Two-thirds of Gen Z consumers says their friends are playing a crucial role in influencing their shopping choices and nearly six in 10 look to friends for beauty inspiration over and above influencers, according to a new Snapchat report.

Snapchat has unveiled new research detailing the purchasing behaviours of Generation Z in Australia. Conducted by Crowd DNA and commissioned by Snapchat, the study surveyed over 3,000 young Australians through an online survey and digital ethnographic immersion. According to the study, 65% of Gen Z respondents indicated that their friends play a crucial role in influencing their shopping choices. Furthermore, 59% of participants reported looking to friends for beauty inspiration more than influencers.

Another key finding was shopping is not just a transactional activity for Gen Z. In the study, 49% of respondents agreed shopping with friends is their favourite way to connect, while 61% describe shopping as a “big fun dopamine rush.” This suggests that shopping is intertwined with social interaction and emotional experiences for this demographic.

The research also reveals a scepticism towards algorithm-driven recommendations. A significant 61% of Gen Z believe that “algorithms are killing our personal style,” and 76% trust recommendations from friends over algorithmic suggestions. Snapchat is perceived as a platform that “breaks them out of the algorithm,” with 40% of Australian Gen Z agreeing with this statement.

Gen Z’s shopping preferences also reflect a shift in priorities. The study found 71% of Gen Z prioritise value and efficacy over brand names, stating they don’t care about brand names if the aesthetic is right. Additionally, 46% view buying vintage as the only affordable way to be sustainable.

Interactive and immersive shopping experiences are also important to Gen Z. The research indicates that 49% of Gen Z are more likely to shop from brands that use interactive ads or features, and 50% prefer gamified shopping experiences. Furthermore, 40% of Australian Gen Z are more likely to purchase a product if they can try it on with Augmented Reality (AR).

Snapchat claims its reach among Gen Z is substantial, with the platform engaging over 90% of Aussie Gen Z.

“Gen Z is a generation that values genuine connection and experiences that help them express themselves and feel confident,” Ryan Ferguson, Managing Director of Snap Inc., ANZ, stated.

Roxy Dinh, Senior Client Partner, Retail, at Snap, Inc ANZ, commented on the community-driven nature of Gen Z, saying, “This research clearly shows that Gen Z is not just a consumer group, but a community-driven force.”

Dinh also noted the importance of blending digital and real-world experiences for Gen Z, stating, “Young Aussies are actively seeking out experiences that blend their digital and real-world lives, where personal style and genuine connection are paramount. For brands, this means moving beyond traditional marketing and embracing interactive, authentic approaches that resonate with Gen Z’s desire for individuality and shared experiences, especially as they navigate economic pressures.”

The figures echo a recent global data of 1.5bn online shoppers compiled in May by Salesforce across its customer base along with quarterly consumer sentiment research tracking. Seventy five per cent of Gen Z’s say they’re prefer physical retail and will head in-store, even for the Black Friday shopping extravaganza in November.