Now Reading: Gen Z festive shopping driven by peer feedback, Snap says
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Gen Z festive shopping driven by peer feedback, Snap says
Gen Z consumers increasingly plan and validate festive purchases through social interactions rather than discovery alone, according to new research commissioned by Snap and GWI. The study shows 76% of Gen Z…
The Story in Brief
Gen Z consumers increasingly plan and validate festive purchases through social interactions rather than discovery alone, according to new research commissioned by Snap and GWI. The study shows 76% of Gen Z feel more confident with feedback from trusted people, and 63% share products with friends or family before buying. Nearly 70% view the festive season as multiple celebrations spanning six to seven months.
Snap India says its advertiser base has grown 10 times in two years, with consistent spending up three times, as the platform pushes beyond brand awareness to performance advertising. Snap executives say the platform's camera-first interface and AR lenses differentiate it from competitors, but monetising India's 250 million users remains a challenge. The company declined to disclose festive revenue numbers, saying growth is in line with digital ad spends.
The Indian Opinion
Snap's data on Gen Z habits rings true for Indian shoppers, but advertisers will judge the platform by measurable returns, not just engagement. The 10X advertiser growth sounds impressive, but it starts from a small base. The real test is whether Snap can convert its 250 million user base into a revenue share that challenges Meta and Google. Watch for Snap's India revenue disclosure in the next earnings call.
Sources (2): brandequity.economictimes.indiatimes.com, inc42.com
This story was synthesised by AI from the 2 sources linked above.
Updated: this story now draws on 2 sources.
