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Share of people who learn about new products via social media and influencers in Germany 2025, by generation

Characteristic	Total	Generation Z	Millennials	Generation X	Baby Boomer
-	-	-	-	-	-
-	-	-	-	-	-

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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

Citation formats

In 2025, more than **** of Gen Z reported using social media platforms to discover new products, with over ** 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 *** percent of baby boomers turned to influencers or content creators for product information, although approximately ** percent of this generation used social media platforms for product inspiration.