Gen Z are three times more likely to start their online product search on social media than any other group.

According to research from Supercharged Commerce, 18 per cent of Gen Z are likely to begin their e-commerce shopping search on these platforms compared to the 6 per cent average.

The nationwide study of 2,000 consumers also found that nearly a third of Gen Z consumers are more likely to buy from a brand after seeing a celebrity or influencer using the product, while 59 per cent of Baby Boomers are more convinced by people they know.

Price was revealed as one the most important factors to the older generations, with 86 per cent of the Silent Generation and 82 per cent of Baby Boomers prioritising this.

Ethics and values were deemed more important to the younger generations, with 77 per cent of Millennials and 75 per cent of Gen Z wanting to buy from a diverse company. 71 per cent of Gen Z and 66 per cent of Millennials also said it was important that brands they shop with feel like an extension of their personality.

“Everyone has their individual preference for online shopping so brands must tailor their ecommerce websites to ensure each generation is getting the right online shopping experience for them,” said Tim Edwards, founder of Supercharged Commerce. “The younger generations are digital natives and really value their own flexibility and freedom so it’s no wonder they prefer a more personalised approach from brands, whilst the older generations are a lot more wary and selective of the brands they shop with and value price and ease.”

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