Morning Consult: Gen Z Trusts Social Media Recommendations Over Search
Morning Consult research found that Gen Z adults overwhelmingly trust influencer recommendations on social media, with 88% following at least one influencer and trust levels growing 10 percentage points since 2019.
Read the original at Morning ConsultCadence's Take
Our perspective on this development
Content coming soon.
More from the newsroom
TikTok Shop Hits $15.8 Billion in U.S. Sales
TikTok Shop reached an estimated $15.8 billion in U.S. gross merchandise value, establishing social commerce as a major revenue channel and demonstrating that consumers will buy directly through social media platforms at scale.
Hootsuite 2026 Social Trends: Attention Fragmentation Hits Critical Mass
Hootsuite's 2026 Social Trends report identifies attention fragmentation as the defining challenge for marketers, with the average consumer now active on seven or more platforms and attention spans on individual posts continuing to shrink.
Sprout Social 2025 Index: 81% of Consumers Make Impulse Purchases from Social Media
Sprout Social's 2025 Index reveals that 81% of consumers have made impulse purchases based on social media content, with authenticity and consistency cited as the top drivers of brand trust.