Members of Gen Z are more than twice as likely as Baby Boomers to say they typically learn about brands or companies from social media. According to a recent survey from Sprout Social and The Harris Poll, 55% of consumers of all ages say social media is one of the most typical ways they learn about brands or companies. Additionally, 78% of Gen Z say social media is one of the most typical ways, compared to 35% of Baby Boomers.
Social media ranks second to TV/radio advertisements as the most influential format on brand discovery. Some 68% of consumers say social media enables them to interact with brands and companies, with 76% of Gen Z saying they agree, compared to 48% of Baby Boomers. Additionally, 43% of consumers say their use of social media to discover new products, services, and brands has increased in the past year.
The report was based on data from a survey conducted between January 27 and February 4, 2021, among 1,006 adults aged 18-74 in the United States who use at least one social media platform. Social media appears to be the most preferred way of learning about brands and companies in the future.
How Social's Influence on Brand Discovery Varies Among Generations
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