Millennials have overtaken Gen Z as the fastest growing demographic for social commerce purchases, according to new research by the Retail Technology Show (RTS).

The study, which surveyed over 1,000 UK shoppers, found that Millennials now make more purchases than Gen Z across social media platforms including TikTok, Instagram, and Facebook.

On average, Millennials made 21 purchases on TikTok in the past year, compared to 20 by Gen Z shoppers. Millennials also outspend Gen Z on Facebook (20 purchases versus 14) and Instagram (19 purchases versus 18).

The data found that Millennials’ social media spending has grown significantly, with purchases across TikTok, Instagram, and Facebook across the age demographic up 36% year-on-year.