Gen Z in the U.K. shop very differently from generations before them. In the U.K., 49% of Gen Z still discover new products through friends, family, or colleagues. In comparison, 66% of Gen Z use social platforms like TikTok for research and 36% are influenced by online personalities—more than double the rate of older consumers. Traditional channels have far less impact, too: only 12% cite TV or radio ads and 5% print ads as ways they discover products. But their shopping is still omnichannel: 47% browse physical stores, 36% browse online marketplaces, and they often move between online and offline before buying. (YouGov)
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