Beyond the diagram: Gen Zers often find products through search, rather than relying on influencers or brands to make recommendations.
Half of Gen Z social media users in the US have made a purchase on these platforms. Instagram is the best destination, capture 22% of them, followed by Facebook at 20%YouTube on 19%and TikTok at 12%.
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Method: Data is from the September 2022 Insider Intelligence “US Digital Trust Survey 2022.” Insider Intelligence surveyed 2,225 US social media users between May 20 and June 9, 2022 to measure how perceptions of digital trust differ across nine of the largest social platforms: Facebook, Instagram, LinkedIn, Pinterest, Reddit, Snapchat, TikTok, Twitter and YouTube. Respondents were selected to match the US population on the criteria of age (between ages 18–76), gender, household income, and race. The survey was conducted by a third-party sample provider. The data has a margin of error of ±2.1 percentage points at the 95% confidence interval.