Gen Z shopper attitudes towards user-generated content in the U.S. 2023

In late 2023, four in five Gen Z consumers living in the United States considered user-generated videos to be a vital source of information when researching products to buy. In general, many consumers valued visual content from other shoppers.

Where do Gen Z consumers discover new products?

In the first quarter of 2023, the majority of Gen Z consumers began their shopping journeys online, either in online stores or on search engines. In addition to the internet, Gen Z consumers displayed a tendency to discover new products via celebrity endorsements and reviews by well-known individuals or expert bloggers. In other words, many Gen Z consumers discover new products online, as opposed to in person.

Gen Z shopping preferences

When surveyed, Gen Z shoppers around the world preferred to do most of their shopping online, as well. In an online environment, certain factors were more likely to increase the possibility of a purchase. User-generated content, for example, was important, as a post with lots of “likes” or good comments on social media would increase the likelihood of a purchase by about 22 percent.