BlueCore conducted an online survey of 1,174 consumers who made an online purchase within the past three months. These consumers included: Generation Z (born 1995-2016), Millennials (born 1980-1995), Generation X (born 1965-1980), and Baby Boomers (born 1945-1965).
The results revealed that social media is used more for family and friends and less for brands. When asked which channels they used to check out information from brands, 36 percent of the total sample reported not checking social channels at all. Boomers (59 percent), Generation X (43 percent), and Millennials (33 percent) were the least likely to check social media for brand/product information.
For those that did check social channels to learn about products, Facebook was the preferred medium. Twenty percent of Baby Boomers, 25 percent of Generation X, 25 percent of Millennials, and 23 percent of Generation Z reported using Facebook to learn about new products. YouTube was the second most popular platform to check out brands for Baby Boomers (10 percent), Generation Z (12 percent), and Millennials (15 percent). Generation Z preferred Instagram (20 percent) over YouTube (18 percent).