In 2023, more than half of millennials worldwide said they use search engines, such as Google, when doing research on products they intend to buy. This makes the search engine by far the most commonly used source of information for product research among this generation. Gen Z also frequently used search engines, but noticeably utilized social media platforms more than older generations.
Leading sources of information among millennial consumers researching products they intend to buy worldwide in 2023
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 millennial consumers researching products they intend to buy worldwide in 2023 [Graph]. In Statista. Retrieved November 21, 2024, from https://www.statista.com/statistics/1401574/sources-of-info-for-product-research-among-millennials/
PwC. "Leading sources of information among millennial consumers researching products they intend to buy worldwide in 2023." Chart. June 26, 2023. Statista. Accessed November 21, 2024. https://www.statista.com/statistics/1401574/sources-of-info-for-product-research-among-millennials/
PwC. (2023). Leading sources of information among millennial consumers researching products they intend to buy worldwide in 2023. Statista. Statista Inc.. Accessed: November 21, 2024. https://www.statista.com/statistics/1401574/sources-of-info-for-product-research-among-millennials/
PwC. "Leading Sources of Information among Millennial Consumers Researching Products They Intend to Buy Worldwide in 2023." Statista, Statista Inc., 26 Jun 2023, https://www.statista.com/statistics/1401574/sources-of-info-for-product-research-among-millennials/
PwC, Leading sources of information among millennial consumers researching products they intend to buy worldwide in 2023 Statista, https://www.statista.com/statistics/1401574/sources-of-info-for-product-research-among-millennials/ (last visited November 21, 2024)
Leading sources of information among millennial consumers researching products they intend to buy worldwide in 2023 [Graph], PwC, June 26, 2023. [Online]. Available: https://www.statista.com/statistics/1401574/sources-of-info-for-product-research-among-millennials/
