"Gen Zers were found to be more than twice (42%) as likely as the average (20%) to buy holiday gifts directly through social media, according to May 2024 research from Basis Technologies and GWI. That compares to millennials at 26%, Gen X at 15%, and baby boomers at 6%. Among overall respondents planning to buy gifts directly through social media, the most popular platform to do so was Instagram, cited by 57%, followed by Facebook (56%), TikTok (43%) and YouTube (38%)."
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