Gen Z, Millennial social shopping comfort levels revealed: Datacenter Weekly

Generational social commerce comfort levels revealed

Martech company CM Group is out with a new study titled “2022 Digital Consumer Trends by Age Group,” based on a survey of 5,000-plus consumers conducted in partnership with Econsultancy. One key finding, shared first with Datacenter Weekly, is the extent to which different age groups are comfortable with so-called social shopping—aka social commerce.

Per CM Group, “When it comes to driving sales, a post in social media, closely followed by social media advertising, is comfortably the preferred channels for Gen Z and Millennials for receiving offers, content, incentives and rewards from brands. More than half of these younger consumers have made a purchase because of a post on social media in the last 12 months, an uplift on last year and significantly higher than Gen X and Boomers.” The breakdown:

• Gen Z: 51%
• Millennials: 53%
• Gen X: 39%
• Boomers: 23%

See also: “TikTok announces new shoppable ad formats as it prepares for holiday rush,” from Ad Age’s Erika Wheless.

Earlier: “How TikTok, Facebook and Pinterest’s social commerce strategies are performing,” also from Wheless.

Streaming TV beats out cable and broadcast

“Streaming has finally taken the highest share of TV-watching eyeballs, according to Nielsen’s July viewership report—thanks in large part to 18 billion minutes of ‘Stranger Things’ consumption on Netflix during the month,” Ad Age’s Parker Herren reports. “For July, American viewers spent 34.8% of their time exclusively on streaming platforms, more than 190 billion minutes. The share is over 3% higher than streaming numbers in June and a 22.6% increase compared to July 2021.”

Essential context: Right behind streaming is cable at 34.4%, followed by broadcast at 21.6%, Herren notes.

Looking ahead: “Streamers courting advertisers may lean on the Nielsen numbers to make their case, particularly Netflix, which holds the highest percentage of streaming viewership and plans to launch its ad-supported subscription tier in early 2023,” Herren adds.

Keep reading here.

Just briefly

• “Twitter Has to Give Musk Only One Bot Checker’s Data: Its Ex-Product Head,” per Bloomberg News.

• “Capital One $190 Million Data Breach Settlement: Are You Eligible for a Payment?,” from CNET.

• “Trump-allied lawyers pursued voting machine data in multiple states, records reveal,” The Washington Post reports.

• “Waning immunity, not BA.5, fueling most COVID-19 reinfections, data suggests,” from Becker’s Hospital Review.

• “Are monkeypox vaccines getting to people most at risk? It’s hard to tell, but early data isn’t promising,” per CNN.

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Ad Age Datacenter is Kevin Brown, Bradley Johnson and Joy R. Lee.

This week’s newsletter was compiled and written by Simon Dumenco.