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Share of Generation Z consumers starting product discovery in selected channels in the United States in 2024

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Sources

Release date

July 2024

Region

United States

Survey time period

May 16 to 22, 2024

Number of respondents

2,233 respondents

Age group

18 years and older

Special properties

Generation Z

Supplementary notes

Original question: When you’re shopping for a general merchandise / non-food item, where do you prefer to begin your search?

Citation formats

Share of consumers discovering products in selected channels in the U.S. 2024

Published by
F. Watty,
Aug 20, 2025

Among American Gen Z, online search is the most common starting point to discover products to buy, according to a survey in 2024. In the same year, ** percent of Gen Z Americans read customer reviews before making a purchase.Ìý

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