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Share of Generation Z's purchasing decisions being influenced by social media in Europe in 2024, by platform

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Source

Release date

December 2024

Region

Europe, France, Germany, Italy, Spain, United Kingdom

Survey time period

2024

Number of respondents

750 respondents

Age group

18-27 years

Special properties

Generation Z

Supplementary notes

The survey was conducted in Germany, Italy, Spain, the United Kingdom, and France.

Responses that selected "none of the above" were excluded by the source.

Original question: Which social media influences your purchasing decisions the most?

Citation formats

Most influential social media sites in Gen Z's buying decisions in Europe 2024

Published by
F. Watty,
Mar 12, 2025

Instagram was the most influential social media platform in the buying decisions of European Gen Z shoppers, influencing ** percent of them, according to a 2024 survey.

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