Types of social media accounts Gen Z shoppers followed and purchased from worldwide in 1st quarter 2023, by country

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Sources

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Release date

June 2023

Region

Worldwide

Survey time period

Q1 2023

Age group

18-26 years

Supplementary notes

17,218 consumers participated to the survey in the following countries: the U.S., UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Italy, New Zealand, Sweden, Norway, Portugal, Poland, and Finland.

The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users.
The source does not provide a release date, the date used is that of last access.

Citation formats

Social media accounts Gen Z users followed and purchased from 2023, by country

Published by
F. Watty,
Nov 25, 2025

In the first quarter of 2023, Australia and Portugal had the highest share of Gen Z consumers who followed and purchased from brands on social media accounts, each at ** percent. Among the countries listed, Portugal ranked second in shoppers aged 18 to 26 who followed and bought from retailers' social media accounts, just behind New Zealand. Additionally, Austria (** percent) and the Netherlands (** percent) had the highest percentage of Gen Zers who followed and purchased from influencers.

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