Millennials have now outshopped Gen Z across TikTok, Instagram, and Facebook, according to new research.
The research by the Retail Technology Show (RTS) showed that on average Millennials made 21 purchases from TikTok shop compared to 20 by Gen Z. Millennials also made more purchases on Facebook (20 vs 14) and Instagram (19 vs 18).
The data shows there is a +36% increase in purchases made on social commerce by Millennials year-on-year. However, Gen Z still buy more on Roblox compared to their older counterparts.
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According to the research, TikTok is the top social channel for making purchases with the average shopper purchasing items on the platform 11 times in the past 12 months.
The social media platform has been embraced by more and more brands, according to RTS, with firms such as Curry’s hiring Gen Z staff members to write their social media adverts. TikTok also launched its ‘£1Million Club’ which helps new merchants on the platform reach £1 million in revenue.
Matt Bradley, event director at RTS, commented: “The rise and rise of the social media channel has been well-charted, and it shows no signs of stopping. As shoppers’ seemingly insatiable appetite for content-led commerce continues to grow, this has given rise to a new cohort of ‘TikTok made me buy it’ consumers, an increasing valuable shopper segment that retailers want to tap into.
“However, with mass adoption and a wider demographic of consumers outside of just Gen Z now driving this growth, retailers will need to adapt how they engage and retain social shoppers, requiring data-led decision making in order to optimise targeting and engagement.”
