TikTok and Instagram are the most popular social media channels for Gen Z shoppers to discover brands, according to EMarketer data.

Brand websites and social media platforms are the top online discovery channels for Gen Z clothing shoppers.

Browsing in physical stores is still the top way Gen Z shoppers and all consumers find new products to purchase.

TV and streaming service ads are the least likely places for Gen Z or all shoppers to discover new products.


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