Biography

Globally, a little over 10% of Baby Boomers used social media to make a purchase in 2024, a low share compared to over 50% for Gen Z, but this figure is increasing as their digital comfort grows . They are also beginning to show interest in live shopping events and personalized promotions, suggesting that with the right, value-focused approach, their e-commerce engagement will continue to evolve, creating new avenues for marketing.

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