Social Commerce Behavior by Generation

Info

Source: NP Digital
Date: April 2025
Category: Social & Influencer
Study Methodology: NP Digital survey of 2,400 consumers (600 per generation) plus qualitative interviews.

Essential Statistics

Gen Z: 47% discovery, 32% research, 37% purchases, 14% abandon due to trust.
Millennials: 49% discovery, 40% research, 43% purchases, 18% abandon.
Gen X: 41% discovery, 29% research, 33% purchases, 6% abandon.
Boomers: 27% discovery, 18% research, 26% purchases, 27% abandon.

Key Takeaways

Younger generations rely heavily on social for discovery and research.
Millennials show the highest conversion activity on social platforms.
Boomers abandon carts at high rates due to trust issues.
Trust, not price, is the biggest barrier across generations.
Optimized product pages influence all four groups’ buying decisions.

Actionable Insights

Use reviews, UGC, and trust badges to reduce abandonment.

Customize Messaging per Generation

Gen Z prefers fast visuals; Millennials want details; Boomers need reassurance.

Remove friction to lift purchases across all ages.

Improve Product Discovery Content

Create short-form videos and tutorials for younger buyers.

Address Trust Concerns Head-On

Highlight return policies and guarantees clearly above the fold.

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