Data Snapshot

US Consumers Discover And Research Products And Brands Through Social Media

March 1st, 2024
Sucharita Kodali, VP, Principal Analyst
Sucharita Kodali VP, Principal Analyst
Nicole Murgia, null
Nicole Murgia
With contributors:
Fiona Swerdlow , Taylor Hansen

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.

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