In the United States, Gen Z are the most likely to search for product information through social media platforms. According to a survey conducted in 2023, over a third (35 percent) of U.S. shoppers between 18 and 26 years old start the purchasing process through this shopping channel.
Share of shoppers using social media to search for product information in the United States in 2nd quarter 2023, by generational cohort
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Share of shoppers using social media to search for product information 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). Share of shoppers using social media to search for product information in the United States in 2nd quarter 2023, by generational cohort [Graph]. In Statista. Retrieved April 06, 2025, from https://www.statista.com/statistics/1334818/social-media-product-search-age-us/
Klarna. "Share of shoppers using social media to search for product information in the United States in 2nd quarter 2023, by generational cohort." Chart. December 4, 2023. Statista. Accessed April 06, 2025. https://www.statista.com/statistics/1334818/social-media-product-search-age-us/
Klarna. (2023). Share of shoppers using social media to search for product information in the United States in 2nd quarter 2023, by generational cohort. Statista. Statista Inc.. Accessed: April 06, 2025. https://www.statista.com/statistics/1334818/social-media-product-search-age-us/
Klarna. "Share of Shoppers Using Social Media to Search for Product Information in The United States in 2nd Quarter 2023, by Generational Cohort." Statista, Statista Inc., 4 Dec 2023, https://www.statista.com/statistics/1334818/social-media-product-search-age-us/
Klarna, Share of shoppers using social media to search for product information in the United States in 2nd quarter 2023, by generational cohort Statista, https://www.statista.com/statistics/1334818/social-media-product-search-age-us/ (last visited April 06, 2025)
Share of shoppers using social media to search for product information in the United States in 2nd quarter 2023, by generational cohort [Graph], Klarna, December 4, 2023. [Online]. Available: https://www.statista.com/statistics/1334818/social-media-product-search-age-us/
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