US consumers frequently discover and research products and brands via social media, per Forrester’s Retail Topic Insights Survey, 2023. This behavior is especially true for younger generations: 63% of those under 25 and 57% of those between 25 and 34 discover products or brands on social media at least weekly. Fewer consumers purchase products directly through social media, although over one-third of consumers under 45 say they do so at least weekly. This snapshot reveals age differences in product discovery, research, and purchase behavior on social media.