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Main purchase recommendation sources in the U.S. 2022, by generation
According to a survey conducted among consumers in the United States in August 2022, ** percent of respondents said they had purchased products or services based on recommendations from family, while ** percent said they did so based on suggestions from close friends. Gen X respondents were those most inclined towards following the recommendations of family and friends. In contrast, Gen Z and Millennial respondents were more likely to adhere to the endorsements of companies or brands on social media.
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* For commercial use only
Basic Account
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Starter Account
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1 All prices do not include sales tax. The account requires an annual contract and will renew after one year to the regular list price.
MarketingCharts. (October 17, 2022). Leading product recommendation sources according to consumers in the United States as of August 2022, by generation [Graph]. In Statista. Retrieved April 20, 2026, from https://www.statista.com/statistics/1340543/purchase-recommendation-sources-by-generation-us/
MarketingCharts. "Leading product recommendation sources according to consumers in the United States as of August 2022, by generation ." Chart. October 17, 2022. Statista. Accessed April 20, 2026. https://www.statista.com/statistics/1340543/purchase-recommendation-sources-by-generation-us/
MarketingCharts. (2022). Leading product recommendation sources according to consumers in the United States as of August 2022, by generation . Statista. Statista Inc.. Accessed: April 20, 2026. https://www.statista.com/statistics/1340543/purchase-recommendation-sources-by-generation-us/
MarketingCharts. "Leading Product Recommendation Sources According to Consumers in The United States as of August 2022, by Generation ." Statista, Statista Inc., 17 Oct 2022, https://www.statista.com/statistics/1340543/purchase-recommendation-sources-by-generation-us/
MarketingCharts, Leading product recommendation sources according to consumers in the United States as of August 2022, by generation Statista, https://www.statista.com/statistics/1340543/purchase-recommendation-sources-by-generation-us/ (last visited April 20, 2026)
Leading product recommendation sources according to consumers in the United States as of August 2022, by generation [Graph], MarketingCharts, October 17, 2022. [Online]. Available: https://www.statista.com/statistics/1340543/purchase-recommendation-sources-by-generation-us/
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