Facebook influences 25% of purchases, while Gen Z turns to TikTok and Instagram

Social media platforms have become pivotal in shaping consumer purchasing decisions, but different generations turn to different networks for product discovery and influence. While Facebook remains the dominant force in overall purchase decisions, younger consumers increasingly rely on TikTok and Instagram for discovering new products.

A recent Relex study found that 25% of US adults consider Facebook the most influential platform for making purchasing decisions, surpassing TikTok (21%) and Instagram (20%). The data underscores Facebook’s continued relevance in driving consumer behavior, particularly among older demographics who still engage heavily with the platform.

Despite the strong influence of social media, purchasing behavior is not always immediate. While 84% of consumers buy products they discover online, only 11% make a purchase within 24 hours. This delay highlights the challenge marketers face in directly attributing sales to specific platforms, as many consumers opt to complete their transactions on different websites or in physical stores.

In contrast, Gen Z is reshaping product discovery habits. According to a report by creator management platform Grin, more than half of Gen Z shoppers primarily discover new products on Instagram (30.4%) and TikTok (23.2%). Meanwhile, only 18.8% consider Google their top source, signaling a decline in traditional search engines for product discovery as social search gains momentum.

The shift can be attributed to the evolving nature of social media platforms, which are increasingly optimized for e-commerce. With TikTok and Instagram promoting short-form videos and influencer-driven recommendations, younger users are exposed to products passively, often leading to impulse buys. Additionally, these platforms blur the lines between entertainment and shopping, creating a seamless discovery-to-purchase experience.