In a survey conducted in February 2023, it was revealed that Gen Z shoppers in the United States were the most likely to make purchases directly on social networks compared to other generational cohorts, regardless of the platform. Approximately ** percent of Gen Z shoppers said they are likely to buy directly from Instagram, versus ** percent of total U.S. shoppers surveyed.
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eMarketer, & Insider Intelligence. (June 27, 2023). Share of Gen Z shoppers versus total shoppers likely to make purchases directly on social media in the United States in 2023, by platform [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 28, 2026, from /statistics/1449059/gen-z-social-media-shopping-by-platform/
eMarketer, und Insider Intelligence. "Share of Gen Z shoppers versus total shoppers likely to make purchases directly on social media in the United States in 2023, by platform." Chart. June 27, 2023. ÌÇÐÄÆƽâ°æ. Accessed July 28, 2026. /statistics/1449059/gen-z-social-media-shopping-by-platform/
eMarketer, Insider Intelligence. (2023). Share of Gen Z shoppers versus total shoppers likely to make purchases directly on social media in the United States in 2023, by platform. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 28, 2026. /statistics/1449059/gen-z-social-media-shopping-by-platform/
eMarketer, and Insider Intelligence. "Share of Gen Z Shoppers versus Total Shoppers Likely to Make Purchases Directly on Social Media in The United States in 2023, by Platform." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 27 Jun 2023, /statistics/1449059/gen-z-social-media-shopping-by-platform/
eMarketer & Insider Intelligence, Share of Gen Z shoppers versus total shoppers likely to make purchases directly on social media in the United States in 2023, by platform ÌÇÐÄÆƽâ°æ, /statistics/1449059/gen-z-social-media-shopping-by-platform/ (last visited July 28, 2026)
Share of Gen Z shoppers versus total shoppers likely to make purchases directly on social media in the United States in 2023, by platform [Graph], eMarketer, & Insider Intelligence, June 27, 2023. [Online]. Available: /statistics/1449059/gen-z-social-media-shopping-by-platform/
