How Social's Influence on Brand Discovery Varies Among Generations

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.