Social media accounts users followed and bought from in the U.S. 2023, by generation
According to a 2023 survey, millennial shoppers in the U.S., meaning those between the ages of 18 and 25, exhibited the highest inclination to both follow and make purchases through influencers' social media accounts. Boomers, on the other hand, displayed a preference for retailer accounts, while all other age cohorts leaned towards following and engaging with brand accounts on social media.