Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Gen Z prefers people over marketers for product information

Older generations rely more heavily on family, friends, and TV ads to learn about new products. Personal recommendations are the most powerful purchase drivers for Gen Z as well, but social media—which includes ads, videos, and online influencers—is increasingly important to product discovery.

  • Gen Z taps a wider array of online and offline sources—including ratings and reviews, social media, online influencers, and in-person experiences.
  • Gen Z makes little distinction between online, mobile, and offline sources and zigzags effortlessly among them to find information.
  • In June 2021, half of US Gen Z internet users agreed that social networks were important information sources for shopping decisions.
  • In another June 2021 survey, 65% of Gen Z adult respondents said friend and family recommendations were the two most trusted sources for product recommendations.

Social media plays a central role in how Gen Z discovers products and buys, with many following brands on social media and identifying influencers as another important source of guidance.

  • Turning to social media to research a product or brand is a common behavior for Gen Z adults (18 to 24) after hearing about a new brand or product, and nearly half of survey respondents in July 2021 said they will use social media to purchase.
  • Gen Zers cited YouTube as a popular social choice for researching products, followed by Instagram, Facebook, and TikTok.
  • More than older cohorts, Gen Zers are likely to engage with brands through social media. A higher percentage of Gen Zers follow brands on social media, are more likely to purchase from a brand with a strong social media presence, and more have purchased a product because of an influencer.
  • When asked which products they are most likely to buy due to social media, Gen Zers’ top-cited category was clothing, followed by beauty/skincare products and technology.