9 in 10 Gen Z and Millennials Impulse Buy on Social Media, GoDaddy Survey Reveals

Core Insights - A recent survey by GoDaddy reveals a significant generational divide in social media shopping habits, with Millennials predominantly using Facebook for purchases, while Gen Z favors TikTok [1][3][4] Group 1: Shopping Behavior - Over 20% of surveyed U.S. consumers make purchases on social media at least weekly, with Facebook being the most popular platform [1][2] - Millennials are the most active demographic on Facebook, with 52% reporting purchases in the last three months, compared to 31% of Gen Z [3] - Gen Z shows a strong preference for TikTok, with 52% having made purchases in the last three months, while only 12% of Gen X and Boomers did the same [3] Group 2: Impulse Purchases - A majority of Gen Z (62%) and Millennials (56%) make social media purchases at least monthly, with 21% of both groups making several purchases weekly [4] - Only 9% of Gen Z and 12% of Millennials plan their social media purchases ahead of time, indicating a trend towards impulsive buying [4] Group 3: Spending Patterns - The top three categories for social media purchases are fashion and clothing (37%), food (22%), and electronics (10%) [4] - Most Gen Z (44%) and Millennials (38%) prefer not to spend more than $50 on social media purchases [4] Group 4: Barriers to Purchase - Nearly 47% of consumers cite concerns about the legitimacy of businesses as a primary barrier to purchasing from social media [5] - Shipping issues deter nearly half of Gen Z (46%) and Millennials (47%) from making purchases, particularly high costs and long wait times [5] Group 5: Business Presence on Social Media - 67% of Millennials believe small businesses should maintain a presence on Facebook, aligning with their shopping habits [6] - The survey indicates that 61% of Gen Z consumers expect businesses to be on Instagram, while 48% expect them on TikTok [7] Group 6: GoDaddy's Role - GoDaddy provides tools for small businesses to sell products across social media platforms, allowing for direct checkout listings to enhance the shopping experience [8]