Nearly out of 10 Gen Z consumers followed luxury brands on social media, according to the survey conducted in October 2021 across five countries, including the United States. Among Millennials, ** percent of the respondents followed high-end brands on social media platforms. A little over ** percent of Gen X consumers followed luxury labels on social channels, while the share among Baby Boomers amounted to ** percent.
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Klarna. (January 19, 2022). Share of consumers who follow luxury brands on social media worldwide as of October 2021, by generation [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 04, 2026, from /statistics/1359716/consumers-following-luxury-brands-on-social-media-worldwide-by-generation/
Klarna. "Share of consumers who follow luxury brands on social media worldwide as of October 2021, by generation." Chart. January 19, 2022. ÌÇÐÄÆƽâ°æ. Accessed August 04, 2026. /statistics/1359716/consumers-following-luxury-brands-on-social-media-worldwide-by-generation/
Klarna. (2022). Share of consumers who follow luxury brands on social media worldwide as of October 2021, by generation. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 04, 2026. /statistics/1359716/consumers-following-luxury-brands-on-social-media-worldwide-by-generation/
Klarna. "Share of Consumers Who Follow Luxury Brands on Social Media Worldwide as of October 2021, by Generation." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 19 Jan 2022, /statistics/1359716/consumers-following-luxury-brands-on-social-media-worldwide-by-generation/
Klarna, Share of consumers who follow luxury brands on social media worldwide as of October 2021, by generation ÌÇÐÄÆƽâ°æ, /statistics/1359716/consumers-following-luxury-brands-on-social-media-worldwide-by-generation/ (last visited August 04, 2026)
Share of consumers who follow luxury brands on social media worldwide as of October 2021, by generation [Graph], Klarna, January 19, 2022. [Online]. Available: /statistics/1359716/consumers-following-luxury-brands-on-social-media-worldwide-by-generation/
