Gen Z shoppers are the least likely to promote brands and businesses via their social networks, according to a new survey by market research expert Qualtrics.
And social media is exactly where brands can reach them, ranking second highest in terms of relevance for 51% of Gen Z.
However, based on the answers of 9,000 US consumers, the study found that Gen Z buyers are more likely to be influenced by celebrities (29%) compared to Baby Boomers (7%).
