Globally, approximately half of Generation Z used search engines like Google when doing research on products they intend to buy in 2023. This makes search engines the most commonly used source of information for product research among consumers. Many also used social media for such purposes. Millennials likewise used these sources, but were also more likely than Gen Z to use price comparison websites.
Leading sources of information among Generation Z consumers researching products they intend to buy worldwide in 2023
Characteristic
Share of respondents
Search engine (e.g., Google)
48%
Social media (e.g., Facebook, TikTok)
44%
Amazon
34%
Speaking to other people (e.g., friends, family, colleagues)
33%
Customer reviews on retailer websites
31%
Retailer websites
29%
Price comparison websites
22%
Websites/apps that sell resale, upcycled or previously used products
consumers who shopped online at least once in the previous year
Supplementary notes
This question was phrased by the source as follows: "In general, where do you typically research the items/products that you intend to buy?"
* Total number of respondents. The number of respondents per generation was not provided by the source.
Consumers across the following 25 countries and territories were polled:
Australia, Brazil, Canada, China, Egypt, France, Germany, Hong Kong SAR, India, Indonesia, Ireland, Japan, Malaysia, Mexico, the Philippines, Qatar, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Thailand, the United Arab Emirates, the United States, and Vietnam.
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PwC. (June 26, 2023). Leading sources of information among Generation Z consumers researching products they intend to buy worldwide in 2023 [Graph]. In Statista. Retrieved November 21, 2024, from https://www.statista.com/statistics/1341355/sources-of-info-for-product-research-among-gen-z/
PwC. "Leading sources of information among Generation Z consumers researching products they intend to buy worldwide in 2023." Chart. June 26, 2023. Statista. Accessed November 21, 2024. https://www.statista.com/statistics/1341355/sources-of-info-for-product-research-among-gen-z/
PwC. (2023). Leading sources of information among Generation Z consumers researching products they intend to buy worldwide in 2023. Statista. Statista Inc.. Accessed: November 21, 2024. https://www.statista.com/statistics/1341355/sources-of-info-for-product-research-among-gen-z/
PwC. "Leading Sources of Information among Generation Z Consumers Researching Products They Intend to Buy Worldwide in 2023." Statista, Statista Inc., 26 Jun 2023, https://www.statista.com/statistics/1341355/sources-of-info-for-product-research-among-gen-z/
PwC, Leading sources of information among Generation Z consumers researching products they intend to buy worldwide in 2023 Statista, https://www.statista.com/statistics/1341355/sources-of-info-for-product-research-among-gen-z/ (last visited November 21, 2024)
Leading sources of information among Generation Z consumers researching products they intend to buy worldwide in 2023 [Graph], PwC, June 26, 2023. [Online]. Available: https://www.statista.com/statistics/1341355/sources-of-info-for-product-research-among-gen-z/
