According to a 2023 survey, millennial shoppers in the U.S., meaning those between the ages of 18 and 25, exhibited the highest inclination to both follow and make purchases through influencers' social media accounts. Boomers, on the other hand, displayed a preference for retailer accounts, while all other age cohorts leaned towards following and engaging with brand accounts on social media.
Types of social media accounts shoppers followed and purchased from in the United States in 2nd quarter 2023, by generational cohort
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Types of social media accounts shoppers followed and purchased from in the United States in 2nd quarter 2023, by generational cohort
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In the following countries: the U.S., UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, Finland, New Zealand, Italy, Poland, Portugal, Spain, Czechia, and Greece. A minimum of 1,000 survey respondents represented each country.
The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users.
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Klarna. (December 4, 2023). Types of social media accounts shoppers followed and purchased from in the United States in 2nd quarter 2023, by generational cohort [Graph]. In Statista. Retrieved April 04, 2025, from https://www.statista.com/statistics/1334517/account-types-followed-purchase-us-age/
Klarna. "Types of social media accounts shoppers followed and purchased from in the United States in 2nd quarter 2023, by generational cohort." Chart. December 4, 2023. Statista. Accessed April 04, 2025. https://www.statista.com/statistics/1334517/account-types-followed-purchase-us-age/
Klarna. (2023). Types of social media accounts shoppers followed and purchased from in the United States in 2nd quarter 2023, by generational cohort. Statista. Statista Inc.. Accessed: April 04, 2025. https://www.statista.com/statistics/1334517/account-types-followed-purchase-us-age/
Klarna. "Types of Social Media Accounts Shoppers Followed and Purchased from in The United States in 2nd Quarter 2023, by Generational Cohort." Statista, Statista Inc., 4 Dec 2023, https://www.statista.com/statistics/1334517/account-types-followed-purchase-us-age/
Klarna, Types of social media accounts shoppers followed and purchased from in the United States in 2nd quarter 2023, by generational cohort Statista, https://www.statista.com/statistics/1334517/account-types-followed-purchase-us-age/ (last visited April 04, 2025)
Types of social media accounts shoppers followed and purchased from in the United States in 2nd quarter 2023, by generational cohort [Graph], Klarna, December 4, 2023. [Online]. Available: https://www.statista.com/statistics/1334517/account-types-followed-purchase-us-age/
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