9 in 10 Gen Z and Millennials Impulse Buy on Social Media, GoDaddy Survey Reveals
Rhea-AI Summary
GoDaddy's (NYSE: GDDY) recent survey of 1,500 U.S. consumers reveals significant generational differences in social media shopping habits. Facebook emerges as the top platform, with 52% of Millennials making purchases there in the last three months, compared to 31% of Gen Z and 35% of Gen X and Boomers.
Key findings show that 90% of Gen Z and Millennials make impulse purchases on social media, with over half making monthly purchases. The survey identified fashion (37%), food (22%), and electronics (10%) as top purchasing categories. Most Gen Z (44%) and Millennials (38%) limit social media purchases to under $50.
Business legitimacy concerns (47%) and shipping issues are major deterrents across generations. The study also reveals platform preferences: Millennials strongly favor Facebook (67%), while Gen Z prefers Instagram (61%) and TikTok (48%) for business presence.
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News Market Reaction
On the day this news was published, GDDY gained 0.27%, reflecting a mild positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Where consumers shop sees stark generational divide across social platforms
More than 1 in 5 of the 1,500
There are generational differences in where people shop
Millennials are most likely to shop on Facebook than any other generation, with Gen X and Boomers seeming as interested in the platform as Gen Z. When asked if they purchased from Facebook in the last three months:
- Gen Z –
31% said yes - Millennials –
52% said yes - Gen X and Boomers –
35% said yes
Gen Z is most likely to shop on TikTok. When asked if they purchased from TikTok in the last three months:
- Gen Z –
52% said yes - Millennials –
37% said yes - Gen X and Boomers –
12% said yes
Instagram was Gen Z and Millennials' second most used platform for purchases made on a social platform in the last three months:
- Gen Z –
44% made a purchase - Millennials –
39% made a purchase - Gen X and Boomers –
12% made a purchase
Younger consumers are shopping often and impulsively
- Only 1 in 10 Gen Z (
9% ) and Millennials (12% ) say their purchases on social media are planned ahead of time - More than half of Gen Z (
62% ) and Millennials (56% ) make purchases on social media platforms at least monthly, while 1 in 5 (21% ) Gen Z and Millennials make several purchases a week on social media platforms
Gen Z and Millennials are spending in similar ways
- The majority of Gen Z (
80% ) and Millennials (79% ) have made purchases on social media, compared to just half of Gen X and Boomers (51% ) - Among those who have made purchases on social media, the top three categories were fashion and clothing (
37% ), food (22% ), and electronics (10% ) - Gen Z (
44% ) and Millennials (38% ) said they would not spend more than$50
Legitimacy and shipping concerns can stop a purchase
- Uncertainty about the legitimacy of a business is the primary barrier to purchasing items from social media, cited by nearly half (
47% ) of consumers across all generations - Shipping issues were a big cause of concern for nearly half Gen Z (
46% ) and Millennials (47% ), citing that high shipping costs or long shipping waits would deter them from buying
"Consumers are actively shopping on social platforms in ways that may surprise small business owners," said GoDaddy Trends Expert Amy Jennette. "Small businesses that have convenient, shoppable posts directly within a social platform will be a step ahead of the competition. Entrepreneurs need more than a social profile, otherwise they're leaving money on the table."
When considering the social platforms small businesses should prioritize, most Millennials (
The table below outlines which social platforms each age group expects a small business to be present. (For example,
Social Media Platform | Gen Z | Millennials | Gen X and Boomers |
49 % | 67 % | 47 % | |
61 % | 49 % | 19 % | |
TikTok | 48 % | 30 % | 13 % |
Snapchat | 24 % | 14 % | 5 % |
X | 22 % | 19 % | 8 % |
Threads | 7 % | 7 % | 4 % |
Do not expect a small business to have an online presence | 5 % | 6 % | 17 % |
E-commerce small businesses should take note of which social platforms their target audiences are shopping on and update their business' social media profiles to provide convenient shopping experiences for consumers.
GoDaddy helps entrepreneurs sell their products across social media platforms from one central GoDaddy Dashboard. Small businesses with an online store can quickly sync their product catalog and create direct checkout listings, so social media users buy directly through the social platform to help convert the sale.
To learn more about GoDaddy and its products, visit www.GoDaddy.com.
About GoDaddy
GoDaddy helps millions of entrepreneurs globally start and scale their businesses. People come to GoDaddy to name their idea, build a website and logo, sell their products and services, and accept payments. GoDaddy Airo™, the company's AI-powered experience, makes growing a small business faster and easier by helping them to get their idea online in minutes, drive traffic and boost sales. GoDaddy's expert guides are available 24/7 to provide assistance. To learn more about the company, visit www.GoDaddy.com.
Source: GoDaddy Inc.
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SOURCE GoDaddy Inc.
FAQ
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