Snap Inc., in collaboration with Havas Media Network, conducted a comprehensive study to explore the preferences and behaviors of Gen Z and millennial consumers in the social commerce space. The study, which involved a diverse sample of 13–34-year-olds across seven countries, aimed to identify key strategies that brands can implement to create meaningful shopping experiences for the Next Gen consumers.The study, conducted in partnership with Dynata, surveyed 28,500 participants in France, Germany, India, Mexico, the UAE, UK, and the US. Havas Media Network distilled the findings into six overarching principles that brands can leverage to connect effectively with Gen Z and Millennials in the social commerce arena: Pursue Personalization, Action Authenticity, Utilize Ubiquity, Tackle Trust, Emphasize Entertainment, and Chase Convenience.Social commerce has witnessed remarkable growth worldwide, with nearly half of social media users having made direct product purchases from social media apps or websites in the past year. The survey revealed interesting insights specific to the United Arab Emirates, where 49% of social media users involved their friends in the online shopping process by sharing pictures and discussing potential purchases. Moreover, social media played a significant role in product discovery (54%) and accessing product reviews and recommendations (50%).Apparel shopping emerged as the most prevalent type of online shopping among Gen Z and Millennials. In the UAE, a staggering 93% of social media users reported having made an apparel purchase via social media. Additionally, 61% of shoppers used social media to share their opinions about products with others. Notably, 78% of UAE apparel purchasers emphasized the importance of virtual try-on features, which significantly aided their purchase decisions.Seema Patel, Global Managing Director, Mx Intelligence, Havas Media Network, shared her insights on the research, saying, "Our research found that 64% of Gen Z and Millennials have made a purchase through social media in the past year – these younger audiences embrace social commerce, and with this report we sought their input on how we can create a more meaningful and engaging social commerce journey."Snap Inc.'s Manager of Global Agency Development, Nadav Geft, added, "Social commerce has transformed the way we shop, and on Snap, we've seen firsthand how friends and family influence buying decisions. With more than half of daily Snap Inc. and Havas Media Network Unveil Findings on Social Commerce Strategies for Gen Z and MillennialsSnap Inc., in collaboration with Havas Media Network, conducted a comprehensive study to explore the preferences and behaviors of Gen Z and millennial consumers in the social commerce space. The study, which involved a diverse sample of 13–34-year-olds across seven countries, aimed to identify key strategies that brands can implement to create meaningful shopping experiences for the Next Gen consumers.The study, conducted in partnership with Dynata, surveyed 28,500 participants in France, Germany, India, Mexico, the UAE, UK, and the US. Havas Media Network distilled the findings into six overarching principles that brands can leverage to connect effectively with Gen Z and Millennials in the social commerce arena: Pursue Personalization, Action Authenticity, Utilize Ubiquity, Tackle Trust, Emphasize Entertainment, and Chase Convenience.Social commerce has witnessed remarkable growth worldwide, with nearly half of social media users having made direct product purchases from social media apps or websites in the past year. The survey revealed interesting insights specific to the United Arab Emirates, where 49% of social media users involved their friends in the online shopping process by sharing pictures and discussing potential purchases. Moreover, social media played a significant role in product discovery (54%) and accessing product reviews and recommendations (50%).Apparel shopping emerged as the most prevalent type of online shopping among Gen Z and Millennials. In the UAE, a staggering 93% of social media users reported having made an apparel purchase via social media. Additionally, 61% of shoppers used social media to share their opinions about products with others. Notably, 78% of UAE apparel purchasers emphasized the importance of virtual try-on features, which significantly aided their purchase decisions.Seema Patel, Global Managing Director, Mx Intelligence, Havas Media Network, shared her insights on the research, saying, "Our research found that 64% of Gen Z and Millennials have made a purchase through social media in the past year – these younger audiences embrace social commerce, and with this report we sought their input on how we can create a more meaningful and engaging social commerce journey."Snap Inc.'s Manager of Global Agency Development, Nadav Geft, added, "Social commerce has transformed the way we shop, and on Snap, we've seen firsthand how friends and family influence buying decisions. With more than half of daily Snapchatters sending product messages and pictures to friends during their shopping journey, there's a massive opportunity for brands to tap into the experiences that are resonating most with the next generation, underscoring the importance of real relationships ultimately driving real influence."Luxury shopping also experienced a significant impact from social media, with 45% of luxury shoppers using social media during the discovery phase and 84% making purchases through these platforms. Across all verticals, including luxury, the integration of Augmented Reality (AR) in the shopping experience proved crucial, with 70% of social media users acknowledging its importance. For UAE luxury purchasers, 81% reported that a virtual try-on feature was key to their purchase decision.The personal care sector also benefited from social commerce, with 79% of personal care shoppers in the UAE highlighting the importance of virtual try-on features in driving purchases. Impressively, 89% of personal care shoppers in the UAE made purchases on or via social media. Additionally, 60% of personal care shoppers shared their opinions on purchases through social media.These findings provide invaluable insights for brands seeking to maximize their engagement with Gen Z and Millennials in the social commerce space. By adopting the six principles identified in the study, brands can create authentic, personalized, and entertaining shopping experiences that resonate with the Next Gen consumers.
