While social channels are influential throughout the purchase journey, they are most influential for the product research and brand interactions.

Unless otherwise stated, all figures are taken from our Q3 2018 wave of online research among 113,932 internet users aged 16-64. Among this cohort, there were 16,228 Gen Zers aged 16-21, 44,483 Millennials aged 22-35, 39,595 Gen Xers aged 36-54, and 13,626 Baby Boomers aged 55-64. Generations have been adjusted in over time comparisons to account for year-on-year aging, hence earlier years include a relatively smaller group of Gen Z respondents as they age into our 16-64 sample. Note that China is excluded from percentages relating to specific/named social networks and apps.