Gen Z twice as likely to use this promotional media format

A new survey reveals Gen Z consumers say they use one type of promotional media almost twice as much as other generations.

According to the new "2024 Shopper Outlook" from Advantage Solutions, surveyed Gen Z consumers show some pronounced differences in their likelihood to utilize certain promotional media platforms. 

Most notably, 52% of Gen Z respondents say they use social media for promotions, compared to 28% of all respondents. This finding is supported by data in a recent SheerID survey revealing that social media is the number one way surveyed Gen Z consumers learn about brands, with 68% learning about a new brands through social platforms

Other promotional media formats Gen Z respondents are significantly more likely to use include product websites (53% vs. 40%) and TV (37% vs. 27%). Conversely, Gen Z respondents were less likely to use in-store circulars (42% vs. 62%), shopper loyalty coupons (61% vs. 66%), printed coupons (50% vs. 56%), and newspapers (23% vs. 27%) for promotions than all respondents.

Gen Z respondents had similar likelihood to use the following promotional media channels as all respondents: store website (69% vs. 66%) and store loyalty app (66% vs. 63%).

In-store mobile device usage

The survey also tracked how all respondents use their mobile devices in store:

• Find or use coupons 50%.
• Check shopping list 48%.
• Compare prices 43%.
• Find item location in-store 32%.
• Use mobile apps 31%.
• Scan QR codes 26%.
• Product research 23%.
• Look at recipes or menus 23%.

Three in 10 (31%) respondents always or often use a mobile device to make in-store shopping decisions. This figure almost doubles to 59% among surveyed Target shoppers.