Social media is a major part of the shopping experience for Gen Z, as it’s been for years, but the line between scrolling and shopping is nearly gone. There are countless ways for Gen Z to buy without ever leaving their favorite social apps—between shoppable TikTok Lives, Instagram product tags, and creators linking product sites directly in their content. But platforms are constantly borrowing features from one another (are we seeing double with TikTok Shop and Instagram Shopping?), and it’s getting harder to tell which platform actually offers the best shopping experience—or, more importantly, the one that makes Gen Z want to shop. While it may be tempting to simply be present on every platform, knowing which ones are most likely to turn a scroll into a sale is a better use of a brand’s time and resources. In YPulse’s Social and Mobile Marketing Preferences survey, we ask 13-39-year-olds which platforms they’re interested in buying directly from through a post or video. Our data shows 13-24-year-olds want to buy...
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