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Social media becomes a major gateway to shopping

According to a study by Accenture, Generation Z buyers prefer to purchase online and use social media to facilitate buying decisions. Key highlights are as follows:

- The survey interviewed 10,000 consumers in 13 countries including China 

- Around 70% of respondents aged between 19 and 22 (Generation Z) in China claimed they would shop online via social networking sites 

- 31% of Generation Z respondents cited social media as a popular source for product inspiration, while 58% indicated they had increased their use of social media for purchase decision-making in 2016 

- Over 40% of Generation Z respondents said they would search information directly from the brands’ indigenous websites rather than third party platforms 

- 31% of respondents preferred physical stores but heavily relied on product reviews on social media to facilitate the purchase

Source: China Daily (online)







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