Social media as a source of inspiration for new products in Germany 2024

Published by Statista Research Department, Nov 27, 2024

In 2024, more than half of Gen Z reported using social media platforms to discover new products, with over a third relying on influencers and content creators for this purpose. In comparison, the overall share of respondents engaging in these behaviors was notably lower, highlighting Gen Z's significantly higher social media engagement compared to other generations. In contrast, only two percent of baby boomers turned to influencers or content creators for product information, although approximately 17 percent of this generation used social media platforms for product inspiration.

Share of people who learn about new products via social media and influencers in Germany 2024, by generation

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Number of respondents

36,009 respondents

Age group

18-64 years

Supplementary notes

The question was asked in the survey with the following wording: “How do you usually find out about interesting new products? (multiple choice)”

The source provides the following information on the definition of generations:

Generation Z: 1995-2012

Millennials: 1980-1994

Generation X: 1965-1979

Baby Boomers: 1946-1964

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Statistics on " Social media in Germany "

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Overview

7

Social media users

7

Social media activities

5

Influencers

6

Social commerce and social media advertising

8

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Topics

Social media attitudes by generation in the United StatesSocial mediaSocial media usage in the United StatesMobile social media usage in the United StatesSocial media news consumption in the United States
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