrast, Baby Boomers, who prioritise informativeness over flair, are far less likely to be swayed by these factors.
Customer care expectations also vary significantly across generations. While Gen X and Baby Boomers still prefer human interactions for customer service (81% of Baby Boomers and 80% of Gen X), younger consumers are more comfortable with direct messages on social media platforms, with 30% of Gen Z and Millennials opting for this route.
With younger generations increasingly turning to social media for both engagement and purchases, the report stresses the need for brands to evolve their strategies. As Gen Z and Millennials dominate the social commerce space, businesses must rethink their approach to stand out and remain competitive.