48% of US baby boomers search for UK brands through eBay and Etsy!

According to new data from the BOXpoll survey released by Pitney Bowes, which surveyed 400 American consumers who have purchased British brands in the past six months, 30% of American online shoppers are most likely to search for British brands through e-commerce platforms and search engines, while a quarter of people discovered British brands through ads on Facebook.

48% of Baby Boomers aged 57 to 75 searched for British brands through e-commerce platforms such as eBay and Etsy. 27% of Gen Z buyers discovered British brands through TikTok ads, while Facebook ads led 26% of Baby Boomers and a quarter of Millennials to discover British brands. A third of Gen Xers aged 41 to 56 said they discovered British brands through YouTube ads.

Millennials and Gen Z are the most likely to shop for British brands than any other age group, with Millennials (19%) being most likely to find British brands through Instagram or TikTok (18%).

12% of Gen Z respondents discovered British brands through influencer recommendations on Instagram, while 16% discovered British brands through influencers on TikTok.

30% of millennial respondents and 29% of Generation Z respondents said that online celebrity recommendations are their main channel for finding British brands.

AMZ12 has learned that this latest survey follows BOXpoll data released in May, which found that a quarter of Gen Z shoppers and 22% of US Millennials purchase from UK online retailers at least once a month.

Georges Berzgal, senior vice president of global e-commerce international at Pitney Bowes, said: “The size of the US market and the appeal of UK brands provide UK retailers with an excellent growth opportunity. But sellers must focus on their selling strategy and provide an excellent cross-border delivery experience, including full landed costs, real-time tracking and estimated delivery dates, to succeed.”

Editor ✎Estella/

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