Despite Gen Z often being stereotyped as the TikTok generation, Millennials now outshop their younger consumer counterparts across TikTok, Instagram and Facebook, according to the latest research by the Retail Technology Show (RTS).
Original research of over 1,000 shoppers showed that on average Millennials made 21 purchases on TikTok in the last 12 months compared to the 20 items bought on the social platform by Gen Zers. Compared to Gen Z consumers, Millennials also made more purchases across Facebook (20 vs 14) and Instagram (19 vs 18), making them the fastest-growing demographic for social commerce, with the number of purchases made by Millennials across TikTok, Instagram and Facebook rising +36 per cent year-on-year.
However, while Millennials lead the way on spending on TikTok, Insta and Facebook, Gen Z just outstrip them on the number of purchases made on Roblox (13, up from 9 last year – a +44 per cent increase, against 12 made by Millennials).
With social commerce growth in the UK predicted to more than double in the next four years, rising to almost £16 billion by 2028 according to Retail Economics, overall, across all UK consumer age ranges, TikTok dominates as the top social channel for making purchases. RTS’s research shows that the average shopper bought 11 times in the last 12 months on TikTok, up +37.5 per cent from 8 purchases last year, followed by Instagram and Facebook (10 purchases each).
As more and more brands embrace Tik Tok, including Currys who capitalised on the social commerce divide by enlisting a Gen Z staff member to write scripts for social media adverts, generating massive online engagement and Nivea, which launched an influencer-hosted live stream promoting its skincare to younger audiences on the platform, TikTok is also investing in helping retailers grow revenues. Launched in July 2023, its £1Million Club helps new merchants grow to £1m in revenue on the platform through a series of incentives and support.
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