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The drivers of Gen Z consumer decisions are…

Gen Z consumer decisions are influenced by social media, favor in-app purchasing, highly engage in gaming, and frequently shop online, often starting their searches on TikTok.

Our study reveals that Gen Z shoppers are highly influenced by social media, especially TikTok and Snapchat, with a preference for brands that offer in-app purchasing. They are less likely to prioritize relationships and social events compared to older generations, are more skeptical of others' opinions, and are significantly more engaged in gaming. Additionally, many Gen Z consumers start their online shopping searches on TikTok and frequently shop online despite economic challenges.