The research shows that 60% of Australians search for products on Google after seeing them on social media. This highlights a fundamental change, where social media is no longer just influencing demand, it’s actively generating it at scale. Influencers drive influence, but not evenly across generationsThe role of social media influencers continues to grow in Australia, but their impact is highly concentrated among younger audiences. The shopping journey starts on social media and converts across channelsAlthough social media is increasingly the starting point for product discovery, purchase behaviour remains distributed across a range of channels. For more information, visit https://au.pattern.com/To share this story on social media platforms, click on the symbols below.