According to recent research cited by eMarketer, the likelihood of brand purchase varies by different generations when they follow brands on social media. Gen X U.S. Internet users lead the way, with 67 percent of them saying they are "likely" or "somewhat likely" to purchase a brand that they follow on social media. For Millennials, that percentage drops to 60 percent, and for Boomers, it is 51 percent.
Gen Xers and Millennials are twice as likely to follow brands on social media as Baby Boomers, according to the research. The reasons for following brands also vary by generation: Gen Xers follow brands for contests and deals, Millennials for entertainment and information, and Boomers for deals and information.